Global sales and social channels help Australian TV formats thrive

A number of independent producers are managing their business models to ensure their content still finds a home on Australian TV in addition to reaching a bigger global audience.

The original Bondi Vet Chris Brown. The show, now on Seven, has aired over 160 episodes.

Tough economic conditions across the Australian broadcast media sector have tightened networks’ spending on TV content, but strategies to tap into global audiences are delivering valuable additional income streams for production companies.

The latest TV production data from Screen Australia shows there were only four free-to-air dramas made for Seven, Nine and Network 10 in 2023/24.

The unscripted sector hasn’t been as badly affected partly because audiences continue to embrace reality TV programs formats, which are also much cheaper than drama to produce.

But for a number of independent producers who are struggling to succeed in the Australian television landscape, remaking their business models to ensure their content can find a home overseas as well as on Australian TV has been a game-changer.

The buzzword “Bondi”, for example, has helped two different formats secure long runs both here and internationally.

The first was Bondi Rescue. Developed by producers Ben Davies and Michael Cordell and originally commissioned by Network 10, the format has lasted 200-plus episodes as a co-production between CJZ and Ronde Media.

Looking after distribution is CJZ chief executive Matt Campbell.

“Bondi Rescue is the longest-running prime time show on Network 10 at the moment,” he told The Australian.

“The series has always sold well internationally. It’s gone to around 170 territories. But digital platforms and FAST channels opened up new opportunities and we are selling episodes I thought we would never sell again.

“I can tell you our digital income now way surpasses our linear. The revenue models vary — some are based on revenue share with no money upfront, others are for money upfront. The good thing about these new markets is the content is sold as non-exclusive.”

The main sources of the digital income are YouTube and Facebook.

From left: TV producers Matt Campbell (CJZ), Geraldine Coy (The Full Box) and Steve Oemcke (WTFN).

Bondi Vet trades on the pull of the iconic beach, too. Also originally commissioned by Network 10, the series is now seen on Seven. It has 160-plus episodes and has a new generation of vets after the original doctor, Chris Brown, moved on to other TV projects.

WTFN is the production home of Bondi Vet. Producers Daryl Talbot and Steve Oemcke originally had the idea of using Dr Chris Brown in his practice near Bondi Beach as the centrepiece of a show.

“We were so sure it would work we invested $100,000 in making a pilot and then took it to market,” Mr Oemcke told The Australian.

After initial interest from Discovery evaporated, Mr Talbot and Mr Oemcke received interest from Channel 10 via its UK buyer.

The program found an audience quickly, making a star of the host along the way. The show had a long run on 10, a shorter one on Nine, and is now with Seven.

The business model expanded when other markets started picking up the show.

“Bondi Vet was eventually being watched in over 200 territories,” Mr Oemcke said.

WTFN reviewed the business model in 2022, adding digital platforms that they supplied with episodes and clips. “We landed on Facebook and YouTube that year. It went from being an ensemble of vets led by Dr Chris Brown, to be an ensemble of vets from Australia and across the world.

“We’ve got over six million subscribers between YouTube, Facebook, Instagram, Snapchat, and TikTok, and we get 100 million views on the platforms per month,” Mr Oemcke said.

The revenue line looks a lot stronger too. “There’s still revenue from the traditional sales distribution of the content. In the digital space, we have revenue shares with Facebook and YouTube.”

The boutique production house The Full Box has a similar story to tell. Its bread and butter is real crime, and producers Geraldine Coy and Bryan Cockerill have carved out a global audience beyond their Nine viewers.

A third season of Australian Crime Stories: The Investigators starts on Nine this week.

“There are so many more ways to reach a global audience now than when we founded The Full Box nearly 20 years ago,” Coy told The Australian. “A mix of linear TV, streaming services, and social media delivers maximum visibility and revenue opportunities. On worldwide streaming platforms and AVOD channels like YouTube our content is reaching massive audiences.”