We all know that Masterchef set the OzTam ratings on fire with a peak of 4.11 million viewers but even more astounding was the power of the Masterchef website.
The website, according to a Network 10 release, scored between 23 April and 21 July 2009 some 35,739,245 total page views and an average browsing time of 16:40 minutes.
This result demonstrates the power the networks now have in leveraging their television brands across different media platforms, including Internet, Radio and Magazines.
Network Ten’s chief digital media officer, Nick Spooner said: “These results for MasterChef Australia demonstrate the value of the online environment created for TEN’s audience and advertisers. Viewers are going online to extend their viewing experience and advertisers increasingly seek a fully integrated, cross-platform opportunity.”
With the continued divergence of viewers because of new digital channels and pay-tv, Australia’s TV networks are now starting to realise the power of the Internet in ensuring more viewers see their product and provide advertising with another avenue to target certain demographics.
FremantleMedia Enterprises (FME), is the brand extension arm of FremantleMedia, produces Masterchef in Australia. FME vice president, licensing, Ben Liebmann, said: “The rich content and experiences of the official website have provided the show’s loyal fans with an amazing opportunity to immerse themselves in the world of MasterChef Australia 24 hours a day, seven days a week.”
We have only seen the beginning of the use of the Internet to enhance a television viewers experience.