In an intriguing move, Pedestrian Group has rolled out PEDESTRIAN TELEVISION, marking Australia’s sole TV channel and VOD platform squarely aimed at the youth.
The new channel is now available on 9Now, with 24/7 streaming.
PEDESTRIAN TELEVISION promises a unique blend of content. Some are in-house productions, while others are handpicked through partnerships. With licensing accords in place with big names like Sony Pictures, Australian Independent Record labels (AIR), OUTtv, Eternal Family, and Robot Army, viewers can expect a rich variety from comedy and reality to music and movies.
There’s also a promise of surfacing both contemporary and retro content, adding a flavour of nostalgia.
This isn’t just about entertainment. The channel will also sprinkle in original news and cultural narratives from the Pedestrian Group stables. Brands leading this segment are PEDESTRIAN.TV, VICE, Refinery29, and The Chainsaw.
Plus, they’ve teamed up with The Betoota Advocate to broaden their content horizon.
Accessible through 9Now via connected TV, applications, and the web, it’s a free platform with ads. However, the ad intensity is notably toned down, allowing handpicked brand associates to get premier visibility to the channel’s target demographic.
“The obvious opportunity is that there’s no TV or streaming service out there dedicated solely to 18-35 year old Australians. What’s even more exciting is the way PEDESTRIAN TELEVISION will be rewriting the rule book to create chaotic good TV.
Our unique programming will combine the pace and energy of social media, with the curated voice of a TV channel to end streaming decision paralysis for young Aussies.”
shared CEO of Pedestrian Group, Matt Rowley.
James McManus, Executive Creative Director at Pedestrian Group, echoed this sentiment,
This channel will plug young Aussies into what’s going on like no other. We’ll be converging our trusted brand voices in one place to tell the news, give gig guides and hit the streets for opinion in untraditional, lo-fi, fast formats – meaning any viewer can keep up to speed by tuning in for just a few hours a week.
Importantly we’ll also lean heavily into supporting fresh Aussie music, showcasing the diverse talent our country has to offer.”
Lastly, the commercial potential of this venture was underlined by Pedestrian Group’s Chief Commercial Officer, Rachel Tikey. She stated,
“PEDESTRIAN TELEVISION is a game changer in the art of connecting brands with young Aussies, enabling our clients to harness Pedestrian Group’s renowned native content expertise, now in television format.”
The integrated approach across their websites, events, and active social channels makes it a singular offering in the market, with BWS already on board as a launch partner.
