Exploring the evolving formula of brekky TV with Channel Nine’s Joshua Del Pozo
“My inbox is hopefully full of great ideas and it's my job to sift through those ideas and PRs are incredibly helpful when it comes to that – and relationships are absolutely everything.” – Joshua Del Pozo, Chief of Staff, The Today Show
Breakfast TV has always been the go-to for Australians wanting to start their day informed.
The tried and tested formula, from news updates every 30 minutes to weather reports and entertainment sprinkled in, has ensured audiences are informed and entertained in a timely way.
However, with the rapid changes in how content is consumed, there’s a question that lingers: is the formula for breakfast TV undergoing a shift?
This episode features Joshua Del Pozo – the Chief of Staff at Channel Nine's flagship morning TV program The Today Show.
From Monday through to Friday, Josh oversees three hours of live content, so has his finger on the pulse when it comes to what audiences want to watch while they’re sipping their morning coffee.
"Everyone's attention spans have shortened,” Josh says. “So what we've had to do is offer more content and choice within our program duration."
He emphasises that the importance of evolving content and how PRs can assist brekky TVs serve up what their diverse audiences are seeking.
"Our reporters have to transform and evolve their story,” Josh explains. “We don't want the same updates relayed. By 9am, the story should have evolved."
Josh also talks about the Today Show’s incredible scope to deploy content across Nine’s multiple channels, making it worth PRs while to keep the exclusives coming.
“So, from The Today Show, to our social media, to our YouTube, but also just Nine as a family…if you come and lock in a fantastic story with us,” he says.
“Today sets the agenda. Will it get picked up by the SMH, possibly the Age, the Brisbane Times? Will it then flow on to 2GB and radio or 3AW? The actual network itself and how far things can go through us is awesome.”
For PRs pitching behind the scenes, it’s about adapting to the changing attention spans, understanding your audience, and consistently offering fresh content to stay relevant in the modern media landscape.
In keeping with It’s PR Darlings’ tradition, Greer and Jo delve into some of the quirkier jargon in the media industry, focusing on Vox Pops. Listen in to hear how you can incorporate Vox Pops into your pitches. And to get more insights on media jargons like noddies, backgrounding, and overlay, download previous seasons of It's PR Darlings.
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