Seven’s Sydney Upfront took over the Hoyts cinema complex at the Entertainment Quarter to showcase the 2023 offering.
A box of Seven Upfront popcorn and a branded bottle of water (‘Are you thirsty for more?’) were on every seat and an ice-cream vendor guarded the entrance with a choc top for those inclined.
While the minutes ticked by to a 5.20pm kick-off, a montage of photos from across Seven’s 65 Australian offices shared moments from a day in the life of the broadcaster. Larry Emdur seemed to get a lot of screentime, rightly so perhaps given the number of hours he hosts and co-hosts ratings-winning shows each day. (The perception wasn’t the reality though, with Mediaweek told the appearances were even for all stars!)
Each cinema was given one Seven executive to welcome the audience. Cinema 1 had the boss James Warburton, Cinema 2 got Kurt Burnette. In Cinema 3 we were lucky enough to get Nat Harvey. She promised details about two critical content deals, one we knew about (AFL) and one new (NBCU). “And no fireworks,” she promised with a nod perhaps to Foxtel’s flashy show next door a few days earlier.
Close to the start Seven showed an animated segment detailing its community initiatives and its green credentials – “using the power of our platforms to inspire a better us”.
This was the first Seven Upfront since the Prime acquisition and much of the focus was about Seven’s national reach and size of audience. Seven is all about “heartland Australia”.
Then it was time to strap yourself in and see the thrills the Upfront team led by Andy Kay with support from Dacien Hadland had for moviegoers.
Seven’s boardroom blockbuster
Much of the first part of the Seven Upfront movie took the audience inside the Seven boardroom where James Warburton was chairing a meeting of his senior team. They all got a few quotes as they discussed highlights of the business and what lay ahead. Those talking about Seven’s dominance, commercial opportunities and programming highlights were Kurt Burnette, the soon-to-depart Charlotte Valente, Katie Finney, Gereurd Roberts, Nat Harvey, Brook Hall and Angus Ross.
It all looked very serious which was a reminder of the size of the stakes on offer.
After we left the boardroom it was time for the promos for the major formats to roll out.
Australian Idol promo set
Taking top spot was some very impressive work the team had done for Australia Idol. We saw a very elaborate set filmed at Marvel Studios including a swimming pool constructed for the shoot.
“Live television is back” shouted the screen. With some of the Idol episodes the only live entertainment format in Q1, and maybe all year?
Upfront guests got to see an Idol audition clip and then we saw Nat Harvey lined up in the audition queue. When she got inside Harvey told the judges about the power of partnering with Seven during Australian Idol. “It’s a huge ‘yes’ from me,” said new Idol judge Amy Shark.
Then it was time to go back to the boardroom, this time to hear from Seven’s creative director guru Graham Donald.
The major formats then started to stack up quickly. Blow Up is new format that seems to feature people blowing up balloons! James Warburton explained how it had become a huge hit in Europe.
Then it was time to visit Million Dollar Island with Seven’s Nicole Bence walking the sandy beaches explaining the new format that sounds a little like Survivor with wristbands.
Next with the Kath & Kim special event. Lots of clips were shared and Angus Ross told us “there is nothing more heartland than Kath & Kim”.
Jim Jeffries was next talking about his new game show The %1 Club and then a King Charles impersonator introduced the new sketch comedy from Mark Fennessy We Interrupt This Broadcast.
Chris Reason and colleagues at work
A significant amount of work went into the Upfront segment on Seven News with film of assembled teams from all parts of Australia. Reporters were shown at work including clips from Chris Reason, Michael Usher and Hugh Whitfeld promoting the Seven News brand outside Buckingham Palace filmed between hours covering the British Royal Family.
The reporters noted they are often the only Australian TV news on the frontline.
Then it was time for the Kurt Burnette show. We started with the broadcaster’s chief revenue officer at the AFL Grand Final (out in the crowd, not a corporate box). Burnette told how Seven would be streaming its AFL matches in 4K when the new rights deal kicks off in 2025. From next year though he promised advertisers more Thursday night games, some double headers across the season and also an extended season of The Front Bar.
Kurt Burnette at the footy and then afloat
Seven also revealed yesterday a partnership with Optus Sport for coverage of the Women’s World Cup.
Things were a little more upmarket though when we next saw Burnette – aboard a luxury cruiser as he went through the highlights of the NBCU deal. He noted Australia gets a free-to-air 7Bravo channel eight years after something similar launched in New Zealand. He also told how viewers were in the middle of 60 shows in 60 days at 7plus. Who knew?
Nicole Bence was still on the beach when she returned to talk about Seven’s 45 FAST channels, another gem for 7plus viewers.
Bruce McAvaney
Seven Sport then got a good work out starting with Paralympian champ Annabel Williams and then featuring a cavalcade of broadcast talent including Patrick Dangerfield, Matt Shirvington, Justin Langer, Jack Perkins, Emma Freedman, Daisy Pearce, Mel McLaughlin and it would be Seven Sport without Bruce McAvaney.
Eventually, it was time for the Sonia Kruger show – saving the best for last!
Saving the best for last – the Sonia Kruger show
Starting with a promo for The Voice, Kruger then comically inserted herself into segments promoting Farmer Wants a Wife, Australia’s Got Talent, SAS Australia, The Chase, My Kitchen Rules (where state v state is back!), This Is Your Life (promising 1m+ viewers for episodes in 2023), then Big Brother, RFDS and Home and Away.
Georgie Parker then got to introduce what Seven labelled the event drama of 2023, the long anticipated The Claremont Murders.
The final piece of the Seven programming puzzle that was being filled each time a program was showcased was The Logies for 2023.
Seven has also become the first broadcaster to promo an Upfront 12 months ahead! Next October the show will be part of the first Australian SXSW event running between October 15-22.
In the meantime, book your ticket to the original SXSW show in Austin Texas next year!
See also: Seven Upfront 2023: Every Announcement