In a landscape where Nine and Seven command the lion’s share of commercial news audiences, and the advertising dollars that follow, Network 10 is charting a different course.
While the big players double down on scale and spectacle, 10 News First is investing in something quieter but no less valuable: credibility.
Martin White, Vice-President of Broadcast News, Paramount Australia, sat down with Mediaweek’s Newsmakers podcast where he revealed that he believes it’s the networks commitment to telling it straight, without editorialising, that sets them apart.
But at the heart of it all? A simple, unwavering commitment: tell the truth, tell it well, and make sure the story earns its place in someone’s day.
A new investigative unit
White was asked about the state of current affairs programming on Network 10, and to settle a rumour making the rounds this week – are they building a 60 Minutes-style investigative show?
With a wry smile and a measured pause, White replied the network is “looking to explore longer-form, investigative storytelling across all our platforms”.
White confirmed that former 7News journalists Denham Hitchcock and Amelia Brace will be joining the team, adding: “They will both be developing ideas for 10 News with Dan Sutton”.
No agenda, just the truth
White paints a picture of a news brand that isn’t trying to shout louder, just smarter. While 10 News First still covers global stories, it’s local news where the momentum is building fast.
In Brisbane, viewership jumped 27% year-on-year, a lift White attributes to the return of veteran presenter Sharyn Ghidella and a renewed hyper-local strategy. Adelaide’s up 18%, too.
“We always ask ourselves with every story: why should people care?” White says. “Because that’s what really matters to someone’s day-to-day.”
This simple ethos, stories that matter, delivered without bias, is shaping how 10 News First reclaims relevance with viewers. White is adamant: “We don’t do editorial. We just tell it straight.”
Multiplatform mentality
Of course, being trustworthy isn’t enough. You also have to be findable. White says the network’s strength lies in how it’s adapted its content to multiple platforms without compromising its journalism.
Whether it’s breaking news on TikTok or explainers on YouTube, the stories are being shaped to fit the platform, but the reporting rigour doesn’t waver.
“The craft doesn’t change,” he says. “You still need a journo to break the story. You still need to be on the ground, to call, to check, to verify. What’s changed is just where we’re telling our stories.”
He cites the million-plus followers on TikTok and YouTube as proof of audience demand. But he’s quick to note that these aren’t just vanity metrics, they’re signals of cultural influence.
“Short-form, vertical video isn’t new, but the rate at which it’s being consumed is. And the cultural pull of that kind of news is massive.”
A post-pandemic hunger for the facts
White acknowledges we’re living in uncertain times: “a post-pandemic society where people are turning back to institutions they trust.” For him, news needs to meet that moment with a clear promise: no agenda, just the truth.
And that trust, he says, lives and dies by the newsroom. From veteran anchors like Sandra Sully and Hugh Riminton to frontline reporters across the country, “our people are known for being straight with the audience.”
That reputation, he says, is everything.
To hear Martin’s interview on Mediaweek’s Newsmaker’s click here