By Angela Malkin, Head of Weber Shandwick Australia
Two of Australia’s most recognisable current affairs programs – The Project and Q+A – have reached the end of their broadcast run. For some, this signals that long-form programming is on life support.
At Weber Shandwick Australia, we see it differently. This isn’t decline – it’s evolution.
The appetite for substance hasn’t disappeared. People still seek depth, nuance, and credible commentary. Long-form isn’t dead. It’s adapting. And communicators need to do the same.
Long-form reimagined
Broadcast has arguably been the final frontier in media’s digital evolution. Print pivoted early. Radio adapted through streaming and podcasts. Social became the new ‘live’. And while broadcast has long participated in the digital ecosystem – with strong social teams and repackaged content – its flagship formats stayed largely unchanged. Anchored in tradition, trust, and the idea of a national conversation unfolding in real time, primetime panel shows held on.
But audiences have moved. They now consume content on demand, on mobile, and in ways that fit flexibly into their lives. This isn’t about broadcast falling behind – it’s about legacy formats finally catching up to audience behaviour.
Podcasts have become the go-to for deeper, slower journalism. According to the Digital News Report: Australia 2024, there’s been a 4% rise in heavy news users turning to podcasts as a main source.
Today, many of the most trusted journalists and commentators aren’t on studio sets – they’re behind mics. Their formats are more personal. Their publishing cadence is more fluid. And their influence, in many cases, is greater.
Rethinking media isn’t new – but now it’s non-negotiable
For brands and PR professionals, it’s no longer a question of if you adapt. It’s how quickly you rethink media and meet audiences where they are. The shift to digital, on-demand, and snackable content has been building for years. Now, even the biggest legacy formats are changing – and the opportunity to lead the conversation has never been greater.
- Podcasts remain a powerhouse. The podcast surge isn’t just a trend – it’s a fundamental shift in how audiences seek trusted, in-depth stories. To truly leverage this space, communicators must move beyond traditional pitching. Build authentic partnerships, explore sponsorships, or develop your own branded series.
- Short form is dominant, but demands strategic precision. With 59% of Australians consuming TikTok and Reels in 2024 (up from 43% in 2022), attention spans have shrunk, but engagement potential has grown. This isn’t about watering down your message – it’s about delivering sharp, compelling hooks, headlines, and visuals that spark curiosity and lead audiences to deeper content.
- Journalists have become independent media brands. As newsrooms contract, many journalists are evolving into standalone content creators – running newsletters, podcasts, and YouTube channels with fiercely loyal communities. Collaborating with these creators offers access to highly engaged, niche audiences and channels that traditional media often can’t reach.
- Diversify your formats to maximise reach and resonance. While not a new concept, format diversification has never been more critical. Tailor your storytelling across multiple formats to engage diverse audiences, extend the lifespan of your content, and create multiple entry points to your narrative.
- Think beyond content – cultivate communities. In an age of information overload, building trust and connection is paramount. Move beyond one-off campaigns to foster ongoing conversations that invite participation and deepen relationships, transforming passive audiences into active advocates.
Long-form is evolving – make sure your brand evolves with it.
The departure of traditional programs like The Project and Q+A is a turning point, not an endpoint. As audiences demand more meaningful content delivered in ways that fit their lifestyles, communicators have a unique opportunity to rethink and reshape how long-form storytelling connects and resonates.
Network Ten’s launch of 10NEWS+ – a reimagined, multi-platform program promising exclusive stories – is a clear example of the industry’s shift towards a fragmented, digital-first landscape. The future belongs to those who lead this evolution – by embracing innovation, cultivating authentic partnerships, and mastering new platforms to own the conversation in this changing media environment.