Even though The Project was officially cancelled earlier this year, the brand hasn’t disappeared.
Former head of social, Kieran Simpson, announced on LinkedIn that there’s been something of a comeback.
“After 3 months off the air but keeping the social channels alive; yesterday, we launched stage one of the newish The Project. There’s a tiny team working on the product these days but we are determined to deliver something different for the Australian news audience. Day one is done. Now we start to focus on stage 2.”
So yes, The Project is resurrected – but not in full broadcast armour.
The thing is: we don’t yet know exactly what that “product” is. Is it a nightly feed? Clips only? A digital show? Simpson is tight-lipped.
Network 10 commissioned the show but The Project is owned and operated by Roving Enterprises. As Roving Enterprises own the show and the IP, they also are responsible for the social channels. The channels have been in operation since June 30 and, unlike the show, remain in operation.
When Mediaweek asked Roving Enterprises for specifics about the revamp, they offered this cryptic reply: “Original content is at the core of what The Project does and we will continue to build our on-line presence over the coming weeks.”
OK, sure, but what exactly does that mean Mediaweek pressed. Their response?
“Our digital presence will continue.”
The fallout before the return
Network 10 confirmed The Project would end its 16-year run, after 4,500+ episodes back in June. Reduction wasn’t tidy – many roles were made redundant, including digital and production staff.
The people behind it were let go. Simpson himself reflected on the aftermath: “This photo pretty much sums up what redundancy feels like: a bit cooked, a bit gutted.”
But as he added, there’s residue in what they built: “After 4 years helping The Project grow and hit record numbers on socials, I know the impact good content and smart strategy can make.”
For those watching the trade media angle, that line is telling: even cancelled, the digital footprint had heft, worth considering when media brands plan future “off-air” strategies.
Kieran Simpson
What kind of resurrection is this?
Simpson’s description of “stage one” suggests a phased rollout. The mention of a “tiny team” and “product” hints at a digital product, perhaps short-form, perhaps social clips or newsletter style content. “We are determined to deliver something different for the Australian news audience.” That’s the mission statement – but also the big question-mark.
Just don’t count on Network Ten, as it’s publicly moved on: announcing that new one-hour national news and current affairs show 10 News+, and redistributing Deal or No Deal, etc.
Hear what Martin White, Vice-President of Broadcast News, Paramount Australia said about the changes to Mediaweek’s Newsmakers: