When it comes to solving problems, it appears Bruce Dover has plenty of runs on the board. A self-confessed sports fanatic, things came to a head in Hanoi in the early ’90s, when local police raided his house, demanding he dismantle his newly-purchased and indeed much-loved satellite dish - for use themselves, one assumes.
Rather than beat his chest and escalate the matter into a potentially serious ‘local versus expatriate’ dispute, Dover smartly extinguished the fire by explaining that every Tuesday night the English Premier League was broadcast, and that the local police inspector and his friends were welcome to join his family at the house. Problem solved, although it did somewhat curtail his family’s plans once a week.
Fast-forward to 2007, and Australia Network’s (AN) newly-appointed CEO is still just as keen on sport. It’s a personal interest now, however, albeit professionally tempered by the requirements of the charter under which AN operates - that it is not a channel for expatriates, but rather for ‘aspiring Asians’.
While he’s aware that most Australian expats in the region sit down with AN on a weekly basis - the channel forms a critical part of their weekend fix with a wide mix of sports - Dover notes the channel is expected to undergo something of a personality review.
“Because Australia Network is partially funded by the Department of Foreign Affairs and Trade (DFAT), we are keenly aware that our biggest challenge is to look beyond the expatriate audience,” he explains.
“I’ve lived in Asia for more than 20 years and the channel has probably had multiple personality disorders in the way it has done news, kids programmes, drama and sport, so one of our first requirements is to develop a consistent personality.
“Sport is one of the areas we have to look at. There is a small but very vocal expatriate network out there who want sport, but they’re not tax-paying Australians. If we were to spend all that money each weekend catering to their needs, it would probably be cheaper to fly them over.”
Since coming on board just two months ago, the former award-winning journalist has embarked on a significant phase of audience and programming research, with a view to a wider evaluation of the channel’s content mix and direction. Tasked with overseeing programming, scheduling, marketing and distribution, Dover points out the over-riding job over the next six months is developing that brand personality, with the network tapping Interbrand, DDB and Tribal DDB to look across the board at television and online.
With the new direction likely to include local partnerships and co-production ventures in a bid to enhance relevance at a pan-regional level, Dover insists that sport will still play a role in AN’s broader picture, along with news, entertainment, lifestyle and language education programming, adding rather unhelpfully the overall position would sit “somewhere in between BBC World and Star World”.
“From an advertising point of view, there’s a high level of sport watchers that do tune in, so we really need to be able to monetise that aspect, and we’re also exploring a number of opportunities in terms of co-production ventures.”
In fact, it’s this commercial reality which is causing the former News Corp and CNN executive a few headaches. Operated by the ABC, AN has traditionally avoided any talk of advertising revenue, but, in much the same way as BBC World has done, the broadcaster is undergoing a fundamental shift in the way it operates. “Looking at how to improve revenues is one of my key roles. What I bring is a slightly more commercial view of the world - I’m an outsider, essentially, but that’s a positive.”
But with more than 20 years’ experience across the region - Dover has lived in Hong Kong, Singapore, Hanoi, Beijing and Bangkok, among others - it may be difficult to refer to him as anything but an insider. A personal ability to adapt to different mindsets has played a key role professionally, prompting his first foray into online during the internet’s early days with both News Corp’s Star Television in China - “I was brought in to solve a few problems,” he recalls, referring to Murdoch’s infamous 1993 comments on totalitarian regimes and technology which led to a difficult decade for Star in China - and latterly, with CNN’s regional television and online platforms.
Accordingly, it’s now AN and its 41 markets that stand positioned to be a key beneficiary of that experience. “The future of AN is how we integrate a web-based platform with television over the next three to five years, as it is going to be absolutely central to our revenue model. Also, I’ve learned some lessons along they way.”
Bruce Dover’s CV
2007 CEO, Australia Network
2004 Managing director, DoCo International
2001 Managing editor, CNN International
1998 Managing director, News Interactive, News Limited Australia
1994 Vice-president, News Corporation (China)
1992 Deputy editor, The Australian; editor, Business Asia magazine
