The company, which handles Foxtel’s sales, unveiled its technology-focused pitch to media yesterday at the swanky pad on the beachfront in Sydney’s Tamarama, utilising a welter of gadgets to show the reach of its offering. 

During the presentation they compared free-to-air competitor as having apathetic, mass audiences, while playing on the niche interest sets of the Foxtel platform and overall reach of the number of channels.

MCN CEO Anthony Fitzgerald said they had picked the luxurious home because “every home that’s like this is a Foxtel home”, and described the upfront presentation as the “Home Fronts”.

He added: “We have such a wonderful technology road map over the next 12 months. The demands of that road map mean we have to really turn things up a notch.”

On the Foxtel Go app he flagged a raft of new channels will be added in the first quarter of next year, including more sports channels as the new NRL deal kicks in.

He also pointed out to the inconsistency of forecasting amongst media agencies, and said they expect the December quarter to be “flatish” after the surprising 8% drop in the Standard Media Index figures in October, but added they were already seeing November as a better month, and said December’s results would depend on what happens with retailers in November.

Read more http://www.bandt.com.au/news/media/mcn-banks-on-affluent-demographics-to-improve-posi?utm_source=SilverpopMailing&utm_medium=email&utm_campaign=BandT%20Newsletter%20-%20send%20-%3E%2020/11/2012%202:13:11%20PM&utm_content=&spMailingID=5126917&spUserID=ODcwNDQ2MDM1MQS2&spJobID=58702150&spReportId=NTg3MDIxNTAS1

Head of sales Mark Frain said the use of new technology to measure how viewers were interacting, and track exactly who they are. They are also looking to expand the viewer panel from the current 10,000 to as many as 100,000 to improve granular data and "measurability".

However, the pitch was light on exactly what new content advertisers will be buying against next year, with MCN preferring to drip feed that information throughout the year.

Libby Minogue, head of strategic integration, said Foxtel was investing 50% more on local content in 2013, and flagged new series of Australia’s Next Top Model, Grand Designs Australia and the already-revealed Australian Pickers.