David Astley

The Media Alliance is an international media initiative for building public awareness of social development issues and achieving behavior change. It brings together media companies, advertising agencies, development agencies and multi-national corporations in partnerships to create media content on issues such as climate change mitigation and adaptation, disaster prevention and preparedness, protection of the environment, labor and child rights, health and nutrition, and sustainable development.

Chief executive of professional association representing public/government broadcasters in 55 countries. From 2002 to 2010, doubled membership, increased participation in daily television news exchange, and made sports department self-financing. Expanded training activities and oversaw establishment of new capacity building initiatives to improve reporting and production skills of broadcasters in developing countries. Increased external funding to subscription ratio from less than 10% to over 40%.

Renegotiated over USD100 million of channel supply contracts to enable ASTRO to launch new packages to accelerate subscriber and revenue growth. Worked on development of the company’s international joint ventures (pay TV, radio, Internet portals and publishing) in Hong Kong, Taiwan, India, Brunei and Indonesia, and the development of new products and services for the company’s Malaysian pay TV subscribers. Involved in the preparation of documentation for the NASDAQ listing of ASTRO All Asia Networks Ltd.

Responsible for strategic planning, business performance improvement, organisational development, cost reduction projects and major contract negotiations. Successfully managed a one-year internal cost reduction project following the Asian economic crisis to reduce the company’s operating costs by USD12 million+. Negotiated and supervised a six month business improvement project the following year, utilising international consultants, to introduce a performance management program to improve productivity.

Had full P&L responsibility for this AUD40 million p.a. turnover listed company which operated eight commercial television stations in regional Queensland and two commercial radio stations in New South Wales. Actively involved in investor relations, financial management and implementation of marketing strategies. Improved EBIT from AUD8.9 million to AUD12.2 million in one year to enable the company to be sold to the Seven Network for AUD113 million, achieving an EBIT multiple of 9.7.

Undertook a major restructuring of the company’s operations following the introduction of the Federal Government’s aggregation policy to introduce competition to the regional television industry. Implemented cost reduction programs and new sales and marketing initiatives to achieve a turnaround from an operating loss of AUD2.5 million to an operating profit of AUD5.6 million in two years. Actively involved in the due diligence and preparation of a prospectus for a successful AUD18 million capital raising.

From a base of two television stations in Townsville and Cairns, built a state-wide network of nine stations through the launch of Queensland Satellite Television, a takeover of Mt Isa TV, a major expansion of production and transmission facilities under the Federal Government’s aggregation policy. Responsible for all day-to-day operations and Government lobbying through a period of significant legislative change. Served as Chairman of the industry association Regional Television Australia 1985-87.

In addition to full P&L responsibility for this commercial television station (Channel 8 Darwin), personally controlled all national advertising sales and marketing activity. Responsible for major account development and servicing national advertising agencies. Supervised a major expansion of facilities and implementation of computerised scheduling systems. Planned and managed the launch of the first commercial television news service in Darwin.