Pedestrian.TV

Pedestrian.TV (styled as PEDESTRIAN.TV) is a youth digital news and entertainment website based in Australia.

Pedestrian.TV
Type of site
Digital Media, News
Available inEnglish
Country of originAustralia
OwnerPeter Costello
Nine Entertainment Co.
Founder(s)Chris Wirasinha
Oscar Martin
EditorJosephine Rozenberg-Clarke
Key peoplePeter Costello, Chairman

Matt Rowley, CEO

Vanessa Lawrence, Publisher
URLhttp://pedestrian.tv
CommercialYes
Launched2005
Current statusActive

According to audience data, the website reaches over one million unique users per month, and attracts in excess of two million monthly page views,[1] with the majority portion falling in the 18-24 age demographic. Pedestrian.TV is part of the larger Pedestrian Group, which itself is wholly owned by Nine Entertainment Co..[2]

History

Launched in 2005 by co-founders Chris Wirasinha and Oscar Martin, Pedestrian.TV was initially distributed as a DVD magazine, stylised as a “Plastizine,” with the advertorial backing of BMW Mini.[3] In 2007, the company shifted online, launching the Pedestrian.TV site.

In 2010, the company launched sub-site Pedestrian JOBS; a creative industries-focused employment classifieds board.

Nine Entertainment Co. subsequently acquired a 60% stake in Pedestrian.TV in 2015 for a reported $10 million.[4] Nine bought out Wirasinha and Martin’s remaining 40% ownership share in 2018 for an additional $39 million,[5] putting the company's total valuation just shy of $100 million.

In 2017 Pedestrian.TV broke the story of youth government broadcaster Triple J's initial internal discussions regarding moving the Triple J Hottest 100 away from the controversial January 26 Australia Day public holiday.[6] Triple J ultimately shifted the Hottest 100 date to the fourth weekend in January, citing a desire to remain "an event that everyone can enjoy together."[7]

Following the merger of Nine and Fairfax in 2018,[8] the business behind Pedestrian.TV was merged with that of Allure Media,[9] forming the larger Pedestrian Group.[10]

With Wirasinha and Martin shifting to advisory roles following the sale, Nine appointed Matt Rowley as the CEO of Pedestrian Group in early 2019.[11] In March 2021, Pedestrian Group announced a multi-year deal with Vice Media and Refinery29 to become the Australian digital publishing home of both brands.[12]

Awards

In 2020 Pedestrian.TV was awarded the prestigious Brand of the Year award at the Mumbrella Publish Awards,[13] beating out other nominees that included AFL.com.au, Urban List, and Nine.com.au.

Pedestrian.TV was previously awarded Brand of the Year by Mumbrella in 2015[14] and again in 2016.[15]

References
  1. Blackiston, Hannah (2019-09-11). "Pedestrian Group reveals first audience figures since Allure merger, with unique audience of 3.5m". Mumbrella. Retrieved 2021-04-14.
  2. "Brands of Nine". Nine for Brands. Retrieved 2021-04-14.
  3. Samios, Zoe (2018-09-19). "From DVD magazine to Nine buyout: The story of Pedestrian TV". Mumbrella. Retrieved 2021-04-14.
  4. "Nine's no digital Pedestrian". Australian Financial Review. 2015-03-29. Retrieved 2021-04-14.
  5. "How two Millennials built Pedestrian into a $100m business". Australian Financial Review. 2018-09-02. Retrieved 2021-04-14.
  6. "HUGE: Triple J "In Serious Talks" To Move 'Hottest 100' From Australia Day". Pedestrian TV. 2016-09-12. Retrieved 2021-04-14.
  7. j, Words by triple (2017-11-27). "Hottest 100's new date". triple j. Retrieved 2021-04-14.
  8. "What the Fairfax and Nine merger means for you". www.abc.net.au. 2018-07-26. Retrieved 2021-04-14.
  9. Samios, Zoe (2018-12-11). "Pedestrian TV and Allure merge, with Jason Scott to depart". Mumbrella. Retrieved 2021-04-14.
  10. "Pedestrian TV to absorb Allure Media in post-Fairfax consolidation - AdNews". www.adnews.com.au. Retrieved 2021-04-14.
  11. Kelly, Vivienne (2019-04-10). "Matt Rowley becomes CEO of Pedestrian as founders Chris Wirasinha and Oscar Martin exit". Mumbrella. Retrieved 2021-04-14.
  12. Samios, Zoe (2021-03-14). "Pedestrian Group signs deals to publish US websites Vice and Refinery29". The Sydney Morning Herald. Retrieved 2021-04-14.
  13. Wells, Darren (2020-11-05). "Pedestrian.TV awarded Brand of the Year at Mumbrella Publish Awards". Mumbrella. Retrieved 2021-04-14.
  14. "2015 Winners - Mumbrella Awards". 2016-01-08. Archived from the original on 2016-01-08. Retrieved 2021-04-14.
  15. Staff, Mumbrella (2016-06-30). "Cummins & Partners takes out agency of the year at Mumbrella Awards". Mumbrella. Retrieved 2021-04-16.
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