The economic and worldwide impact of the Australian drama Home and Away has been highlighted in new research commissioned by Seven West Media (SWM).
SWM managing director and chief executive officer James Warburton unveiled the independent analysis by leading economics firm ACIL Allen during a Committee for Economic Development of Australia presentation on the current state and future of the Australian free-to-air television industry on Wednesday.
“Home and Away has been at the heart of Australia for 34 years, and this research reflects, for the first time, the show’s huge impact on the Australian economy, our television landscape, our community, and Australia’s international reputation,” Warburton said.
Over the course of three decades, ACIL Allen’s Economic and Global Impact of Home and Away report demonstrated the show’s impact on the Australian economy, cultural landscape, tourism, and creative sectors.
Since its inception in 1988, Home and Away has employed between 1,500 and 2000 individuals per year in front of and behind the camera, whether for a week or decades, generating a total of 12,890 full-time equivalent direct and indirect jobs in Australia.
The analysis forecasts that between 1988 and 2021, Home and Away enhanced Australia’s real income by $7.5 billion, or an average of $221 million each year, due to the economic impact and flow-on impacts to related industries.
According to the study, Home and Away brought in an additional $1 billion in export earnings, making it one among Australia’s most successful media exports.
The survey also noted the beneficial impact Home and Away has had on Australia’s image, citing how it has influenced both local and international tourists’ perceptions of the country.
In a poll of current and former viewers in the United Kingdom, Ireland, and New Zealand, 33% stated Home and Away made them want to visit Australia.
Ireland was the most influenced, with 38% of those who watch or have seen Home and Away stating it piqued their interest in visiting Australia. The show had a favourable impact on 36 percent of UK viewers, while 19 percent of New Zealand viewers claimed it was a factor in their desire to visit Australia.
“We don’t just make Home and Away because we have to as part of our local content commitments,” Warburton explained. The impact of good Australian content extends far beyond the number of people who watch it every day. It contributes to Australia’s social fabric. It provides information to voters. It demands accountability from the powerful. It is a storyteller. It gives them a job. It promotes tourism in Australia.
“ACIL Allen’s independent study emphasises the crucial role of free-to-air television in entertaining people and defining our national identity. Over the course of three decades, Home and Away has developed, broken new ground, and captivated millions of viewers. It’s a national treasure, and our A-list cast and crew are among the most dedicated in the business.”
“Home and Away’s economic benefit is enhanced because it is exported to so many nations,” said ACIL Allen director Jerome Fahrer. This is not only because exports have larger flow-on effects on the economy, but also because Home and Away draws international tourists.”
Home and Away is Australia’s second-longest-running drama series, with millions of fans throughout the world. Over the previous five years, the programme has been screened in numerous languages and marketed in 145 countries, with an average daily total television audience of over 1.1 million people in Australia.
Methodology for the tourism appeal research: Respondents were gathered in three separate markets. The United Kingdom, Ireland, and New Zealand are all members of the Commonwealth. The study was conducted in the field for eight days, from March 25 to April 1, 2022, with the help of a third-party panel supplier, Glow. A total of 2,665 people took part in the survey.
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