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Big Blow for Nine as Adrian Swift jumps ships to ABC

NewsKevin Perry
 Adrian Swift  image source - Mediaweek

Adrian Swift

image source - Mediaweek

In what can only be described as a big blow for the Nine Network the ABC has today confirmed the appointment of Adrian Swift as Head of Content and Creative Development.

Swift has been a key factor in reviving the fortunes of Nine in recent years and is one of Australia’s most experienced media executives having worked across multiple platforms, from newspapers to television, terrestrial to multi- channel TV environments, production to senior board level executive responsibility.

Swift, comes to the ABC from the Nine Network where he was Director of Development and Digital, responsible for new, unscripted programming including Big Brother and Australia's Got Talent as well as executive producing major shows including The Voice and upcoming docu-drama series Embassy. He was also integral to the development of strategy for the network’s apps, social media, web sites and catch up, including serving as an advisor to Nine's new subscription VoD service currently code named StreamCo.

Interestingly Swift is not exiting his old job immediately with a Nine spokesperson telling this website today "We wish him well and he's made a great contribution - he will be around with us for a couple more months"

'Adrian is one of the most highly regarded production executives in the country,' says ABC TV Director Richard Finlayson. 'His experience across public broadcasting, digital media, and in building broad, engaging shows for Nine, gives him a unique perspective to lead ABC Content into the challenges ahead.’

‘He’ll be joining a first class team of creative leaders, with a slate in good health and we are delighted to have him on board.'


No stranger to public broadcasting, Swift has had two stints at SBS, first as a journalist in the newsroom and later as Head of Sport where he acquired the Australian rights to the Tour de France.

His international experience includes a decade working in the UK where he was co-founder of etv, a leading media, production and strategy company.

‘Nine has been a big part of my career from my early days as a reporter, to becoming a producer, to my latest executive role, “ says Swift, “and the past three years working with Michael Healy, David Gyngell, Andrew Backwell and the team at Nine have been a highlight.’

‘Joining the ABC is very much a creative decision. To have the ability to help the National broadcaster in its significant role in reflecting and defining Australian culture through the most powerful medium of all – television – is an opportunity I just couldn’t turn down.’