Type of site | Digital media,news |
|---|---|
| Available in | English |
| Country of origin | Australia |
| Owner | Nine Entertainment |
| Founder(s) | Chris Wirasinha Oscar Martin |
| Editor | Alex Bruce-Smith |
| Key people | Mason Rook,CEO |
| URL | pedestriangroup |
| Commercial | Yes |
| Launched | 2005 |
| Current status | Active |
Pedestrian, formerlyPEDESTRIAN.TV, is a youthdigital news andentertainment website based inSydney, Australia, founded in 2005. It is a subsidiary ofNine Entertainment
As of March 2022[update] Pedestrian Group owns Pedestrian (the website) as well the Australian brandsPedestrian JOBS andOpenair Cinemas.
Launched in 2005[1] by co-founders Chris Wirasinha and Oscar Martin, Pedestrian.TV was initially distributed as aDVD magazine, stylised as a "Plastizine", with theadvertorial backing ofBMW Mini.[2] 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.[citation needed]
Nine Entertainment subsequently acquired a 60% stake in Pedestrian.TV in 2015 for a reported $10 million.[3] Nine bought out Wirasinha and Martin's remaining 40% ownership share in 2018 for an additional $39 million,[4] putting the company's total valuation just shy of $100 million.[citation needed]
In 2017 Pedestrian.TV broke the story of youth government broadcasterTriple J's initial internal discussions regarding moving theTriple J Hottest 100 away from the controversial 26 JanuaryAustralia Day public holiday.[5] Triple J ultimately shifted the Hottest 100 date to the fourth weekend in January, citing a desire to remain "an event thateveryone can enjoy together."[6]
Following the merger of Nine andFairfax Media in 2018,[7] the business behind Pedestrian.TV was merged with that ofAllure Media,[8] forming the larger Pedestrian Group,[9] with the website changing its name to Pedestrian, and also incorporating the brandsBusiness Insider Australia,Gizmodo, Kotaku andPOPSUGAR Australia. It was announced that it would continue to be run by its founders.[10][11]
With Wirasinha and Martin shifting to advisory roles following the sale, Nine appointed Matt Rowley as theCEO of Pedestrian Group in early 2019.[12] Also in 2019, Pedestrian acquired Openair Cinemas[13] (formerlyAmerican Express Openair Cinemas, which arranged outdoor showings of films in open spaces across Australia[14] and New Zealand[15]).
According to audience data in September 2019, the website reached over one millionunique users per month, and attracted in excess of two million monthly page views.[16]
PopSugar was still part of the group in September 2019,[16] but appears to have been dropped by March 2022.[11]
In March 2021, Pedestrian Group announced a multi-year deal withVice Media andRefinery29 to become the Australian digital publishing home of both brands.[17][18] A new team was announced for Refinery29 later that year, and in January 2022 a new team of five, headed by Brad Esposito, was announced to head up Vice Australia and New Zealand.[19]
In July 2024, it was reported that Pedestrian would undergo restructuring as part of a cost-cutting effort. Chief executive Matt Rowley announced his departure from the company and up to 40 positions will be eliminated. Pedestrian will also end its licensing deals with Vice, Refinery29,Gizmodo,Lifehacker, andKotaku.[20]
Pedestrian is based inSydney,New South Wales, Australia.[1]
As of March 2022[update] the Pedestrian Group owns Pedestrian and the Australian brandsVice Media (Australia),Business Insider Australia,Gizmodo AU,Refinery29,Lifehacker Australia,Kotaku, Pedestrian JOBS, and Openair Cinemas.[11]
Pedestrian.TV was awarded Brand of the Year byMumbrella in 2015,[21] 2016,[22] and also 2020, with Pedestrian Group winning three other Mumbrella awards, for Best Publisher-Led Advertising Campaign, Event of the Year, and Branded Content Studio of the Year in the same year.[23]