Pedestrian.TV

Pedestrian.TV (styled as PEDESTRIAN.TV) is a youth digital news and entertainment website based in Australia.
According to audience data, the website reaches over one million unique users per month, and attracts in excess of two million monthly page views, 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..
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. 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. Nine bought out Wirasinha and Martin’s remaining 40% ownership share in 2018 for an additional $39 million, 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. 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."
Following the merger of Nine and Fairfax in 2018, the business behind Pedestrian.TV was merged with that of Allure Media, forming the larger Pedestrian Group.
With Wirasinha and Martin shifting to advisory roles following the sale, Nine appointed Matt Rowley as the CEO of Pedestrian Group in early 2019. 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.
Awards.
In 2020 Pedestrian.TV was awarded the prestigious Brand of the Year award at the Mumbrella Publish Awards, beating out other nominees that included AFL.com.au, Urban List, and Nine.com.au. The company was also awarded Best Publisher-Led Advertising Campaign, while Pedestrian Group's Studio arm was awarded Branded Content Studio of the Year.
Pedestrian.TV was previously awarded Brand of the Year by Mumbrella in 2015 and again in 2016.