Analyst: Ten should under promise and over deliver in 2014
Ahead of tonight’s Ten upfronts, the network has been warned it should under promise and over deliver in 2014 as it aims to win advertisers for the next year’s TV programming.
All three free-to-air networks are currently aiming to win over media buyers by previewing their schedules and strategies for the next year, but none will have a harder job than Channel Ten this evening, media analyst Steve Allen said.
Although the network took what was described as a “humble” approach to programming last year, offering more consistency and less risk, the fact that the chief executives who presented those promises have not remained at the network may make next year’s lineup a harder sell, said media analyst Steve Allen.
James Warburton, the Ten Network CEO, was replaced by Hamish McLennan after he was sacked by the board in February while sales boss Barry O’Brien left the network in July after little more than a year.
Sorry Steve,
If you think Wonderland was a good quality program then you’ve lost it. It was clichéd and dull and so disconnected from the suburban youth audience that you’d really want to ask what were they thinking. And Puberty Blues didn’t rate first time round and won’t the second time. Batavia is a gruesome, cannibal story and incredibly expensive to make. I doubt Ten could increase its licence fee enough to get it made. Would have been better to keep under wraps until they knew they could make it for the money. None of this seems too strategic to me. Ten’s content is all over the place which is what happens without leadership and strategy.
Any advertisers whose agency has committed 50% of their FTV budget to Ten should review immediately and consider changing agencies!!! So many deals at the moment are 50% Ten leading up to Christmas, it just doesn’t make sense….
Puberty Blues averaged in the 700K’s in a schedule that was averaging around 3-400K. Rated pretty well IMO.
The whole risk adverse strategy isn’t working very well and might actually prove their final demise.
What Harry said…..
Wow, Steve also doesn’t know much about the production industry. Wonderland certainly wasn’t produced by the creators of Offspring and Puberty Blues that do come from the one company. I also think that’s pretty apparent given the quality of the three shows,
For years now I have read Mumbrella stories with Steven Allen quoted. I suggest a Mumbrella Hangout with Steve so that those working in the TV landscape might be able to ask him a few tough questions themselves.
Lack of Programming expertise is Channel 10’s gaping hole and the root cause of most of their problems. Chopping David Mott was one of their biggest mistakes. They should have spent what I’m guessing was a very significant amount on so-called wunderkid, Adam Boland, on poaching the best programming talent they could afford from 7 or 9.
Whilst the few commercial TV networks hold on to their antiquated broadcast models, refuse to invest in on-demand and continue to make bad Australian TV, they these networks will continue to go down the toilet.
Speaking as a viewer, I believe that a significant part of the problem is over-promotion of upcoming shows. Nine at the moment is almost continually running promos for that new show, what’s its name (I don’t know because as soon as it comes on I switch channels). Ten and Seven aren’t much better but even Aunty is getting in on the act. If a show is over-promoted, I refuse to watch it. I’m probably missing some good shows but I don’t care – it’s my protest! Enough already, guys. But I have to admit that Discovery Channel plays all the FTAs off a break – they cut mid sentence to show you the same promo you saw 10 minutes earlier, and 10 minutes before that, and 10 minutes before that. It’s enough to make you scream!
I have a simple rule. I never read a article which has Mr Allen quoted in it.
Only thing decreasing in value quicker than Ten’s share/ratings is the value of Steve Allen’s ‘expert’ opinion. Mumbrella, please get someone else’s opinion for a while
Steve has it right – from an old Armchair !
Ten have displayed a distinct lack of strategic ability and importantly a shocking set of outcomes that are inconsistent and not credible over the past few years.
The Board and Chairman should be held accountable given the loss of ratings, revenue, shareholder wealth, brand value and executive experience.
Best of luck – but I suspect a sombre night ahead tonight and regardless of where it is pitched by Ten – a failing result next year.
I hope we do not hear another apology from incoming CEO Hamish McLennan like predecessors Murdoch and Warburton have done over recent upfronts.
I will enjoy the wine tonight regardless !
Lauren – I also read Mumbrella but only from time to time , and they should ask Steve Allen more questions for the trouble network, as I want to see it in more depth
Gonzo beat me to it. Even a brief look at Wonderland makes it apparent that it’s not a Southern Star John Edwards show.
Steve is a professional critic. Wtf has he programmed?
Experts after the fact are not worth quoting!
Ten Upfronts – well they are certainly UNDER PROMISING with that line up last night.
Not a lot of depth and even the struggling formats have been renewed.
Any chance we can get some real strategy going guys ?
“Ten needs to lower expectations – somehow”.
Okay lest get one thing straight…Wonderland is pandering, undercooked dramatic dross. If people think this is quality then we have a far bigger problem in this industry than first thought. It’s awful.
Hi all,
Just to be clear it was my mistake to say Wonderland was made by the same producers as Offspring and Puberty Blues, not Steve Allen’s.
Wonderland is produced by Fremantle Media and Offspring and Puberty Blues are Southern Star productions.
I’ve updated the story.
Cheers,
Megan