Swift: I’ll dance a jig if Family Food Fight rates 800,000

Nine’s TV entertainment boss Adrian Swift has set himself a target for Monday night’s debut of Family Food Fight of 800,000 metro viewers, with 400,000 of them in the key advertising demographic of 25 to 54-years-old.

The reality cooking contest, produced for Nine by Endemol Shine, sees six families from a variety of cultural backgrounds compete for a $100,000 cash prize.

The show goes to air at an important juncture in the ratings year, with Nine’s reality renovation show The Block coming to an end on Sunday night; Ten’s The Bachelorette having its finale last night and Seven preparing to debut The Wall.

Adrian Swift, Nine’s head of content production and development told Mumbrella that Family Food Fight will deliver an “honourable showing” against new quiz show The Wall, ahead of both shows’ Monday launch.



Swift told Mumbrella: “I wouldn’t shy away for a second from saying The Wall is a good format.

“People will come and look at it but to be honest I think it’s very hard in Australia to launch a prime time game show, they’ve only got six episodes of it, filmed in Poland.

“I never wish anyone ill, I never want to see a show fail because good television is good for all of us, but I think we’ll give an honourable showing against The Wall.”

The program has signed Woolworths, KFC and Simply Energy as its sponsors.

Commenting on whether the show will beat Ten’s new offerings – including new game show CRAM – he added: “Ten have gone through all their big franchises and you have to say congratulations to them on how well The Bachelorette did and how great Sophie was in the role because she was fantastic.

“But I think they’ll have a quiet end to the year and I think launching a new, and I hope really fun franchise at the end of the year will be really good for us.”

Swift: 800,000 viewers will be cause for a dance

Swift said if he can reach 800,000 in total people and 400,000 across the 25-54 key advertising demographic, he would be happy. “If I can get 800 total people and 400 in the demos I’ll have a dance and a jig,” he said.

“It’s a great show, it’s fun, the food is good and the people are just utterly delightful, I really want it to rate well and I think we have a good chance of doing that.

“It’ll do well in the demos because I think kids will watch it.”

But he told Mumbrella the focus on this show – while there is an elimination process – will be on relationships.

“Right at the end of the year with viewing levels falling, summer coming on, what we try to do with the show is rather than making it a full on competitive reality show, when we’ve had a full year of full on competitive reality shows, is make it much more about the relationships and the families and the kind of food they cook.”

The launch of Family Food fight is being supported by an advertising push, featuring posters written in each family’s language of heritage. The campaign will run across paid radio, community radio, digital outdoor, on street posters and trucks.


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