Kony 2012 documentary rates well for Ten

Ten’s unprecedented decision to drop its normal schedule and replace it with a full playout of the viral Kony 2012 documentary paid off last night, with The Project Special: The Kony Phenomenon fifth for the night among 16-39 year olds.

The show, which saw Leo Burnett CEO Todd Sampson drafted in to offer analysis on the marketing and social media implications around the half hour doco, replaced a planned episode of Modern Family and Law and Order SVU.

Ten’s decision to air Kony 2012 in a primetime slot also made headlines around the world.

The video – focused on African warlord Joseph Kony – has become the most viral video of all time. At the time of writing it was approaching 50m views across YouTube and Vimeo. The story behind the Kony 2012 campaign has also triggered heavy debate and scepticism.

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