Michael Stephenson & Adrian Swift on Nine’s content ‘risks’ and being impatient with buyers

Fresh off Nine’s 2022 Upfronts last week, the media company’s second successive virtual event, head of content, production and development, Adrian Swift has rejected the notion that the upcoming content slate is “playing it safe”, as was suggested in the buyers’ responses published last week. 

“If you could see the white knuckle ride that was, ‘will our formats work in 2021?’, you would know that there’s nothing safe television,” he said.

“We’re not relying on The Block and MAFS to do all the heavy lifting, albeit the fact that they do do a lot of the heavy lifting. I think we’re taking lots of risks.”