Nine axes This Afternoon after less than three weeks
The Nine Network has with immediate effect axed its current affairs show This Afternoon after less than three weeks on air.
The show was launched into the 4.30pm slot on June 29 as an hour-long mix of news and current affairs to replace what had been a half hour bulletin followed by Antiques Roadshow. It was intended as an audience-building run-in to Eddie McGuire’s Millionnaire Hot Seat, which is being consistently beaten about 200,000 viewers by Seven’s Deal Or No Deal.
But although the programme did initially slightly improve audiences, it was also more expensive to produce.
This Afternoon was also struck an early blow when presenter Mark Ferguson announced during the first week on air that he was leaving to read the news on Seven.
Nine’s director of news Mark Calvert said:
“While this is regrettable, our attitude is that it is better to have given it a shot. In the short time it was on air the team worked hard, but it was clear the program was struggling to attract a sizeable audience. It is vital that we recognise this and act swiftly.”
From today, Nine will revert to a half-hour news bulletin at 4.30pm, followed by Antiques Roadshow at 5pm and Hot Seat at 5pm.
The statement fron the network added: “Nine will be talking to the This Afternoon team in the coming days about redeployment across the network’s extensive news and current affairs programming.”
Calvert added: “Our absolute focus remains on placing news and current affairs at the very heart of the network and its resurgence.”
The move is the second time in little more than two years that Nine has axed a live daytime show. It killed off weekday talkshow The Catch-Up in June 2007.
Last week Nine axed Trouble In Paradise from its Thursday lineup.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large. He returned to Mumbrella as Publisher in January 2025
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Geez these programmers are unforgiving. They give websites years to generate audiences but a TV show gets a few weeks.
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Glad I was there for it’s historic last broadcast.
I watched about 10 cringe worthy minutes of this yesterday and I have to say I am not surprised. Even the Daddo looked embarrassed to be there let alone Mark Ferguson, who refused to be drawn into light hearted news chat leaving the other two hosts floundering for anything interesting to say.
Stand by for Two and a Half Men repeats….
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We get news when we wake up until midday on 7 & 9, news at 6pm, then current affairs at 7pm…. who approved the go ahead for shoving more news/current affairs into our loungerooms?? Give us a break – its all recycled content from the mornings programs and Sunrise and Today struggle to come up with enough material to remain watchable for the entire episode… there are only so many times we can watch budget fashion tips from nobody we know, hear about the romantic proposals for the week and see cute animals brought into the studio… yawn.
If we are repackaging the morning sessions to show in the afternoon then Australian networks need serious help to come up with better ideas…
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Isn’t the Channel 9 of today different to that of a few years back.
Their news bulletins suck…..and they wonder why they can’t get an audience. Their current afairs programmes are nothing but dribble, and infomercials. What would Kerry Packer have to say about the state of 9 today?
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If KP was alive today I think he’d be more concerned about getting out of the box they’ve put him in…
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If Kerry was alive today I highly doubt he would allow that new show Dance your Arse Off’ on his network…- the Dancing with the stars / Biggest looser combo – seriously…. if the ads make you cringe… then whats half an hour of wobble going to do?
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Utter Relief!
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Utter Relief that such superficial verbal dribble has been sent to cyber space.
Heads should roll – expensive to produce ? – can’t stop laughing; Presenters? The less said the better!
Objective: increased audience….oh dear…..lowest common denominator intelligence required.
Anticipate the ideal subject for media studies exam – stay tuned!
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would have been good if they could have given it time to find its audience
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