Ninemsn claims record traffic for Underbelly website

Ninemsn has reported a 50% increase in traffic for its Underbelly: Razor website,  in comparison to previous Underbelly series.

The announcement:

1 September 2011, Australia: Since the premiere of Underbelly: Razor on Channel 9, over 250,000 fans have flocked online to enrich their viewing experience with exclusive access to sneak peeks of upcoming episodes, behind-the-scenes vignettes, cast and crew Q&A and documentary style historical content. To date the site has experienced over 1m page impressions since it launched on August 1, 2011.

Smashing all previous traffic and online viewership figures for any Underbelly website, full length views of the first episode topped 150,000 in just three days, an increase of 50% when compared to catch-up views of Underbelly: The Golden Mile. Shorter, vignette style video views are also attracting large numbers of people keen to immerse themselves deeper in the gritty 1920s drama, with two mini documentaries on the real stories behind the show being watched over 20,000 times each.

“We know from experience that the appetite for additional Underbelly content is huge, therefore this year we worked closely with the production team to curate a rich, broad and engaging online experience that evolves weekly in line with the plot. We’ve quadrupled our video content this year to over 20 videos, with a minimum of 3 packages per week to view immediately after the show has aired.

“Following this Sunday’s show fans can head to ninemsn.com.au/underbelly for a sneak preview of Episode 4, a behind-the-scenes set visit and an interview with Underbelly: Razor author Larry Writer and actor Anna McGahan discussing Sydney’s notorious prostitute, Nellie Cameron,” said Ben Watts, Head of Entertainment at ninemsn.

Underbelly: Razor is an ambitious drama set in 1920’s Sydney, a time when brothels and sly grog shops flourished and gangs of thugs slashed their opposition into silence until the streets ran with blood.

Each full length episode will be uploaded to ninemsn’s catch-up TV service FIXPlay (accessible via the Underbelly website) and will be available to view for free for four weeks after it has aired on Channel 9, giving fans the opportunity to re-watch or catch up on episodes they really enjoyed or missed on TV.

Underbelly: Razor comes to life online at ninemsn.com.au/underbelly

Source: Ninemsn press release


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.