Nine’s upcoming content slate: Snackmasters, Buying Byron, Parental Guidance and more tennis

2022 will see Nine’s key tentpole primetime formats such as Married At First Sight, Australian Ninja Warrior, Beauty and the Geek, Travel Guides, Celebrity Apprentice, and Lego Masters return to screens, while some formats are back after a break, others are getting a shakeup, and there is plenty of brand new content too.

The content slate, announced at Nine’s 2022 Upfronts, also previewed shows set to premiere late this year, headlined by cooking show Snackmasters, real estate reality show Buying Byron, and a program looking into parenting called Parental Guidance.

On top of that, there’s The Block, Love Island Australia, Country Home Rescue, Australia Behind Bars, Under Investigation, and more all set to return.

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According to Nine chief sales officer, Michael Stephenson, Nine is “the leader in key advertising demographics”, and while Seven is the leader for total audience at present, “that has never been a focus for Nine”, he told media ahead of the Upfronts.

“Consistency of content and delivery of audience that we are well known for,” he said.

With no cooking format on its slate so far this year, Nine is adding Snackmasters later in 2021, which will be hosted by Scott Pickett and MasterChef season one runner-up Poh Ling Yeow. The format will feature highly awarded chefs going head-to-head to perfectly recreate famous Aussie snacks.

Each week the chefs will cook a snack in their own kitchens, before they head into the Snack Arena for a cook off. Snackmasters will also feature former Goggleboxer Yvie Jones, who’ll head to food factories around Australia uncover the secrets behind Australia’s favourite snacks.

The format is based on a BAFTA-nominated UK format and will be produced by Warner Bros International Television Production for Nine.

Nine will also add a new brand-funded cooking show in October, Good Food Kitchen, hosted by Good Food contributor Adam Liaw and renowned chef Danielle Alvarez.

The show is part of an expansion of the company’s publications Good Food and Sunday Life, with new digital experiences, brand extensions and live events. Aimed at a predominantly female audience, in 2022 Sunday Life will add click-and-collect prompts alongside editorial features to allow readers to immediately shop what they’re seeing.

There will also be a range of live events – from beauty tutorials to financial workshops – designed to drive readers into bricks-and-mortar retail outlets to allow brands to tell their stories in crucial face-to-face activations.

Another new format coming to screens later in 2021 in Parental Guidance, a show that sets out to discover what Australia’s best parenting style is. Host Ally Langdon will be joined by Dr Justin Coulson to look at ten brave sets of parents with very different parenting styles, putting their methods to the ultimate test.

It will look at everything from “tiger parents” to “helicopter parents”, “free-range” parents and everything in between, and is produced by Eureka.

Snackmasters hosts Poh and Scott / Photo: Jessica Hromas

Hamish Blake and Andy Lee will both be back on screens before the year is out, with the former to host a special Lego Masters Christmas mini-series featuring Australian celebrities.

Wishing viewers a ‘Merry Brickmas’ will be Scott Cam, Sophie Monk, Brooke Boney and Michael “Wippa” Wipfli. Meanwhile Andy Lee will continue to host The Hundred, which is currently airing, with a Christmas focus to come closer to the end of the year.

The Block judge Shaynna Blaze is getting her own new show too, Country Home Rescue. The program will see Blaze and her children embark on the restoration of a dilapidated historical home in regional Victoria.

Looking into 2022, Nine is getting into the real estate reality format game with Buying Byron.

The format joins Nine after Amazon Prime successfully launched its Lux Listings Sydney this year, off the back of long-running and well-watched formats like Million Dollar Listing and Selling Sunset running in the US since the 2000s.

The new series will be produced by EQ Media Group, and will give viewers a glimpse at the beachside deals, tussles for premier property listings, and feuds over negotiations as agents work to secure a piece of paradise for their prestige clients.

Australia Behind Bars is another new program for 2022, with Melissa Doyle to host the look beyond the bars and walls of three maximum-security prisons. Other new programs next year include Missing Persons Investigations and Million Dollar Murders.

The Block is heading to regional Victoria in 2022

Then, among the returning programs, there’ll be a shakeup to long-running format The Block – with the program heading to the country for the first time after Nine bought an acreage in Victoria.

On the drama side, Underbelly returns to the slate with Underbelly: Vanishing Act, along with new Aussie drama After The Verdict.

More sport than ever before

On the sport side of things, there were a couple of big announcements.

Just a few short days after the US Open wrapped up, having been broadcast on SBS and Foxtel, Nine announced it has acquired the rights to the tournament from next year.

The acquisition gives Nine the full Grand Slam of the Australian, French, and US Opens, as well as Wimbledon, with the former shown completely on Nine and 9Now, while the latter three tournaments will be broadcast primarily on Stan Sport with select matches free to air on Nine and 9Now.

The other new addition sees Nine get into cycling, landing the rights to the UCI Road World Championships from next year, which will take place in Wollongong. The Championships are taking place later this month, currently on SBS.

Rugby league returns for its 31st year on Nine in 2022, along with the State of Origin.

As part of the Upfronts, Nine also revealed that its million-dollar advertising competition State Of Originality will return in 2022, after McDonald’s won the contents for its ‘End Of Night’ advertisement, created with DDB and OMD.

The winning ad will once again receive $1 million in advertising inventory across Nine, with eligibility requirements being only that an ad be booked within the three-game State Of Origin period next year.

In 2022, Russel Howcroft, Cindy Gallop, and Tara Ford will be back as judges, with Ant White not returning. New to the judging panel will be Brand+Story co-founders, Paul Chappell and Josh Whiteman, and Powered by Nine director, Liana Dubois.

Dubois said: “In 2022, Nine will once again throw down the gauntlet, challenging advertisers to bring their big ideas to our screens to engage with our audiences.”

“We could not be more thrilled to be bringing back State of Originality for a second year. And in particular, we’re delighted by the calibre of judges joining me to select the winner for 2022. Each of them shares Nine’s passion for great creativity and the fundamental power of a big idea to change the fortunes of a brand.”

Wallabies and Wallaroos test matches, plus a Super Rugby Pacific matches will also be on the Nine network throughout 2022.

To hear what the major media buyers from Carat, MediaCom, Magna and more think about the Nine Upfronts, be sure to read tomorrow’s Mumbrella newsletter. 


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