The Seven Network has commissioned a third series of its popular reality cookery show My Kitchen Rules.
The series, which took on Ten’s MasterChef when it launched last year, has seen total viewer numbers grow by 11% across its Monday to Wednesday timeslots, and now regularly pulls in around two million metro and regional viewers.
Seven has yet to confirm a sponsor for series three, although the news is likely to trigger a race between existing sponsor Coles supermarket – which also sponsors MasterChef – and its rival Woolworths, which was in the bidding to sponsor the second series.
Other show sponsors include home appliance company Sunbeam, which pipped rival Breville to clinch the series two deal.
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My Kitchen Rules has performed well in the 18-49 demographic, with total viewers up 4.9% on 2010, and has snaffled share from shows on rival networks including Top Gear on Nine and Talkin’ ‘Bout Your Generation on Ten.
Brad Lyons, head of production at Seven, said: “We took the chance last year in creating a new format and it delivered. This year, we’ve taken great strides in not only further refining the format and production but expanding the programme to three nights a week in primetime. It’s delivering on all fronts.”