‘Ten’s fate will hang on next year’s upfront presentation’
Channel Ten’s upfront presentation for 2013 will be the network’s most important for a decade, analyst Steve Allen has said.
His comments came after Channel Ten’s delivered one of its lowest weeks in prime time channel share since TV rating service OzTam began its current system in 2001.
The primary channel’s share between 6pm to midnight was 9.7% for Week 36, Sunday to Saturday, marking a historic low point for the network.
However Ten, which focuses on the prime time share between 6pm-10.30pm, garnered 13% share.
The network’s highest rating show for the week, Puberty Blues, rated 729,000, coming in at just 48th spot for the week.However, the network is delivering good numbers for its online video views. In Week 36 Puberty Blues reached a record high for video views for a Ten drama, with over 781,000 views.
Seven won the week with a share of 24.2%, beating Nine’s 20.4%. ABC1 had a share of 13.1%.
Ten’s struggles come after a number of new shows – including the axed Everybody Dance Now – failed to rate. Programming boss David Mott resigned last month.
Media analyst Steve Allen of Fusion Strategy said: “The next couple of weeks is going to be pretty awful for Ten because of the football finals. They’ve had AFL since OzTam started and now they don’t.”
“We’re far more concerned with what Ten is going to do in the future. Both Nine and Ten are rushing new, full season premieres from the US to air. They are likely to see a lift in the last eight to 10 weeks of the survey year.”
“And when Ten comes to the market with its programming for next year it’s going to be the most important presentation its made in the last decade.”
Ten has not announced a date for its 2013 upfront presentation yet. Recent years has seen the network first to go to market. Last year, it held the event in August. At last year’s launch, Andrew Rochford told the audience that new show Breakfast – which he has since departed – would provide an alternative to Nine and Seven’s “tired” offerings.
its a dying network full of uneducated people..
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Don’t worry about Ten. Gina and Bolt will save it. They know what they are doing, right?
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Don’t they have Homeland back soon? Three weeks time or something?
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Ten could be on a big high from the AFL right now. What a disaster Lachlan has been.
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They do well at upfronts every year … the media agency bosses all say ‘oh, ten’s lineup looks great, good investment in local, can see them recouping share’ and it doesn’t happen. Same things were said about 2010, 2011 and 2012 and it shows media agency bosses have no idea what will work and what won’t, just like the rest of us.
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no.
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I would LOVE to see Ten invest in smart, new programming beyond imported or copycat reality TV formats. It’ll be interesting to see what they present now given the pressure 😉
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A great TV network that’s had a run of bad luck with a few of its Aussie shows…Puberty Blues is one of the best Oz shows I’ve ever seen…
I’m sure it will come good!
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They will have to dumb down there offer more like,more shows like ACA or TT maybe The voice or Australia got talent is what seems t be working
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For a network targeting young demographics the network looks tired.
On-Air programme promotions are not creative and are boring compared to 7 and 9 networks. From logo design to programming the Network requires a totally new and refreshing image for 2013 season.
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Its a very hard task turning that ship around… Short term the only thing that TEN could do is buy The X Factor or The Voice.
Don’t think BB or Idol would work for them.
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Since they have no solid-rating sport like the AFL from which to promote the rest of its programming slate maybe Ten should focus on how to effectively market its shows online to its target demo.
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things turn around…Nine was number one for years…Ten can turn the ship around, they need to get back to their core audience
and get rid of the Bolt report
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They are now the number 4 network at what point does their share price get so low that a private equity company comes in and takes them over? On Saturday their primary channel was almost beaten by 7two! I wouldn’t be surprised if that happened by the end of the year. Can’t wait for the Byrne Edleson show!
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I agree with Steve, the most important upfront presentation in a decade & a real test for Warburton. Can he deliver content that will generate a couple of winners to restore advertiser confidence? Can Barry, we’ll see how it goes over the next couple of years, O’Brien, deliver revenue results? I’m not so sure on both counts. Time will tell if they have the ability to deliver shareholder & viewer value.
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Meh, percentages.
The entire ship is slowly sinking, why quibble over which end is below the waterline first?
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The Good Ship Ten – so many good decisions.
I suspect the Upfronts will be attended by less people of lower position, probably just the one’s wanting to get their free digital TV once again.
I would be surprised if the media negotiators wait that long and assume they have already made up their minds.
Ten will fall again next year in ratings and thereafter revenue. Great work Team – and keep those emails in house please !
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Ten’s daytime offerings are better than their evening drivel .You’d think they didn’t have a head of programming !
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When a show like Archer (which would fit in right at home on TEN) is airing on the ABC you know someone has dropped the ball.
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