You cannot buy front page publicity like what NINE is now...

You cannot buy front page publicity like what NINE is now getting nationwide regarding its 'Eddie for CEO" mantra.

Emc may well be in the running for the top job, however, he is also the network's #1 star (whether good or bad), on its most important programs (Millionaire, setting up Monday's' Footy Show, setting up Thursdays; Friday Footy, setting up Fridays).

Id Emc were to take the helm at NINE, they would have to either re-invent their schedule, or find someone else to take on those roles. There does not seem anyone who is the natural heir apparent in this regard.

Note though that with Emc all over page 1, NINE keeps on the front pages while SEV makes no appearance.

SEV has already jumped early with the ratings, but NINE has countered with the Emc publicity. As the season settles down, 3 things should become apparent:
1.
Emc will not get the top job;
2.
Emc will be locked into a longer term deal with NINE; and
3.
a new network show will be developed for Emc to take the place of AFL in 2007 (and beyond) - quite likely a primetime sports entertainment chat format on Friday evenings, taking the best of the Footy Show (but spread over more sports), showcasing new entertainment (especially given that PBL also owns CROWN; and combining sharp talk (mainly on a theme of the week). A bit like Midday meeting the Footy Show in Cabaret.

Such a show would likely be called 'SPORTS CABARET' and could quickly counter any live AFL shown on SEV. Spread over 3 hours, the first 1/2-45 minutes would feature a game show style format, followed by a mid-evening news bulletin @9.15, before going into the more serious cabaret, sports and talk format through to 11.30.

Just a thought, but Emc behind the cameras, rather than in front of them - not if NINE wants to win the ratings in 2006 (and more importantly, in 2007).