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‘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 prime time share was 9.7% for Week 36, Sunday to Saturday, marking a historic low point for the network.
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.