After months of not saying anything much at all regarding its second SD digital channel, the Nine network has confirmed that rather than just time-shifting content, there’ll be a heap of original programming. And by original, we of course mean repeats of old sitcoms.According to Lara Sinclair over at The Australian, sources have stated that Nine is buying up rights to older general entertainment shows, as well as exploring options of lifestyle programming.
If that doesn’t sound that appealing to you, then your shit out of luck, because this second digital channel isn’t about you, the viewer. It’s about the advertisers. The Australian quotes Chief Executive David Gyngell: “You don’t want to flood the market with inventory. Delivering to our advertisers — that’s our primary focus.”
The rest of the article then goes on to explain how Nine’s in a world of hurt because the advertisers are leaving TV, and the network needs to shave costs and freeze pay.
I’m not sure if it’s just the timing of the great financiapocalypse, the FUD campaign from Freeview or something different altogether, but these new digital channels from the free-to-air networks all seem stagnant. If I worked in TV, I’d be building myself an online service like Hulu and doing my best to launch within the next 6 months. Because unless you’re really into sport, getting programs online (legally or not) is looking more and more appealing for the general viewer.
[The Australian via Lifehacker]
Ollie
March 23, 2009 at 2:37 PM
Why can’t Australia get some decent bloody programming, rather than seeing US shows 6-12 months behind them?
Report PermalinkDollhouse is a prime example, a freaking awesome Joss Whedon show do we see it on any of our networks? nooooo. And probably won’t either, they didn’t give Firefly a run for its money either.
It’s this kind of garbage decision that drives bittorrent :) Especially when one can have the latest episode not even hours after it has aired in the states, with NO ads. :) Yes most of them are SD, but I’d rather SD than not at all.
Pete
March 23, 2009 at 3:21 PM
They’re signing their own death warrant. What is so hard about following the UK model of ACTUALLY OFFERING DECENT CONTENT on the Freeview service? Who do they honestly think is going to watch this crap?
Yes, building an Aussie Hulu would be the best answer, but they’re clearly not that smart. Pretty soon torrent downloading is going to reach a critical mass amongst the general viewing population and then the majors will have no ad dollars at all. Too bad so sad.
http://blogs.bcm.com.au
Report Permalinkchris
March 23, 2009 at 4:19 PM
I totally agree with the comments in the article. Read the trends Australian TV networks! no one is watching your crap shows that you bought a year ago from the states cause they are watching them live from the states via this little thing called the internet. The internet is a way of connecting to people via their computers, to quote The Simpsons, Yes, computers can do that!. Look at the ABC’s website, brilliant digital and internet TV coverage. Catch up commercial stations!
Report PermalinkHuntz
March 23, 2009 at 10:03 PM
This sounds like a worse version of channel 9 and a fail concept! I also agree that Aus TV could learn something from the UK, however the UK DO pay for the improved content.
Pete – one of the reasons the UK get good content is because of a TV tax. Everyone in the UK pays a tax of 140 pounds ($290 AUS) every years just to watch “Free View” TV. This means the BBC have the money to back shows like Top gear, which is another reason why Top Gear UK is so much better than the Aussi version.
I also think Hulu is a good idea but its not for everyone, for the generation that programmed a VCR without instructions it is FTW. However, any generation above this will constantly need their kids help, or not bother. There is a still a place for TV, and it is possible to make it successful, but channel 9 fail at it, as do most Aus commercial channels. Actually, if you watch a movie on channel 7, you might notice they increase the frequency and length of commercial breaks the closer you get to the end of the film, this particularly grinds my gears as it feels deceitful in some way.
Aus TV – Fail
Report PermalinkUK TV – Better
Interwebs – FTW
Huntz
March 23, 2009 at 10:08 PM
How Aus TV can learn for UKTV -
I’m currently living in the UK, and it is saturated with several free view TV channels, (too many) some just show infomercials, some show exactly the same content just 1hr later, but some channels DO show interesting content, even if not original. For example, there is “UKTV History” which shows predominantly WWII documentaries. There is also channel “Dave” which (apologies for being sexist) is basically “The Man” channel. This shows several repeats of Top Gear & Fifith gears each day, as well as World Rally and a few Outdoors programs. (my fav) In short, there are options to make more free-view channels successful, but a worse version of channel 9 won’t cut it.
If Channel 9 are losing their advertising they could use channel “Dave” as a case study. If you think about how many times you see an ad for Shannons Car insurance while watching top gear (i mean before you stopped watching the lame Aussi version), you will notice that the commercials are targeted at the Audience demographic. If you take the same concept and apply it too a channel, you will have a known demographic and the commercials could be better targeted. This is essentially how Channel “Dave” works, and it is successful! several motor related ads, but quality viewing as well!
Report PermalinkSteve G
August 5, 2010 at 5:21 PM
Its just TV guys get out and take a walk who cares.
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