Networks take up pay-TV formula

27Mar08

That is of interest to programmers who might have presumed the puff
had dissipated from reality programming. Of even more interest is that
Ramsay’s programs were solid performers on subscription TV for years.

Ramsay’s shows are two of the increasing number of subscription TV
recruits to the free-to-air networks. The introduction of new
standard-definition multichannels for the Seven, Nine and Ten networks
on January 1 suggests this trickle will become a torrent.

Some programs have already made the leap. Among them are Antiques
Roadshow, which has improbably propped up Nine’s 5.30pm slot (after
debuting on UKTV), Crime Investigation Australia, which was a suitable
filler for Nine (after debuting on the C&I Network), TV1′s Stupid,
Stupid Man moving into The Chaser’s void on ABC1, and America’s Next
Top Model, which jumped from Fox 8 to Ten.

There are many more to come. The unlikely reality hit from the US,
Ice Road Truckers, will move to Ten later this year, and Gossip Girl
will be seen on Nine. Both had successful debuts on Fox 8.

"I’m quite relaxed about that," said Brian Walsh, Foxtel’s executive
director of TV. "I’m not concerned. My criteria is if it’s first on
Foxtel we’re serving the needs of our customers."

Surely he must feel as though the network is doing the legwork for the free-to-air networks?

"In some respects, yes, but I think we’re better marketers," he
said. "The other thing we do is we stick with the program; we don’t
have any knee-jerk reaction to a show’s performance."

The fluidity of programming between the different platforms is a far
more consequential development than just for boosting programmers’ egos
and bottom lines.

Local independent producers have told Media (without wanting to be
named due to ongoing commercial negotiations) that Foxtel has become a
more viable destination for new programming than the networks,
particularly for drama and comedy, due to its assured marketing
investment and secure series scheduling.

Of even more consequence ahead of the annual international trade
shows and Los Angeles network screenings is how the acquisition market
will change now the free-to-air networks are loading up their new
channel schedules for the 2009 launch.

Foxtel chief executive Kim Williams said the free-to-air networks
were already paying multiples of five to 20 to acquire programming for
their new digital channels.

"It makes no sense: the advertising dollars are going to come out of the air to pay for this?" he asked rhetorically.

Media understands that Seven, Nine and Ten will focus primarily on
general entertainment strategies for the new channels, albeit with more
targeted programming than on their present schedules. The Fox 8 model
appears ripe for the new multichannels.

ABC2 is a hint of what is to come, with its niche programming
including comedy buy-ins The Armstrong and Miller Show (BBC One),
Phoenix Nights (Channel Four via UKTV) and the documentary series from
US cable’s Sundance Channel, Iconoclasts.

Mr Walsh said Foxtel would not counter-program against the new
channels in January but would ramp up its marketing. But the first
issue for all Australian networks will be thrashing out prices and
programming windows. At present, Mr Walsh is confident a six-month
window between subscription and free-to-air screenings is workable.

"There may be one or two deals we let go because the price is crazy,
but I think we have to be prudent in the way we approach this,
otherwise it will become unsustainable financially," he said. "We have
to resolve the window issue before pricing because if pricing becomes
the debate, there will be no winners other than the distributors."

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