Nine calls Martin to the rescue

26Jul07

Amanda Meade and Lara Sinclair, The Australian| July 26, 2007

THE Nine Network has asked broadcast warhorse Ray Martin to anchor a new early news show as it seeks to restore its television ratings glory and halt its revenue decline, which was this week revealed to be at a record low.

Nine has requested Martin return to nightly TV screens in an attempt to make over its late-afternoon schedule and improve its lead-in to the 6pm news.

Martin may front a national 30-minute news and current affairs show at 5pm which would replace the 4.30pm news bulletin read by Kellie Connolly.

Martin confirmed to Media yesterday that he was considering an offer to host a news program but said he had not yet made up his mind.

"I’m not going to go back on daily TV just to fill a spot," he said from Broken Hill.

"I did eight years on A Current Affair and 10 years on Midday, so unless it’s something I really want to do, I am not interested.

"The show would have to be something that didn’t compete with the 6pm news."

A spokeswoman for Nine confirmed it was one option being considered for the pre-6pm schedule but was far from being commissioned.

National Nine News has a major problem with its lead-in programs. The most recent attempt to improve the audience with a game show, Bert Newton’s Family Feud, was a failure.

Family Feud was axed earlier this year and replaced with Antiques Roadshow.

Seven has had a very strong lead-in to Seven Nightly News for several years with its hit game show Deal or No Deal, hosted by Andrew O’Keefe.

Martin reportedly earns $1.4 million a year from Nine and a source from a rival network said the show was an attempt to "make Ray sing for his supper".

But Martin, who stepped down as host of A Current Affair early in 2006, has been very busy as a reporter and as a presenter of network specials.

Last year he hosted A Current Affair when Tracy Grimshaw was away, filmed 16 stories for 60 Minutes and five for Sunday.

His interview with Steve Irwin’s widow Terri last September was one of the highest-rating shows of the year, with an audience of 2.5 million viewers in the five mainland state capitals.

He is working on a special on former prime minister Harold Holt, as well as stories for 60 Minutes and Sunday.

Sources say the news and interview show is being considered for 5pm rather than 5.30pm so it can be shot in the same studio as the 6pm news but still allow for a set change.

The proposal to Martin came in the same week that Nine’s share of TV advertising revenue was revealed to be at an historic low of 32.7 per cent.

Nine would not comment on its revenue share but is believed to be blaming most of its four-share-point slide (it was the revenue leader a year ago with 36.6 per cent) to the lack of Commonwealth Games and AFL revenue and the weak performance of its Perth affiliate.

Network sources claimed that general revenue had slid only about half a share point lower than expected.

Media buyer Harold Mitchell said advertiser confidence in Nine had been "falling away for all of the last six months", but said the network could expect an upturn in the December half.

Meanwhile, the Seven Network is the undisputed king of the heap, winning what was for it a record revenue share outside an Olympic year of 39.2 per cent in the six months to June.

While Ten improved its fortunes by a share point, winning 28.1 per cent compared with its record low last year of 27 per cent, network executives are understood to have expressed their disappointment to many of the big media agencies over the past two days.

The conversations have sparked speculation that Ten is looking to replace sales director Shaun James.

Chief executive Grant Blackley could not be contacted yesterday but Mr James said he was not leaving and the rumours were false.

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