Source: Michael Bodey, The Australian
THE
chief executive of the besieged Nine Network, David Gyngell, has turned
defence into attack by announcing a rebranding of the network and
unveiling 40 new programs for 2008.
In his first
industry address since resuming Nine’s reins last month, Mr Gyngell
last night admitted to an audience of advertisers, staff, media, CVC
Asia Pacific boss Adrian MacKenzie and WIN-group owner Bruce Gordon,
that by his and Nine’s standards, "2007 hasn’t been our greatest year".
"There’s some history to all that, which everyone here knows. That’s by no means an excuse, rather a reality," he said.
He committed to helping return Nine "to its historical profitable
position of pre-eminence in Australian television" with a mix of
rebranding, broader revenue streams, renewed focus on audience and a
doubling of Nine’s marketing spend.
"We will drive audience engagement and compete 24 hours a day, every
week: not just in prime time, or 25-54, or grocery buyers, but in each
audience target that is relevant to our key programs, and we will be
flexible," he said.
Typical of this push is a renewed focus on the daytime schedule,
including the reintroduction of Wide World Of Sports on weekends. The
network will also abandon its unofficial "all things to all people"
strategy for more specific targeting and a "sexier" feel.
Its focus will extend beyond the 40 weeks of the ratings year to
summer, when its cricket schedule offers strong promotional and
advertising opportunities.
Mr Gyngell anticipates technology will bite TV sooner rather than
later, so its increased marketing spend will focus on audience
engagement through the digital environment. Key markets will be
targeted. For instance, 18 to 39-year-old males will be key for the
local crime drama Underbelly. Nine’s new slogan, "We (love heart) TV",
aims to reposition the network at the heart of Australian TV.
Mr Gyngell’s advertiser and staff-friendly speech also committed to
investing in staff and resources, more targeted programming for
advertisers, the launch of its high-definition channel in March 2008
and, by implication, better communication with advertisers and its
audience.
Mr Gyngell also noted revenue growth was key. "Cutting costs isn’t
going to grow Nine now," said one Nine executive unauthorised to speak
publicly.
Nine executives concede poor programming choices caused many of Nine’s problems.
A focus on domestic content will be crucial as localism becomes a
more potent attraction in unique markets such as Australia, an unspoken
lesson from Seven. To that end, Mr Gyngell will split his bets on game
shows, reality fare and local drama.
Among a litany of new shows, he announced a new crime drama set on
the Gold Coast, The Strip, to complement the already announced
Underbelly, Canal Road, The Young Doctors and a second series of Sea
Patrol.
Kath & Kim’s Ted Emery will direct a new unnamed reality sitcom
The Block’s creators Julian Cress and David Barbour will launch a
restaurant overhaul show, The Chopping Block, and celebrities will be
profiled in Toasted & Roasted.
Mr Gyngell’s reality TV expertise as head of Granada’s US outfit
will come to the fore in Here Come the Newlyweds, hairdressing show The
Salon, Jingles, home renovation show Domestic Blitz, Search and Rescue
and I Know My Kid’s a Star.
New commissions in the factual genre include Animal Emergency, set
inside the Lord Smith Animal Hospital, the Irwin family’s Australia
Zoo, Fire 000, Sensing Murder, in which psychics assist crime-solving,
crime program Hunted and hospital reality program The Waiting Room.
Returning series include Farmer Wants a Wife, The Gift, RPA, Missing
Persons Unit, Getaway, The Royal Flying Doctors Service and This Is
Your Life.
Game shows include the previously announced Power of 10, Hole in the
Wall from Japan and new formats such as Amnesia and one from the
producers of the National IQ Test.
Nine can expect some joy from international acquisitions Monarchy:
The Royal Family at Work, Secret Diary of a Call Girl, drama Rock
Rivals and BBC Worldwide programming including David Attenborough’s
final documentary, Life in Cold Blood, as well as Extraordinary Animals
and Heroes and Villains.
Its US deals should deliver hits, probably Pushing Daisies and
Cashmere Mafia, from a bag that also contains The Big Bang Theory, Big
Shots, Chuck, Canterbury’s Law, Moonlight and Terminator – The Sarah
Connor Chronicles.
Nine will enter 2008 with few surprises. But with Seven trouncing it
this year 29 per cent to 26 per cent, Nine insiders suggested Mr
Gyngell had no option but to lay Nine’s cards on the table.
"Nothing arrests (downward) momentum other than quality
programming," said one Nine executive. "Some will hit, some will miss,
but we’re having a go."
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