Underbelly makes strong debut

14Feb08

Source: John Davidson, Adnews

Despite being hit by ban in Victoria and ambush marketing from other networks, Nine’s new flagship program Underbelly made a strong debut last night (13 February).

In the four major markets minus Melbourne, Underbelly, based on Melbourne’s gangland war, recorded an average audience of 1.325 million viewers across the two-hour, 8.30pm to 10.30pm timeslot.

On Tuesday (12 February), a Supreme Court judge banned the screening of
Underbelly in Victoria until at least May because the program would be
prejudicial to an upcoming murder trial. Nine is appealing the ruling.

Nine has been heavily promoting Underbelly, which is seen as a key part of the network’s revival.

Marketing for Underbelly has included chalk outlines of bodies being
painted on city pavements and bullets being sent to journalists branded
with the show’s title.

Ten ambushed the chalk outlines earlier this week by brushing out the
Underbelly reference and tagging them instead with the title of its new
crime drama, Women’s Murder Club. On Tuesday night, Women’s Murder Club
notched an average 1.22 million viewers.

Nine was very happy with Underbelly’s debut, releasing a statement
claiming it was “the most successful Australian drama launch for Sydney
and in the 25 to 54-year-old demographic since the new OzTam ratings
system was introduced”.

“Underbelly, the dramatisation of Melbourne’s infamous gangland
killings was also the number one show of the night for the 25 to 54
demographic, even without a Melbourne audience,” the statement said.

Two of Nine’s other new programs, The Chopping Block and Terminator: The Sarah Connor Chronicles, have had mixed fortunes.

Terminator launched on Tuesday with 1.061 million viewers while The
Chopping Block debuted last week with 718,000 viewers but saw an
improvement last night with the second episode receiving 1.040 million
viewers.

Nine will run a repeat of Underbelly this Sunday night (17 February) at 10pm.

Popularity: 1%