Nine is dropping movies from its daytime schedule because they deliver fluctating demographics, which is problematic to advertisers. In having the same programming, Nine is hoping to maximise a consistent audience.
Network Sales Director Peter Wiltshire said, “Daytime has been an area of concern, and we see this as a significant move to improving our performance. With Ellen and The View fresh off the satellite, all Australian viewers now have access to the latest daytime entertainment”.
The View and Ellen will screen head on against Dr. Phil and Oprah, both of which win their timeslots, but have the added bonus of responding to recent news. Competing programmes may be to Seven’s benefit, given the shows ultimately speak to a similar audience.
The new line up is as follows:
5:00 Early Morning News
9:00 Mornings With Kerri Anne
11:00 National Nine Morning News
12:00 The View
14:00 Days of our Lives
The View already screens on the W Channel at 11:10am and Ellen screens at 1pm on Nine (WIN) in Perth and Adelaide.