Nine CEO David Gyngell says the network will draw on a very big pool of content, including output from Warners which it renewed for a staggering $500m over 5 years, plus Sony and Village Roadshow.
“We will have hundreds of thousands of hours (of programs) which will help us launch the second channel,” he said.
It surely has a backlog of programmes that have been removed off its primary channel: Survivor, Fringe, ER, The New Adventures of Old Christine, Nip / Tuck, Weeds, Hotel Babylon, Primeval…it will be interesting to see which makes the cut. Gossip Girl, Entourage and Sex and the City repeats have already been given the nod.
“And while it’s not ideal from a shareholder’s point of view, from an opportunity point of view we feel the best place to target advertisers is the younger demographic, so we will be launching a younger-focused entertainment channel.”
While the thrust of the Warner deal will be for new shows on its primary channel, the Nine CEO has previously talked down his enthusiasm for being forced to launch the new channel during tight economic times, even likening it to a network ‘tax.’ Now it’s a better fit to talk it up in the public domain.
Advertisers must first buy ads on Nine’s primary channel before they could buy ads on the new channel. Sales Director Peter Wiltshire has previously indicated long-term partners will be “automatically optimised” into its new secondary channel at no additional cost, for a launch period.
Gyngell also said that in previous years Nine had onsold some Warner programs to the TEN and Foxtel as there had not been room for them in Nine’s schedule.
“But now we can use these quality shows in prime time as we have two places to play them. And it’s complementary to our advertising commitments as we now have strength from 16 to 65-year-olds.”
The latest info on Seven’s secondary channel is a two sentence comment from a spokesperson in today’s Australian: “We’ve determined our approach. Next decision will be timing on launch.”
And there you have it.
Yes timing is very crucial, for both the announcement to advertisers, media and audience, followed by the arrival on screen.
It’s a funny world we live in. Five years ago who would have thought Nine would be skewing younger, and TEN older in the pursuit of TV glory?
Source: The Australian