Nine will launch its new youth-driven channel by September.
In an interview with The Australian, CEO David Gyngell has thrown down the gauntlet to TEN’s sports-channel, ONE HD, offering to resign if his new channel doesn’t double the audience share of ONE by the end of the year.
That means it needs to rate close to a 3 per cent share to keep him in his job.
The channel, rumoured to be named Go! is being created with a swag of programs Nine acquired through its new $500 million output deal with Warner Bros.
“I’ll give this job away if it doesn’t do double the job of ONE,” Mr Gyngell said.
“ONE is the red-haired stepchild of sports rights,” he said. “It’s the stuff that no one wants.”
(Apologies to all red heads and step-children everywhere obviously….)
The article notes that Gyngell also flagged massive changes in the free-to-air landscape over the next year because of multi-channelling, online streaming and downloading, time-shifted viewing on digital video recorders and even mobile. It follows a reluctance to move toward a secondary channel, which he described as a ‘tax’ on the industry during a time of global recession.
Ninemsn will launch a streaming video website that will make more than 1700 hours of video clips and TV shows available on demand on July 14th.
“Within a year you won’t be able to look at ratings and judge a program in the same way,” he said. “One show will have to be monetised four times.”
“You don’t have to protect the free-to-air space,” he said. “We have to extend it and grow it.”
He even admitted Nine would lose some audience from its main channel because of cannibalisation from its new digital channel. But, he said, free-to-air rivals Seven and TEN would also be affected, and the two Nine channels combined would gain audience share and therefore advertising share.
Some of the titles previously touted for the new channel include Gossip Girl, Entourage and Sex and the City.
Despite reports it would indicate its future back in March, Seven has still not declared its hand on its new channel except to confirm it has settled on a model. We wait with bated breath…
Source: The Australian.