TEN ready to open the door to ELEVEN
David Mott tells TV Tonight ELEVEN has plenty for an Under 30s audience, as TEN charts its new 3-channel strategy.
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When ELEVEN launches tomorrow, chief programming officer David Mott will see another chapter in TEN’s network strategy fall into place.
It may be arriving later than some of its rivals and in a quieter period in terms of viewing patterns, but Mott tells TV Tonight the channel is part of a long-term vision.
“This has been all about laying the bricks and charting a new path for TEN and therefore ELEVEN,” he says.
“I do liken it to TEN being the CBS of Australia. When you look at its appeal it’s 18-49 and 25-54 and ELEVEN is very much an Under 30s channel.”
A joint venture with CBS, ELEVEN is built on block-programming of mostly US content but becomes the new home for Neighbours, the only first-run Australian drama series on a commercial digital channel. It picks up from its 2010 cliffhanger tomorrow night at 6:30pm, changing launch plans to simulcast on both TEN and ELEVEN.
“We made the call just before Christmas when we thought this is what is strategically right for the channel. Let’s not underestimate the strength of where we see ELEVEN. The fact that we are putting Neighbours on this says a lot about the channel,” he says.
“We’ve got a lot of new content there and probably a lot more than what you’re seeing on the others at this point in time. There seems to be a lot of reruns and product from their main channels.
“Our philosophy has been very clear from day one, that what plays on ELEVEN stays on ELEVEN and we’re not going to be running shows on both TEN and ELEVEN. They are going to be destinations in their own right and I think we have the content to deliver that.”
ELEVEN’s schedule may offer classic titles during the daytime and overnight, but there are a number of first-run and even fast-tracked shows that will feature in primetime.
There is also no “soft-launch” for the channel, with the current line-up intended to roll through into ratings survey.
“We’ve gone with an alternative to what the others are doing with on Sunday nights. So we’ve got a brand new New Zealand’s Next Top Model at 7:30 leading into new Smallville for two hours and then Mondays it’s Supernatural leading into new Dexter,” says Mott.
“Supernatural did a good job demographically on TEN so it’s a known brand, Dexter‘s a known brand, Nurse Jackie, Californication, clearly The Simpsons, Futurama and there’s a new series of So You Think You Can Dance.
“So I think what you’re seeing is quite a unique decision for a new multichannel to take.”
The Late Late Show with Craig Ferguson will be the first show on air from 11am on Tuesday morning, ahead of its regular weeknight slot of 10:30pm.
“There are some things he’s going to be doing for us to help promote ELEVEN, particularly for that first episode. He’s very excited about ELEVEN, so I think it’s a great addition to add to the schedule,” he says.
“He is tonally more appropriate for ELEVEN. We did have the ability to run Letterman, but when you look at that TEN / CBS quality, Letterman belongs on TEN. Craig Ferguson belongs on ELEVEN. He’s Scottish, he’s got a real attitude to him, he’s younger with a fresh approach to him.”
The channel will also be hosted by Brisbane radio hosts Jason “Labrat” Hawkins and Stewart “Stav” Davidson. Couch Time interstitials will appear from 3:55 – 6:30 Monday to Friday, using social networking to invite audience interaction.
“These boys are our face of the afternoons on ELEVEN and I think that’s a very clear distinction from what the others are doing. We’re invested in the boys, we have an ELEVEN studio. They will launch the channel on Tuesday and they will host the entire day on Day One. So it helps create a community feel to the channel,” says Mott.
“Couch Time has a retro feel to it but the guys have got a really cool approach and they will be talking about product, giveaways, sponsorship, Twitter opportunities –there will be a lot of interactive activity that the audience expects nowadays.
“We went out and cast and decided on two playful boys and they tested particularly well. They are fresh faces to television and they have a lot of energy and a fair bit of attitude.”
ELEVEN will be available to Foxtel cable viewers, but Mott says there are hopes to add the channel for satellite viewers.
“There are discussions going on with Foxtel at this point in time and we’re hoping to resolve that soon. But that’s probably all I am prepared to say at this point in time,” he says.
ELEVEN will help Network TEN to take the ratings battle up to its competitors, at a time when multichannels have been attracting big viewing numbers.
Mott notes that unlike some of his competitors, the channel has given adequate notice to OzTAM to deliver ratings data. By Wednesday morning, TEN will get its first glimpse of what might be possible for its newest offspring. But philosophically he also knows a new channel needs time to gather true momentum.
“We know that it’s summer and things take time,” he says. “Interestingly enough the others are kind of wary of it. They’ve changed their line-up for that day.
“But we’re not concerned about one night, this is all about getting the tone of the channel right.”
ELEVEN launches at 11am on Tuesday January 11.
80 Responses
Gemma Pranita joined as Jade Mitchell in December.
Who’s the girl in the middle of that picture?
My favs would be nurse jackie, becker, sytycd, neighbours, californication, brady bunch and new simpsons. I hope they end up playing movies on 11 cause thats one of the only reasons i watch the other new channels.
I am looking forward to this because I love shows like smallville, supernatural, dexter, the office, stargate universe, futurama, king of the hill and the simpsons. My problem is the episodes that will be shown on eleven for many of these series have been shown on foxtel or the dvds have been released already. Also, I am really looking forward to Craig Ferguson, I was in the US recently, saw this for the first time and loved it.
@ Secret Squirrel: Classic television is sometimes much better than the shows of today. I just wish they would show Perfect Strangers! That’s classic tv.
I’m over 30 but still looking forward to this. I used to love Diagnosis Murder and is Supernatural starting at the beginning or season 6? And about kid’s programs, they have ABC3 and there are kids programs on GO!
First of all TEN Network is not the CBS of Australia since they are the youngest of all of the 3 commercial networks and CBS is the oldest in the US, similar to the BBC because both CBS & BBC started as radio stations. I do agree with his excitement of the channel i think it will be great to restore TEN’s old domination of the young demographic since GO! has eroded it in recent years. The only question and it is a big one is; Why aren’t their any children’s shows on 11 considering it is a channel for the under thirties. Children are under 30 as well or don’t they count. Also Video Hits should make the transition to 11 to celebrate 25 years on air, pretty big milestone don’t you think David Mott. Now days tv shows can only dream to be on air for that long. Do the right thing TEN and put it on 11 on prime time or late night slot and play more adult videos. Then when the analogue signal is switched off then put it permanently on 11, this will work to counteract the pay tv music channels. Oh and one more thing why should new FTA channels be available to Foxtel viewers us FTA audiences never get any of the Foxtel channels on the FTA spectrum.
I predict 11 will very quickly become the highest rating of the ‘secondary’ digital channels. The main reason is their very strong lineup of prime time shows.
Programs like Dexter, Californication, Nurse Jacki etc all had loyal audiences that were not quite enough to be competitive for 10, but have the potential to deliver very healthy shares in the digital only arena even if only a percentage of those who watched them on 10 follow them to 11.
And if 11 can avoid the constant last minute schedule changes, season interruptions and annoying early / late start / finish times of the 7 & 9 digital channels, I just think it could do very, very well.
I’ll be waiting with baited breath to see how long it takes for them to make varied changes to the programming (ie: axe Smallville, Supernatural etc again).
If rights to Aussie shows expire, do they just sit and rot in an archive? You are all welcome to come and watch classic retro aussie shows at my place (hypothetically) I have a ridiculous collection found on vhs tapes from tips, garage sales, oppe shops ect. And I am in the target demo for Eleven, 29. My archive dates from 1956 – 1995.
Looking forward to saying hello to 11. I hope we get to see the last season of Medium. Also, some of my friends with little ones were hoping The Simpsons would be on at 6pm (as it is on 10) as this gives them an opportunity to cook tea etc while the kids are entertained, not sure Family Ties will have the same appeal.
Will be an interesting ratings year!
Some people do seem to like living in the past. What is all this love for wanting to see ancient TV? I don’t understand why you’d want to watch some old show again when there is plenty of new content. A reminiscing-type program on Sat night would be a happy medium but it wouldn’t fit with much of Eleven’s target demo.
Looking forward to ELEVEN. I’m hoping that their weekend guide is more for younger viewers. Getting a bit fed up with the current offerings of dated and or very old movies tv shows that’s currently on.
I’ll probably check out NZ Next Top Model. I don’t have Foxtel so any NTM I’ll give it a go.
As much as I love the classic US tv shows on 11 I’d also love to see some classic oz tv such as aussietv mentioned. How about some old soaps like The Restless Years,Number 96,The Box etc.
To those complaining they can’t see 11 on Foxtel. Did you try looking at the channel number which previously ran ONE? If you didn’t you should be able to find 11 on channel 531, which is the previous number for One.
11 is also listed under the sports channels when you look at the guide on Foxtel, but still named one. Not sure if it is going to get a channel move or what though come Tuesday.
Anyway.. as for my thoughts on 11.. very much looking forward to it. Don’t think I’ll actually be watching 10 at all now except for the occasional program here and there. Much of it is what I used to actually love 10 for but they seem to now have handed over to 11. Neighbours, Smallville and the live entertainment programs is what I used to love 10 for. So 10 has given Neighbours and Smallville to 11.. as for live entertainment not sure the status there with rove gone, and who knows if Micallef is ever getting his own show for that, or possibly even Hamish & Andy, etc.
Where is melrose place i really want that show to be on eleven
For those asking about Eleven on Foxtel, it’s already on there but it’s still listed under “One” (on Channel 531). I’ve got cable in Brisbane and the EPG is also up and has been since Friday. I’m assuming tomorrow is when they’ll migrate it over to Channel 131 and change the name.
“I do liken it to TEN being the CBS of Australia. When you look at its appeal it’s 18-49 and 25-54 ”
weird thing to say, firstly because ten is the weakest of the commercial channels in those demos. and CBS doesn’t win them either.
i really don’t think they can use the “it’ll take time” excuse anymore. 7mate and GEM seemed to hit the ground running with little (or in GEMs case, no) promotion. there is no reason 11 can’t do the same. its probably because these days channel flicking is not a matter of pushing the 2,7,9,10 button, most people that have digital tv have the ability to see a list of all the shows on one screen and select the one to watch, they are not going to get selective blindness and not watch the show on 11 because they have never watched that channel before.
also, apart from “i just feel it is the right time” have we ever got an answer as to why it has taken so long for them to launch? they had years notice to prepare, why wait an extra year?
Oh my god, repeats of “It’s a Knockout” would be Amazing!
Rights to shows, including Aussie shows, do expire at some point. Don’t forget the channel is a joint venture with CBS.
I have to say I am excited about this new channel. A lot of shows I like such as Happy Days, The Brady Bunch, King of the Hill and of course The Simpsons are on this channel. Be even better if they had more Aussie stuff though. As aussitv says in the post below, why can’t they repeat It’s a Knockout? Or maybe The Comedy Company, Australian Idol or Young Talent Time? The list could go on…
The Couch has potential – if they keep it. Having the channel with a face – with hosts, live segments and interaction would keep me more likely to flick on Eleven even if I wasn’t as keen on the current show.
I hope that they’re able to be honest. Read criticism about the shows from Twitter and the live. Keep it real, and people will watch.
New Zealand’s Next Top Model?
Yes, that is indeed different.
No, hang on – not “different”. What’s the word I’m looking for? Oh, yes: “desperate”.
Good luck TEN. You are going to need it.
I am sure you don’t have to be in their demographic to enjoy dexter, simpson and futurama also i don’t like the 2 hours of news planned for ten
Could The Couch possibly turn into something reminiscent of Maynard’s Rewind playing episodes and clips from the channel Ten archives late on a saturday night?!
Repeats of It’s A Knockout, Perfect Match, Early Bird Show, early neighbors and more gold from the channel Ten / channel 0 archives please!!!!!!!!!! Why wouldn’t you? Seriously? oh I mean Hello!!!!???!!!