Coding your show separately gets you a better headline

For the second time this week, Nine has cleverly coded a one hour programme into two titles. All's fair in love and ratings?

Is coding of television programmes getting a little bit out of control?

For the second time this week, Nine has coded a one hour programme into two titles.

The Celebrity Apprentice: Challenge Two rated 1.27m viewers while The Celebrity Apprentice: Wednesday was 911,000. To viewers of course, it was just a single show. The end result was a number higher than what the show would have averaged had it been coded with OzTAM as a single show.

That clever move also gave Nine the top ranking of the night.

While it’s not uncommon practice for event finales such as MasterChef or Australia’s Got Talent, or even to distinguish different nights of the week (My Kitchen Rules: Monday, The Block: Sunday) it’s never been commonplace to begin coding separate chunks of a regular, nightly show.

But when you’re launching a new show you want all the good press you can get and you want headlines that boast how you topped the night. Maybe Seven can start dividing up The X Factor into six parts? They’ll surely win the the night then….

And so to other results:

Nine’s new Young Doctors (all 30 minutes of it) launched to 908,000 viewers, but CSI dropped to 654,000. Replays of Unforgettable were 380,000 and 297,000.

Seven’s best was Seven News (1.22m). Home and Away averaged 1.04m, followed by The One (815,000), and Criminal Minds: Suspect Behavior (610,000). Above Suspicion started poorly on 394,000.

The ABC again beat TEN with Gruen Planet (1.16m), Spicks and Specks (1.03m), ABC News (887,000), The Hamster Wheel (886,000), 7:30 (644,000) and the At The Movies special (641,000). Poh’s Kitchen was 602,000.

TEN’s best was a Modern Family repeat (702,000) then The 7PM Project (652,000), Bondi Vet (649,000), Hawaii Five-0 (567,000), and an NCIS repeat (467,000).

One Born Every Minute was SBS ONE’s strongest performer on 284,000.

Neighbours was the top multichannel show with 315,000. A new Simpsons episode had to settle for 239,000.

Seven Network won the night with 27.6% over Nine’s 26.0%, ABC’s 21.5%, TEN’s 19.8% and SBS 5.1%.

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