In an interview with AdNews, TEN’s interim CEO Lachlan Murdoch has made some bold claims about the Network’s 2012 outlook.
Murdoch focusses on demographics and revenue, saying: “From 7pm, which is after the news hour, we out-perform Nine across every single demographic and that is not well understood in the market today.
“Since Renovators has come off, our ratings have bounced back very strongly. We have never spent as much money as we will next year on new programming across all of prime time, but also very significantly breakfast. Breakfast for us has been cartoons. We effectively have three new hours of TV we’ve never had before.
“We will certainly achieve over 30% revenue share next year,” he said.
But Nine spokesperson David Hurley told TV Tonight, “Lachlan’s obviously suffering a very bad case of selective memory loss.
“Not only was the Renovators a disaster , but so too the Negus experiment and all the much vaunted changes to TEN’s News. All now a smouldering pile of rubble. And now they’re trotting out the same silly forecasts about their breakfast program for next year. Oh dear. And can someone please tell Lachlan Nine has a little thing called the Olympics in 2012?”
Interestingly, when asked when a decision on the fate of Renovators would be made, Murdoch said: “It will be over the next few weeks.”
This is despite the Network already confirming the show would return next year at its 2012 Programming Launch. The same launch that promised “George and the 6:30 team” would return. I guess they are returning, just not where we presumed they would be.
Murdoch also conceded TEN may have went a few weeks too early with its programming “upfronts” presentation in August in a bid to pre-empt 2012 programming leaks.