The vicious cycle of late programming

The impact of Nine’s decision to pull Excess Baggage from its schedule for next week has reverberated right across its upcoming primetime for at least the first two weeks of ratings.

Most networks lock in copy with print guides, such as TV Week about ten days out from the start of any given week.

This year the start of the ratings season, Sunday February 12, has been a game of cloak and dagger, with networks waiting until the last minute to release some titles, or even to throw red herrings into early Guides.

There were strong rumours a week ago that Nine was moving on Excess Baggage, but it didn’t confirm the change until Tuesday, after seeing Monday night’s figures.

Nine’s Guides to Online Media for this Sunday weren’t sent until Wednesday -which must qualify as the latest delivery by any network in any week. Preview disks for some shows next week also arrived yesterday, after Nine had finally locked them in.

Narration for Earth Flight‘s second episode is being revoiced, already pushing it past the deadline for print media for the week of February 19.

What this all means for viewers is that print Guides are likely to be riddled with incorrect information or TBAs.

And let’s not get started on all the outdoor advertising that has to undergo change.

What it means for the network is less promotional opportunity for new shows. A worst case scenario of those two factors colluding could mean poor numbers for the replacement shows, leading to even more shows getting the heave ho. It can be a vicious cycle.

With any luck the worst is behind us all, and Nine does have some tempting titles including Sherlock, Alcatraz and (hopefully) Earth Flight.

Healthy competition is a win for all viewers.

Informed viewers are a win for industry.