TEN’s Chief Sales Officer has conceded the network is “disappointed” with the ratings performance of new talent series Everybody Dance Now.
“We’re disappointed,” he told advertising publication B&T. “We’re disappointed for the show given that we think the format deserved better. Clearly we are coming out of the washout and the distraction of the Olympics. Underbelly was always going to be a success, but Big Brother was a question mark, but it’s kicked.”
The show debuted with 598,000 with the network contacting journalists to talk up its performance in the demos up against the Olympics. But today it plummeted to 304,000 viewers without the Olympics -lower than How to Train Your Dragon on 7mate. It’s already lower than the kind of numbers pulled by The Voice US and Excess Baggage.
O’Brien said the future of the multi-million dollar show “hasn’t been decided yet”, adding it was in discussions about make goods for sponsors including Kia, Optus and Vaalia.
With word of mouth and headlines now running negatively for the new show, it reiterates the need to launch a show positively in the current environment.
TV Tonight also understands that shooting of the first episode saw the crew work a 17 hour day and audience members enduring a six hour shoot.
TEN’s schedule has been dominated by local Reality and Observational shows of late, against increased formats on Nine and Seven but it premieres Puberty Blues tomorrow night with good reviews and wide promotion followed by Class Of, while Can of Worms, Don’t Tell the Bride and I Will Survive roll out next week.
Everybody Dance Now hosted by Sarah Murdoch continues tonight on TEN and airs twice next week, on Sunday and Monday.