Perhaps it is for Perth viewers, who will see Sherlock on Nine before the rest of the country.
The third season is set to premiere on STW Perth on Sunday January 19th and continues Sunday January 26 and February 2nd.
Nine Perth Managing Director David Mott explained to TV Tonight, this is due to the One Day cricket concluding at around 10pm east coast time but 7pm in WA.
“Rather than run a repeat movie in Perth when the cricket concludes we thought we would showcase this outstanding series in prime time leading into the 2014 survey year. It will also assist in the ability to promote other key series such as the brilliant Love Child, Fat Tony, Schapelle and The Block,” he said.
“Sherlock will premiere at a later date yet to be advised on the other Nine Network stations.”
It’s certainly a rare programming move, but indicative than Nine is looking at opportunities to win over Perth viewers. During non-ratings it seems Nine can afford a little indulgence for community goodwill.