It’s been a long time coming, but TEN is finally beginning to enjoy some sunshine, if at the expense of its rivals.
TEN’s determination to run its own race has been noticed by viewers, while ‘copycat’ claims and fatigue are terms being directed at Nine and Seven.
MasterChef Australia has given TEN momentum, just as Nine and Seven roll out uninspired cookie-cutter shows.
Last week’s Grand Final gave TEN its biggest primetime audience since August 2011 and the highest primetime commercial share in 25 to 54s and total people since July 2010. Its primary channel will finish the week neck and neck with Seven’s.
Despite rolling straight into repeat shows on Tuesday, the network enjoyed The Bachelor‘s best launch in its 3 seasons. It trumped both Hot Plate and Restaurant Revolution and has drawn plenty of press.
Tomorrow it offers another point of difference with The Great Australian Spelling Bee, strategically placed away from The Voice. While no previews have been released, momentum can never be dismissed -viewers swarm to positivity and are reluctant to back the smell of failure.
Meanwhile The Project is also enjoying some of its best numbers in months, no doubt thanks to Waleed Aly.
Seven has blinked with Restaurant Revolution pulled back to two nights a week while Nine’s Hot Plate has been accused of being an MKR clone. At least Nine still has The Voice plus its early evening News and A Current Affair, while The Ashes is also lifting its network share.
The same can’t be said for Seven News, while Dancing with the Stars is far from matching preceding seasons. Seven leads at Breakfast, but that gap appears to be closing too. Adding Dr.Harry and Border Security has the smell of summer programming.
However, the race is far from over and one upbeat week does not a calendar make. Seven has quite a lead on the competition this year, which will serve as a timely buffer.
X Factor and 800 Words are just around the corner for Seven and there’s no denying TEN still has middling numbers elsewhere in primetime.
But viewers are rewarding TEN for offering a point of difference -which echoes the network traditionally being the cheeky, younger sibling. Last week was a win for Programming Chief Beverley McGarvey and astute timing for CEO Hamish McLennan to finish on a positive, having completed what he was clearly charged with achieving.