Nine concedes “own worst enemy”
Going head to head in genres impacted audience share as Nine became their own worst enemy.
Nine has conceded it became its own worst enemy this year by going head to head with Seven in similar genres.
Nine’s group sales and marketing director, Peter Wiltshire, said at its financial results presentation yesterday it had been a tough year, especially in the second half.
“It was also during this period that Nine’s ratings were impacted by the two leading networks programming formats of the same genre head to head,” he said.
“To some extent we were our own worst enemies. As we competed aggressively this caused pressure on overall audience for FTA TV and specifically Nine’s share of that audience.”
This year Nine pitted Reno Rumble against Seven’s House Rules. In July it also set The Hotplate against Restaurant Revolution, which has led to a copyright claim.
Meanwhile CEO David Gyngell was asked about the future for local Drama when streaming services were attracting those with an appetite for binge drama.
“I believe they will come back, especially the large advertisers who are trying to get out in front of their competitors, who are nipping at their heels,” he said.
“Because they are larger and they’ve got more money they will spend on television and buy exclusives and buy those things.
“Us having more locally owned content is going to create more value and it is what is going to define us.
“There’s no better content in this place than news and current affairs. That’s what we will continue to put a lot of investment in.”
He said Stan was holding its own against the might of Netflix.
“(We’re) seeing if we can carve out a profitable alternative and a local alternative to what Netflix will be, and that’s yet to be seen,” he said.
“Netflix is yet to be seen if it’s going to make money.
“We don’t see Stan being the saviour of this company long term, we see it as an adjunct to content acquisition and original content deals.”