Sunday, December 14, 2008

The Kids are Alright - Friday 12 December 2008

Credit where credit is due, Seven knows how to program effectively. Holding off the premiere of Madagascar until summer might seem bizarre, but it was perfectly timed to take advantage of the sequel’s theatre release. Clearly big family movies are an important draw on Friday nights as has been proven in recent weeks with the Harry Potter series and Ten’s Nanny McPhee.

If this proves anything it’s that now more than ever you have to program to the audience available. Using Fridays to burn off adult films is no longer a good option. During the year the older audience has been split up all over the place with only the ABC (by virtue of having regular series after 8.30) commanding a consistent audience on the night.

To Ten’s credit they have decided to hedge their bets, Family hour for kids, post 8.30 with Crime Dramas. It will take some time for the young skewing ten to attract some older viewers on this night but it’s a worthy experiment and we’ll keep checking back here to see how it goes.

Better for Ten was the performance of The Simpsons which is pulling a better number in that slot than anything since the demise of Friday Night Games. Perhaps Ten should give this hour over to it's animated comedies and not bother experimenting with niche cable formats in the future.

Nine was the flunky of the night with appalling turn-out for Australian Geographic, you know it’s bad when you could be beaten by Ice Road Truckers. One wonder whether it will be in the schedule next week. Their choice of Movie, The Last Samurai, was unsuited to Friday night – back to the drawing board guys.

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