Saturday, January 29, 2011

Deciding on a Level of Success

Monday, 24 January 2011

I remember a time when Sitcoms were an endangered species on Australian television, now they're everywhere - often in the same damn timeslot - look at the 7.30 hour - no less than 4 channels are competing for the same Audience: How I Met Your Mother, Glee, Two and a Half Men and Futurama. You'd have to think the audience for these shows is pretty interchangable, I wonder how many Monday's we'll see this before either Nine or Ten blinks. 789,000 for Two and a Half Men is pretty sad even in summer and demonstrates the diminishing returns of pumping this show to death and wider variety of alternatives on offer now.

One thing that stands out on examining the schedule is Seven's acumen in programming their second digital channel - 7TWO. 7TWO has been around for a while now but in the last year it has morphed into a repository of old skewing British fare. It gives them a clear point of difference from the more youth-appealing GO! and ensures there's always a crowd turning up to watch - look at the numbers, all three shows over 300,000 which I think I will nominate as the level for multichannel success.

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