How 9Rush will use Discovery content to fill the gap in Nine’s programming slate
On Sunday, April 5, Nine will launch a new multi-channel – 9Rush. In partnership with Discovery, the channel will be aimed at men in the 25-54 demographic, but it isn’t launching as a competitor to 7mate, insists Nine’s program director Hamish Turner and director of network scheduling Geoff Dyer. They sat down with Mumbrella’s Hannah Blackiston to discuss the new offering and its place in the free to air market.
Top Gear UK, Man vs. Wild with Bear Grylls, Street Outlaws, Naked and Afraid and Gold Rush: Parker’s Trail. Those are just some of the titles you will find on 9Rush on April 5, when it launches as Nine’s newest multi-channel offering.
9Rush launches in April and fills a gap in Nine’s content slate
“There’s been a bit of a hole in our slate, outside live sports, for that male-skewing 25-54. Hugh Marks [Nine CEO] has been in conversations with Discovery for a while, both casual and more recently formal, and an opportunity came up because Discovery wanted to extend its reach past the paywall. Nine is a great partner to help them do that,” says Hamish Turner, Nine’s program director.
I have seen the offerings on 9Rush. Two points.
First, the offerings on 9Rush seem to be a narrower offering than what is offered on the Discovery channel. Discovery produces programs in the areas ancient history, architecture and the natural sciences. But that is not seen on 9Rush. In summary, 9Rush does not grab my attention unless it offers other programs produced by the Discovery Channel.
Second, many of the programs on offer at 9Rush are similar to what is on offer on 7Mate. 7Mate has a wider offering including American Pickers, Pawn Stars, “gold-discovery” programs, American Restoration and so on.
Thank you,
Anthony of Belfield