Features

How Nine has rebuilt its audience and programming after a bumpy 2016

Adrian Swift is no stranger to Nine, so it was no surprise when he returned to the network after just 18 months at the ABC. Ahead of Nine’s Ninja Warrior premiere, Zoe Samios sat down with Nine’s content boss to discuss his return to Nine, his learnings from the ABC, and what makes good reality television.

Zoe Samios

July 7, 2017 11:29

Just 18 months after becoming head of content at the ABC, Adrian Swift returned to what he once called his ‘spiritual home’ – Nine – for the fourth time.

After more than a year and a half in his latest role as head of content production and development at Nine, Swift says his focus has been generating mass audiences for the network.

Swift: Nine had a bumpy 2016

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Zoe Samios

Zoe Samios worked at Mumbrella between 2016 and 2019, finishing up as senior media reporter in March 2019.

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2 COMMENTS

Big Fella 7 Jul 17

Adrian is, without doubt the most innovative, creative and capable content developer in the country.
Watch Nine fly under his creativity & gut feel.
He’s the man!

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Butcher bird 7/7/17 8 Jul 17

Adrian has a unique talent for assessing what the general public want to view.

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