Ten in 2013: Less risk, more consistency
It’s a tricky one launching a new TV season. You’ve got to look confident even if you’re in strife. But you shouldn’t sing too loudly if you’re winning.
Last week, what little commentary around Seven’s upfronts that didn’t focus on Celebrity Splash was on their somewhat triumphalist approach.
Fair to say, that wasn’t a criticism that could be levelled at Ten this morning.
The first word I had back from one media buyer who was at the Sydney presentation was “humble”.
Sad to see that their cost cutting is already being reflected in next years programming decisions…..very poor line up indeed…..”humble” is a very polite description…..
kp is on the money. One can only hope that Ten’s Board leaves the new management to lead the recovery. Certainly the Board has proven that it doesn’t have a clue about free to air television but many of them have lost too much money to crystalise their losses and move on. But there seems to be no silver lining for 2013.
Wouldn’t cheap & smart positioning also bring Neighbours back from 11 – that move still plays like dumb brand-trashing & would help re-brand Ten as what it was (which is kinda what they’re doing); also, paste The Circle into the breakfast slot – duh, et voila!
Dropping The Circle was a mistake considering the trash they are dealing up now with The Talk and that Entertainment crap.