So with the advent of more digital free-to-air television channels comes the inevitable fragmentation of audience shares, and whilst these emerging digital channels are still in their infancy, the trends speak for themselves…or do they?
The 2 leaders – Seven and Nine – will continue to dominate shares, at least for some time to come, as their programming has always appealed to the Australian masses. Ten, although constantly in the shadows of Seven & Nine, are masters of reality TV & will continue to leverage their strength. The Masterchef final episode earlier this year peaked at over 4.3 million viewers according to Mediacom Analytics…which is the highest rating program since Lleyton Hewitt played Marat Safin in the 2005 Australian Open Finals (4.04 Million).
So if the ‘Big 3’ still have so much relevance in the market, how is there room for more channels? It’s an obvious answer: Choice.
Programmes that were never before considered by broadcasters are now being reviewed & channels thus tailored to niche audiences. The key here for the new digital channels is to establish a channel identity, so as not to ‘target all & appeal to no-one’, and for the most part, we can clearly see these identities:
- One: Dedicated Sports
- GO!: Nostalgia
- 7Mate: Aussie Blokes
- ABC2/3: Children
Not so clear are 7Two & 9GEM…but again, it’s early days.
