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More Nine movies ‘dumped’ for quota points

The month of December saw the Nine Network repeat a programming move that attracted cynicism a year ago, when it was accused of “dumping” Australian movies over summer.

Many see the move as a convenient ploy simply to buffer its annual local drama quota.

In December Nine screened Aussie movies A Man’s Gotta Do (2004), Edge of the World (2005), Door Mansion (2006), One Perfect Day (2004, pictured), and A Divided Heart (2005). Four of the films aired at 9:30pm on Saturdays and another at 10pm Sunday.

For each first run local feature film screened between 5-11pm a network gains about 6 quota points towards its annual quota of 250. The Australian Communications and Media Authority’s Code stipulates “the requirement to broadcast in prime time ensures that programs are available when audiences are able to watch them.”

However it makes no distinction between ratings and non-rating seasons. But rather than host an “Aussie film fest” in ratings, Nine can still get good value over summer -even if audience numbers are low. Ironically, it is screening the films when it has never had more local drama under its belt with Underbelly, Canal Road and more on the way.

A year ago Nine screened nine first-run films including Gettin’ Square, Dalkeith and Take Away on Saturday nights in December and January. Back then its only primetime drama was McLeod’s Daughters. It badly needed the quota points which amounted to over 20% of its annual total.

At the time Geoff Brown, Executive Director of the Screen Producer’s Association of Australia, described the programming as, “a worrying trend.”

But Nine carefully played the ‘damned if we do and damned if we don’t’ patriot card. It is on record as saying, “It’s not a matter of dumping Australian films into the schedule, but an opportunity to show a range of Australian films over a varying period of time.”

The ACMA Code was due to be reviewed at the end of 2007. SPAA’s Geoff Brown has said, “We will be looking at whether the Code is still relevant.

“We will be watching this.”

6 Responses

  1. The fact that thee code “makes no distinction between ratings and non-rating seasons” is, in my opinion, a GOOD thing. The whole concept of “ratings season” is ludicrous these days anyway.

    There’s nothing to complain about. The movies get screened at prominent times, and people do watch them, especially since the usual self-defeating competitive programming during the “ratings season” isn’t forcing viewers to choose.

    I was pleased Nine showed One Perfect Day and didn’t see it as an “insult” to the film – I was just happy to see it on TV at a decent hour at all!

    The SPAA has nothing to worry about.

  2. I say Nine had some good lawyers, dumping all of their Australian movies (and Outrageous Fortune) on during non-ratings.

    I don’t think the Act could stipulate a monthly quota of Aussie programming without being oppressive, but a ratings requirement would mean virtually no Australian shows during the summer, just repeats of American shows.

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