The dumping ground of television
It’s become one of the stories of the 2008 television year: dumping shows ad infinitum. This month we’ve lost Fringe, Cold Case, Wipeout, Battlefronts, Kitchen Nightmares USA, Kath & Kim (US), 90210, Bondi Rescue: Bali and even a repeat series of Friends. Dropping shows isn’t new, but its rapidity is increasing, confusing audiences and disintegrating trust between viewers and networks.
Nine’s Head of Acquisitions, Daytime and HD programming Les Sampson spoke to TV Tonight about the challenges and ramifications of scheduling.
As we all know, delivering demographics to advertisers is an artform. Programming the wrong show at the wrong time can be fatal. In the brutal fight for a diminishing advertiser dollar, networks waste no time in eliminating an under-performing format. Sampson says the increasing trend in Australia is no different to that of the US.
“When it comes to the cost of producing television you’ve got to make sure you’re attracting the profile of the demographic that you’re actually after,” he says. “Look at shows in the States. A show on the FOX Network, Do Not Disturb, went on air for one episode. They had a massive campaign for it on air and after the first episode it was cancelled. Look at the first American episode of Kath and Kim, I think there was talk that the numbers that went to air were ok, around about just over 6.5m people. Episode two went to air it lost 20%. Episode three went to air and it’s progressively falling backwards.
“In the UK they only commit to a short number of episodes. That’s why you only see 5 or 6 episodes per series. Because they know that if for example they put the money in and it’s 5 episodes and it doesn’t work, then they don’t have an issue with removing it. Because that’s always been the pick-up number.”
Sampson says that in the US new shows can be ruthlessly cancelled.
“If it doesn’t work after 13 episodes it’s gone. And in some cases they don’t even go to air. But that’s been going on for quite a while.”
But while that may be historically true for new fall shows, in Australia viewers are irate that it isn’t just new shows being dropped. Life was never this erratic even as recently as 5 years ago.
“The viewing habit and the viewing trends have changed because only 5 years ago we had the free to airs and Foxtel,” says Sampson. “Now there are so many other forms delivering entertainment. You have to be there on the cutting edge to ensure that at no time do you put stuff to air that’s not going to attract the attention.
“I can guarantee you right now that in the next couple of years it will change even more so.”
Scheduling can be so quick that print guides no longer match what’s on screen. Sampson acknowledges the current shortcomings and says technology will address the problem in the near future.
“As you move forward, the delivery of information, such as EPGs, is going to be updated instantaneously. So the information that is given to the public when it comes to what’s on air is going to be 100% up to date.”
But as dumped fans of smaller, under-performing shows accumulate in terms of total viewers, it builds a tidal wave of viewer angst. Sampson says the way to address viewer disillusionment is to remain focussed on acquiring content for its key demographics.
“If we divert off that target then the clients aren’t getting what they’re promised, and the viewing public isn’t as well.”
McLeod’s Daughters was a case in point, a show Sampson says has performed well over the years but now no longer meeting its targets. It will return in summer.
“We don’t move anything because we want to. We devote a lot of time, money and energy to promoting and branding and advertising our new shows. The last thing we want is for them to fail.”
One such show was the new US drama Fringe, given all the network hype, but dropped after 5 episodes.
“Fringe attracted the good demos right at the start,” says Sampson, “and it’s doing huge numbers in the States. But what we’ve now got to do is sit down and say ‘ok it was a very, very tough slot.’ Wednesday night is probably the toughest slot of the week. 8:30 up against House, Criminal Minds, Spicks and Specks on the ABC, it is probably the hardest slot of the week.
Nine has replaced it with The Mentalist which was already building a strong Sunday audience. But it too had to move.
“We’ve got the Rugby World Cup on so the issue was we either take it off air for four weeks or we move it some place else. So we thought it’s a great opportunity. Mentalist did some really, really strong numbers in the key demos 25-54, 18-49, in fact it was number one. So we were very, very pleased with that.”
Sampson says Fringe was also pre-empted because of the US election, off air in the US for two weeks. It’s one of the downsides to fastracking, which will also hit House and, ironically, The Mentalist.
“One thing when it comes to fastracking, we want to do more of it because it reduces the level of piracy and it allows people to sort of say we’re a part of the rest of the world. But we then are at the mercy of the US networks and they are quite ruthless when it comes to pre-emptions,” he explained.
“Over an average of about 22-24 episodes they will have at least 8 pre-emptions during that time. Now our audience really can’t accept that we’re going back to repeats halfway through, or quarter way through a series and we’ve got to try and explain that there’s a pre-emption going on in the US. We spend a lot of money on promos, publicity, getting taxi backs and buses etcetera. We don’t want any show to be pulled off.”
Despite the fact that summer doesn’t afford networks the time to run complete 22 episode shows, Sampson says Nine is planning a slate of shows it hopes will build new audiences.
“Last year we had Ramsay and Two and a Half Men over summer, we made both those shows work. As a result of that we were very definite. Our summer schedule this year is going to be a schedule we want to potentially discover new programmes,” he says.
“We’ve got a couple of shows that we feel will be the next big hits.”
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Excuses, excuses seems to be the catch cry for Nine.
Nine seem to choose their words carefully nowadays , so that they can justify any decision at later date.
Maybe if Nine, thought about their scheduling more, thought about their viewers more and got back to being loyal, a lot of their problems would go away.
Very good read but it didn’t answer the question, when will Fringe be back?
And why didn’t they just move it to later the same night, taking it off the air now will only lead to lower ratings later on in ironically probably the non ratings period.
It’s good to hear the other side of the story straight from the centre of the action. While it’s difficult to take when shows get pulled, it is a business at the end of the day. Thanks for the article David.
Good story David dear, nice to also hear from that yummy Lesley Sampson!!
i don’t think they should blame fringes low numbers on the competition:
“Wednesday night is probably the toughest slot of the week. 8:30 up against House, Criminal Minds, Spicks and Specks”
all these shows rate ok but not as far to say that it is the toughest slot of the week.
I would say the toughest slot is Tues 8:30 all 3 big networks have their top shows on simultaneously (PTTR, 2.5men, NCIS).
Fringe failed because it was a sci-fi that does not appeal to many people anymore. and maybe even the very fact that it was on 9. Blaming it o the competition is just making excuses for the show.
This makes a lot of sense. The networks are not at fault when it comes to shows getting axed, pre-empted and moved with little notice. It’s all about meeting the demand of advertisers and making money which is needed to bring us their services and to make the shows we love.
Cold Case was not on last night and that was a disappointment however, it did not belong there and should go back to Wednesday. Perhaps swap with CSI:NY which would retain more of CSI’s audience. CSI repeats are ok.
As much as I hate it when the networks moved and take off shows, I do not blame them. They do not want to do it and have little choice. They pay a lot of money for promoting these shows even Fringe was advertised quite a bit and it under-performed.
Lets hope next year will be better especially with the new channels, new breath of life into the networks and a handful of new shows.
Craig I’ve previously reported Fringe is off until summer.
“Over an average of about 22-24 episodes they will have at least 8 pre-emptions during that time.”
What the hell is he talking about? I get a few shows off the net and yeah it may not be on a week here and there but now way is it “at least 8″, come on we aren”t dumb.
What this overlooks is that shows are not getting the time they once had to settle into their slot. How many classic shows have struggled in the first season or two? Seinfeld, anyone? A show like Seinfeld would not survive in today’s market. How many other great shows are being lost through this ruthless process?
Ben they’re not lying with the amount of preemptions. In US the ratings season starts in September goes to May - repeats have a habit of airing (due to circumstances) in October, December, January, March and April). It can sometimes have one week on, one week off, etc. So 8 isn’t out of the question.
Great story David, good insight.
yeah thats a good story.
answered alot.
but i don’t care about pre empting shows.
if 90210 stayed on the air. we would have had a 3 week gap after the 7th episode. where channel 10 could have just repeated it to try and get new viewers in. it worked in the states. and it has worked with alot of shows here.
i’d just like to say that channel 10 thinks too quickly. maybe if they slowed down and thought about it. they could give it a chance. i hate having to download shows as it slows my internet down. but i’m one of those people who cannot wait for a show to air here. hence i am forced to the internet which can be very crappy quality. please channel 10. 90210 deserves all the chances it can get
Er, Do Not Disturb was canned after three episodes had aired actually.
David, would you know the numbers for K&K episode 3 in the US?
While technically true, they ignore some crucial elements:
- Their shows NEVER start on time after 7pm. Yeah, that’ll stop the viewer erosion!
- The number of US shows that get axed before a whole season is minimal. Some of them have made stupid mistakes (Jericho axing after the season 1 cliffhanger), and a few more that others would recall, but nothing compared to australian tv
- The internet is able to provide a reliable and up do date service, unlike them
- If they can a show, make sure it makes the guide, not everyone visits this site
- How often does the US move shows around? Minimal, so people know when it is on every week
- In 2008 and beyond, sometimes near enough with ratings is good enough, the US has learned that, so should our networks.
- **insert every other mistake they have made in the past**
Oh please, how pathetic!
I can’t believe he actually compared American programming to Australian. America are producing these shows, not just buying them. Of course if a show isn’t rating they pull it off the air because it’s a waste of production costs and advertising revenue. But at the very least the majority of the time they let these shows play out its first season. Something that Sampson point out himself. Does that get done here? No! For example, as Sampson quoted, Kath and Kim, it isn’t doing amazingly is the States, but they’re still playing it out so that it builds an audience. So why can’t the same be done here? Most shows in America are at least given a chance; here they are thrown to the curb sometimes after a mere episode. Because Fringe was up against tough competition it deserved to get pulled from the schedule altogether? Rather than trying a new timeslot…
Australian TV is far too ruthless, undoubtedly far more than America. You would never see the amount of weekly changes to the programming schedule in America than you see here. Australian networks have cultivated this cutthroat nature, not the audience. And what these networks forget is that they’re annoying the 16-30 year old viewers. While we may not seem like the key age demographic now, we are the future audiences that these networks will be targeting. Loose our trust now, it’s going to be very hard to get it back later. Especially in the age of the internet…
Benno, it looks like great minds think alike. That, or, fools never differ!
Ellis you make a lot of valid points, particularly in reference to being the audience of the future. Networks are like political parties, we need good opposition and viewers don’t swap allegiances very quickly. I agree there is a clear distinction between fall shows and the programming culture we now find ourselves in. Australia and NZ are almost unique in this infernal trend.
I certainly felt with all the angst against Nine (and others) programming it was time for a “right of reply.”
That said I’ll be very surprised if K&K stays put in the US after this week.
Thanks David! I’m gald I didn’t come off too much like a burnt viewer.
It was a great story and I appreciate hearing from the networks, for their “right of reply,” which in forums like this often does get little to no attention amongst the message boards.
As for Kath and Kim, I’ll be interested to see what they do with it. Remember, The Office was a dud in the States in its first season, but eventually won viewers over during its second, when it really came into its own. Maybe NBC will leave it be for now in hopes of having another Office-like success….
I’m not making excuses for the Kath and Kim US, and while it did slip down to 4 something million, there was a huge baseball game on at the same time, so it will be interesting to see how it fares without it this week. The demos aren’t as bad as do not disturb either, so it might stay a little while longer (2.2 vs 1.4 in 18-49)
What all these channel is have a advance play channel for your PVR to record shows off. They air the prime time shows during the middle of the day for you to record and when you come home there ready for you
the programmers are becoming totally detached from reality and real people, too much blah blah blah about demos and preemtions.
Folks just want to watch some entertaining tv. It has now got to the stage where there is no point whatsoever watching any over hyped imported show cos ya know its gonna get ditched after a few weeks.
I think also the point of how one network can run a show into the ground whereas another network with the same show can turn it into the ratings winner(eg. The OC).
I’d like to see how a show like Fringe would rate on Channel 10 - a channel I think a show like that would be more at home on.
Obviously we’ll never know (probably), but it’s an idea to for Australian networks to buy shows that fit their branding, rather than just buying hype.
Simple … introduce a new ratings system that provides an accurate measurement of what viewers really watch that includes everything they record to watch later (which is normally the favourite shows) and then there will be no need for all these excuses and ignoring the viewers in preference to the advertisers.
Until then, we will continue to downlaod and watch what we want when we want … because the Networks have abandoned us … and all networks will continue to loose viewers and see ever decreasing audiences. I don’t think most of us have any “loyalty” to any Networks these days … they show absolutely no loyalty to us so why would we!
Jack!
Nice article, David. It still doesn’t answer why Sydney and Brisbane viewers are still waiting for an episode of Nip/Tuck where The Carver is finally revealed.
“We’ve got a couple of shows that we feel will be the next big hits.”
Good luck with that.
Why add Friends to the list? Ten made a mistake in in re-repeateing them after the last episode was done, Will and Grace should have started when Friends finished.
Hey David
Just wondering do you have a ratings page for the HD shows like smallville etc?
And about Smallville, when is channel 10 going to show the new season?
Ive read the reviews over in america and they said its the best season ever.
Thanks
There are none taken for HD yet.
What is this idiot talking about. Is this the same guy who puts 2 and a half men on how many times in a week. Last count it was on 8 times a week with seven of those eight being repeats. Lost count how many times of have watched the same episode in a few short months.
Don’t get me wrong 2 and a half men is a good show but come on, 8 times a week when you axe programs like Fringe. I think you should go back to the drawing board mate. All the networks suck!!!
Great article, David.
Sadly, we live in an age of instant opinion making - people decide on the strength of one or two viewings of a show, or even form an opinion of an album based on one song. What about the slow burners like Battlestar which I thought took a few episodes to get up to speed then became - in my opinion - the best drama on television? I think people have lost their patience in giving things a chance.
(Oh god - I’ve just realised I sound older than I am… “When I were a lad, kids would watch fourteen seasons of crap loyally without question before forming an opinion - people like me gave Darryl Somers a career!!!!!”)
Channel 9 is just on the backfoot trying to justify themselves before all viewers abandon them.
When they stop jerking everyone around and altering their schedule every day, viewers will be able to find the stuff they want to watch, rather than hunt it down….
“As you move forward, the delivery of information, such as EPGs, is going to be updated instantaneously. So the information that is given to the public when it comes to what’s on air is going to be 100% up to date.”
Well maybe Nine needs to stop suing IceTV
It’s like a friend saying to you…hey you’re gonna love this program. Yep. Oh it’s good. Just wait till you see it. Actually I mean, yeah you know what…it’s not that great. In fact it’s terrible, I’m never watching it again.
Networks are poisoning viewer trust. Shows take time to build. Of course business realities mean networks need to hit certain audience numbers but programmers need to explore other ways to build audiences for TV.
No wonder free to air is dying. The people in charge of all the stations are not “tv people”, but “money people”.
” …Craig on October 29th, 2008 9:37 am
No wonder free to air is dying. The people in charge of all the stations are not “tv people”, but “money people”… ”
Spot on Craig! That is exactly what this article and the comments from the apparently incompetent Head of Acquisitions has proved … Kerry Packer and people like him are missed greatly and the entire industry is suffering because of their absence. The focus on money alone is destroying it.
Jack!
Coulda sworn Kerry’s focus was always on money….. but he also spent it to make it and was passionately involved with the network’s brand / image.
TV is a business, of course execs should be focussed on money. FTA would die quicker if they weren’t.
What is going to happen when Channel Nine adds the new HD channels next year?
More moving shows around then dropping them.
Surely if a show is rating well like the Mentalist, leave it where it was, don’t move it to try and win another slot.
Sampson and Healey are overpaid for a poor performing network.
The empire was dead the day these programmers were given power.
Kate is right, the networks are poisoning the viewers.
Thanks for the article David.
How much of an impact do you think the second SD channels will make in regard to the moving and axing of programs? Surely with a whole second channel to fill any under rating programs will be moved to the second channel rather than axed altogether.
I was so furious to not find Fringe on when I was all ready and waiting with anticipation to watch the show. How many times do they keep doing this to us. We get loured into wanting to watch the show from all the pre-marketing, we get involved in the story once it starts, and it just gets better and better with every show and then it gets ripped from us with absolutely no explanation. Why not move it to another time slot! Those who are into the show will watch it regardless of when it is on. Do the programmers not know this!
Channel 9 should realise that disenfranchising viewers is not an optimal way to restore fatih in an ailing network. The public buys into TV programs and welcomes them into their households just to have them ripped away weeks later.
The networks are concerned that people are illegally downloading TV shows from the internet and complaining that it is resulting in reduced advertising revenue based on contracting viewer statistics. Channel 9’s behaviour and lack of commitment to viewers is driving people to this medium and they should take responsibility for their actions. Bring back Fringe or lose hundreds more households to the virtues of shareware websites.
Listen you two bit geek TV programmers and execs. You are no better than the night Kerry Packer chucked a tantrum and pulled Doug Mulray mid show.
What maintains viewers is loyalty. let me see my shows. Be and adult and if you start the series then finish it.
People turn off because of ads every five minutes. Pathetic overlays in the middle of shows and really just being lied to by programmers. Nine wiped Fringe . 600000 odd viewers in a population of 21 million? Do you honestly believe we are all in front of the idiot box?
Sowing 3 thousand episodes of 2 1/2 men is monkey programming. surely there is space in between episodes of that show (as good as it is) to show programs like Fringe. or perhaps 7 for example could grow up and stop raping timeslots with the same show being shown twice a week. Can’t wait for my onslaught of Triple My Jack Bauer 24 episodes soon enough!!
Like most people I am really annoyed that they show none of the persistence that is such an admired skill. No wonder people get the idea that if something doesn’t work first time then ditch it.
I have no idea why they even hang so much on ratings. Like many of you say we work long hours or have kids that monopilise the telly for foxtel kids shows etc. So guess what??? We live in a digital age and we watch it when we want. Has nothing to do with timeslot. If it was on during the morning and we liked it then we would record it to watch when we were able. We set up playlists on our recorders and create our own multimedia environment at home. Tell the networks to get with the program (no pun intended) and stop treating us like idiots. We will watch it when we are able, just make it available for us to access.
Here endeth the lesson
One of my favourite stories about Nine idiocy concerns the award wining Pushing Daisies - a cult show in the US. Nine promoted it mercilessly even putting it on a DVD given out free with Sunday newspapers. Did Nine ever air Pushing Daisies? Of course not! I’m sure by the time Nine do air it, most will have already seen it or hell would have frozen over. Wonder what kind of spin Les would put on that debacle. No doubt more of the same meaningless PR speak we read above.
What would be funny and very watchable would be a TV series in the vein of “Yes Minister” about a multi billion dollar TV station with a sportscaster/sports club co owner as CEO, programmers who have no idea and are constantly terrified by the power of their advertisers and corporate sponsors and female staffers living in fear of being harrassed or sacked. I’m just not sure how believable this show would be. Calling it “Boned” might be a good start.
Where is Chuck??