Warner deal helps build new channel for Nine

By David Knox on June 22, 2009 / Filed Under News 41

9logo91Nine CEO David Gyngell says the network will draw on a very big pool of content, including output from Warners which it renewed for a staggering $500m over 5 years, plus Sony and Village Roadshow.

“We will have hundreds of thousands of hours (of programs) which will help us launch the second channel,” he said.

It surely has a backlog of programmes that have been removed off its primary channel: Survivor, Fringe, ER, The New Adventures of Old Christine, Nip / Tuck, Weeds, Hotel Babylon, Primeval…it will be interesting to see which makes the cut. Gossip Girl, Entourage and Sex and the City repeats have already been given the nod.

“And while it’s not ideal from a shareholder’s point of view, from an opportunity point of view we feel the best place to target advertisers is the younger demographic, so we will be launching a younger-focused entertainment channel.”

While the thrust of the Warner deal will be for new shows on its primary channel, the Nine CEO has previously talked down his enthusiasm for being forced to launch the new channel during tight economic times, even likening it to a network ‘tax.’ Now it’s a better fit to talk it up in the public domain.

Advertisers must first buy ads on Nine’s primary channel before they could buy ads on the new channel. Sales Director Peter Wiltshire has previously indicated long-term partners will be “automatically optimised” into its new secondary channel at no additional cost, for a launch period.

Gyngell also said that in previous years Nine had onsold some Warner programs to the TEN and Foxtel as there had not been room for them in Nine’s schedule.

“But now we can use these quality shows in prime time as we have two places to play them. And it’s complementary to our advertising commitments as we now have strength from 16 to 65-year-olds.”

The latest info on Seven’s secondary channel is a two sentence comment from a spokesperson in today’s Australian: “We’ve determined our approach. Next decision will be timing on launch.”

And there you have it.

Yes timing is very crucial, for both the announcement to advertisers, media and audience, followed by the arrival on screen.

It’s a funny world we live in. Five years ago who would have thought Nine would be skewing younger, and TEN older in the pursuit of TV glory?

Source: The Australian

41 Comments »

  1. Andrew June 23, 2009 at 7:46 pm -

    Thanks for the reply to my email Shane.

    i asked this because many people have commented that sevens second channel will be Lifestyle (I don’t mind)
    I guess we’ll find out in a few more months

  2. gerry June 23, 2009 at 5:04 pm -

    I have the same question as Johnson:

    Will Nine get Warner shows that are already on other channels such as Supernatural on TEN? If they do, then the other networks will lose some really good shows.

    Wow, this new channel sounds better than channel 7 and 9 put together. I agree with everyone else; Actually make a decent channel with episodes shown in order, and at the same time every week. Make sure the “look” of the network is also really good, as it will tell people that this network is serious, not just cheap rubbish.

  3. Bella June 23, 2009 at 1:51 am -

    Sounds good!! Though I’ve seen SaTC at least twice and that’s on Ch9!

  4. Shane June 22, 2009 at 10:48 pm -

    @Andrew
    “As a matter of interest, How does the lifestyle channel rate on Paytv”
    they rate very well on pay tv, alot better then i thought, not as good as sport but last time i checked they did better then the documents channels, kids channels and the music channels, 111HITS and TV1 also did very well, FOX8 was one of the highest ratings, but overall sport rates alot better then any other channel on foxtel.
    i cant put links in my reply but googleOzTAM

  5. Benno June 22, 2009 at 10:41 pm -

    Takiret, Nein is German for ‘no’. Does anyone want to watch the redundant garbage served up by channel nine? Nein.

  6. David Knox June 22, 2009 at 9:53 pm -

    There’s no requirement (which only applies to first run scripted drama/comedy/film/childrens/doco anyway). Also, they can’t shuffle shows off to secondary to win quota. It has to be primary channel.

  7. Earthquake June 22, 2009 at 9:47 pm -

    David, do you know if the secondary channels require a certain percentage of Australian content?

    One HD has some Australian content (but not much), whereas all we have heard from the new Nine channel is about Warner Bros content?

    Unless the shows are being made at Movie World, I’m not sure how they would count as Australian content.

  8. Takiret June 22, 2009 at 9:44 pm -

    Michael says:
    June 22, 2009 at 5:50 pm

    Nein already have plenty of content they just need to actually run it. And I don’t mean at 2:45 am!

    Hey Michael, what is “Nein”? Don’t you mean Nine???

  9. David Knox June 22, 2009 at 7:55 pm -

    Andrew: Off Topic is best in TV Lounge. Most of the Pay Channels are much of a muchness, but sport rules. If you check last week’s ratings you can download the week’s Top 100 to compare titles.

  10. Andrew June 22, 2009 at 7:40 pm -

    hI David,
    As a matter of interest, How does the lifestyle channel rate on Paytv?

  11. Ryan June 22, 2009 at 7:36 pm -

    All I have to say is that if I have to wait until 2012 for Season 7 of Curb Your Enthusiasm, I won’t be happy. With two channels for Nine to play with (and a second channel most likely being less affected by ratings) every cult/low rating show should have a timeslot on one of the channels in a half decent timeslot.

  12. jman_m June 22, 2009 at 6:15 pm -

    The 500 million dollar deal includes deals for anything Warner up to 2015, including films, released during the period of now to 2015.

    The newspaper article omitted alot of details.

    Better source is Holylwood Reporter.

    Channel 7 was fighting for the Warner deal.

    Seinfeld is in 16:9 HD because during 04-05 Sony when back to the 35mm negatives and created HD copies for any future possible HD release and use.

    The 4:3 you always knew was just a video transfer from the 35mm print.

    If anything 4:3 is a crop from the 35mm to start with.

  13. Southpatt June 22, 2009 at 6:14 pm -

    I don’t hold by breath because the programming departments of all these stations have shown themselves to be little better than a herd of lemmings, but I think this a good stance by Nine.

    What needs to be done now if for them to blanket cover all competing stations shows with their own good programming and by this I do not mean “Two and a half men”

    Basically if they have enough good shows in their stable they should be able to put something good up in every alternating time slot and secure viewers glued to Nine
    P.S. – Sorry, forgot to tell you great post!

  14. Craig June 22, 2009 at 6:09 pm -

    ETA – Seinfeld – I’m waiting for Sony to re-release it on BlueRay or even normal DVD in 16:9 and yes it’s been remastered from the original film, wish they had done the same with Friends and other top shows.

  15. Craig June 22, 2009 at 6:01 pm -

    Sounds like they have enough content for 2 or 3 new channels!

    So come on Seven what are you doing???

  16. Michael June 22, 2009 at 5:50 pm -

    Nein already have plenty of content they just need to actually run it. And I don’t mean at 2:45 am!

  17. Southpatt June 22, 2009 at 5:37 pm -

    I don’t hold by breath because the programming departments of all these stations have shown themselves to be little better than a herd of lemmings, but I think this a good stance by Nine.

    What needs to be done now if for them to blanket cover all competing stations shows with their own good programming and by this I do not mean “Two and a half men”

    Basically if they have enough good shows in their stable they should be able to put something good up in every alternating time slot and secure viewers glued to Nine

  18. Andrew B June 22, 2009 at 5:28 pm -

    The launch of this new channel is the chance for 9 to come back once and for all with a complete overhaul and stop the practices that have been bringing them down all year. They should launch as soon as possible, hopefully before 7 does anything, and the overhaul should include 100% accurate EPG, no more 10 minute late starts, shows run through the full series, etc.

    This would put 9 back on the map. Right now, they will be 3rd only relying on event TV like Satte of Origin to keep som share up.

  19. Paull June 22, 2009 at 5:22 pm -

    @ mac: actually, sony pictures just went back to the original film which has been remastered in high definition, only a small amount of cropping has been done to fit it to the screen.
    Personally, I’d prefer a show be properly cropped for widescreen/ hd tvs now days, i find it annoying watching shows (like the simpsons) that are in 4:3, with massive black bars on either side.
    I’m also a fan of the stretch image.

  20. Andrew B June 22, 2009 at 5:20 pm -

    @ Jamie. With NBN and WIN, expect a delay in broadcasting similar to ONEHD and SC10. NBN still does not do 9HD break aways.

  21. Derek June 22, 2009 at 4:52 pm -

    I would be interested to know what target the different channels actually have. I’m 39, well educated – which channel is targeting me?

    This week (Sun to Sun) I will watch 0 minutes of Channel 9, 360 minutes of channel 7, 240 minutes of channel 10, 390 minutes of ABC1, 240 minutes of ABC2, zero SBS, and a bit of sport on One.

  22. Jason June 22, 2009 at 4:15 pm -

    @ mac – I think you’ll find that the widescreen Seinfelds are not a crop job they are the real deal, Sony went back to the film stock to create HD masters for the US syndication market where Seinfeld is still a big seller.

  23. Jason June 22, 2009 at 4:13 pm -

    This is a half decent idea

    Not sure you’ll see 90210 (thats a CBS show hence Ten has the rights to both old and new) but you might see Party of Five and Dawson’s Creek (both Sony) and The OC (WB)

  24. Jamie June 22, 2009 at 4:02 pm -

    but will win/nbn broadcast this channel at the same time david cause it sounds ok

  25. mac June 22, 2009 at 3:58 pm -

    sounds like this channel will have a wide rage of programming, like others have said it should be successful as long nine don’t make constant time-slot changes and cancel series. i heard this deal with wb will also allow nine to make all these shows available on line as well. hope this new channel shows flashpoint.

  26. Dan June 22, 2009 at 3:57 pm -

    Seems interesting from Nine. However’s Seven’s hush hush on their second channel is quite pathetic. Why do I get the feeling that it’s going to be a 24 hour channel dedicated to Sunrise.

    6.00am Sunrise – Morning edition.
    12.00pm – Sunrise – Afternoon Edition.
    6.00pm – Sunrise- Evenining edition .
    with extra finanical advice from what’s his name?
    12am: Sunrise – Midnight edition For MA+15 only.

  27. mac June 22, 2009 at 3:51 pm -

    @paull seinfeld is not in widescreen, channel nine just crop the image so it appears that way, i my self think it better to leave it in its original 4:3 ratio as cropping causing the top and bottom of the video being cut of leaving the picture looking un natural, plus i doubt anyone is expecting seinfeld to be in widescreen since the series finished in 1997.

  28. ryan June 22, 2009 at 3:13 pm -

    the difference is ten can pull off trying to draw in older viewers because they have the rite programming for it. Nine will fail badly trying to draw younger viewers in, everyone i know calls them the old fart channel left back in the 1800’s!!

  29. Jackson June 22, 2009 at 2:43 pm -

    Im liking the sound of this new channel. Might actually get me watching 9.
    As long as they can get their timing right, as in playing full series in order and not shuffling them around it should be quite succesful.

  30. Michael June 22, 2009 at 2:40 pm -

    I was right, an announcement about an announcement that may be announced in a later announcement. Pathetic 7 pathetic.

  31. Richard W June 22, 2009 at 2:24 pm -

    A lifestyle channel would be a good hit. I don’t know the ratings, but on Foxtel, Lifestyle and also Discovery Home and Health are always talked about between women.

    I know this may not appeal to us blokes, but a lifestyle channel is a good choice, especially for the women advertising dollar.

  32. Johnson June 22, 2009 at 1:52 pm -

    $100 million per year is a lot of money, but it’s small potato compared to the next AFL TV deal, which could be worth $1 billion from 2012 to 2016 ($200 million per year)How will the new deal affect WB-produced shows that have already been sold other networks, e.g. Supernatural (currently on Ten) and Smallville (on Foxtel)? Will future seasons of the shows be returned to Nine? And will the deal affect shows produced by HBO (which like WB is owned by Time Warner)?

  33. BM-dog June 22, 2009 at 1:42 pm -

    Fairly pathetic from Seven.

  34. Mr. Do-Bee June 22, 2009 at 1:36 pm -

    Do you get the feeling Seven’s only option is to go for the kiddies and teenagers? Ten has found their niche in sport, Nine in youth and young adults. It would make sense for Seven to grab a bigger slice of the fast food, sweets and toys advertising dollar. Pester power alert; parents, Be Warned! I suspect they’ll be making good use of their Disney deal and we’ll be seeing a lot more of those annoying Disney brats: Raven, Hannah Montana, Zac and Cody et al.

    Given that Ten has already registered the names “Ten Life” and “Ten Living”, it shouldn’t be long before a broader demographic of older viewers is also catered to.

  35. Shane June 22, 2009 at 1:35 pm -

    i hope they repeat the oc because i havent seen that for years(i dont know if its Warner) and would also like to see One tree hill because looking at the foxtel program they are only up to season 4 out of 7 so far, and i would also like to see 90210 on this channel as well.

  36. nic June 22, 2009 at 1:26 pm -

    If 9 play around with the digital schedule the way they’ve done with 9 for the past 5 or so years, then this extra channel will be worth almost as much as their ratings.

  37. John June 22, 2009 at 1:26 pm -

    Interesting. If only nine had this channel back in the day so that they never needed to get rid of shows like The OC, Smallville, Fringe, Terminator, etc.

    All shows I watched and pulled me to Nine and then they just took them off totally or gave them to someone else.

  38. Jerome June 22, 2009 at 1:24 pm -

    wow i was sure that the $500mil was a typo and then thought that $50mil was still too much. but $100mil a year!!!! what are they thinking. thats more than 7&10 pay for all their deals collectively.

    it’s well more than double what they were already paying. i wonder if was 7’s speculated bid had something to do with it. heaps of people thought that 7 were only bidding so that 9 would have to pay more which is kind of evil but i guess they were succesful.

  39. RichoTB June 22, 2009 at 1:09 pm -

    So viewers can look forward to 2.5 Men on 50 times a week instead of 25? That skews ‘younger’ for sure. I just don’t see this extra channel being any better than the first.

  40. Paull June 22, 2009 at 1:07 pm -

    I hope they put on widescreen repeats of seinfield, been getting into it on 9hd when im there to watch it.

    Also, David, any word on whether 9 will continue its 9HD breakaway once 9SD 2 launches?

  41. Benno June 22, 2009 at 1:00 pm -

    I have looked at the upcoming new shows, and there is quite a lot of good shows from Warner Brothers.

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