The Nine Network has pulled the pin on its news and current affairs show THIS afternoon after little more than two weeks on air.
The show, hosted by Andrew Daddo, Katrina Blowers and news presenter Mark Ferguson failed to win over viewers. Yesterday it languished on just 219,000 viewers.
Nine Network Director of News, Mark Calvert said: “While this is regrettable, our attitude is that it is better to have given it a shot. In the short time it was on air the team worked hard, but it was clear the program was struggling to attract a sizeable audience. It is vital that we recognise this and act swiftly.”
From today, Nine will return to a half-hour news bulletin at 4.30pm, presented by Mark Ferguson, followed by Antiques Roadshow at 5.00pm. Millionaire Hot Seat continues at 5.30pm.
The show was also hit with internal struggles, including Ferguson signing a deal with Seven, yet remaining on air with Nine. The show’s Executive Producer also stepped aside in its second week.
Nine says it will be talking to the THIS afternoon team in the comings days about redeployment across the network’s extensive news and current affairs programming.
Calvert said: “Our absolute focus remains on placing news and current affairs at the very heart of the network and its resurgence.
“Nine News is a great brand, much loved and trusted by Australian viewers. As they’ve seen recently with our coverage of big news events, such as the death of Michael Jackson and the Victorian bush fires, the experience and authority of our journalists and news-gathering teams is second to none.
Defiantly, he adds: “We’re more determined than ever to demonstrate to viewers – and our rivals – that when news happens, they’ll see it first on Nine.”
The arrival of the show also came at the expense of Extra, axed in Brisbane’s 5:30pm slot after almost 18 years.
Unfortunately for Nine, THIS afternoon won’t manage to chalk up 18 days.
This post updates.