Nine axes THIS afternoon

ta1The 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.

55 Comments:

  1. That’s it! Matt Bransby and Jason Bransby better scream very very loud like Macaulay Culkin or Leigh Whannell

    Nine axed TA. Channel Nine NO More Major Expansions to Nine News

  2. Not suprised at all, two words, Andrew Daddo, what were they thinking? hello, did they not remember the woeful Yum Cha at the Olympics?? what is it with these talentless twits that keep getting work?? i figure it must be they have some dirt on some high up network execs or celebs or something so they make sure they keep these people happy (i’m a conspiracy theory nut in the making, you know MJ faked his own death right?…)
    LOL at Stan “If you’re reading this in Queensland, I’d start to get used to seeing old ladies showing off their old pots to excitable tweed-clad Englishmen…” and i’d say the ladies get excited by tweed sometimes 😉

  3. Andrew Daddo did look rather a grump hosting the thing.

    I watched a bit of it, but was put off by the orange set and Mr Daddo’s frosty demenour.

    Why not bring back Perfect Match? I know it was on Ch 10 but since one of the Daddo’s hosted it back in the 80s then why not another one now??

    I know the show was tacky but 9 have nothing to lose by doing a new version – given that the old one was a massive hit in almost the same timeslot.

  4. Maybe I am just a pin head, but I would really like to see a “news” show that:
    . Doesn’t regurgitate the talking heads of politicians;
    . Critically looks at issues and propose an alternative POV;
    . Uses people from different areas as the means to identify different POV.

    A sort of Behind the News for adults at an adults only time of 10.30pm. Tailored made for that Robinson fellow.

  5. This is a serious embarrassment to the Nine Network – and the people of Brisbane will not forget it for a long time – The Sydney execs scrap Extra in favour of a poorly conceived and put together show with Andrew Daddo the main reason for the obvious lack of chemistry.

    QTQ9 Brisbane should look at reinstating Extra within a matter of weeks possibly calling on Rick Burnett, if he is available, to restore the sparkle of this successful lead-in show to Nine News. Heather Foord would do well in any case. Brisbane would welcome back Extra hansomely. It has been a loss to our local TV schedules – Queensland have a unique lifestyle which Extra serves very well.

    Mr Calvert must realise that Nine is attracting diminishing respect, far from the ‘Still the One’ days.

  6. People, please!

    It’s clear Nine always wanted to axe Extra in Brisbane, as the costs of producing one afternoon programme for just one market didn’t justify the good ratings. Not everything is about the ratings in TV Land.

    Nine just thought they’d axe Extra when they did to coincide with the début of THIS afternoon, not because of it.

    If you’re reading this in Queensland, I’d start to get used to seeing old ladies showing off their old pots to excitable tweed-clad Englishmen…

  7. Nine keep talking about rebuilding their news brand, but no matter how many news based programs they have, it cannot be rebuilt as their news content is rubbish. real news constantly gets mixed in with gossip and celebrity stories which causes the whole package to lose credibility.
    every news bulletin/current affairs show from nine is the same ranging from the breakfast, afternoon and evening bulletins to their today/ACA/60min.
    nine should adopt 7’s strategy who created new idea tv for their trashy news to complement today tonight and allow their news bulletins to have more actual news.
    the whole news brand at nine was ruined the moment they axed Sunday; as it was their only hard hitting news program.
    the majority of Australians are a lot smarter than what nine think and if they continue to serve up poor quality television, then more and more viewers will desert nine.

  8. Only in TV can a new “product” be launched and killed so quickly.

    On the one hand you applaud the decisive action and on the other you marvel at the costs that must be involved. I also think that viewers do notice this sort of action and it can dramatically impact their perceptions of a channel.

    Clearly TV demands an immediate success these days.

  9. I just find it hard to believe that this show was piloted as many times as we were lead to believe. It looked and felt thrown together, and I can’t believe that anybody who watched a tape of it – on day one or day 12 – would have given it the green light.

    PS: @PD – HA! Couldn’t agree more.

  10. “Our absolute focus remains on placing news and current affairs at the very heart of the network.”

    Maybe that’s Nine’s problem. Their idea of current affairs is tabloid scandal, and their idea of News is opinion and “exclusives”. Both of which Seven are just as guilty of, mind you.

  11. what is there problem? fair enough no one was watching the show, but it had only been on for two weeks!do they not realise thins take time to build-seriously who is making these decisions? nine is going to keep getting worse and worse if they dont give things half a chance to find their audience (imagine if in 2001 seven treated sunrise like that-or 10 with the early episodes of GNW) this show could have been massive, but the team needed a chance to gel. i think nine miss the feeling of winnin so bad they are just looking for a quick hit, clearly they cant be bothered working for it. i wonder what will happen when 2.5men starts falling lower than it already is, because thats a lot of hours to fill and with this kind of programming nothing will last.

    i assume the production teams behind Rescue: Special Ops and Australia’s Perfect Couple are sh***ing themselves. god knows they have two episodes (if that) to get a sizable audience or then its out the door. and the sad thing is it doesnt matter if it Aussie drama it will see the same fate as cheaper imports-Canal Road anyone???

  12. It’s a wonder one of the networks don’t have news between 4 and 7 like the united states (budget I guess).
    After this Channel ten must be thinking about the new show they have got for 7pm!

  13. How ridiculous! Instead of axing it, why doesn’t Nine still persist with a real news program for an hour? I still believe a 1 hour news show (with real news please) is the way to rebuild the network’s news brand, split Ten News’s audience and provide a solid lead in to Hot Seat. In turn, that will deliver better lead ins to the prime time news and the evening’s programs.

    PS – Agree with all prior comments on the hideous sets.

  14. /tries to imitate Gomer Pyle.
    Surprise,surprise,surprise,
    I feel sorry for Brisbane viewers as most of you clearly liked Extra (who was the baboon that axed that)
    This Afternoon wasdoomed the moment Nine resorted to using Caps to highlight it and paired co hosts who have no chemistry.
    BTW, who won the sweep David ??
    12 eps another new record for Nine.
    Now the tough questions surely have to be asked of Nine.
    Who in programming is making this bad decisions time and time ?
    Who in management has a clue ?
    Who is running the ship ?

  15. Wow they certainly don’t muck around. I only saw it a couple of times but I found the female host painful to listen to…too goody too shoes and she really played up the ‘young mum’ thing all the time which made me want to vomit. Georgie Gardner on the Today has been a real revelation since she started news reading and stand in host for Lisa…Nine have a couple of very capable women right there.

  16. 7 and 10 benefitted from THIS Afternoon, with ratings of 7’s 4.30 News, MASH, and the Bold and the Beautiful all increasing on average by 100k or so.

    Hopefully the 4.30 news on 9 will be what it was, showing no scars from THIS Afternoon. 9 should look at the Extra situation in Bris, and maybe try extending to rest of country? ET’s not bad for 5pm either. Swap with Antiques – their audience are home at 3pm generally. ET would do so much better at 5, more could see it, epsecially teens into celeb stuff.

  17. “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.”

    Umm… I’d hate to burst your bubble, Mr Calvert but I don’t like nor watch Nine News. If I had to watch any news from the Big Three stations I’d watch Ten News. However, with news from 7, 9 and 10 these days, I may as well get a subscription from the Daily Mail and cut out the middle man. 😛

  18. How do u do the rolling eyes smiley? Lol. Not surprsied. 1. It’s Channel Nine, and they axe everything. 2. It’s Channel Nine so the show sucked anyway. and 3. Andrew Daddo, hopeless beyond comprehension. So does this mean MArk Ferguson can rush out the door to Seven straight away. I know that’s what he’d want, or will they want to keep him at Nine to humiliate him.

  19. It’s really sad to see that the axing of Extra has now got no benefit. Hopefully, it will return soon. Channel Nine should be smart enough to know that Extra played a major part in the Nine News ratings for Brisbane.

  20. cant say i’m surprised but at least nine gave it a few weeks rather than giving up straight away like they do a lot of the time, at least andrew daddo got a chance to show his immaturity(his smart a** comments to mark Ferguson) in regard to the first on nine logo, a lot of the time it does appear on exclusive stories but other times it appear on stories that are on the other channels as well, one example is the live press conference of jim stynes, the logo appeared even though the same conference was being shown on 7 at the same time!

  21. How uncanny – I was just blogging before about how expensive this show must be to make and that a show like M*A*S*H can beat it by around 300,000 viewers and there they go and axe it – a wise but dare I say a humiliating move by the producers and obviously embarrassing for the hosts.

    If Nine were smart they would bring back The Young and the Restless and pitch it against the Bold and the Beautiful – or maybe opt for something like Entertainment Tonight that is gossipy, prepackaged and will appeal to the mums who are cooking tea for the kids at around this time!

  22. Great. Now WIN WA can bring back Neighbours. WIN WA was going to dump it this week anyway, reverting to TEN programs (although they are “officially” a Nine affiliate and own STW9). LOL.
    Daddo’s mumbling delivery certainly didn’t help. Back to graveyard shift on ABC radio Andrew?

  23. Geeeeze….again with the axe???

    Are you sure Channel Nine isn’t headed by David Foster???

    Or should that be ‘beaheaded’ and ‘nein’??

  24. Hey David

    Would you happen to know if the Gold Coast will get Millionaire Hot Seat again at 5pm and Gold Coast News at 5:30pm? I don’t see why it can’t be possible to do that.

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