In recent weeks ONE has been playing everything from Ice Road Truckers to The Manchurian Candidate, neither of which are sports-related.
But soon the channel is expected to reveal its plans to incorporate more general entertainment aimed at males. It will pit the channel in a closer battle for eyeballs with 7mate.
The moves are in response to the soft figures for the sports channel, while Seven and Nine are on the attack with three stronger channels.
ONE is likely to retain big sports events, but will add entertainment programmes, including Sons of Anarchy.
Head of Sports David White announced he would be departing after 14 years with TEN. The channel will reintegrate its scheduling, promotions, publicity and marketing into the Network Programming team.
Programming of ONE will fall under the domain of David Mott and his team.
White has not indicated where he will wind up, but some observers note Premier Media is looking for a new CEO after the resignation of David Malone.
TV Tonight is hearing whispers to the contrary that could see him remain with a commercial network.
If TEN can sort out ONE at the same time as fixing its revamped news hour, and roll out MasterChef too, it will be better positioned to compete.
Source: The Australian