If you’re a female over the age of 30 you are in the target audience for Australian television drama.
TEN Drama Exec Rick Maier recently told the Open Channel Conference that women over the age of 30 were the target audience for broadly popular series Drama.
“Australian Drama is predicated on 30+ females. If you want volume, that’s your primary audience. It’s not to say men don’t want Drama, it’s not to say younger men don’t watch Drama, but 30+ females are the bedrock,” he said.
“You can get Packed to the Rafters doing the kind of numbers it does, and Winners and Losers. You need to understand who’s watching what, and where they expect to see it.”
Offspring has been very successful for TEN, with the turmoil of Nina Proudman hitting the right demographics for TEN. When a drama attract male eyeballs they become TV gold -Howzat, which rated around 2.2m for Nine, is a testament to this argument.
Right now Puberty Blues is the most successful show on TEN, and Maier’s own Drama department is attracting praise while other genres struggle. Last week the show averaged 728,000 viewers, which would be considered under-performing on another network. Current downward turns aside, Nine and Seven enjoy bigger ‘footprints’ with the TV audience.
“Puberty Blues at the moment is a very successful show for us on TEN, but we have virtually no-one over 55 watching. If the show was on Seven with its audience base from the shows that precede, it would be doing much greater volume. The demography would be different,” Maier said.
“Conversely Offspring is a fantastic show for us in terms of demography. It’s a Channel TEN show and it belongs there.
“Homeland we play at Sunday night at 8:30 is borderline cable but we get a great response because people perceive it to be correctly placed on TEN.
“Howzat for example did brilliant business on Nine because that’s where you expected it to be, and that’s why it did the box office.”
TEN will soon launch its anticipated telemovie Underground: The Julian Assange Story, which is expected to appeal to males as well as females. The show has enjoyed a swift turnaround of just 12 months from Pitch to Broadcast.
This week Underground screens at the Toronto Film Festival.