Set to screen at 3pm from this week, it will target mothers with young children and women over 55, and feature news, panel discussions and showbiz, and only limited coverage of sports.
The move is a first given that the timeslot has been home to US showbiz show Extra at 3pm and children’s content at 3:30pm. But children’s shows can now be screened on multichannels, despite them not fitting GEM or GO! brands according to Nine’s own responses to TV Tonight‘s recent multichannel survey.
Extra is bumped to 4pm with Nine Afternoon News remaining in place at 4:30pm and Nine News at 6pm.
Nine will now be airing 7.5 hours of news and current affairs each weekday. ABC News 24 will also step up the content with a 5:30pm bulletin this year,
Nine’s news director Darren Wick joked that the Nine was slowly “getting to 24-hour news by stealth.”
Nine’s previous attempts at arvo chat shows, The Catch-Up and THIS afternoon, were both short-lived.
The new-look show is scheduled for Tuesday but may screen as early as tomorrow subject to cricket programming.
Source: Sunday Telegraph