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Nine to simulcast The Block on 3 channels

Nine borrows TEN's simulcast strategy in a brazen bid to top the ratings.

2014-07-26_0232aWelcome to the new TV landscape, where multichannels are just an excuse to prop up your ratings (or even your local content quotas).

Tomorrow night Nine will simulcast The Block launch across its three channels: Nine, GO! and GEM.

Under OzTAM rules networks can merge simulcasts into a single  ratings figure ….and presumably benefit from a single headline trumpeting its success the next day.

TEN boldly utilised the simulcast strategy for Family Feud‘s first two weeks (and will continue into a 3rd), resulting in ratings figures higher than it would attract on a single channel.

What if all the channels combined their ratings?

Industry observers suggested that other networks would be eyeing the strategy closely, and possibly borrowing the technique.

Nine’s Block launch on Sunday goes up against The X Factor, and competes on the same night as the penultimate MasterChef finale.

The simulcast will likely push the show to the top at a time when it is most crucial. Ironically, TEN’s chance of MasterChef topping Sunday night will now see the strategy it ignited being pitted against it. Be careful what you wish for.

Nine and TEN both employing such smoke and mirrors will put pressure on Seven to follow suit.

Updated: A Nine spokesperson told TV Tonight, “Nine was the first to do this type of simulcast, we played the launch of The Apprentice on Nine and simulcast on GO way back in 2009.

“In the heavy traffic with Commonwealth Games we want as many people as possible to sample The Block as we are really confident it’s a great series.”

Such creative use of multichannels follows the media watchdog ACMA releasing data that indicated Nine had counted 51% of its local drama as New Zealand titles on GO! and GEM in 2013.

In TV Tonight‘s recent Multichannel Survey with networks, Nine advised its branding for GO! was “Comedy and Movies.”

It’s not clear whether The Block: Glasshouse is movie-worthy, but the way viewers are being offered less choice on multichannels is becoming a hell of a comedy.

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