Network Ten has pulled the launch date forward for its 2012 line-up by more than a month, as part of a strategy to grab a larger share of the ad market.
Ten will officially launch 2012's line-up on August 17 – almost one month ahead of last year’s September 17 launch and nearly two months ahead of 2010 and '09's launches.
While last year’s attempt to move launch dates forward coincided with the Commonwealth Games, a Ten spokeswoman has told AdNews this time round the network was simply ready early.
“There are all schools of thought on the matter but what it comes down to, for us, is that we have the right mix of programs already in the bag and we want to be proactive about getting them out there into the market,” the spokeswoman said.
Ten has renewed most of its overseas content, which includes ratings winners such as Glee and Modern Family.
However, Ten has remained silent on most of its local signings – including reality TV shows MasterChef and Bondi Vet, which many have tipped will each be back for another season.
“There’s a good combination of programs line up for 2012 – some of that will be made up of programs which are returning for another season and others are completely new,’’ the spokeswoman said.
Traditionally, upfront negotiations between the networks and media agencies for advertising rates, kicks off in October.
It is unclear at this stage whether Nine or Seven plans to follow suit.
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