Ten's schedule overhaul applauded by media buyers

By By David Blight | 17 August 2012

While soft ratings for some programs at Ten remain a cause for concern, leading media buyers have praised the network's overhaul of its program schedule as “proactive” and “positive”.

Yesterday, Ten revealed it had made major changes to its programming schedule after certain programs had not rated as well as expected.

In particular, the network's struggling reality series Everybody Dance Now was cut from three episodes to one per week. The Shire was also moved to a different timeslot after failing to fire during prime time.

New series Don't Tell the Bride will now start on Monday at 7.30pm while I Will Survive will be broadcast on Tuesday and Wednesday nights.

Media buyers have praised Ten for its “proactive” approach to handling its schedule.

MediaCom chief executive Mark Pejic told AdNews: “This is a very proactive approach, it is a positive approach. Ten is having a red hot go at Australian content and needs to be applauded for that. They haven't got it completely right yet, but they know that.

“Are they doing right by reacting to low ratings. Absolutely. The reaction was quick, but it needed to be that quick. If they left things as they were, that wouldn't be right.

“Ten is pro-actively looking for a solution and that will hold them in good stead. They are looking to find a solution. They should be applauded for experimenting.”

Meanwhile, Mediabrands executive chairman Henry Tajer said: “Changing the schedule was most definitely the right thing to do. If you are not getting results with an initial approach, you must change to cater to the market and your audience.

“It shows swift action and a willingness to make big decisions in a quick manner.

“In the modern age, change is the reality of life. You have to move quickly, you have to keep up with the changing consumer. This is something all the broadcasters need to be aware of.”

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