EXCLUSIVE: Nine Entertainment Co. CEO David Gyngell has rubbished claims by Ten Network acting CEO Lachlan Murdoch that Ten will achieve a 30% audience and revenue share as "gaming".
Speaking to AdNews after a press briefing with journalists at today's Ninemsn's Digital Marketing Summit, Gyngell rejected claims that Nine will be exposed in 2012 to a late surge by Ten after bringing forward 2012 shows for the December quarter to help rate and volume deals.
“I don't believe that's correct. We're bringing no more programmes forward than anyone else is bringing forward. Day to day it's a pretty relevant thing and it's been going for a couple of years. I don't see any difference between Big Bang Theory, Mentalist, CSI to Modern Family, Glee, Merlin, Terra Nova so I think it's gaming. I think he's just gaming for upfront renewals, which is the game we all play,” Gyngell said.
Murdoch told AdNews in October that Ten would "certainly achieve over 30% revenue share next year", but in a counter-claim, Gyngell claimed Nine will take share from both Seven and Ten.
"I disagree. When you're new to the game you sometimes say what you wish for and I think he's probably wishing for a bigger share than he's actually going to get. I've been there, I've done that and now I think with the Olympic Games, The Block, Celebrity Apprentice, Big Brother, The Voice, Excess Baggage, the biggest cricket season the network has ever had in primetime. My impression would be that we will take share off both Seven and Ten. But I could be wrong, I've been wrong before."
Gyngell bullishly predicted that Nine will increase its share by two points on the back of its exclusive free-to-air coverage of the London 2012 Olympic Games, and dismissed comparisons with Ten Network's Commonwealth Games disaster, which failed to gain traction with buyers and viewers, due to lack of interest and scheduling issues.
"Any network that has the Olympic Games usually gets two share points so we'll start with two and then see how good we are with the rest of the place. To be frank, the Commonwealth Games are a bucket of shit compared to the Olympic Games.
"One's B grade, one's A grade. I think the Olympic Games in London will be the greatest television event in history. That's an honest opinion. I think that London is going to put on the most amazing Games. Unfortunately, I think it may even surpass the Sydney Olympic Games. I'm very comfortable about the Olympics."
Based on the last set of Free TV Australia and KPMG ad revenue market share figures for the January to June 2011 period, Nine commands a 33.55% share of the market in second place, with market leader Seven on 37.60% and Ten sat on 28.85% in last place.
Follow @AdNews on Twitter for breaking stories and campaigns throughout the day
Have something to say? Send us your comments using the form below or contact the writer at darrendavidson@yaffa.com.au
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.