The competition between general entertainment channels will be fiercer in May.
Ten have now confirmed that ONE will relaunch in May with more entertainment. The channel will include a mix of entertainment and sports, aimed predominantly at males aged 25-54. In addition to sport, will a mix of dramas, movies and factuals – most will be in full HD.
First run content will include An Idiot Abroad (Ricky Gervais), Terriers, Lights Out, Breakout Kings, Everest, Sons of Anarchy, Airline, Long Way Round as well as shows already in the schedule Ice Road Truckers and Extreme Fishing.
The move has come after weeks of trial with general entertainment and movies that has seen shares for the channel increase dramatically on those nights. Last night (Wed April 6), ONE HD reached a prime time (6pm-midnight) share of 2.6%, thanks mostly to the movie Jarhad and Extreme Fishing and ranked higher than GEM in channel shares.
David Mott, now in charge if programming for ONE as David White departs says that the broader, male skewed content offering for ONE will complement the network’s youthful ELEVEN and the broad appeal of Ten itself.
Entertainment content will be predominantly weekdays, with sport on weekends – an idea I put forward as well in a story a few months back about how Ten could improve its network shares by changing ONE programming. Click here to read the story.
Today’s announcement that Ten Holdings’ half year revenue had fallen significantly year on year to the tune of around 10% would have only hastened the move. Interim CEO Lachlan Murdoch described the outcome as “Unacceptable” and went on to say that measures had already been put in place to help overcome that situation.
With the launch of Masterchef on May 1, the new look ONE HD in May, and the ongoing success of ELEVEN, Ten could very well topple Nine off in regular second place in ratings.
Source: TV Tonight.