TV3/C4 2010 Programme Launch

TVWorks launched its 2010 programming line-up on Wednesday morning to a full house of media planners and buyers. Kelly Martin, TVWorks Head of Programming noted that this was the first time TV3 and C4 new season programming had been launched together, reflecting the new integrated approach the network is taking across the board with these channels.

The tone of the presentation was set by hosts, John Campbell and Dai Henwood, with Campbell particularly talking up network strength in local content production. An interesting angle, given the lack of local focus in a show reel. To be fair, many of the shows are returning (What’s Really in Our Food, 7 Days, Pulp Sport, Outrageous Fortune, etc) so are well known by media types, but the lack of attention paid to Bro'Town creators, Oscar Kightly and David Fane's, new show Radiradirah, was surprising.

Instead the focus of both Kelly Martin’s synopsis and the reel itself was on new and returning international series and movies, kicking off with C4 content.

C4 is evolving from music channel, to be re-defined as a “general entertainment channel with a special youth focus”, targeting 15 to 39 year olds. The programming mix has grown to include drama (24, 90210) alongside established comedy (South Park, 30 Rock) and music programming (Select Live). Of particular note is the shift of high rating sci-fi drama, Heroes, from TV3 to C4, signaling TVWorks intent to grow C4 into a serious contender. On the other hand, Heroes disappointing ratings in the US could have moved it to second tier status, and so off TV3’s peak schedule.


C4 New Season Winners:

• The Cleveland Show – The Family Guy spin off (cartoon) has been renewed for 2 full seasons in the US and has been rating favourably there.

• Sons of Anarchy – Season two launched on Fox (US) in September, and has been reaching record numbers of men 18-49.
  

C4 New Season Losers:

• Melrose Place – The much hyped remake, starring Ashlee Simpson, is failing to deliver Stateside. May not make it to season 2.

• Parks and Recreation – Despite having the same producers as The Office, this mockumentary comedy series is rating poorly in the US.

Kelly Martin’s key message for TV3 was consistency. Their goal is to offer strong programming throughout the year, rather than frontloading programming into the first 8 months (a pointed reference to her TVNZ counterpart perhaps?). The foundation of this year’s schedule is in returning shows. The CSI franchise is still going strong, alongside House, News and Current Affairs, The Simpsons, Underbelly and the local content outlined above. Enough content to ensure less reliance on movies and untested new series.

Tv3 have been clever enough to secure two of the best new shows from the States in NCIS: Los Angeles (starring Chris O’Donnell and LL Cool J) and Modern Family, described by one media commentator as “the biggest new hit of the season” and a “bona fide hit” respectively.

TV3 New Season Winners:

• Modern Family – Renewed for a second season

• NCIS Los Angeles – Renewed for a second season

• The Good Wife – Starring Julianna Marguiles and Chris Noth, this has been rating well and has been renewed for a second season in the States.

• Glee – Is expected to gain Emmy attention.
  

TV3 New Season Losers:

• Three Rivers – “the cancellation clock is ticking” (Mediaweek)

• Trauma – despite good ratings for NZ actor Cliff Curtis, this show has not been a ratings star.

Overall, it was fairly much as we would expect. A high number of well established local and international shows, underpinned by a few new ones. Generally a low risk strategy, although one would question how long people will want to watch CSI and House. Additionally, the TV3/ C4 integrated programming approach is still to be well established and so is yet to be fully proven, although initial signs are good.

The first of the new season will launch before Christmas, with Glee likely to be the first cab off the rank in the America’s Next Top Model slot.

To view the show reel, and for more information on these shows, go to http://mediaworkstv.co.nz/, or contact Carat New Zealand for advertising and sponsorship opportunities.