The Ten
Network launched its 2006 line up of
programs last night and with
big media buying groups telling Nine and Ten that there will not be a rate
increase in 2006 it was a very aggressive and
detailed attempt to show advertisers that Ten has the line-up that will perform
and attract viewers.

By
doing that Ten is hoping to win over the media buyers and get some sort of rate
increase, but the most likely outcome will be the Network gets a rate increase that
kicks in from late May or early June but which spread over the whole year
doesn’t represent an increase in reality.

Ten has to make up for the loss of market share and viewers for
2005, which started in the first two months of the ratings year with the failure
of the X-Factor. Even
though Ten still won its targeted 16 to 39 age group, its share in
that category fell by around 8%, while its share in All People, was down from 23.8% in 2004 to 21.9%.