Kylie bombs for Nine. The Kylie interview screened on the Nine Network last
night at 8.35pm sums up the network’s stumbling approach to TV broadcasting at
the moment.

On the
face of it, it was a good idea: pay $300,000 for exclusive rights to the chat with
the star, promote it and people will
flock. But people didn’t watch: only 1.137 million tuned
in. Seven’s Desperate Housewives easily beat it with 1.558
million viewers, as did Law and Order: SVU on Ten with 1.238 million. Third
place nationally is not good enough and compared to the program it replaced,
Cold Case, it bombed. Cold Case would have attracted
another 250,000 plus viewers and made Nine more competitive. What Eddie
McGuire and the others running Nine didn’t realise is that Kylie is
public property and after it went to air in the UK, the interview was
very public, so radio, other TV networks and the newspapers hopped into
it (especially the News Ltd tabloids). So by the time it went to air in
Australia, all the oomph had been taken out of it. Glenn Dyer

Lonely Planet’s top tourist destination… Israel? Lonely Planet sent
out the latest edition on its monthly Comet newsletter on Friday. Obviously it was prepared earlier –
their “Destination of the Month” is Israel. Possibly not the best place to visit right now…

Destination
of the Month – Israel and the Palestinian Territories: This fascinating
and complex area manages to pack in a massive variety of travel
experiences: the architectural, historical and spiritual wonders of
Jerusalem; the cafe culture of Tel Aviv; the relaxation of a float in
the Dead Sea; and the spectacular scenery of Golan Heights. Pretty
tempting, huh?

Last night’s TV ratings
The Winner:
Seven News topped the night with 1.606 million viewers, Desperate
Housewives
was second with 1.558 million and Home and Away was third in
its best result for months with 1.485 million (and funny how it added
viewers and Today Tonight on before it shed them from the news!). Today
Tonight
was 4th with 1.482 million (120,000 down on the news), just in
front of ACA with 1.427 million. Nine’s 7.30pm program What’s Good For
You
did 1.402 million, Nine News, 1.386 million, Seven’s Grey’s Anatomy
at 9.30pm averaged 1.365 million and Temptation (7pm for Nine), 1.319
million. Law and Order SVU was Ten’s best with 1.238 million for 10th
spot.11th was Seven’s The Great Outdoors with 1.212 million, the Live
Nomination of Big Brother averaged 1.205 million, the Kylie Interview
on Nine at 8.35pm 1.137 million, Deal or No Deal 1.102
million (high), the 7pm Big Brother 1.071 million, Australian Story on
the ABC at 8pm 1.032 million and Andrew Denton’s Enough Rope with
1.003 million.

The Losers: Bert’s Family Feud now still
battling away in 27th spot with 735,000 viewers. A good winter audience.
Deal or No Deal was around 380,000 ahead. Nine’s Close to Home:
kerlunk, that’s the sound of it dropping to 778,000 viewers from 9.35pm. Badly beaten up by Grey’s. Will Nine hold it in place until Grey’s
moves to 8.30pm when the Housewives leave town? Today, badly beaten by
Sunrise.

News & CA: Seven News rebounded strongly
last night, winning easily after the narrow national win last week and
the Nine victories in some centres. Today Tonight, though, experienced a
turn off and A Current Affair got within reach. Seven News won by
320,000 viewers (123,000 in Perth and won everywhere bar Brisbane).
Today Tonight won by 55,000 with a 95,000 margin in Perth. TT won
Melbourne, Adelaide and Perth but got beaten in Sydney where 50,000
people tuned in from Nine News to ACA and 78,000 left Seven: net
turnaround, almost 130,000. The 7pm ABC News did well with 960,000, the
7.30 Report, 893,000. Ten news at Five, 899,000. OK but not brilliant,
Four Corners 783,000, Media Watch 768,000. Sunrise beat Today easily,
doubled the audience, actually. How long can that go on? Like NBC
Today
, Sunrise is starting some Martin Place concerts which will
attract more viewers (NBC Today has them outside its New York studios in
Rockefeller Square. Where can Nine’s Today hold a concert; in the car
park at Willoughby? Who would stop off there on their way to work?

The Stats:
Seven won with a solid effort, slightly down on last Monday night. Its
share was 30.3% (31.5% a week ago) to Nine down on 2508% (28.8%), Ten
with 21.4% (18.4%), the SABC with 16.4%(16.3%) and SBS with 6.2%
(4.9%). Seven won all five metro markets as viewers who normally
watched Cold Case went elsewhere to Ten (Law and Order SVU), the ABC
and even SBS, but not Seven. However Seven now has a handy lead in the
week, 29.8% to 28.3%.

Glenn Dyer’s comments: Nine
miscalculated with Kylie and paid the price, losing more heavily than
it should. Just gotta put the newsy ones to air ASAP. Close to Home is
very Close to being DOA (Dead On Air). Its collapsing, another problem
for Nine to fix. If Nine continues to drop Cold Case on Monday
nights, CSI will be called in to check out the bloodstains on the third
floor at Nine. Tonight its a big decider: will the viewing public
return for the first elimination episode of Dancing With The Stars,
sorry Torvill and Dean’s Dancing on Ice? It’s make or break night for
the program and for Eddie and the lads at Nine. Seven has the Border
Security
Medical Emergency double first up from 7.30pm to 8.30pm.
Last week quite a few Seven viewers changed at 8.30pm to Nine, hurting
Seven’s All Saints which still did OK numbers. Ten will be Wedging and
chasing the kiddiewinks and their older siblings.

Peter Fray

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