Nine Entertainment Co owners CVC Pacific and Goldman Sachs lost big in yesterday's deal to prevent Channel Nine going under. After two days at the negotiating table, the iconic broadcaster and media conglomerate has staved off filing for bankruptcy to put itself in a better position than it has been in years and in a much better position than its competitors, media analysts have said.
"The real winners are Nine management," Cox told Crikey. Not only has Nine held onto its big sporting contracts and stars, it's also won the main demographic of 18 to 49-year-olds for 2012 which will allow it to get a bigger share of next year's advertising dollars. "A revitalised Nine puts a lot of pressure on Ten and especially Seven," Cox said.