SAME OLD . . .

Herald Sun - Switched On - - Front Page - KYLIE MILLER

THOUGH Chan­nel 10 hunts for view­ers aged 18-49 and Chan­nels 7 and 9 chase the 25-54 year-olds, all three com­mer­cial net­works dis­miss the no­tion the over55 mar­ket doesn’t count. Tim Worner, head of pro­gram­ming and pro­duc­tion, Chan­nel 7: ‘‘We try to brand our net­work in a way that wel­comes ev­ery­one. There are still older-skew­ing shows, such as Lewis. Most Bri­tish drama skews older and some in­fo­tain­ment skews older. Border Se­cu­rity hoovers up ev­ery­one— it’s re­ally broad. There’s no dol­lar fig­ure you could at­tribute to a viewer of any age, but (if you) look at the per­cent­age of rev­enue that’s writ­ten for var­i­ous de­mo­graph­ics, you’ll find the bulk of that in the 25-54 de­mo­graphic.’’ Peter An­drews, programmer, Chan­nel 10 Melbourne: ‘‘The ma­jor­ity of ad­ver­tis­ers’ TV bud­gets are aimed at 18 to 49— up to 75 per cent of their TV bud­gets are aimed at that de­mo­graphic. (When we) de­velop shows we pri­mar­ily ask, ‘Will it ap­peal to our core 18-49 au­di­ence?’ If it has broader ap­peal, that’s ic­ing on the cake. So You Think You Can Dance ap­peals to 18 to 49, but it’s also broad­en­ing out in the lower end and the older end.’’ Len Downs, programmer, Chan­nel 9 Melbourne: ‘‘Older view­ers are not nec­es­sar­ily miss­ing out. The most im­por­tant thing is bal­ance. There is still room for pro­grams that lean to­wards a slightly older de­mo­graphic. But cer­tainly our main thrust is in terms of the 25 to 54.

Some shows, such as RPA, skew older. It skews older, but it also ap­peals to 25-54 view­ers.’’

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