SAME OLD . . .
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.’’