NINE HOPES TO RAISE ITS VOICE
Married at First Sight has been a godsend for Channel 9. Figures show that the expanded version of the reality romance program has helped boost the network’s ratings share compared to the same time last year.
Now the network is hoping that The Voice will continue the momentum in its three-way battle with Seven’s House Rules and Ten’s MasterChef Australia.
Married at First Sight consistently averaged more than 1.2 million viewers across the five capital cities beating Seven’s My Kitchen Rules on numerous occasions.
That is a massive turnaround after last year’s disastrous start when Australia’s Got Talent and Renovation Rumble failed to make a dent against the opposition.
“Married at First Sight has put Nine in a much stronger position compared to last year,” media analyst Steve Allen says.
“It has delivered on what they promised. Seven had a strategy of launching My Kitchen Rules off the back of the Australian Open tennis and Nine had to find a way to take viewers away and they did.”
Now it is up to The Voice, which launches April 24, to rate strongly and give Nine a boost through midyear. The network has spent big to secure Boy George and Kelly Rowland as mentors alongside Delta Goodrem and Seal.