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Saturday, February 09, 2013

Why TVNZ will keep Seven Sharp on despite ratings meltdown

Lest we remember: TV3s failed version of Seven Sharp in 2010 was @Seven using the exact same failed format TVNZ adopted

Blunt truth: Seven Sharp viewers quit in droves
The television battle for 7pm has tightened - with Seven Sharp losing almost 200,000 viewers from its opening on Monday and heading towards audience numbers close to rival Campbell Live.

Ouch - losing almost 200 000 viewers in a week. Ouch

Getting roasted by Steve Braunias? Ouch. Ouch

Despite the ratings free fall, it won't mean Seven Sharp's immediate demise. The reason Seven Sharp was created was to satisfy the marketing and sales department, it had little to do with current affairs and that tens of thousands are fleeing it will have already been factored in.

TVNZ want 18-39, that they are pissing off anyone over that age doesn't really matter.

Shortland Street is maxed out in terms of advertising space for this demo and TVNZ want to expand and target them. The inability to sell anymore advertising space on Shorty Street has meant Seven Sharp's core business is sharing and attracting the advert overlap from Shortland Street.

The issue for TVNZ is that sadly for them, the youth audience are also leaving in droves.

The irony is that young people are facing heavier burdens of debt, poverty and unemployment than ever before and would respond well to a current affairs style that championed their concerns, but that isn't Seven Sharp's purpose. Seven Sharp's purpose is sell 18-39 demo adverts, and advertisers want a depoliticized, non-critical space where people are consumers, not citizens.

Seven Sharp will continue to hemorrhage older viewers, and TVNZ won't care about that, their focus will be on lifting the 18-39 numbers at 7pm. Horrifically the same people allowed to invent this Frankenstein monster of public broadcasting will probably get tasked with 'rejigging' the show and they will inevitably conclude that doing a flash mob on Queen st will be the way to regain ratings.

When people can't afford to be consumers, they want to be citizens. Campbell Live has grasped that and is slowly winning, TVNZ however are in it for the quick buck, damn the consequences to their reputation.

Seven Sharp could well end up being the Melody Rules of current affairs. Luckily for TVNZ, most of the youth demo Seven Sharp are now targeting won't understand that reference.

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4 Comments:

At 9/2/13 9:09 p.m., Blogger Zoe Black said...

I'm almost tempted to tune in to see how much further they can dumb it down.

Perhaps they could just run straight ads for the timeslot. Might be better TV.

 
At 9/2/13 11:15 p.m., Blogger Phil said...

Welcome Zoe, TVNZ has become advts interspersed by crap commercial progs.I think its called info fffing tainment. Switch off FTA and go online. Cold comfort for Kiwis. Best wishes. Phil

 
At 9/2/13 11:40 p.m., Blogger Tim said...

.... and here we all are mulling over some piss-weak ego expanding system (I know Greg and "Ali - oop - oop have mortgages to pay) whilst a couple of fundamentally dishonest poltishuns are conjouring up more tricks to jeopardise the welfare (indeed LIVES) of asylum seekers.
Truly EVIL people!

 
At 10/2/13 10:05 a.m., Blogger countryboy said...

I wrote a letter to a friend the other evening and in so doing , came upon a grim realization .

I'm witnessing the death of love . I don't necessarily mean the hand in hand beach strolling kind of love . More a general , across the board thing . I think that , that idea may have come from colour photographs I saw of early 1900's Paris on Retronaut. The images were full of rich and interesting things . There were huge flower markets and the architecture was outstanding for it's beauty and harmony .

I look out my window now and see a bleak town , comprised mostly of grey concrete brawling with the austerity of black asphalt . Along that asphalt whispers little grey cars containing little grey New Zealanders . Nice , safe , compliant Consumer-beings .

So where is Love and Romance ?

It's said that you are at no greater risk than when in love . Is there an insurance policy I can buy for that ?

That's a serious question .

My guess is No . Therefore it's beholding of the Insurance Industry to mitigate risk for profit , therefore Love must be a risk to the Profit , therefore Love must go .

Add now , now there is the Command . We are being ordered to turn a profit and the ' individualized ' human-being , and humanity itself breaks down and stops functioning .
Humanity is warping into a flailing , dying thing that's turning on itself and is eating itself alive .

Driving that along is advertising .

The Client initiated Advertising Industry is the hissing , spitting head of the Beast .
My toes always curl for example , when I see a baby or child being used to sell lies and deceit which advertising is really .

A free - to - air media is as essential as compulsory voting and compulsory Union membership for workers . Without those safety mechanisms , Love , Romance and Humanity itself will expire .
Consumer-beings will keep consuming of course . They'll keep on going , eating in the front and shitting out the back as ' Seven Sharp ' glitters in their dead eyes .

 

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