Digital going strong: Australia’s five Free To Air digital channels have had their best night last night so far in their short lives, grabbing a combined market share of more than 11%.
The performance was achieved on the eve of the launch of the 6th FTA digital channel, ABC 3, late today by Prime Minister Rudd.
The share, which doubled the share of SBS’s main channel of 5.60%, continues the trend since official ratings finished of viewers heading for the extra free offerings instead of watching the poorly programmed main channels, or Pay TV.
7TWO won with a share of 3.50% last night (it did better than the Seven main channel), from Nine’s Go with 3.20%, Ten’s One with 2.20%, ABC 2 with 2.000% and SBS TWO with 0.40%. That’s a total share of 11.30%, well up on the 6.5% averaged combined share they had during official ratings.
In fact the evening prime time share for the digital channels has risen as this week has gone on, an indication that viewers have found the offerings on the main channels underwhelming. But the digital offerings are helping the FTA Networks retain viewers away from going to Foxtel.
That showed up with Fusion Strategy reporting that in the wide 16 to 54 demographic, Pay TV’s audience fell 11% from 6pm to 10.30pm last night. But it still had over 19% of the audience in the 16 to 54 group.
Considering that just over 50% of Australian homes have digital reception (not including those receiving Foxtel, which has just over 30%: there could be a lot of overlapping), the share figures are very high.
The continuing success of the channels have made Seven, Nine and Ten quick converts to the digital world. They may have a long way to go to catching what Foxtel offers. But next year, they promise that there will be more with the Freeview industry grouping is planning to expand is offerings.
And at 6pm today, ABC 3, the broadcaster’s third channel starts life with its kids scheduling. It will make six FTA digital channels and will appear in the ratings from tomorrow.
That may take viewers away from the ABC, but could also drain them from the main channels of Ten, Nine and Seven, especially in the late afternoons and early evenings. — Glenn Dyer
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