The view

The London Olympics … will deliver Nine a significant audience.At the end of the ratings year we may reflect that no sooner had David Leckie, Channel Seven’s infamously belligerent chief executive, stood down than the No.1 commercial network’s grip on the ratings crown faltered.
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In truth, the events are not linked but what is true is that Seven faces its toughest competition in recent memory. And Channel Nine, humiliatingly displaced from the top spot in 2007, has the best shot at reclaiming its lost glory.

Both networks will wheel out big-ticket content, though Nine has the London Olympics. Despite the time difference, the Games will deliver Nine a significant windfall in terms of cumulative audience for the

year. And coming out of that event it will be ”game on” as both networks attempt to flex their programming muscle.

In that sense, it’s not unfair to say Nine seems to have the advantage, particularly when it comes to the kind of multi-night franchises – think The Block, The Voice – that deliver their owners the strongest, fastest growth across the schedule.

Seven’s biggest multi-night franchise for the second half of the year is The X Factor, a robust performer that comes to the fray behind a depleted performance from Australia’s Got Talent and the frustrating, inescapable reality that The Voice, for a variety of reasons, has made every other show in the talent genre look a decade older than it is.

Nine’s biggest post-Olympic multi-night franchise is Big Brother. It’s an old format dusted off and, untested, it’s a gamble. But it comes to the market rejuvenated by several years off the field.

Whether Seven or Nine wins remains to be seen, but as the media lurches through its most tectonic period in memory, the stakes have never been higher.

Michael Idato is on Twitter: @michaelidato

This story Administrator ready to work first appeared on Nanjing Night Net.

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