Late night bulletin for me also 
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If Ten (or Seven/Nine for that matter) need any ideas to reinvigorate their news service, Iâd suggest taking a look a US local television news and what theyâre doing with local bulletins in various timeslots from early in the morning until late at night. At the very least, surely the bigger metropolitan markets like Sydney, Melbourne and Brisbane could support something like this?
But unfortunately, I wouldnât be too surprised if Ten actually do further cutbacks to their news service if their financial position worsens.
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As weâve all discussed here before, surely it wouldnât cost much to repackage stories from 5PM, and have a news+sport presenter. I wouldnât care even if it were a national bulletin; just something I can watch to catch up on the news I (almost daily) miss between 5-7PM
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No thanks, there are already too many news or quasi news programs filling up Seven and Nineâs schedules for my liking.
Look at Nine - from 3.30am until midday, then from 3pm - 5pm then 6pm - 7.30pm - thatâs 12 hours out of 24.
TEN using the opening voiceover and title cards sans the first at five tagline, but itâs still on the solid watermark and on the middle plasma behind Tarsh.
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Not local news. Local news at 9.30 - IMO would rate.
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because everything is US dramas or other low rated stuff. Highest rated shows are often local news, itâs worth a try, especially if they need to find more value in their news service.
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ÂżQue?
Lateline is still on air.
ok, but the presence of at least some sort of review/analysis of the dayâs events surely demonstrates thereâs an audience for late night newscaff.
You canât just look at individual ratings in isolation. Early News on Seven and Nine rates next to nothing but that doesnât mean it doesnât add value to the schedule. Bulletins through the middle of the day rate lower than a late bulletin would but they are worth doing because they add value.
I realise itâs different for Ten because they donât have the scale that Seven and Nine have but clearly what they are doing now is not working. So letâs look at ways to increase their scale and make it possible for Ten to add value to their schedule, ie by consolidating the bulk of their operation in Sydney or Melbourne and investing the savings in a re-enegisation of the brand and offering. News is really the only constant and steady rater on TV these days and Ten needs a bit more stability in their schedule.
We need to see them running several hours of informal news leading into Studio 10 then something in the middle of the day (at midday perhaps to keep away from Seven/Nine and to keep a soft American talk show at 11), a really top-notch 5pm bulletin and then something at 10pm. Put money aside to allow for all that to remain in place at least 2-3 years and give things a chance to take hold before reviewing.
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Not only this, but the morning and afternoon bulletins allow reporters to fine-tine their stories and get feedback on which points of their stories are resonating with audiences in time for the 6pm bulletin.
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I think the first thing Ten need to do is look at their marketing and sales strategies. They need to get their name out there. It doesnât matter what they program, if people donât know about it they canât watch it. Some decent brand marketing (i.e. Not just for their current 7:30 show) would help them create a bit of hype around the brand which will spark sales. A lot of media buyers donât look at the ratings in too much detail and will just go with whatever spin the networks put out there, plus their own personal opinion of the brand.
Also, was outsourcing their sales to MCN the best idea? It might be a good way to reduce overheads and get package deals with Foxtel, but it also means that no one is out their trying to sell the Ten brand above everyone else. MCN would be more focused on just making money and wouldnât care who the individual books are for. SCA and WIN were given the opportunity to join and both decided it wasnât for them.
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Where is the hole in the market for more news during the day? Tenâs Mon-Fri daytime (9am-6pm) network share is regularly number one in total people and advertising demos. The âReady, Steady Cookâ type programs also look to me like something that would be an easy sell for advertisers. Trying to program the same content and Seven and Nine isnât going to work, while counter programming clearly is.
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Late news bulletins generally donât get a consistent start time on commercial networks either. Any attempt to attract a regular audience is lost when live reality or sports push the schedule back.
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This doesnât make any sense - their schedule is strong at this time, and there is heaps of news competition at this time. Their late night shares are weak and there is lack of competition.
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Itâs already happened. Suprised it hasnât been mentioned here but roughly a fortnight ago, a repeat of The Feed has replaced the late news Monday to Thursday. The bulletin only now airs on Fridayâs since The Feed makes way for SBSâ A-League coverage
Correct me if Iâm wrong, but Iâm sure I read this was only a âtemporaryâ thing though. And that the Late News would return in a few weeks or something?
Correct. 5 weeks
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Thought so. Mind you, it wouldnât surprise me if the Late News bulletin days are numbered. Not sure how well itâs rating, but if the late night encore of The Feed is doing well enough it may eventually replace it on a permanent basis (similarly to what Ten does with a late encore of The Project).