There is no show on Australian television that gets as much coverage as THE PROJECT. But all the headlines, publicity and viral videos just doesn’t translate into ratings.
WHY?
The Project is a show that makes a LOT of noise. The recent editorial Waleed Aly presented on the Christchurch Shooting was viewed more than 12 million times on social media but the episode itself was only watched by 347,000 metro viewers, coming fourth in its slot.
It can be argued that some content only really takes off after its initial broadcast, meaning the show can’t capitalise on its initial airing and this editorial piece is a perfect example of that.
“You’ll have to forgive me, these won’t be my best words…”
On this heartbreaking day, Waleed reflects and calls for unity. #TheProjectTV pic.twitter.com/mIOI0eGamb
— The Project (@theprojecttv) March 15, 2019
So, why didn’t the show get a halo effect the following week, especially considering Waleed’s editorial continued to make news, especially with Prime Minister Scott Morrison taking issue with the piece and even threatening defamation?
Less than a week after the highly praised editorial, Morrison and Aly went head-to-head in a commercial free special edition of the program that did experience a lift but failed to pull stellar numbers.
The PM special from 6.30pm – 7pm pulled 387,000 metro viewers with the 7pm portion lifting to 434,000. That was enough to beat Home & Away on 414k but was way behind A Current Affair on 481k (which also didn’t air in Adelaide due to NRL) and ABC News on 602k.
Last Monday the program had two big exclusives; an interview with New Zealand Prime Minister Jacinda Ardern and the infamous Egg Boy, Will Connolly.
On Tuesday morning 10 was ecstatic at the lift the program received with the two exclusives, tweeting the result was;
“its highest average audience since July 2018”
#TVRatings 25Mar: @theprojecttv achieved its highest average audience since July 2018. It featured Waleed Aly's exclusive Australian chat with New Zealand PM Jacinda Ardern and @hamishNews' eggsclusive with 'Egg Boy'.
— Network 10 Comms (@Network10Comms) March 26, 2019
There’s only one problem; the program still came in 4th behind Home & Away, ABC News and A Current Affair.
At the end of Week 13, the rankings at 7pm are the same as the week before;
Which brings me back to my original question; why doesn’t the most talked about show on television rate higher?
I decided to ask my colleagues at TV Blackbox for their thoughts on the matter. Kevin Perry pointed to the tough competition in the 7pm timeslot and the fact it targets a younger demographic that has moved away from traditional television.
He also critiqued the content, saying;
“Gotta say I’ve given up on The Project in recent years, It feels like it trying to be too many things at the same time. It’s part news, part comedy and part Celeb gossip, yet it doesn’t really do a good job of any of those things,”
“The show is capable of creating good moments, but it’s also so inconsistent” – Kevin Perry
My podcast partner, Steve Molk, also had some views on the content;
“The Project can be hit and miss with content, however when it’s a hit then it’s almost always a home run as far as sharing the content online or making headlines in other media. It competes in two of the most consistently tough timeslots (but don’t move it again – that’d be suicide!). The panel format gives many opportunities to new faces and voices, and we are the better for having someone like Waleed Aly commenting on what makes news.” – Steve Molk
We also talked about this issue on the podcast, which you can hear below;
The Project is one of the best produced shows on television, without a doubt. From slick presentation to well-researched investigations, this is a show many in the industry would be proud to work on.
But it’s on channel 10.
And Channel 10 has a major issue in that viewers have no faith in the network. Skewing young doesn’t help the show either. As Kevin pointed out, younger viewers are consuming content very differently which is why a clip from the show can be viewed more than 12 million times but only watched by a small number through traditional broadcasting.
There’s also the question on whether the show appeals to the media bubble more than the general public. I’ve always been impressed with the number of articles the show generates but that could be more to do with the fact news editors are desperately looking for content at 7.30pm each night due to the rest of the world still be asleep at that time and very little breaking news around.
Some also criticise The Project for leaning to the left and lecturing viewers. Considering there are a lot of shows that lean to the right, isn’t there room for a show that’s perceived as left-leaning?
With great production values, a great team with great chemistry it’s certainly a shame more viewers are not watching.
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‘… Some also criticise The Project for leaning to the left and lecturing viewers.’ this is one of the major issues with the Project abd often discussed amongst my colleagues. The Project is too definitive and too often presents one side of the issue.
I’ve stopped watching as enjoy the humor and creative touches but the continual push for criticism by Waleed goes against what I enjoy.
Two glaring issues with The Project. 1) Waleed has a niche appeal, and would probably be better suited to taking over as host on Q&A than hosting a hip news comedy on 10.
2) It’s engineered for controversy yet always seems to fall flat. They invite Steve Price on then talk over him and try to shut him up because they don’t like his view.
News.com.au gets a kick out of some extra clicks and the tweets get extra views but it doesn’t encourage regular viewing.
Some also criticise The Project for leaning to the left and lecturing viewers. This line hits the nail on the head for me.
People do not want to be lectured at while they are eating their dinner.
They also come across as smarmy, rich kids who have little to no idea as to how people in the real world are feeling.
Waleed Aly – The high Imam of Sanctimony. Most people see right through the Project’s BS
Can I add another vote to the “lecturing viewers” pet hate. I hate that and will often change the channel when they go into that type of discussion. Also with Steve Price, why does he bother appearing when they are so disrespectful to his right to have a different opinion. I often disagree with his views but it is so rude to talk over him and shut him down like they do. The best way to change someone’s view is to hear them out and give them an intelligent alternative opinion. I enjoy some of the guest hosts a lot more than some of the regular presenters so it is often a case of who is on the panel on the night. Love Hamish McDonald and wish he was on tv more.
“Considering there are a lot of shows that lean to the right, “ Pray tell, can you name one on Free to Air TV?