*This post has been updated
It’s been two weeks since Channel 10 introduced major changes to its news and Studio 10 programs after savage budget cuts. TV Blackbox examines the effect those cuts have had on ratings.
There’s good and bad news for Channel 10 on the ratings front after the implementation of drastic budget cuts which saw a raft of on-air presenters sacked from the network in a dramatic overhaul of the way it produces news.
As previously reported, from September 14 the Network started airing its Brisbane 5pm News out of Sydney and its Adelaide news out of Melbourne. The format relies on pre-recorded segments integrated with combined live segments (although the 5-6pm hour in Adelaide is delayed due to time differences).
Overall 10’s news is down only slightly in the 5 cap cities year on year (YoY). While Melbourne and Sydney have actually increased audience, the lack of a truly local news service has hit ratings in Brisbane and Adelaide hard, with big falls experienced in those markets.
Brisbane has suffered a massive 30% drop YoY as viewers reject the Sydney edition. It’s a similar story in Adelaide which has experienced a 26% drop in viewers.
Despite a slick bulletin that integrates local content nicely, the publicity surrounding the axing of local news has affected viewing numbers.
Interestingly, Sydney, Melbourne and Perth all experienced gains which has offset the big falls in Adelaide and Brisbane. Sydney had an increase of 19%, Melbourne 13% and Perth 11%.
Studio 10 is really feeling the effect of losing Kerri-Anne Kennerly, Joe Hildebrand and Natarsha Belling though.
The revised format with Sarah Harris and Tristan MacManus is down 21% when compared to the same time last year for the section coded Studio 10 (i.e. 9.30am-11am). The show averaged 38,000 viewers last week, down from 48,000 the year before. In fact the show fell out of the top 250 shows last week a number of times.
The news was even worse for 10’s morning show in Perth on Friday when the last hour only managed 432 viewers averaged across the hour. Numbers were so low that from 10.30 the OzTam chart shows a string of zeros recorded against each quarter-hour, with a 15 minute block at 11am managing to register 1,000 viewers.