Broadcasters serving local fare

THE revival of a classic television quiz show and a fishing show developed for women to enjoy are just a couple of ideas that have struck a chord with WA audiences keen to switch onto locally produced programs.

Traditionally dominated by sport the networks are just beginning to recognise the substantial demographic flicking through the stations looking for an alternative.

Over an eight-week period from its April 7 launch, It’s Academic has attracted an average audience of 135,800, putting it out in front of its nearest competitor, Ten sport.

The Australian Football League replays previously aired in the 5.30 timeslot on Channel Seven Perth delivered an audience almost 30,000 viewers shy of It’s Academic’s impressive following.

In reviving It’s Academic, Channel Seven Perth has not only uncovered a previously unrecognised market, it also has developed an emotional link between the Perth audience and the network.

Local programming has the potential to bestow a sense of ownership on the audience and reinforces the national networks’ commitment to the Perth market.

“Where an opportunity exists to promote Perth or WA we do so locally and nationally via the Ten Network,” Network Ten Perth general manager Kel Robards said.

“For example we recently completed the Margaret River Masters and are now extensively promoting the Avon Descent across Australia.”

Network Ten Perth is currently in pre production for a documentary on Young Australian of the year James Fitzpatrick.

Through focusing on WA’s natural beauty and the achievements of its people the commercial networks add value to their brands and it helps destabilise any notion that the networks make decisions based on the eastern states market.

p See story, Media & Marketing, page 16.

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