After posting another full-year loss, chief executive Hamish McLennan said while he was "very disappointed in any company that loses money", the company's "recent ratings growth since May has delivered green shoots in many places".

"As we look forward, we feel confident about next year," he told Fairfax Media, as the company continues its push into "event" or reality TV, live sports such as Big Bash League cricket, and putting money into prime time programs.

The company argues the poor performance of programs The Biggest Loser and So You Think You Can Dance marred its start to the year, and has pointed to the recent success of The Bachelor and Family Feud.

Ten on Thursday posted a loss of $168 million for the year to August, marred by an increase in costs and a 4.3 per cent decline in revenue from continuing activities. Ten also recorded a impairment loss of $52.8 million loss related to the company's reduced share in a television market experiencing difficult conditions.

Despite the wider than expected loss, albeit an improvement on the previous year, Ten shares rose 5.26 per cent to 20¢, likely due to better-than-expected costs.

Mr McLennan declined to discuss why Ten's shares had recently reached record lows, saying he was "not here to explain the machinations of the market".

Despite reports linking Ten to US private equity firm Providence and pay TV operator Foxtel, Ten's market capitalisation stands at just $543 million, meaning its big shareholders –  James Packer, Lachlan Murdoch and Gina Rinehart – have made big paper losses on their investments.

Ten wants this year to bridge the gap between its audience share and revenue share, with Mr McLennan saying it would seek a 25 per cent revenue share "over time". Rival broadcaster Nine has stated it wants 40 per cent revenue share by the end of 2015. Broker CIMB has said there is a one-year gap between ratings performance and revenue share.

The latest advertising figures show Ten had just 18.6 per cent market share in September, while Seven had an improved 43.7 per cent and Nine had an improved 37.7 per cent. The SMI figures, covering bookings from media buyers, showed that Ten had 21.9 per cent over the three months to September.

Mr McLennan also spoke of a "cheeky" approach to the coming AFL and NRL sports rights, and said Ten wanted to "see how the landscape forms" before making a commitment to a subscription-video-on-demand service.

Nine and Fairfax Media, publisher of The Age, The Sydney Morning Herald and The Australian Financial Review, recently announced a $100 million SVOD joint venture.

Roger Colman, consultant to CCZ Equities, said Ten's management team was probably shaping to be a good one, with improvements in programming and digital, although sales were still lagging.

He said if Ten could deliver a 10 per cent revenue lift in addition to lower costs, it's "home".

Ten is also seeking to better monetise its popular catch-up video service TENPlay and create advertiser-funded programs, as revealed by Fairfax Media this week.