A look at the ratings is all you need to do to see how damaging losing Nine’s programming could be for the WIN Network.
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In 2015 more than half of the top 20 programs in Southern NSW were shown on WIN.
All of them were Channel Nine products.
The WIN Network’s most likely new partner is Channel Ten – responsible for a solitary show in that top 20.
In an announcement that surprised many, Channel Nine late last week signed an affiliate deal with Southern Cross, that would take effect on July 1.
This means that any Channel Nine show now airing on WIN would, as of July 1, switch to Southern Cross.
Last year, that Channel Nine product helped WIN dominate the Wollongong market with 26.5 per cent of viewers.
Southern Cross Ten, airing the shows likely to move to WIN, had a paltry 12.4 per cent of viewers.
The number of viewers is intrinsically linked to the revenue that can be charged for advertising within shows.
A fall in revenue could spell trouble for the 15 nightly local news bulletins the network airs in its regional coverage area.
Earlier this year, the network revealed the news bulletins didn’t make a profit.
“The amount of revenue generated within the 30-minute local news bulletins is less than the cost of producing and distributing those 30 minutes of content,” the network told a Senate committee on media reform.
Across Southern NSW, WIN had the top four shows of 2015 – all three State of Origin matches at spots one, two and four, with the NRL grand final in third spot.
Eight of the top 10 shows and 12 of the top 20 were on WIN – all shows it will no longer be able to broadcast after July 1.
The only Channel 10 show to make the Southern NSW top 20 was round 10 of the V8 Supercars.
Channel Nine’s change in affiliates will also create a few odd situations come July 1.
South Coast rugby league fans will see games one and two of the State of Origin on WIN, but the third game – played on July 13 – will be screened on Southern Cross.
Should that third game be a decider, it would draw in a big audience – for Southern Cross and not WIN.
Also, the July 1 changeover could coincide with the pointy end of popular Channel Nine shows like The Voice.