David Gyngell set to shake up Nine

New programs attract younger audience

By PAUL CHAI

One of the first jobs of Nine Network CEO David Gyngell has been to shake up the network's image as the gray web, appealing only to older viewers. And late last year, he did just that, when he presented a raft of programs aimed at attracting a younger audience. At least one of those -- "Underbelly" -- has truly hit the mark.

But Gyngell's return -- he dramatically left the web in 2005, saying "multilayered management systems" had made the top job impossible -- has been far from a quick fix.

Last year, Nine lost its 20-year ratings crown to rival network Seven while experiencing a prolonged period of of management turmoil, including a short-lived turn in the top job by "Who Wants to be a Millionaire?" host Eddie McGuire.

Gyngell was well liked during his previous stint at Nine; at Granada in Los Angeles, he oversaw a local development unit and a multimillion-dollar fund for scripted series. But not everything he has touched has turned to gold back at Nine.

Local skeins "Monster House," a "Candid Camera"- style show, tanked in its first outing; "The Chopping Block" -- a cross between "Ramsay's Kitchen Nightmares" and a reality TV competition format that came from Granada -- failed to grab viewers; and despite a strong start, quirky drama "Canal Road" has been losing auds. A heavy push into gameshows (a special A$5 million version of "Who Wants to Be Millionaire" and "Power of Ten") also has failed to ignite, with "Power of Ten" being axed after just two weeks.

So while there have been some hits for Nine, it looks like Seven won't have to give the ratings crown back just yet.