Aussie TV giants in ratings rumble

Seven and Ten networks collide Down Under

By PAUL CHAI

SYDNEY -- The TV ratings war Down Under has flared up into a public fight between last year's top-rated web, Seven, and Ten Network, which is regularly in third place.

Ten topper Grant Blackley told the newspaper the Australian that he believed Seven had had a sluggish start, and that the channel's "demise is not an aberration and will continue throughout the year."

Strong words, but not without some basis.

Last year, Seven got off to a flying start when it snatched the ratings crown from the Nine Network for the first time in 20 years.

But in the ratings battle so far this year, Ten is leading in the key 18-49 demo with 34.2%, while Seven trails with 31.7%.

But Seven, far from the shrinking violet of Aussie TV, has hit back at Blackley's grim prediction.

In a slideshow sent to media outlets, a Seven spokesman says that Ten has frontloaded its programming, leaving nothing enticing for the latter part of the year.

"Their success ... has mainly been due to two programs, which were televised consistently throughout the week to enable some appearances in the top weekly ranking," Seven notes.

Those shows were local versions of "So You Think You Can Dance" and "The Biggest Loser," both solid hits for Ten. However, Ten's other predictably good performer, "Big Brother," is well under its series highs.

Seven went on to promote "Eli Stone" and "Cavemen" as some of the shows it has on offer for later in the year and to sardonically thank Blackley for his concern.

Stateside viewers will know these are not the best examples of aud pleasers -- "Caveman" has been canned while ratings for "Eli" are falling.

Nine, which refuses to comment on the dust-up, and has the most to gain, must be observing the name-calling with some pleasure.

Perhaps taking a leaf from the tortoise vs. hare playbook, Nine is silently getting on with building its sagging ratings in the hope that Blackley's crystal ball turns out to be right.