Seven is relying on current tentpole programs and rescheduled shows to lead its growth strategy for 2021.
The network outlined its content lineup at today's virtual upfronts, the last from the commercial networks this year.
Seven finished the half year with 26.5% of the audience share, just behind Nine’s 27.83%, as it embarked on CEO James Warburton’s turnaround strategy which included a list of new shows. However, many were interrupted by the pandemic.
“Our new content led strategy of outsourcing proven international formats has delivered this year with an incredible resurgence led by the phenomenal performance of Big Brother and Farmer Wants A Wife,” says Warburton.
“Coupled with the return of a sensational AFL season, we’ve led every demographic since June. We’re in front in 25-54s and lead 16-39s by a massive 5.4 share points. That’s a solid transformation, despite the obvious challenges this year.
“We have shown only glimpses of our best from this year and that’s got us to less than half a point from being the most watched Network in the country. With our multiple global tentpoles in play, our first-class Olympics coverage and winning news and sport schedules, get set to see what we’re really capable of.”
New shows for next year include The Voice, previously with Nine, mini golf program Holey Moley, Australian drama RFDS, Ultimate Tag, Australian Gangster, Homicide: With Ron Iddles, and Australia: Now and Then.
Holey Moley, which has finished filming and will air in the first half of 2021, and RFDS were originally scheduled as new shows for this year but both were pushed back to 2021 due to the pandemic.
Seven also announced it will be reviving Australian Idol in 2022. The singing competition returns to Australian TV after 12 years, previously with Network 10.
Returning shows include Big Brother, SAS Australia, Farmer Wants a Wife, and Australia’s Got Talent, which was also delayed from this year by the pandemic, as well as The All New Monty, Highway Patrol and Border Security: Australia’s Frontline.
Seven also confirmed the return of the cricket, including Test cricket, the Ashes Series and the Big Bash. Next year, the Supercats will also return to Seven.
“2020 has been a year like no other. We’ve all faced challenges like never before, with our content for the year impacted and our partners forced to pivot strategies to capture the attention of audiences in different and agile ways,” says Kurt Burnette, Seven West Media chief revenue officer.
“But these challenges have presented us with opportunities to innovate and grow together and deliver great outcomes for our partners.
"For 2021 and 2022 Seven has strategically created and will deliver the most disruptive content line-up in a decade. Offering brands across Seven, 7plus and 7NEWS.com.au new ways to reach and target new audiences. Along with the most consistent and dominant content spine of Sunrise, The Morning Show, The Chase, 7NEWS and Home and Away.
"We’re excited about what we’re able to offer to ensure that working together, we can make 2021 and beyond a success as we all embark on the road to recovery.”
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