The Nine Network has moved away from shiny floor talent shows, often more vulnerable to COVID-19 disruptions with their reliance on studio audiences and live viewer voting, in its 2021 lineup | Michael_Lallo
. The estimated $40 million it cost Nine to produce the singing contest will be invested in other series that can be filmed further in advance."It gives us more flexibility from a scheduling perspective," Turner says. "We want to give the advertising market the confidence we can deliver what we're selling."It is still unclear whether the Tokyo Olympics, set to screen on Seven, will proceed next year.
The coronavirus pandemic was the main driver of large falls in advertising spend this year. It also forced TV broadcasters to halt productions and pull programs from air, and prompted Nine, Seven and 10 to request reductions on the amount they pay to air sport. While the market is recovering, broadcasters are looking at ways to provide more certainty to advertisers.
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