Don Groves is a Deadline contributor based in Sydney.
The Olympics delivered ratings bonanzas to Australia’s Nine Network and pay TV platform Foxtel although it was a loss-making exercise for Nine and Foxtel reported there was “a tick up” in signing new subscribers. But the halo effect of the Games helped ensure strong launches Monday night for Nine’s Big Brother and Australian crime series Underbelly: Badness. Nine picked up Big Brother after it was cancelled by Network Ten in 2008 after eight seasons and installed a new host in Sonia Kruger. The premiere episode aired at 7 PM and drew an average of 2.25 million viewers nationally, followed at 8.30 PM by Underbelly: Badness, which averaged 2.37 million. Nine’s live broadcast of the Olympics Closing Ceremony (6AM-9AM Australian Eastern Standard Time) averaged 1.48 million viewers. Nine and Foxtel jointly paid $A120 million ($126 million) for the rights to the 2010 and 2012 Games. Jeff Browne, Nine’s managing director, said the network would lose “less than $20 million” on the London Olympics. Foxtel aired the Games on eight dedicated channels, provided at no cost to Fox Sports subscribers, posting record ratings for subscription channels. “Subscriber growth was modest but positive and the impact on churn was very good,” a Foxtel spokesman tells Deadline, adding there was an increase in average revenue per user as customers upgraded to the sports tier. The IOC has not yet started negotiations with Australian broadcasters for the 2014 Winter Games in Sochi and the 2016 Summer Games in Rio.
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