Reality Bites For ITV
ITV will hold the official launch of its Autumn schedule in a couple of weeks, revealing whatever it believes will be the jewel in the crown of its late year programming. Back when the summer schedule was launched, the imported US hit Survivor was supposed to fulfil that role as the channel aimed to tighten the hold provided by Popstars on the burgeoning Reality TV market.
Unfortunately for ITV, BARB figures show that the reality was that where Channel 4 got it so right with Big Brother last year, Survivor was less fortunate
After a lacklustre launch (see Survivor Peaks At 6.9m For Debut Episode) ITV predicted a slowburn effect, but as Big Brother slowburned its way up again, topping Channel 4’s most watched programme chart week after week, Survivor fizzled along around and below the 6m mark- respectable if you’re Channel 4, less so if you’re expensive primetime ITV.
Just under a third of the way into its run, Survivor was beaten in audience share by Big Brother (see Big Brother Beats Survivor In Audience Size For First Time) and the decision was taken to cut the number of programmes per week (see Only The Strong Survive: Bad News For ITV Reality Show). Despite the admirable display of backbiting and double crossing by Survivor contestants the series finale was watched by just 7.92m, around 4.5m less than the most popular episode of Coronation Street that week.
Big Brother , meanwhile, had its all important live and interactive features enhanced this year, as E4 and the website offered live footage, interactive votes and opinion polls.
There may have been less intrigue and madness among the contestants than on ITV’s tropical island, but the tabloid press were more fascinated by the house in Bow, and kindly donated acres of publicity to Channel 4’s cause, and average audiences moved from 4 to 5 to almost 6 million per episode as the final drew close.
In the event, the announcement of the winner as Brian (see Big Brother Goes Out With A Bang) attracted an average 7.98 million viewers, beating Survivor’s live final by a few thousand.
Whether or not they set out to compete, the two reality shows of summer were inevitably compared. ITV’s brush with reality does not seem to have discouraged it, however, as contestants are being sought already for Survivor 2 (whether it will find a sponsor is yet to be seen). This Autumn promises a different approach however, when Football Premiership highlights move to ITV, accompanied by a hefty promotional campaign (see 08.08.01).
Channel Four: 020 7396 4444 www.channel4.com ITV: 020 7843 8000 www.itv.co.uk
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