Channel Ten ecstatic over Big Bash success

Big Bash has been a smashing success this year

Network Ten chief executive Hamish McLennan is over the moon after the telecast of the Big Bash League(BBL) came close to out-rating the Australian Open tennis.

McLennan termed Ten’s acquisition of the rights to broadcast the Big Bash League as ”the deal of the century”, while also taking a swipe at rival Seven West Media.

”It’s a win for both parties. History will show it as the deal of the century for Cricket Australia and Ten,” McLennan told Fairfax Media.

”With the cricket doing so well, this must be turning into a bit of a nightmare for Seven and the tennis.”

Since the BBL began last month, television viewership for the event has regularly been touching the million mark and the thriller on Thursday night between Perth Scorchers and Adelaide Strikers attracted an average audience of 674,000 – only 5000 behind the evening session of tennis. The statistics also showed that viewers in the 25-54 age group were more inclined towards the BBL than the Australian Open.

”They’ve exceeded our best estimates,” McLennan said of the ratings. ”I think it just shows the value of the T20 format. Our sponsors are all over the moon and I think that bodes really well for next year.

”You have one chance to make a good impression and we’ve invested significantly in making sure that it’s a first-class television experience. We also say internally that whatever we do we’ve got to do well. I think it proves that our judgment was right. We wanted to impress the audience and give a highly differentiated broadcast relative to Nine.”

Channel Ten have roped in former Australian cricketers Ricky Ponting and Adam Gilchrist for their commentary team and after what it turning out to be a highly successful season of BBL, look set to rake in more money through advertisers in the next season.

McLennan conceded that Australia’s triumphant Ashes campaign against England had played its part in the ratings sky-rocketing to new heights, but said the popularity of the BBL was such that it could stand its ground even as a standalone product.

With the network’s shares too gaining a massive 31% last week, the channel is definitely having a Big Bash of their own.