Lads’ TV fails to take off

shehu-200.jpg

Just a quick return to the question I raised at the launch of Nuts TV:

But presumably there is a market for this sort of thing, or at least a big enough market to sustain a small digital channel, or IPC wouldn’t be stumping up the money for it. The unanswered question is, whether the channel can sustain any level of interest.

If the initial viewing figures are anything to go by, it appears not. Figures from the launch night show an audience beginning at 28,000 or 0.14%, falling to an average of 9,000 or 0.10%. And that was on the first night, following an extensive advertising campaign and lots of plugs on Chris Moyles’ radio show. The latter may not be unrelated to Mr Moyles’ sidekick Comedy Dave presenting the sports segment. Bearing in mind that Nuts magazine sells around 200,000 copies a week – and Moyles has a listenership of well over seven million – this bodes ill.

Not surprisingly, over 80% of the audience was male. More surprisingly, the average viewer’s age was apparently 42. Since the magazine has an extremely young readership, and the channel was supposed to be aimed at the 16-24 age group, being watched by dads rather than lads is not a good sign.

As I’ve already indicated, I’m not a reader of the magazine and not a great fan of the channel. But I would guess that much of the channel’s problem stems from the fact that the magazine is smutty and the channel isn’t. I tuned in hoping for something like L!ve TV, with a bit of car crash potential, only to find a relatively inoffensive show in the Live and Kicking or Big Breakfast mode. Granted that I’m not the target audience, but I would suspect that your average lad tuning in to a channel based around the Nuts brand would be looking for two things – boobs and football. Now, football is ridiculously expensive to show, and broadcasting regulations limit how smutty you can get, but if you’re prepared to settle for blokes talking about boobs and football you may as well listen to Moyles. And there’s a good reason why he’s on the wireless.

So it looks as if the lad mag hasn’t quite managed the species jump into lads’ TV. I can’t say I’m terribly surprised that it wouldn’t work in TV terms, but I had reckoned on there being a relatively big market out there that would give an enterprise along these lines a fair wind. There you go.

Rud eile: I would be journalistically justified in using an image of Lucy Pinder, the face of Nuts TV, to illustrate this post. But I’ve taken a bit of stick for the unfortunate outbreak of cheesecake on these pages some weeks ago, and I’m trying to keep things relatively clean. So, with no relevance whatsoever to the subject matter, this post is brought to you by the late Mehmet Shehu. Maybe this will win points for retro tankie chic.

Rud eile fós: I enjoyed Gerry Anderson’s quip on the radio about the bluetongue outbreak. According to Gerry, Jim Davidson and Roy Chubby Brown have only days to live.

1 Comment

  1. September 27, 2007 at 2:19 am

    […] Sean P. Aune wrote an interesting post today!.Here’s a quick excerptI tuned in hoping for something like L!ive TV, with a bit of car crash potential, only to find a relatively inoffensive show in the Live and Kicking or Big Breakfast mode. Granted that I’m not the target audience, but I would suspect … […]


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