Highest hopes at Prime TV

By ALAN PERROTT

Prime Television has celebrated its sixth birthday by posting a $6 million loss for last year, but remains bullish about its future in New Zealand.

Chief executive Chris Taylor said the company was nearing profitability and would launch its first locally made programme this month.

The loss, announced in the Australian-owned company's annual financial result, followed a loss of $8.9 million in the previous year.

But the company also reported a 70 per cent increase in advertising revenue and an increased audience share - up to 6 per cent of the potential television audience aged 5 years and over.

Mr Taylor said the network had increased its audience among 25 to 54-year-olds by 20 per cent and was close to winning its slot in various demographic groups during early afternoons.

The Australian-made game show Who Wants to be a Millionaire regularly attracted about 300,000 viewers.

Mr Taylor was adamant that Television New Zealand's grip on top spot among the free-to-air networks would weaken over the next few years.

"I think it's entirely possible that in between five to ten years, Prime should be the biggest network in the country. It's a big call and a lot of things would have to go right, but it's there for the taking."

Prime began broadcasting on August 30, 1998, with programming based heavily on BBC reruns.

But associate professor Nick Perry, from Auckland University's department of film, television and media studies, said the network had transformed since going into partnership with Australia's Nine Network in 2002. Prime now appeared to be aimed at a similar audience to TVNZ's youth-oriented TV2.

Professor Perry said Prime now covered 90 per cent of the country and appeared to be the only new player on the market that could break into the top three.

Prime Television last month appointed a new programme director, Andrew Shaw, poached from TVNZ, and is eagerly awaiting the launch of its first New Zealand made show, a Charlotte Dawson-hosted version of travel show Getaway.

But the network has postponed its first local entertainment production, The Tem Show, from next month to the middle of next year at the earliest.

Prime's communications manager Martine Buchter said the show was postponed because of host Temuera Morrison's involvement in the movie River Queen.

The movie has been struck with production delays which Ms Buchter said made it difficult for Prime and The Tem Show production team to set an on-air date.