If you can't beat 'em, change the timeslot

It was kinda inevitable.  A locally produced, NZ On Air funded drama up against the Australian cooking juggernaut that is MKR was always going to struggle no matter how good it was or the credentials were behind it.  In Australia, My Kitchen Rules is massive and pulls in around 2 millions viewers per episode.  Here it is consistently rating above 400k so when it launched this it was hardly a surprise to see The Blue Rose take a hit.

The Blue Rose had a slightly better start than the show that made Antonia Prebble and Siobhan Marshall household names.  Back in 2005, Outrageous Fortune debuted with an average audience of 260,751 viewers while The Blue Rose kicked off with 264,380.  

Week two saw The Blue Rose drop down to 210,780.

This week though, with the launch of MKR, The Blue Rose was hammered back to 150,340. Interestingly, Choice TV also drew in 95,500 for Coast.

The consolidated ratings for The Blue Rose have been reasonable for TV3, picking up an extra 41,260 viewers during the week following broadcast and then another 19,890 for the second week.

Popular comedy-thriller The Blue Rose is moving to a new timeslot and will screen on TV3 at 9.30pm Monday nights from 25 February, an hour later than its original timeslot.

Director of Programming, Mark Caulton says the move is designed to protect the success of the flagship drama, after changes to the wider Monday night line-up.

The Blue Rose is the stand-out success story of this year’s new local drama and comedy offerings,” he says.

“We believe this move is the best way to ensure the show’s ongoing success, with minimal disruption to viewers.”

The Blue Rose had the strongest premiere of any new local drama or comedy programme, launching in the top five local shows of the week.*

More than 1,362,200 Kiwis have tuned into the South Pacific Pictures-produced series since launch (Nielsen TAM, 5+ cume), which stars Outrageous Fortune alumni Antonia Prebble and Siobhan Marshall.

The show is TV3’s second biggest video ondemand programme after hit serial drama Home and Away, and has enjoyed widespread critical acclaim.

In addition to the new timeslot, viewers are being given a second chance to catch up on The Blue Rose on air and online.

The first two episodes will be repeated from 10.30pm this Saturday (February 23), followed by an encore screening of episode three at 10.45pm this Sunday (February 24).

And for the duration of the series, all episodes will remain available to view ondemand at TV3.co.nz/TheBlueRose after they have premiered on TV3.

TV3’s Monday Night Line-up (effective February 25):

8.30pm – Grand Designs Australia (added)
9.30pm – The Blue Rose (moved from 8.30pm)
10.30pm – Nightline (no change)
11.15pm – The Americans (moved from 9.30pm) 

*25-54 Top Programmes, week six (3-8 Feb) consolidated (Nielsen TAM)

25-54 rating

25-54 audience

Shortland Street

16.7

296,500

Rapid Response

12.8

226,600

Piha Rescue

12.1

213,400

7 Days

10.9

193,900

The Blue Rose

10.7

190,000

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About the author

Regan is one of the co-founders of Throng Media.
If they're on, I'm usually watching Game of Thrones, The Walking Dead, 24, Battlestar Galactica, The X Factor, Survivor, House of Cards, Mad Men and the NRL.
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