Originally Posted by C14E:
“As for ITV scheduling - DOI is the most obvious option right now. Although I'm not sure it's up to the task - especially on its own (it could be avoided). If Red or Black is a big hit it could air on Saturdays but I doubt it'll be that big.
If they go up against The Voice with TV Burp at 4.5m and Take Me Out at similar levels, they're just making it far too easy and could live to regret it.”
The Voice would basically have a free run airing against a 2010/11 Q1-style ITV1 schedule. It'd have such a good chance of becoming a hit airing from January next year, the BBC will be mad not to launch it then. Like I said yesterday, if The Magicians and SYTYCD, two pretty average shows to say the least, can manage audiences of c.5.5m at that time of the year, unless the The Voice is absolutely terrible (which is unlikely given the money the BBC are reportedly spending on it), it'll surely be getting 6m+, at least initially, against very average competition. Take Me Out is not a big "hitter" as Brekkie puts it - it does very well with the 16-34s but it doesn't appeal to all age groups, a big-hitter is something which gets 7m+ not 4.5-5.0m.
Unless Red or Black becomes a big hit, which I agree with C14E doesn't look too likely (it could be a middling hit), really I don't see any better alternative than to move the Dancing on Ice performance show to Saturdays. Saturdays in Q1 is screaming out for a talent show and it's something which I've suggested they should've done previously anyway. But it's even more important for them now because unless ITV wants to hand the BBC a big hit on the plate which could potentially be a staple for them in the next 5-10 years, surely ITV will have to be aggressive to counteract the Voice becoming a big success? Whilst I agree with both Brekkie and C14E that there's no guarantee that DOI can cope with a Sat/Sun split as well as the current Sun scheduling, the signs are there that the show has a pretty loyal audience: it was averaging 8m+ earlier this year against tough competition like Antiques Roadshow and Top Gear (both 6m at the same time) in the 8-8.30pm half-hour period, so I suspect it'd be able to cope absolutely fine against an untested show like The Voice and potentially prevent it from becoming a breakout hit (there'd still be enough of an audience around for The Voice to be a normal hit though but not a 'big-hitter' I suspect).
So if ITV want to prevent The Voice from becoming a massive success and also in the process raise their own primetime shares for Sat/Sun primetime overall, I'd suggest a schedule of:
Sat: 19:00- TV Burp, 19:30- Dancing on Ice, 21:00- Take Me Out
Sun: 19:00- Dancing on Ice Results, 20:00- Wild at Heart, 21:00- Whitechapel/Scott & Bailey/New Drama
TV Burp would be capable of its usual 5.0-5.5m helped by DOI viewers tuning in early - it only really dropped to 4.0-4.5m earlier this year for 4 episodes against Let's Dance, a clash that might not even happen next year. DOI would need some big names next year if they go with the Sat/Sun schedule and ITV just need to make a bigger deal about it with better promotion and make it a top priority really, but a 7.30-9pm slot on a Saturday would surely see its figures pretty similar to how the 6.30-8.30pm Sunday performance shows have rated previously and I wouldn't envisage a significant ratings drop. TMO would be a bit later than its ideal time but it showed earlier this year that it was capable of good ratings running into the 9pm (and even 10pm) slot and should be capable of a solid 5m with the big lead-in it'd get. As for the Sunday schedule, you could switch DOI/WAH over if you wanted - the only reason I've done it that way is that DOI seems to do really well in the 7pm hour, like SCD, so I think having it there it'd done fine (better than the ~7m the results shows were getting at 9.30pm) and still provide that big lead-in to WaH. WaH probably wouldn't rate as well as it used to (~7m) due to starting at the hour instead of half-hour but ought to be capable 6-7m, which would be a good inheritence for a 9pm drama to rate at 5m+. Overall it'd mean Sundays rating worse than how they have done in the last three years, for sure, but there would be a huge uplift in the Saturday share (the first 10 weeks this year only averaged 15.6% on Saturday primetime for ITV1!) and DOI would actually probably be longer in its duration with the Sat/Sun split scheduling due to the 60-min instead of 30-min results, meaning more adverts during it for ITV. If ITV don't do anything and just have their usual lineup of 18.30 You've Been Framed, 19.00 TV Burp, 19.30 Take Me Out, 20.45 Jonathan Ross's Show, which is a realistic possibility, they're going to get absolutely thrashed and I think The Voice would clean up in the ratings: not TXF/BGT levels obviously but a big hit by usual BBC1 light entertainment standards.
I know some people are saying The Voice could go the same way as SYTYCD has done over here but I'd disagree. In the US, The Voice gets double the ratings SYTYCD has been getting. SYTYCD itself is an average hit over there IMO - it does pretty well in the demo but not great among total viewers, it was even almost beaten by a Wipeout repeat recently. So I never thought the Beeb had a big hit on their hands with SYTYCD, although they should've done better with it. With The Voice though, they're pouring a lot of money into it (reportedly £650k an hour) so you'll be able to tell on-screen, the newspapers are actually talking about it unlike SYTYCD which is very important for talent shows, and the concept of the show has been popular worldwide, so I can see it doing very well.