Seven West Media chief executive Tim Worner is hopeful advertising demand for its 2014 "tentpole programming events" will provide the shot in arm in what he describes as a short and unpredictable market.
Speaking at Seven West's AGM this morning, Worner (pictured) said key programs such as My Kitchen Rules and House Rules were enjoying strong early demand from advertisers.
"This is much stronger than we have seen before at this stage of proceedings," he said, adding that live sports like the AFL and the summer of tennis are also very much in demand.
"In television, we are seeing strong demand for our tentpole programming events in the early parts of the 2014 ratings season," said Worner
"In the shorter term, a number of the macro-economic indicators appear to be improving and we are hopeful we may see a stronger December," he added.
"Having said that, outside of those major events the markets is still short."
Worner said that the network was on track to break the 40% barrier market revenue share among free-to-air networks.
Meanwhile, at the AGM, Seven West chairman Kerry Stokes said he was confident about the future of free-to-air television.
"We think, as a platform, it's got lots more opportunity, we are just in more difficult times," said Stokes.