The Seven Network is set to launch a cooking program in direct competition with Ten’s MasterChef by the end of the year, a Seven executive revealed to B&T Today.
While details of the food-related series are being kept under wraps, the Seven executive confirmed it will launch something competitive in the market that will present a challenge to Ten’s series one success.
It is common for networks to jump on a particular trend following the success of a certain format, the source added. The MasterChef finale last week drew in an average of 3.72 million viewers and became the highest non-sports program to top the OzTAM ratings since 2001.
It is also believed that the Nine Network will also air a MasterChef competitor, though Peter Wiltshire, the network’s sales director, would not be drawn on whether the new series would be food related. In fact, he said that cooking shows were “nothing new” and that the success of MasterChef was ultimately to do with the drama of the show, not the cooking.
Media buyers have also confirmed the likelihood of Networks Seven and Nine launching MasterChef-like programs.
Victor Corones, national investment director at Universal McCann, told B&T Today: “It would make sense that other networks would be looking back and seeing if they have their own secret like MasterChef that they’ve passed over before, and if they can get it to market quickly.”
While an onslaught of cooking programs might be feared by Ten, which is aiming for similar audience numbers for series two of MasterChef next year, and its celebrity version in October, David Mott, chief programming officer at Ten, remains unfazed by is rivals’ plans.
“It’s not a fear for Ten but I would say that it’s a desperate fear for them,” he said.
“It would be a very brave network to take on another food franchise and to spend that money. The risk is that people smell a me-too format, they smell a rat.”
As well as its celebrity version, Ten is also evaluating whether to run a kids’ version or a professionals spin-off.
