Hitch takes on Mitch in Melbourne’s TV news bulletin wars
The news war between Channels 7 and Nine has reignited with a bitter head-to-head battle at 6pm in Melbourne. And after years of dominance, the tables are turning.
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The news war between Channels 7 and Nine has reignited with a bitter head-to-head battle at 6pm in Melbourne.
After years of Nine dominance, Peter Mitchell has turned the tables and is now starting to regularly beat Peter Hitchener.
Bragging rights and potentially millions of dollars of advertising revenue are on the line as the once-dominant Nine bulletin faces its toughest test in years.
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Seven has won 11 of the past 14 nights across the news hour including weekends – something that has only happened twice in the last decade.
Seven’s ratings are being boosted by strong lead-in figures from a swath of AFL matches but that doesn’t tell the whole story.
Seven has also benefited from tweaking to the evening bulletin by recently appointed news director Shaun Menegola who used to work at Nine.
Weather presenter Jane Bunn’s popularity has also reportedly increased thanks to her stint as Queen of Moomba.
And Mitchell, once seen as the young upstart compared to Hitchener, has quietly morphed into a greying grandfather beloved by viewers.
“A whole part of this is that people can turn on and be comfortable that I’m going to be there – reliable – that is what it (news success) is all about,” Mitchell said.
“There was no plan. I didn’t know it would evolve into this. I ended up getting the number one (news presenting) gig and have been there (at Seven) ever since. It is just part of me now.”
Media analyst Steve Allen says Nine would have to be frustrated that its Melbourne bulletin is being challenged at a time when it is on fire after 7.30pm.
“Married At First Sight and Lego Masters have been ratings juggernauts but Nine’s news in Melbourne hasn’t seen any benefit from that,” Allen said.
“Winning the evening news battle delivers bragging rights, extra advertising revenue and is a building block for a network’s reputation.”
Nine news director Hugh Nailon admits that Hitchener as well as sports presenter Tony Jones and weather presenter Livinia Nixon, have a fight on their hands.
But Nailon is adamant there won’t be any changes to the on-air team.
“6pm News is a brutally competitive timeslot and the Seven versus Nine rivalry is almost as old as television itself,” Nailon said.
“We relish the contest. It means our team will strive even harder to break yarns and deliver Melbourne’s best news bulletin.
“Hitch, Tony and Livinia are the absolute best in the business.”
Menegola, who joined Seven last December isn’t getting cocky. The champagne corks aren’t popping.
“Our main measure as a team is what sort of a job we do in terms of informing and standing up for Melburnians,” Menegola said.
“We’ve got a group of people who believe in the purpose of real news and are just naturally committed to telling it straight.
“They want to cover the issues that impact on the lives of people who live in this city - and they want to do it first and best.”
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