Why TV networks are about to hit pause on new shows to avoid a costly Olympics clash with Seven

ONCE every four years, like clockwork, the TV networks pause to make way for the Olympic Games. Here’s what’s happening to your favourite show.

The Olympic Park in Rio de Janeiro. The games are usually a ratings bonanza for the host broadcaster. Picture: AFP / Yasuyoshi Chiba

ONCE every four years, like clockwork, television networks press pause on regular broadcasts to make way for the Olympic Games.

It remains one of the biggest events on the small screen, where for two weeks almost every eyeball in Australia is drawn to the channel with broadcast rights.

And this year, it’s Channel Seven. Trying to compete with them would be an expensive and pointless exercise.

“In the lead-up to the Olympics, it’s felt like everyone has been holding off from a programming perspective,” said media analyst Nathan Cook of Maxus Global.

Gogglebox is one of many programs to be paused during the Olympic Games.

For the most part, its rivals have delayed the launch of new shows, put existing ones on hold and rolled out a slew of secondary programs to keep things ticking along until after August 22.

While ratings for Rio are unlikely to be as big as for London four years ago or Beijing in 2010, Cook believes Seven will scoop at least half of the total TV nightly prime time audience.

“Pound for pound with London and Beijing, I’d say it won’t be as big of a drawcard in prime time as it typically is and that’s purely down to the time zone,” Cook said.

“For previous Games, people would rush home from work and watch key live events in huge numbers. For the most part with Rio, it’ll be recaps at night from events earlier in the day.”

Seven will scoop at least 50 per cent of the nightly audience, Cook expects, and would be happy with that result.

Martin (Lachy Hulme) and Nina (Asher Keddie) in Offspring — also set for a rest. Picture: Channel Ten

“During the day, when it’s in line with the time zone (in Brazil), Seven will probably get 70 to 80 per cent of viewing, but of course it’s a much smaller audience that time of the day.”

Nine’s programming boss Andrew Backwell said the new season of renovation reality series The Block “will provide the foundation to the rest of our post-Olympics schedule”.

The line-up includes another instalment of Married At First Sight, which this time features a same-sex couple. “Australia will be hooked by our explosive new drama Hyde & Seek — a

gripping thriller about terrorism and national security so it’s extremely topical as well as entertaining,” Backwell said.

The network has rushed to wrap up its flagship drama Love Child. The latest season comes to an end tomorrow night with a double episode.

“It’s going to be incredible too,” star Ella Scott Lynch, who plays Shirley, said.

“Where the story has gone, from where it originally started, is really fabulous. I love how they’ve expanded it into the 1970s and audiences have such a thirst for it.”

Wrapped before the Games: Ella Scott Lynch stars in the TV drama Love Child.

Network Ten is holding the premiere of its next big reality franchise, Australian Survivor, which will kick off shortly after the Olympics, and resting popular drama Offspring.

However in a calculated gamble, the broadcaster will run straight through with the latest season of The Bachelor.

“I think it’s smart,” Cook said. “There’s a lot of social media chatter around The Bachelor so the audience will probably hold steady and it skews strongly female too.”

Seven will broadcast from Rio across its main channel, plus 7TWO and 7mate, all of which also can be live streamed on computer, tablet and mobile.

In addition, it’ll show every single competition and event live on an innovative app, network head of sport Saul Shtein said.

“This is the event — the absolute pinnacle, simple as that,” Shtein said.

Coming soon after the Games: Rachael Khoo and Adriano Zumbo for Zumbo's Just Desserts.

“The appetite for live sport is ferocious, especially with the Olympics, and we’re going to deliver.”

The mammoth task of broadcasting the Games will pay big dividends, Cook said. While it’s hard to put a dollar figure on it, he expects Seven to take in 70 per cent or more of the total TV advertising spend.

“They’ll get the lion’s share during those few weeks. There’s also a premium associated with ads during the Olympics.”

Sports fans or not, viewers will be the big winners eventually with an onslaught of shows once the event comes to an end. Cook believes audiences will be “spoiled for choice” come late August.

Some of those post-Olympics programs include Gogglebox, The Block, Zumbo’s Just Desserts and Married At First Sight.