Channel 7’s war with Nine over The Voice Australia, NRL rights

After sensationally nabbing flagship reality show The Voice from Nine, Seven is reportedly going after Nine’s biggest weapon.

The rivalry between Channel 7 and Nine is edging closer to all-out war, with Channel 7 apparently preparing to muscle in on its competitor’s programs and coverage.

Explosive claims Channel 7 could be preparing to take over the State of Origin and even the premiership have emerged, following a string of other shock moves by the network.

Last November, Aussie media veteran Sonia Kruger confirmed worst-kept secret in the industry when she announced plans to defect from Nine to Channel 7 after eight years with the network.

The former Today Extra host revealed the news on air last year in an emotional announcement alongside co-host David Campbell after what she called “eight fabulous years”.

As one of the country’s most recognisable figures, Kruger’s departure – reportedly the result of a “seven-figure” deal with 7 – was a significant blow to the Nine network.

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Sonia Kruger’s defection from Nine to Channel 7 was a blow for the network. Picture: Channel 7

It followed a tumultuous period for Nine which involved the dramatic ousting of Today host Karl Stefanovic, a subsequent ratings plunge for the program after it was taken over by Georgie Gardner and Deb Knight and then Stefanovic’s spectacular comeback to the show.

And 2020 has been no less eventful for Nine.

Over the weekend, it emerged that Channel 7 had nabbed ratings winner The Voice from right under Nine’s nose after the broadcaster failed to renew the hit show for another season.

Channel 7 said it had picked up the show as part of the network’s wider strategy.

“This is a coup for Seven. Adding The Voice to our 2021 program slate is another brick in the wall of our content-led growth strategy of using proven, power formats,” CEO and managing director James Warburton said in a statement, while Channel 9 didn’t hold back in its brutal response.

“Unfortunately due to the age of the show and declining demographic profile, The Voice had become by far the poorest financial performer on our slate,” Channel 9 said in a statement.

“We wish Seven well in their quest to revive yet another Nine show.

“We are very excited about the schedule we have now set for reinvigorating our slate and we will have announcements at our upfronts on September 16. We remain focused on our audience and the financial performance of Nine”.

Meanwhile,The Daily Telegraph has also reported Channel 7 is apparently preparing to move in on NRL coverage, with the network allegedly planning a “stunning bid to steal State of Origin, and potentially the premiership, from rival the Nine Network” depending on its financial situation in the new year.

‘WARNING SHOTS’

Media analyst Steve Allen told news.com.au there was always “argy-bargy” between networks, but that there had been “warning shots fired” by Channel 7 recently.

“Nine has been on the front foot in the last couple of years and Seven is now going through a total renovation under its new chief executive James Warburton,” he said, adding that Channel 7 would be attempting to signal to the NRL that it was a “viable alternative” to Nine which would ultimately ensure the NRL got the “best possible price”.

“Seven saying it is interested in parts of the NRL ensures the NRL has a bit of a lever – it keeps a bit of price tension in there,” he said.

“All networks play this game … it is escalating, but there is a new chief executive at Seven with a point to prove and they would be rallying the troops in the publicity stakes and putting the message out, and that is typical of good, robust competition in the marketplace.”

He said Channel 7 previously had a strategy of focusing on producing its own programs in-house which meant it missed out on many big-name franchises like The Voice – but that now, the network was “open for business”.

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Channel 7 is now reportedly setting its sights on State of Origin. Picture: Dan Himbrechts/AAP

And he said the tactic of networks taking over a program from a rival had become more common over the past decade, although the acquisition of The Voice had been a “surprise”.

“The dynamic has really changed as part of this skirmish – it’s warning shots fired over the bow and it is causing everyone to rethink their models,” Mr Allen said.

He said other networks would now be “keeping a very close eye” on any of their own programs they did not want to lose.

He said Nine would likely be in close contact with Australian Rugby League Commission chairman Peter V’landys and his team, but that the NRL would be “crazy” not to also be in talks with Channel 7 over coverage rights.

Mr Allen said Channel 7 was also actively attempting to increase its younger audience profile and reduce its older audience profile in line with what media buyers and clients want.

“It’s something Nine commenced three or four years ago, and Seven is now playing catch-up and doing quite well,” he said.