Nine Network turns to reality shows for 2021 line-up

Nine Network is betting on a line-up of reality shows and family-friendly programs to attract viewers in 2021.

Sophie Monk will host a new iteration of Beauty and the Geek for Nine in 2021. Pics Adam Head

Nine Network is looking to a string of reality shows including Celebrity Apprentice with Lord Alan Sugar, Beauty and the Geek, Married At First Sight, plus family-friendly programs to attract viewers next year.

Chief sales officer Michael Stephenson said Nine would deliver “new, fresh and innovative shows” as the free-to-air TV broadcaster looks to extend its TV ratings lead and grow its broadcast video-on-demand service, 9Now.

At its first virtual upfront event to unveil its 2021 program line-up to advertisers and media buyers on Wednesday afternoon, Nine announced that Lord Sugar will host the local version of Celebrity Apprentice, featuring personal trainer Michelle Bridges, radio host Michael ‘Wippa’ Wipfli and gymnast Olivia Vivian.

Lord Alan Sugar will host a new season of Celebrity Apprentice for Nine. Picture: Supplied

Lord Sugar, who has been on the UK version of Celebrity Apprentice for 17 seasons, has arrived in Australia and will begin “shooting very, very shortly”, Mr Stephenson said.

Nine said it was on track to win the TV ratings battle for a second year in a row, with a “blockbuster” fourth-quarter including the finale of its renovation competition show The Block, NRL grand final and State of Origin, as well as music’s ARIA Awards.

“For marketers there has never been a better or bigger marketing platform for their end of year and Christmas campaigns,” Mr Stephenson said.

So far this year, nine of TV’s top 10 highest rating programs have been broadcast on Nine, leaving staunch rival Seven Network trailing behind.

Nine will kick off 2021 with a summer of tennis, starting from the ATP Cup followed by the Adelaide International and then Australian Open. It will also broadcast NRL games, including the State of Origin three game series, following a new cut-price deal in the wake of the coronavirus crisis, as well as Super Netball.

Nine will also host the eighth season of popular reality dating show MAFS, while Sophie Monk will host reality show Beauty and the Geek, which is being produced by the team behind MAFS. A previous iteration of Beauty and the Geek ran on Seven for six seasons until 2014.

Nine will also feature The Parent Jury with parenting expert Jo Frost and Beach House Escape, plus Under Investigation news program with veteran journalist Liz Hayes.

It’s also bringing back Lego building competition show Lego Masters with comedian Hamish Blake and obstacle-course entertainment show Ninja Warrior, with both programs designed to attract entire families of viewers. Long-running renovation show The Block and Travel Guides will also return.

Nine also unveiled a new marketing platform called Audience Match in partnership with computer software group Adobe, aimed at helping connect brands with its 13m registered users. It’s also set-up a new division called Powered Enterprise to help major marketers.

The group plans to extend its automated trading platform for TV and video-on-demand, 9Galaxy, to incorporate its radio operations from November.