DIGITAL television channels are already attracting as many viewers in Newcastle and the Hunter as SBS's main channel, the first ratings surveys of digital viewing in the region have revealed.
That's despite the fact 40 per cent of households in the region don't yet have digital TV sets or set-top boxes two years out from the end of analogue broadcasting.
The first ratings surveys of 2010 show that, between them, the six new digital channels attracted 6.9 per cent of prime-time viewing in the Hunter in week three.
By comparison, SBS's main channel had a 7.4 per cent share the same week.
The previous week the digital channels combined had a 6.7 per cent share, the same as SBS.
Children's shows, science-fiction series and reruns of classic sitcoms appear to be the most popular programs in the digital spectrum, with NBN's offshoot GO! the most-watched of the new channels.
The free-to-air networks have launched six digital channels in the Hunter in the past 18 months, with Prime's 7Two switched on last month.
The official ratings season, when the networks bring back their best shows, begins on February 7 but Newcastle's long-time market leader NBN is still No. 1 for summer viewing.
GO! is the top digital channel, followed by ABC2 and Prime's 7Two, while Southern Cross Ten sports channel One is the least watched.
Unlike its digital rivals, which are broadcast in standard definition, One transmits in high-definition, which generally requires a more expensive digital TV set or set-top box.
The biggest nights for digital viewing in the Hunter are Thursday, Friday and Saturday, when the new channels account for as much as 10 per cent of viewing between them.
The reruns line-up of Get Smart, Hogan's Heroes, Seinfeld and a movie on GO! snared 4.6 per cent of all Saturday night viewers in week three.
Prime TV network program manager Trevor Clarke said programs on digital channels were generally chosen to avoid cannibalising the ratings of main channels.
"If the program scheduled on Prime is attracting a mainly over-35 female audience, then our 7Two program will be targeted to young males, or vice versa," Mr Clarke said.
"7Two is carefully scheduling programs like Ugly Betty to support what is happening on Prime, not to compete with it."
Despite initial fears, Prime's two-month delay in bringing 7Two to the Hunter has not cost fans of Lost and 24 any first-run episodes.
The long-running US series have been relegated to 7Two but their new seasons have not yet started.
"The final series of Lost the very last episodes that will answer all of the questions about the island and Oceanic flight 815 and Kiefer Sutherland in the latest series of 24 would be great drawcards for 7Two in 2010," Mr Clarke said.
Email a friend
Favourites
Del.icio.us
Facebook
Digg
StumbleUpon
MySpace
Reddit
Newsvine
LinkedIn
Kwoff
Twitter