Foreign content produced some of the biggest TV ratings share losers in 2011, according to a new analysis by Deutsche Bank.
Major US shows to post sharp audience declines in 2011 included Seven's Desperate Housewives and Greys Anatomy, Nine's Two and a Half Men and CSI, and Ten's NCIS and Glee.
"Key overseas shows across all three networks were down in the range of 11 per cent to 36 per cent in 2011," Deustche Bank analysts said in the report. "This indicates that content agreements with US production houses may have less impact on ratings share in the future."
Nonetheless, several Australian-produced shows also showed double-digit ratings declines in 2011, including MasterChef (down 20 per cent), Junior MasterChef (down 42 per cent), Underbelly (down 15 per cent), Farmer Wants a Wife (down 23 per cent), Packed to the Rafters (down 11 per cent). Key shows which gained viewers included Biggest Loser (up 21 per cent), Australia's Got Talent (up 18 per cent) and Dancing with the Stars (up 11 per cent).
It costs an Australian broadcaster between $350,000 to $1.4 million to screen one hour of new release Australian drama, according to Screen Australia data. By contrast, licensing costs to show US drama are significantly lower at between $100,000 to $400,000 per hour.
The government is currently reviewing television's local content quota system as part of its convergence review.
The broadcasters digital multichannels, largely filled with US content from their back-catalogues, continued to gain ratings share at the expense of core channels in 2011 and now have a cumulative commercial share of around 26 per cent, according to Deutsche Bank.
"Feedback from industry channel checks confirms CPM pricing on these multichannels is at a significant discount (in some cases up to 30 per cent) to the core channels. However, as these platforms mature their discounted pricing relative to the core channels may moderate in 2012."
Contact this reporter at bswift@www.if.com.au or on Twitter at @bcswift.
2011 change in network ratings share
2011 ratings share (all channels)