World news – AU – Nine to reboot Beauty and the Geek and Celebrity Apprentice


Nine will reboot reality programs Beauty and the Geek and Celebrity Apprentice for its prime-time schedule next year as the network looks for shows which will appeal to audiences across broadcast and streaming, and don’t rely on live studio audiences in the COVID-19 era.

Beauty and the Geek – which ran on Seven for six seasons until 2014 – will return hosted by Sophie Monk and produced by Endemol Shine.

While the previous version aired once a week, Nine – which also owns The Australian Financial Review – is planning to turn Beauty and the Geek into a multi-night showand the series is in development.

« For us it was a brand which is much loved with certain audiences. We know it’s demographic rich, it’s a proven cross-platform show, » Nine program director Hamish Turner said.

Mr Turner said the show is in good hands with Endemol Shine, the production house that also makes Married at First Sight, Lego Masters and Australian Ninja Warrior for Nine.

Next year will also see the return of Celebrity Apprentice Australia. New host Lord Alan Sugar, who has headed the UK version of the show for the past 15 seasons, will replace Mark Bouris, who hosted the previous version in Australia.

The first three celebrities to sign up are personal trainer and TV personality Michelle Bridges, Nova radio host Michael « Wippa » Wipfli and Olympic gymnast Olivia Vivian. Celebrities will donate their winnings to chosen charities.

Mr Turner said Nine was looking for options in its schedule, and shows that would perform across broadcast and broadcast video on-demand platform 9Now. He said Nine’s selection of shows were also about getting shows made with as little impact from coronavirus as possible.

The announcements for new and returning shows came at Nine’s upfronts on Wednesday afternoon. Other new shows include a new investigative journalism program, Under Investigation – from the producers of 60 Minutes – and parenting reality TV program The Parent Jury.

Nine’s upfronts, which were held virtually due to the COVID-19 pandemic, came a little over two weeks after rival Seven outbid it for The Voice, which has been running on the network since 2012.

At the event, Nine also announced an Australian first partnership developed with Adobe, with supermarket giant Coles as the launch partner for the new Audience Match data offering.

Using Adobe’s data management platform, brands can match their own customer data with Nine’s 13 million registered users, with Adobe essentially acting like the black box connecting customer data to enable privacy and targeting.

« Audience Match will match hashed email addresses from an advertiser’s data with Nine’s audience data, creating a fully addressable audience that’s not dependent on cookies, with every ad impression linked back to an actual person,” Nine chief sales officer Michael Stephenson said.

“This partnership is extremely important as we know the businesses that will lead in the years to come are those who can bring together data sets across multiple platforms to form an in-depth view of their customers built off their user identity.”

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