Channel Ten's bold primetime gamble backfires four months after The Project

Four months-that's all it took for Channel Ten's ambitious replacement for The Project to go from primetime hope to half-time desperation.

In a move that speaks volumes about Australian viewing habits, 10 News+ made its debut with a reach of 769,000 and drew a total TV national average audience of 291,000, before being unceremoniously slashed from hour-long episodes to thirty-minute slots.

The writing was on the wall from day one, when the program landed at #20 in the overnight rankings, just behind Media Watch - hardly the triumphant launch Channel Ten had hoped for after axing their 16-year stalwart.

The Project's massive shoes to fill

For many Australians, The Project represented something unique in the television landscape. Unlike the traditional current affairs programs that dominated the 6 pm slot, it offered a blend of news, entertainment, and genuine conversation that felt more like chatting with friends than being lectured by newsreaders.

The Project struggled with ratings in recent years, regularly ranking between the 15th and 23rd top-rated shows, with average audiences of between 245,000 and 390,000.

However, here's the thing—those numbers, although modest, represented a loyal audience that genuinely connected with the show's format.

When good intentions meet harsh reality

Hosts Denham Hitchcock and Amelia Brace promised viewers, 'We're not here to tell you what to think, we're not here to scare or depress you' and would 'give you facts, information you can trust, the truth.'

The concept was solid—serious journalism with integrity, investigations that mattered, and exclusive interviews, including one with Prime Minister Anthony Albanese.

However, good intentions don't always translate to good television, especially at 6 pm when Australian families are winding down from their day.

The viewer backlash was swift and brutal. Comparisons to A Current Affair dominated social media, with viewers writing, 'What a joke! Similar to A Current Affair, but for Channel 10. And this version is even worse.'

The Project first premiered in 2009 and lasted for about 14 seasons. Image Credit: IMDb

The numbers don't lie

The ratings tell a stark story of Australian viewing preferences. While Nine's A Current Affair garnered a total national TV audience of 1,200,000, 10 News+ struggled to attract even a quarter of that audience.

The comparison becomes even more telling when you consider Seven's The Chase Australia drew 716,000 viewers in the same time period—proving that lighter entertainment was exactly what audiences wanted at 6 pm.

Why format matters more than quality

Industry observers weren't surprised by the lukewarm reception. Television experts noted that 'people want light entertainment and information—not more news or current affairs' and that 'in-depth or investigative journalism will not work at 6 pm'.

The comparison to previous failed experiments is telling. Network Ten tried similar approaches 'unsuccessfully with George Negus and some years ago, Alan Jones as well', suggesting the network should have learned from its own history.

Australian viewing habits at 6 pm are well-established. After a day of work, news bulletins, and life's stresses, most people want to unwind, not dive deeper into serious investigations.

The Project understood this perfectly, mixing current events with celebrity interviews, panel banter, and moments of genuine levity.

The cultural significance of what was lost

When The Project's social media accounts posted after the show's end, fans flooded the comments saying 'Keep the accounts open and keep posting! Going by what I saw on Channel 10 tonight, you're all going to have your jobs back in a heartbeat!'

Viewers didn't just watch it; they felt part of a community.

As one viewer put it, 'We have enough current affairs shows, that's what made The Project different and entertaining... I miss it so much and won't watch the news regurgitated show.'

What cutting the runtime really means

The decision to halve 10 News+ from 60 to 30 minutes after just four months isn't for efficiency—it's an admission that the original concept didn't work. Industry observers predicted this outcome, with one noting, 'I can see this new show being axed within one month—very embarrassing scenario for 10.'

Channel Ten's news chief Martin White tried to put a positive spin on the change, claiming it would 'take some of the pressure off and allow them to break more stories' because 'it's a lot easier to break stories if you're not having to file every single night'.

Yet, seasoned television watchers know that when a show's runtime gets cut in half this quickly, it's rarely good news.

The broader implications for Australian television

This rapid failure highlights a broader challenge facing Australian television. While Seven and Nine have maintained 'fairly stable' news brands for the last decade and a half, Channel Ten has struggled with consistency in news and current affairs.

The network has a history of giving shows time to find their audience, like MasterChef, The Bachelor, or Survivor.

Yet, the viewer reaction to 10 News+ was so overwhelmingly adverse that even Ten's famous patience appears to have limits.

What's next for Channel Ten?

With 10 News+ drawing 'odd viewers', some industry watchers have questioned why Ten didn't try alternatives like bringing back Neighbours, suggesting it 'would have rated well in excess to what the dreadful 10 news plus is rating'.

Many had developed interest for The Project's presenters and approach. The show's axing represented more than just a programming change—it felt like the loss of a familiar voice in an increasingly fragmented media landscape.

What's your take on the 10 News+ experiment—did Channel Ten make the right call replacing The Project, or should they have stuck with what was working? Share your thoughts about what you'd like to see in that crucial 6 pm slot.