What has happened?
Network Ten’s Pilot Week 2019 has just aired on 10 and WIN Network. If you’re looking for something new, bold and different then Network Ten has variety on offer. Key trial programs airing across the week include:
Sydney’s Crazy Rich Asians
- Taking inspiration from Kevin Kwan’s novel and the international blockbuster Crazy Rich Asians, this Sydney-based TV show will follow the lavish lives of six affluent characters.
Part Time Private Eyes
- Two mothers at a local primary school decide to start a private investigation business so they can enjoy flexible working hours. As their business thrives, they find themselves deep in the world of working ‘undercover.’
I AM… Roxy
- Sweaty Betty PR guru Roxy Jacenko will provide an all-access pilot, which delves into her everyday life behind her world of glamour and outrageous excess.
My 80 Year Old Flatmate
- Sure to be a heart warmer, this program follows older Australians who offer cheap rent to millennials in exchange for company and help around the house.
Network Ten says “audience reaction, social buzz and ratings” will all be factored into the decision over which of the pilots aired during its planned “pilot week” will proceed into 2020 with a full series. Last year’s pilots Trial By Kyle and Saturday Night Rove were both commissioned for a season in 2019.
The Media Store Take
Piloting programs isn’t an original process, but it has allowed Ten the opportunity to trial new program ideas and listen and respond to the interests of their audiences in real-time. Opening up a two-way conversation with their audience to test a show before committing to a full season of production is a smart move.
Toyota have capitalised on this opportunity as a way to reach the Rav4 audience, by sponsoring Pilot Week across TV and BVOD. The week-long sponsorship allows Toyota to tap into the influential and progressive mindset of Pilot Week viewers.