The Sun-Herald

The Tribal Mind: When this lady met this fellow

by David Dale
If men and women could only unite, Australia might get some stimulating television in the second half of this year. But they can't, so we're stuck with the programming preferred by viewers aged over 55 -- the time of life when, apparently, the sexes are most similar.

Last week this column pointed out that the seniors are the biggest consumers of TV, while the groovers watch the least (37 per cent of prime time viewing is by people over 55, up from 32 per cent in 2003; 28 per cent is by people 16-39, down from 30 per cent in 2003).

So the network that wins the year will be the one with the geriatric appeal. Off the back of a truck has fallen some fascinating research about the age of viewers for each station's most popular shows this year. The median age of Australians is 37, which is to say that half the population is older than 37 and half is younger. But the median age of viewers for most top programs is well above the national figure. Half the people who regularly watch Today Tonight, for example, are over 54. What you're about to read suggests that TV is, to put it politely, a mature medium.

The hits of 2008 - How old are the viewers
Inspector Rex (SBS) has a median viewing age of 65
Doc Martin (ABC) 64
Midsomer Murders (ABC) 63
ABC news (ABC) 61
Wild China (ABC) 61
Who Do You Think You Are? (SBS) 58
Seven News (7) 55
Today Tonight (7) 54
Enough Rope with Andrew Denton (ABC) 52
Border Security (7) 51
60 Minutes (9) 51
RSPCA Animal Rescue (7) 50
Australia's Got Talent (7) 50
Tennis: Australian Open Men's Final (7) 50
Better Homes and Gardens (7) 49
One Day Cricket (9) 47
Domestic Blitz (9) 48
David Attenborough - Tiger, Spy in the Jungle (9) 47
Spicks and Specks (ABC) 45
The Gruen Transfer (ABC) 43
NCIS (10) 43
State of Origin Rugby League (9) 43
Ramsay's Kitchen Nightmares (9) 40
Top Gear (SBS) 39
Mythbusters (SBS) 37
House (10) 37
Gladiators (7) 34
The Biggest Loser (10) 35
My Name is Earl (7) 34
So You Think You Can Dance Australia (10) 34
Australia's Next Top Model (Fox8) 34.

So there's not much point in the programmers trying to appeal to the half of Australia that is under 37. They rarely watch the box.

Lets look at the other great niche that has traditionally excited the networks - viewers aged 25-54. Could a smart programmer gain by focusing on their sophisticated tastes? Only if men and women were prepared to sit in front of the same set. Here's how the sexes consumed TV over the past month:

Top shows with women aged 25-54: Grey's Anatomy; Desperate Housewives; Brothers and Sisters; Schapelle Corby (episode one); Better Homes and Gardens; 60 Minutes; State of Origin rugby league; Ramsay's Kitchen Nightmares; Australia's Got Talent; All Saints; NCIS; Domestic Blitz.

Top shows with men aged 25-54: State of Origin rugby league; My Name Is Earl; The Gruen Transfer; 60 Minutes; Schappelle Corby (episode one); Spicks and Specks; CSI; Top Gear; NCIS; How I Met Your Mother; Hell's Kitchen; Gladiators.

So the principal passions shared by middle-aged men and middle-aged women are Schappelle Corby, Gordon Ramsay and football. Expect to see a lot more of them in the coming weeks.

Should the networks stick with the predictable, or should they try to entice viewers back with adventurous programming? Tell us at Comments

David Dale is the author of Who We Are -- A snapshot of Australia today (Allen and Unwin). To discuss Australian attitudes, go to http://blogs.sunherald.com.au/whoweare.