Australia’s television landscape, long characterized by fierce competition and rivalries, is experiencing a rare moment of harmony as 2026 begins. In a surprising turn of events, executives from two of the country’s largest networks, Seven and Nine, have publicly praised each other’s successes, highlighting a renewed optimism in the future of Free to Air (FTA) television.
In recent interviews with TV Tonight, Brook Hall, Seven’s Chief Content Officer, and Geoff Dyer, Director of Programming for Nine and 9Now, both expressed admiration for their competitors without any prompting. Their comments suggest a shift in the narrative surrounding FTA television, which has often been perceived as being in decline.
Rising Audiences and Successful Programming
Brook Hall commended Nine’s success with Married at First Sight, describing it as an “extraordinary rating show” that has managed to grow its audience across both broadcast and streaming platforms. “The fact that Married at First Sight is so big, you’ve got to give credit to them,” Hall stated. He also lauded the performance of Australian Idol, noting its ability to compete against major television juggernauts.
Hall further acknowledged the impressive growth in Nine’s Broadcast Video on Demand (BVOD) offerings, particularly citing Love Island as a “streaming powerhouse” that has become the biggest BVOD outside of Married at First Sight. He credited Nine’s strategic focus on digital, which has allowed them to compete closely with Seven in the BVOD market.
Challenging the Decline Narrative
Geoff Dyer from Nine echoed Hall’s sentiments, challenging the notion that FTA TV is in decline. “Australia is really dispelling this position that Free to Air TV just continues to be in decline… a race to the bottom…which is just not supported by the numbers at all,” Dyer asserted. He emphasized that both Nine and Seven have experienced significant audience growth, highlighting the resilience and adaptability of FTA television.
Despite a reported drop in FTA Total TV viewing from 69.9% to 62.1% over the past year, as per the OzTAM Streamscape report, Dyer remains optimistic. He attributed the decline to seasonal programming variations and noted that Nine was the only network to improve its share in the 2025 survey compared to 2024.
Acknowledging Broader Industry Success
Dyer also took the opportunity to praise other networks, including 10, ABC, and SBS, for their contributions to the Australian television landscape. “Last year on 10 you saw the explosion of Big Brother returning. ABC and SBS do a fantastic job,” he remarked. Dyer believes that FTA TV has found its place in a rapidly evolving media environment, celebrating a year of strong production and viewer engagement.
He expressed confidence in the quality of Australian production companies, stating, “From my perspective, we are really blessed with excellent production companies in this territory. It is an embarrassment of riches.”
Looking Ahead: A Positive Outlook
Brook Hall, in a separate interview, shared a similarly optimistic outlook for the future of FTA television. He dismissed the notion that FTA is a dying medium, asserting, “Everyone talks about ‘Free to Air is TV dead’… it’s very easy to say, but I’m just (going to) keep repeating it for as long as it happens, because eventually they’ll naturally be in a trend line.”
The mutual admiration between these industry leaders signals a potential shift in the competitive dynamics of Australian television. As networks continue to innovate and adapt to changing viewer habits, the future of Free to Air TV appears more promising than ever.
As the industry moves forward, viewers can expect continued investment in high-quality programming and a commitment to maintaining the relevance of Free to Air television in a digital age.
