• Brenze

Four years to split: This is how the network lost its lead in the morning strip

Until a few years ago, Avri Gilad confidently led the morning strip of the network, which was the only one to maintain a steady victory over Keshet.

Within 3 years, however, he managed to drop the viewing volume and lost by a huge margin to Niv Raskin.

What is behind the decline?

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• Avri Gilad

• Niv Raskin

David Wertheim

Sunday, 29 August 2021, 15:21 Updated: 16:55

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From the Walla!

Brenze's viewing figures in the four years since the split show that the show has dropped dramatically, certainly against rival Raskin.

A series of wrong decisions, and probably quite a few hubris, are behind the decline

Until just a few years ago, for those who were then the "network franchise", there were many ups and downs in the battle over the ratings and the audience, and quite a few failures, but in front of them stood a single and distinct island of success - Avri Gilad's morning program.

From the Walla!

Brenze the viewing figures in the four years since it appears that the show has dropped at a dramatic rate, certainly against rival Raskin.

A series of wrong decisions, and probably quite a few hubris, are behind the decline.

First, to change the trend: the upheaval in the morning strip began with the split, when you decided to gamble and place Gilad with Niv Raskin - not necessarily the ultimate "spectator magnet" character - and differentiate the morning with a news format.

Request wanted a completely news release, with a differentiation from the lifestyle that had hitherto been completely identified with the morning tracks.

In other words: no more facilitator like Gilad doing gymnastics with tides or tasting natural juices, but news and current affairs for all intents and purposes.

In the first year (see graph), Avi Nir's bet seemed to fail.

Gilad continued to lead by a gap of 21% over Raskin, who continued to yield data to those obtained before him by presenters Yoav Limor and Galit Gutman.

The morning strip continued to be the (only) weak link of Keshet in the battle for the spectators.

More on Walla!

"I am happy today. Anyone who claims that an injustice has been done to AK - should contact the State Attorney's Office"

To the full article

The bully, the reprimand, and the public criticism.

Gilad (Photo: Screenshot, Network 13)

Avery's show

Gilad is careful to keep him as the "leader" of the show, and the presenters are perceived as "by his side", under the message that the show is his - and the guests

Slowly, however, they began to make a series of mistakes in the network that became mass over time. First, the turnover of facilitators. Gilad has been directing the show since 2006 on various platforms, along with a long list, some would say, of alternate presenters. The fall in numbers actually began with the split of Channel 2 - the big bang it first placed in front of a competing network in its broadcast days, which is not the weak Channel 10. The network then tried to produce a semblance of renewal, and tried to adopt a model of "square guidance" with Maya Ziv-Wolf, Elad Zohar and Hila Korach - as alternate presenters. In 2019, Ziv-Wolf left the program, and was replaced by Tali Metz, who moved from Keshet. After that, this year, the "Ninja Israel" presenter Rotem Israel was recruited online, alongside Gilad.

In fact, since the split, Gilad has managed to change presenters at least three times - when he (and the network) make sure to keep him as the "leader" of the show, and the presenters are perceived as "next to him", under the message that the show is his - and the guests.Quite a few in the industry define this turnover and position as problematic, and even chauvinistic.

The agenda is back like a boomerang

The reprimand was not well received in the Israeli media and many journalists attacked the veteran presenter on the Internet

At the same time, Gilad put more and more of his agendas into the program - which over the years may have arranged items and discourse in the press, but may have come back like a boomerang and acted against him in the public trust sector.

The incident surrounding the US election results in which Gilad scolded Bashkan is especially remembered because he and the channel's reporter, Gil Tamari, formulated the news "as if Donald Trump is always lying and Joe Biden is telling the truth." The reprimand was not well received in the Israeli media Just three weeks ago, he attacked the government's intention to pass the reform on agriculture, saying that he expected a different course of action: "How exactly in a government where the finance minister is supposed to be a right-wing man and the prime minister on the right, does this happen?"

At the same time, Rainbow then took a move not typical of commercial television, and sought to give the show a breath of fresh air.

The writer of these lines remembers more than once in which he asked for a response from the franchisee then to the news about the download of the program.

The news did not come up, but Raskin did.

From the Walla!

Brenze the viewing figures in the four years since it appears that the show has dropped at a dramatic rate, certainly against the competitor.

Already in the second year, Raskin left Gilad dust in the form of an 18% gap in viewing figures.

The gap has widened and today it stands at a significant lead of Keshet and a decrease in Gilad's viewing figures from 3.9% in 2017 compared to 3.6% today.

Opposite, Lerskin recorded a tens of percent increase in the average viewing.

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