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Network Ten scores major ratings triumph with Sochi Winter Olympics deal
Russia's spectacular start has enthused Ten chiefs, who hope the momentum will give the network a chance to blunt their rivals' launch of prime-time ratings' blockbusters.
Bright, the golden girl of the Vancouver Olympics, is Australia's first genuine medal chance, with the slopestyle snowboarding final to be broadcast from 8:15pm EST.
Ten's live preview of the Opening Ceremony pulled in 1.15 million capital-city and regional viewers, well above the network's expectations.
"We are delighted that so many Australians stayed up late,'' Ten's head of sport David Barham said.
Ten's strategy of rolling straight into the Olympics from the final of the Big Bash helped, with 1.4 million Australians watching the Perth Scorchers triumph over the Hobart Hurricanes.
Network Ten chief executive Hamish McLennan, who was in Sochi for the Olympics, said Ten's viewers and advertisers engaged with the Big Bash's first season on free-to-air TV "from the very first game".
It has also helped the third-placed network rebuild its sports broadcasting expertise.
Cricket Australia's chief executive James Sutherland said Ten's coverage had "turbo-charged interest in cricket among kids and families".
But tonight's prime-time battle will be tough, with Seven and Nine bringing out their big guns.
Seven goes in hard with proven winner My Kitchen Rules and the much hyped INXS drama.
Nine hammers away with The Block before moving into the well-timed Schapelle Corby movie, while the ABC broadcasts the popular Rake.
Mr McLennan jumped at the chance to pick up the Sochi Olympics for a bargain last year after Nine and Seven showed little interest.
He has also grabbed the V8 Supercar rights, while Ten signed a deal in 2012 to broadcast Wallabies' rugby Tests.
Ten chairman Lachlan Murdoch and shareholder James Packer were both in Sochi's $779 million Olympic stadium to witness the first Opening Ceremony on Russian soil in 34 years.
"Seeing the stadium floor open and the largest ever Aussie winter team emerge into the arena was just awesome,'' Mr Murdoch said.
"They are a great bunch of inspirational young Australians and I know it means a lot to them that everyone at home is barracking for them.''
Mr Packer said it was a "credit to Russia to have produced an Olympic Games opening like this''.
"I feel very lucky to have been here,'' he said.
