The pilot episode of Roadster was telecasted on the second Sunday of September and didn't make any big splashes.
Still, it had decent ratings and viewership. The show's overall ratings for the pilot episode was 5.3 and the viewership kept steadily trickling in throughout the episode. While it showed promise, it didn't have any major breakout performance.
The highlight of the show was its novel format and unique approach to road trips. It basically opened a new type of programming in the TV industry. While attempts have been made previously regarding the reality TV genre, it never had much of a showing. The ratings of over 5 showed that the audience were curious. This made Liam optimistic about the show's health well into the season.
Roadster had a total of 24 episodes scheduled to be telecasted in the first season. Victor had already submitted the first batch of 10 episodes for approval. With the pilot episode doing decently, Liam had hopes for a breakout moment during the rest of the season.
In the final two weeks of September, Liam and Peter were once again drawn into with advertisers. Their hopes of landing lucrative ad contracts were entirely hinged on the performance of the channel in the final two weeks of September.
The advertisers were optimistic about the constant increase in viewership for the last three months. However, they made it clear that the increase is predicated upon the continued good performance of the channel in September.
So, everything turned into a waiting game.
Meanwhile, the quarterly board meeting made Liam grit his teeth. The mere 2 Million Anks in additional funds were nowhere enough to make substantial changes to the channel. Thus, Liam's only hope lay with increased ad revenue.
Soon, September ended and the day of final judgement arrived.
On the second day of October, while most of the office had already left, Liam, Evan, Peter, and Rosa sat in Liam's office waiting for the PERTI ratings for September to arrive.
If MusixZ's overall ratings were maintained above 5.5, then there was a high chance they will be able to land better ad contracts. It was crucial they did this. If not, Liam was sure that MusixZ will end up in loss for this year as well.
After a nerve-wracking twenty minutes, Rosa walked into the office with the courier envelope containing the PERTI report. After she handed it over to him, Liam took a deep breath and opened the envelope to take out the reports. Everything turned silent as everyone was eager to hear the news.
Despite the storm in his heart, Liam calmly retrieved the reports and looked through it. There were various detailed analysis and data for the entire channel, however Liam's eyes focused on the top right corner of the report where the overall monthly ratings for the channel was mentioned.
Liam's eyes narrowed a bit looking at the number and a small smile crept across his face.
"We made it," Liam said softly. "Our ratings for September increased by 0.4 compared to August. It is 5.7. That means our average ratings for the last quarter has crossed 5 as well."
Everyone present smiled hearing that.
"Rosa, make two copies of the report. One will go directly to Peter's table. Peter, it is your time to shine now. We have reached a milestone. Our ratings for a quarter has crossed the threshold of 5. And I expect our ad rates to reflect that for this quarter. Ideally, our contracts should be spaced one quarter in advance."
"However, since we are a new channel and weren't doing well, the advertisers used the standard of current quarter and monthly overall ratings. However, with this we have leverage. We need to get back the initiative and return to the normal process. Use this quarter's ratings to negotiate deals for the next two quarters."
"Wouldn't we lose out in that case?" Evan asked in confusion. "I mean, our ratings are constantly improving. Not just for a single program. The increase is across the board. If we grit in and hold for a while, we may be able to get better numbers and land an even more lucrative ad contract at the end of the year."
"I understand your thoughts," Liam shook his head. "But, it is not that simple. Your thinking is short sighted. The industry has this standard for a reason. Using the current monthly and quarterly ratings is too troublesome to operate with. It has various drawbacks."
"Take our current situation for example, we are working on a deadline to establish ad contracts before the duration is up. This always leaves us in a disadvantageous situation during negotiations. The advertisers know that we need to close the deal. So, they can pressure us more."
"Moreover, operating on the same standards as the rest of the industry, brings us intangible benefits. We can use this to let the industry know that we are also one of the competitors. This gives us leverage during negotiations and other aspects. We can now approach bigger things with confidence. It is like an invisible status symbol. Its advantages are far more numerous."
"This way, while we may take a small loss in the short term, the long term benefits are quite big. Since we are now on the same level as other ordinary channels, we will be able to compete with them for promising programs or one-off events. Independent program producers might consider us as their options as well."
"Also," Liam let out a slight chuckle, "this will give us a cushion to operate financially. You do remember we need to acquire a large number of MVs right. Our current stock is nowhere enough."
Evan let out a weary chuckle.
"Don't mention it," Evan sighed. "It is like a never ending pit. No matter how much we acquire, it feels never enough."
"That's right," Liam said, shaking his head. "It is a never ending pit. We will never stop spending money on it. However, once we have enough reserve, we don't need to break our heads content wise. People will approach us to sell their MVs. That's when we will know that we have established ourselves. Until then, we need to keep grinding."
"Anyway, Peter," Liam looked at Peter and spoke seriously. "Work your magic. We now have leverage. Do not settle for less. If anyone tries to push us around, push back. We are the channel. In this yard, we are the top dogs. So, be assertive and try to land more lucrative contracts for the channel. I will be counting on you. Don't disappoint me."
"Don't worry, Mr. Liam. With this, I can essentially double or triple our ad revenue. If we switch to normal standards, our revenue for the next quarter might increase four or five times," Peter assured.
"Good to know," Liam let out a sigh. "Rosa, take the other copy with you and give me a report on which program is doing well and has potential. And Evan, drop by the headquarters tomorrow and submit the original to the old man. He will be gratified to know we are pulling through."
"In the next quarter, we will try to add more events for our channel. Rosa, once you are done organizing this report, get me a list of well known, but small time award functions. The year end is the time when all these award ceremonies pop up like mushrooms after rain. We need to capitalize on it. Since we have broadcasted one event successfully, we have a track record. We will directly knock on their door and see if they are interested."
"Should I concentrate on music more or will the film industry take priority?" Rosa asked a valid question as there were quite a lot of film related awards and their office was in Starlight city.
"The priority list is this, music awards followed by other entertainment awards and the rest after that. Focus on award shows that are likely to have a younger audience. Big ones might look down their noses at us, but small ones will be glad for the exposure we bring," Liam clarified.
"I will get it done and submit the report by the monthly meeting," Rosa replied.
"Thats in three days right?" Liam asked and received a nod. "Good enough for me. If there is nothing else, let's all go home and have a victory drink. Rosa, get those copies out quickly so that everyone can bounce out of here soon."
Rosa nodded and immediately left the office. Peter followed her to help her out with the copier, leaving Liam and Evan alone.
"This sounds like a dream. I never expected things to change this much in just four months," Evan said after a while. "Appointing you as the Channel Head was the best decision Mr. Hastings could have made, Mr. Liam."
Liam's lips twitched. His old man wasn't trying to do anything. He just wanted to get out of dodge and tie him up with a ceremonial position with no actual substance. But, it looks like his success will be credited to the old man's decision making. At least, this is how others will think. He didn't know what to say in this scenario.
"The components for success were always there. I merely tweaked it," Liam shrugged. "No need to flatter me, Evan. We still have a long way to go."
And it was the truth. Liam merely lit the fire under the workers and tweaked a few things, the rest worked out by itself. As for the new programs, apart from Party Hoppers and Roadster, other ones were modifications to the existing ones.
"Still, what you have done in mere four months is remarkable, Mr. Liam," Evan flattered with an obnoxious smile that made Liam cringe inwardly. "We will be going places from here."