Ten Network Holdings (TEN) chief executive officer Hamish McLennan says although the network's ratings performance in 2013 was "unacceptable", recent audience increases are a sign that its strategy is producing results.
Addressing shareholders at the group's annual general meeting, Mr McLennan noted a 5% increase in the number of 25- to 54-year-olds watching Ten between 7.30pm and 10.30pm.
He also pointed to an increase in the network's online audience after launching its tenplay app, which posted 440,000 downloads since September 30.
"With tenplay, we are building audiences on and off network, and we are growing and diversifying our revenue base," Mr McLennan said.
He said the strategy for the main Ten channel is now set and it is aimed at people aged 25 to 54, who account for the largest share of disposable income in Australia.
"As part of the new focus on people aged 25 to 54, Ten is investing in event TV, including premium sport and new reality and 'shiny floor' programs," he said.
Mr McLennan said there is now a very clear differentiation between Ten and Eleven, which is aimed at 13- to 29-year-olds, and One, which targets men aged 25 and over.
"All three of our television channels are clearly segmented to optimise audience and revenue potential," he said.
He said the sales department has been restructured this year to be more responsive to clients' needs and more strategic in the way it works with clients.