Is The Voice Dead For Channel Nine?

Channel Nine's attempt to keep the momentum of The Voice rolling has failed, with their syndication of a previous American series taking a hammering in the ratings last night.

The reality TV talent search proved to be a major and much-needed ratings winner for Channel Nine, despite the brand's dwindling ratings elsewhere around the world, but it seems that Australian viewers either need a rest from the format, or are uninterested in the American series, which debuted in February. The show rated a mere 669,000 viewers, 19th on the night.

A source close to the matter has revealed that Channel Nine executives are doubtful that the show's format has legs over a long period, presumably taking lessons from spluttering overseas incarnations, and are commissioning a second Australian series before the end of the year.

The syndication of the US edition, which they're committed to for at least three weeks, was intended to bridge the gap between now and the Olympics, and then the next local series. Pundits are speculating that continued poor ratings will hurt the franchise's overall brand.

In America The Voice has slipped behind other reality showsAmerican Idol and Dancing With The Stars.

In Australia last night it rated lower than even Media Watch (747,000). The weekly media commentary show took aim at triple j and questioned a possible breach of the ABC's editorial policy after the station promoted a collaboration commissioned and branded by shoe company Converse.

For the record, Seven News won the night with 1,379,000 viewers.