Big Brother does well in the demos, which is what matters so hopefully it shouldn't do too badly
That's true, but if I were a parent I would not want my kids staying up to 10pm watching BB.
Which is why the later time with a family-orientated PG rating is such a risky move. Maybe Nine is betting on timeshifted ratings and GO replays (which I assume will be returning) will make up the potential short fall?
I honestly would have thought the launch would have been put on at 7:30 with The Block swapped or held over that night to grab onto more of a kiddy audience.