My Kitchen broadcaster says series will build momentum

Feedback about <i>My Kitchen Rules</i> on the <i>Herald</i> website was predominantly negative.

Ratings for Sunday night's premiere of TVNZ's latest culinary reality series, My Kitchen Rules New Zealand on TV One, were disappointing, but the state broadcaster says the homegrown series will build momentum.

Only 392,500 people tuned in to the prime-time show, which is tipped to be one of the biggest local series of the year.

And though it rated higher than other shows in its 7.30pm timeslot, it compared badly with similar shows including Master Chef New Zealand, which premiered to 483,200 viewers in February.

But TVNZ is optimistic that the show won't be a ratings failure, saying My Kitchen Rules Australia debuted to similar numbers (406,200).

"It's the kind of show that builds momentum," a spokesperson said.

"Last night's opening episode of MKR NZ easily won its time slot across all demographics, and was the most watched show in its time zone."

Regan Cunliffe of TV social media site Throng Media said though the show's initial ratings were disappointing, he thought they would improve over time.

He said tonight's battle for prime-time ratings between My Kitchen Rules and the premiere of TV3's The Block was going to be fascinating.

Feedback about My Kitchen Rules on the Herald website was predominantly negative.

"It is time TV programmers realised that viewers want more than a diet of cooking and house restoration programmes," wrote Keith Duncan.

Sunday night's premiere lost nearly 40 per cent of its lead-in audience from current affairs show Sunday, which aired at 7pm, with almost 250,000 switching off when My Kitchen Rules began.