Kyle Sandilands slams The Project after being paid to read an advert for it

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Radio host Kyle Sandilands snapped live on air on Friday after being asked to read an advertisement for Channel 10’s The Project.

The KIIS FM radio host, whose right-leaning views are at odds with The Project’s supposed ‘left-wing agenda’, scoffed at the idea of promoting the show’s upcoming ‘Perth road trip’.

He was just a few seconds into the live read – a type of radio advert that does not air during commercial breaks and is instead read by the announcer – when he stopped abruptly and scolded his producers for approving the sponsorship.

'Guys, you have to start running these sponsors by me': Radio host Kyle Sandilands snapped live on air on Friday after being asked to read an advertisement for Channel 10's The Project

‘Guys, you have to start running these sponsors by me’: Radio host Kyle Sandilands snapped live on air on Friday after being asked to read an advertisement for Channel 10’s The Project

‘Here we go. The Project’s road trip to Perth,’ he began, before pausing to laugh.

‘That starts 6:30pm Monday,’ he said, before adding sarcastically: ‘Oh, write that down in the diary. That’s not to be missed. Wow, what a show.’

Kyle’s co-host Jackie ‘O’ Henderson scrambled to get the live read back on track, saying: ‘…on Channel 10. Yeah, that’ll be great.’

‘Come on,’ Kyle interrupted, before turning to his producers and saying: ‘Guys, you might have to start running these sponsors by me.

‘I’m no fan of The Project. Okay, guys? Is someone writing that down? No fan.’

A producer replied from the back room: ‘Right. Noted.’

The Kyle and Jackie O Show has commercial arrangements with Channel 10, with previous segments sponsored by shows including The Bachelor.

No thanks: The KIIS FM radio host, whose right-leaning views are at odds with The Project's left-wing agenda, scoffed at the idea of promoting the show's upcoming'Perth road trip'. Pictured: The Project hosts Waleed Aly (left) and Carrie Bickmore (right)

No thanks: The KIIS FM radio host, whose right-leaning views are at odds with The Project’s left-wing agenda, scoffed at the idea of promoting the show’s upcoming ‘Perth road trip’. Pictured: The Project hosts Waleed Aly (left) and Carrie Bickmore (right) 

Kyle has form when it comes to blasting The Project on air.

In August last year, he accused the show, hosted by Waleed Aly, Carrie Bickmore and Lisa Wilkinson, of being ‘too woke’ and pushing ‘political agendas down our throats’.

‘That Project’s ruined everything,’ said Kyle, who has appeared on several 10 shows in the past and is typically known for his friendly relationship with the network.

Critic: In August last year, Kyle accused The Project of being'too woke' and pushing'political agendas down our throats'. Pictured from left: Waleed Aly, Lisa Wilkinson and Steve Price

Critic: In August last year, Kyle accused The Project of being ‘too woke’ and pushing ‘political agendas down our throats’. Pictured from left: Waleed Aly, Lisa Wilkinson and Steve Price

‘When you’re running a TV network, and your lead-in is The Project, and [the ratings have] eroded away to nothing, that’s a worry,’ he added.

‘I thought Channel Nine was the wokest media organisation in the country. Or maybe not, [Channel 10 is]. That’s right, because everyone’s stopped watching it for some reason because they’re too woke.’

Kyle went on to claim The Project’s failure had affected The Bachelor Australia, which recorded its lowest-ever audience last year.

Cause and effect: Kyle said The Project's failure had affected The Bachelor Australia, which recorded its lowest-ever audience last year. Pictured: The Bachelor's Jimmy Nicholson

Cause and effect: Kyle said The Project’s failure had affected The Bachelor Australia, which recorded its lowest-ever audience last year. Pictured: The Bachelor’s Jimmy Nicholson

‘[They’re] the worst they’ve ever been in the history since The Project started. And that’s what damaged The Bachelor, and that’s why they’re worried,’ he said.

The shock jock had slammed the program two months earlier, in June, when its panelists criticised the decision to reinstate Barnaby Joyce as deputy prime minister.

‘I even allowed Barnaby Joyce on [KIIS FM] yesterday,’ he began.

‘Then I saw on the Project last night, because I thought, “Good on Barnaby. Barnaby’s back.” Well, The Project had a different idea.

‘They had all these women on who said, “Oh, it’s alright he left a woman behind and her family.” Oh, here we go, the lefty bloody panel. What’s it called?’ 

‘Yeah, The Project,’ responded Jackie.

‘Such a s**t name, I can never understand it,’ Kyle said. ‘They’re all hating on this bloke.’

‘Oh he’s a big, fat, swollen misogynist-looking type, so he’s got to be an a**ehole does he?’ he added, before saying Joyce represents ‘country folk’.

‘He’s learnt from his mistakes, and he’s a changed man,’ he continued. ‘You’ve got to give him the benefit of the doubt.’

History: Kyle (right) has featured on several Channel 10 shows over the years, starting when he replaced Ian'Dicko' Dickson as a judge on Australian Idol in 2005. Pictured with Mark Holden (left) and Marcia Hines (centre) in an undated promotional photo

History: Kyle (right) has featured on several Channel 10 shows over the years, starting when he replaced Ian ‘Dicko’ Dickson as a judge on Australian Idol in 2005. Pictured with Mark Holden (left) and Marcia Hines (centre) in an undated promotional photo

Kyle has featured on several Channel 10 shows over the years, starting when he replaced Ian ‘Dicko’ Dickson as a judge on Australian Idol in 2005.

He has also appeared on Celebrity Big Brother, and in 2018 was given his own short-lived show on the network: Trial by Kyle.

Kyle’s views echo those of leading TV commentator Rob McKnight, who said last year Channel 10 was losing viewers because of The Project’s left-wing bias. 

McKnight, a former 10 executive who now runs industry website TV Blackbox, said the views expressed on the show don’t resonate with everyday Aussies.

He told Daily Mail Australia that despite its slick production and top-tier talent, The Project is ‘very woke and that doesn’t connect with mainstream Australia’. 

Political: Kyle's views echo those of TV pundit Rob McKnight, who said last year Channel 10 was losing viewers because of The Project's left-wing bias. Pictured (L-R): Tommy Little, Peter Helliar, Hamish Macdonald,  Carrie Bickmore, Waleed Aly, Lisa Wilkinson and Gorgi Coghlan

Political: Kyle’s views echo those of TV pundit Rob McKnight, who said last year Channel 10 was losing viewers because of The Project’s left-wing bias. Pictured (L-R): Tommy Little, Peter Helliar, Hamish Macdonald,  Carrie Bickmore, Waleed Aly, Lisa Wilkinson and Gorgi Coghlan

McKnight explained: ‘My take is that most Australians are centre-right in their politics which is why talkback radio does so well.

‘But The Project skews too far to the left and doesn’t reflect Betty from Bankstown or Irene from Ipswich. It really feels inner Melbourne and not relatable.’

He said the presenters are all ‘great talent’, but at some point the show just ‘stopped connecting’ with the mainstream – ‘and that kills any brand’.

Opinion: McKnight, a former 10 executive who now runs industry website TV Blackbox, told Daily Mail Australia that despite its slick production and top-tier talent, The Project is'very woke and that doesn't connect with mainstream Australia'. Pictured: Tommy Little, Lisa Wilkinson and Waleed Aly at Channel 10's Upfronts presentation on October 11, 2019

Opinion: McKnight, a former 10 executive who now runs industry website TV Blackbox, told Daily Mail Australia that despite its slick production and top-tier talent, The Project is ‘very woke and that doesn’t connect with mainstream Australia’. Pictured: Tommy Little, Lisa Wilkinson and Waleed Aly at Channel 10’s Upfronts presentation on October 11, 2019

McKnight, who has worked for all three commercial TV networks, went on to say The Project used to punch above its weight by setting the news agenda every week.

But these days ‘nobody pays attention anymore’.

He added: ‘For all the free press The Project has received over the years it should be one of the biggest shows on TV – but it’s not.’

The Project, which is produced by Rove McManus’ production company Roving Enterprises, is considered a sacred cow at 10 even though its ratings are poor.

Alignment:'The Project skews too far to the left and doesn't reflect Betty from Bankstown or Irene from Ipswich. It really feels inner Melbourne and not relatable,' said McKnight

Alignment: ‘The Project skews too far to the left and doesn’t reflect Betty from Bankstown or Irene from Ipswich. It really feels inner Melbourne and not relatable,’ said McKnight

Its ratings are typically strongest from 6:30pm to 7pm, but the audience tends to drop off unless there is a strong entertainment show at 7:30pm, McKnight said. 

It comes after 10 sunk to a worrying new ratings low in 2021, recording its worst commercial audience share since the OzTAM ratings system began in 2001.

The channel had an audience share of 8.9 per cent across the five capital cities during prime time (6pm to midnight) for the week commencing August 1, 2021.

Commercial shares exclude the ABC and SBS.

Bad news: It comes after 10 sunk to a worrying new ratings low in 2021, recording its worst commercial audience share since the OzTAM ratings system began in 2001. Pictured: The Bachelor's Jimmy Nicholson

Bad news: It comes after 10 sunk to a worrying new ratings low in 2021, recording its worst commercial audience share since the OzTAM ratings system began in 2001. Pictured: The Bachelor’s Jimmy Nicholson

Before this dismal result, 10’s lowest commercial audience share was 9.8 per cent, in the weeks commencing December 23, 2018, and July 25, 2021.

However, it’s important to remember the commercial audience share figure only accounts for main channels, not multichannels.

If the multichannels 10 Bold, 10 Peach and 10 Shake are taken into consideration, the network’s prime-time commercial audience share for the week commencing August 1, 2021, rises to 16 per cent.

Dismal: The channel had an audience share of 8.9 per cent across the five capital cities during prime time (6pm to midnight) for the week commencing August 1, 2021. Pictured: Jonathan LaPaglia, the host of 10's Australian Survivor

Dismal: The channel had an audience share of 8.9 per cent across the five capital cities during prime time (6pm to midnight) for the week commencing August 1, 2021. Pictured: Jonathan LaPaglia, the host of 10’s Australian Survivor

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