THE battle for viewers is a ruthless one, and reality weight loss series Excess Baggage is the first victim in the 2012 ratings race.
The heavily promoted, big-budget series failed to compete in its primetime 7pm time slot against Seven's Home and Away and Ten's Biggest Loser.
It debuted to an audience of 880,000 and despite its pairing of overweight celebrities with everyday Aussies, the show could not steal viewers from The Biggest Loser's established viewer base.
Channel 9 was quick to swing the axe, announcing today that it will move Excess Baggage to digital channel GO! starting on Monday.
For the time being it will be replaced by reliable US sitcom The Big Bang Theory.
"We have decided to move Excess Baggage to GO! at 6.30pm from Monday," said Andrew Backwell, Nine's director of programming and production, in a statement.
"Unfortunately the show has performed below expectations, so it is a move we believe will provide the best possible audience for the show."
It's sure to be a disappointment for the broadcaster, after Nine made some inroads into reclaiming the 7pm timeslot with hits The Block and Celebrity Apprentice last year.