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In 2010, Nine obtained the rights to exclusive coverage of the Sydney New Year's Eve fireworks.

GO!

won the year in digital shares only.

On 26 September 2010, Nine launched their third digital channel GEM ( an acronym of General Entertainment and Movies ) on Channel 90.

In 2011 the Nine Network announced a new " Home of Comedy " line-up with comedy shows such as Two and a Half Men, The Big Bang Theory and other American sitcoms along with the launch of a live comedy show Ben Elton Live From Planet Earth which was cancelled after only three episodes due to low ratings.

Nine also brought back This Is Your Life with Eddie McGuire as host, although the series was cancelled after airing four episodes.

The Nine Network had success in the ratings in the second half of 2011 with The Block, Underbelly: Razor and The Celebrity Apprentice Australia.

The highly anticipated return of a revamped ninth season of Two and a Half Men proved a huge success for the network, generating a 2. 6 million viewers and dominating the week as top program.

The return of new episodes of the popular sitcom The Big Bang Theory was also a huge success for the network scoring high figures consistently week after week and dominating the evening as top program.

The Nine Network, was in second place in the ratings again in 2011 on 19. 6 %, behind the Seven Network ( 23. 1 %) and ahead of the Network Ten ( 15. 9 %), ABC ( 12. 2 %) and SBS ( 4. 6 %).