As the company pushes towards its target of acquiring a 30% share of the television market, Ten Network Holdings Ltd. on Thursday reported that there is strong, continuing evidence that the Australian advertising sector is now improving efficiently.

The revelation was made by the firm's Executive Chairman Nick Falloon, when he was speaking to shareholders at Ten's Annual Meeting, and he stressed that the company's "improved ratings performance in 2009 had bolstered its bargaining position in renewal talks with key advertising buying groups".

With Ten Network attracting even more viewers in 2009, mainly on the back of successful shows like MasterChef Australia, Mr. Falloon is now positive of better outcomes over the coming time. He also shared that ongoing negotiations on ad rates with buyers for the year 2010 are almost complete.

"On a normalized basis, we expect the increase in television costs (ex selling) in 2010 to be in line with CPI", Mr. Falloon said.

Further future plans and policies will be shared by the company after it has released its first-half results.