An average of just 4612 viewers have watched in July, down from 13,178 in June when it screened at 7pm.

In contrast its rival Prime7 News attracted 17,852 in July, the first month the Border bulletins have gone head-to-head at 6pm following WIN changing from Nine to Ten programming.

WIN chief executive Andrew Lancaster was sanguine about the numbers. 

“When any program changes its timeslot, it can take time for viewers to find it,” Mr Lancaster said.

“The Albury-Wodonga bulletin on WIN is a quality half-hour local news at 6pm each weeknight.”

Prime7’s head of news Paul Patrick was delighted at the figures.

“I always say ‘we’re in a marathon, not a sprint’, but we’re pleased the viewers are continuing to stay with us, because we provide the type of program that people want to watch,” Mr Patrick said.

Television analyst Steve Molk, of website DeciderTV, said the results would concern WIN.

“It’s early days, they would have expected it would drop but if they don’t get a serious uptick in the next three to six months I think there will be some changes,” Mr Molk said.

He suggested WIN could move its news to 5.30pm to “gazump” Prime7 and cut Ten Eyewitness News or run a blend of the state and local bulletins from 5pm.

The high-profile of The Project shuts WIN News out from 6.30pm or 7pm.

Mr Molk ruled out WIN axing the Border news.

“I don’t think it’s anything WIN can afford to drop, because they’ve got such deep ties in the community they’ve got to stick with it,” he said.

Mr Lancaster confirmed that view.

“In Albury-Wodonga we are one of two broadcasters producing local television news and  we remain committed to delivering this service," he said.

Mr Patrick said “this week’s been a disaster for WIN, it’s the lowest ratings for them since the change”.

“I wouldn’t want to predict what they’re going to do, I’d much rather run our own race,” he said.