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Opinion | Features
My memo to your boss
So let me guess?
You really want to come to Mumbrella360, but you’ve got to justify the time and cost to your boss?
Good news! I think I can help.
Woz not great
In this guest post Tony Prysten argues that the thousand dollar price of seeing out-of-touch Apple co-founder Steve Wozniack on his Australian tour was a waste of money.
This week, for the cost of two iPads (yep, two) I went to the Woz Live conference in Melbourne. I was not impressed.
What the hell is transmedia?
From advertising campaigns to online video series, the term ‘transmedia’ gets quite the work out. But what does it actually mean? Cathie McGinn trawls the media landscape for a definitive definition.
Transmedia, all media and multiplatform are terms often used interchangeably when referencing modern storytelling techniques. Yet, depending who you speak to, there are distinct differences between them.
According to industry experts Encore spoke to, the key elements that define transmedia can be summarised as follows: platform, time, audience, adaptation, and creative collaboration.
Innovation is the remedy for the ailing magazine industry
With magazine circulations plummeting, FHM closing and rumours rife on future ownership of ACP Magazines, Paul Merrill says the only way forward is launching new titles.Eight years ago in the UK, nearly a quarter of all magazine sales came from magazines that were less than four years old. In Australia, the figure was slightly lower, but still significant. Today, the situation is very different. For a start there are so few new magazines. Yes, Masterchef briefly flared, and Top Gear made an initial impact. But Grazia and Alpha fizzled, and now ACP has shelved their plans to launch Elle.
More than a game: broadcasting the Olympics
The 2012 London Olympics will be the biggest televised sporting event of our time. Brooke Hemphill discovers the logistical challenges and technical requirements of producing the event.
From July 27 to August 12, the Australian media will go sport crazy as the Games of the XXX Olympiad, aka the 2012 London Summer Olympics, unfold. The games will be the most televised sporting event of our time as broadcasters look to master every manner of technology at their disposal.
The Voice - Australia's best example yet of social TV
In this guest post, Sputnik’s Rodd Messent has a theory on why audiences have taken to The Voice .I am an addict of Channel Nine’s hit show The Voice. Such is the extent of my addiction I seriously think my housemate might kick me out of our apartment for the semi-frenzied yelling and tweeting that ensues in our lounge room each time the show airs.It’s the first time in almost three years that such disagreement has resulted in less than civil behaviour towards one another, and it’s made me think it might be a microcosm of the large volume of online debate about the show and, correspondingly, an explanation for its success as a social TV experience.Why brands are the US Army - and culture jammers are the Viet Cong
In this guest posting, Dave Burgess, who painted ‘No War’ on the Sydney Opera House, claims that ‘amoral’ advertisers have copied his idea.
Culture jamming is a 28-year-old term coined by the San Francisco-based band Negativland, who declared that the ‘Studio for the cultural jammer is the world at large’.
Branded content is dead. Long live branded content
In this guest posting, Anthony Freedman argues why branded content is making a comeback.
A few short years ago, probably concurrent with the advent of the PVR, a new term emerged within the marketing communications industry; branded content. This was really synonymous with advertiser funded TV shows where programming was created by brands and deals struck with networks to broadcast them.
There were varying degrees of success with this model.
Shock advertising: 30 ads that would give Australia's ad watchdog a coronary
Is shock an underused weapon in Australian advertising, asks Robin HicksToday, Sydney agency The Cabana Boys used an image of a mouth sewn together to shock people with the idea that problem gamblers lie to conceal their habit. Is it the most disturbing image ever? No. Will it get banned by the Advertising Standards Bureau? No. But it did make me wonder why shock is not used more often in Australia – and not just by charities and government bodies. (WARNING: NSFW)
The making of ratings blockbuster The Voice
Jason Mountney goes on the set of Channel Nine’s talent search series, The Voice, to see how the format, based on an international franchise, has come together. What ingredients have gone into making this certified hit that’s rated more than two million viewers on three consecutive nights?
Mike Goldman has one of the toughest jobs on the set of the Nine network’s new talent show, The Voice. He not only has to narrate the show, but also keep the audience from losing their enthusiasm as they realise shooting TV programs takes a lot longer than the one-hour bursts they see in their lounge rooms. A lot longer.
Nine problems stopping The Global Mail from getting an audience
While it’s a shame The Global Mail has failed to make an impact on the media landscape, the signs have been there for some time.I love the concept of a well resourced, philanthropically-funded independent news site. Anywhere in the world, that’s a rare and wonderful thing. In Australia even more so. So I hope that Grame Wood gets to see his investment make a difference.
And I have no inside info on whether Monica Attard’s sudden departure is linked to the site’s failure to find an audience so far.
Regardless, here are nine areas they can easily start to address:
Journalism’s new model?
Does the launch of philanthropically funded news site The Global Mail signal a new era for journalism or is the model destined to be a passing fad, asks Cathie McGinn in this article first published in Encore magazine.With little fanfare, philanthropically funded news site The Global Mail launched in February this year.
The online-only title received a generous five-year funding commitment from businessman Graeme Wood, founder of accommodation website wotif.com, who donated $15million.
Five things that make a great suit
In this guest posting, Gareth Collins argues that the role of a great account manager is to make the work betterI’m surprised at how many suits I meet who don’t know their role in the advertising business. The question ‘what does an advertising account manager or director do?’ is frequently met with answers such as project manager, relationship manager, plate spinner or go between … and those are the nice ones.
Success is judged on the ability to manage a process, be strong administratively and get stuff done. And while a good suit needs to do all of these things brilliantly, if these are the traits that define a great suit, then I’m in the wrong job.
What the hell is transmedia?
From advertising campaigns to online video series, the term ‘transmedia’ gets quite the work out. But what does it actually mean? Cathie McGinn trawls the media landscape for a definitive definition.
Transmedia, all media and multiplatform are terms often used interchangeably when referencing modern storytelling techniques. Yet, depending who you speak to, there are distinct differences between them.
The top seven...most patronising pieces of communication
Sometimes brands have big ideas. Sometimes marketers get so caught up with a grandiose idea that instead of finding engaging ways to sell breakfast cereal, they start to believe their own rhetoric. And sometimes it’s just lazy marketing. Here are my top seven inadvertently patronising pieces of communication…
1) Last night thousands of women gathered in Sydney’s Centennial Park to take part in She Runs the Night, an event created by Nike.
7PM Project’s bad ratings night
Ten’s live topical show The 7pm Project has slumped to one of the lowest audiences since it went on air in July.
Thursday night’s episode rated just 576,000 viewers in what was a bad night for Ten, according to preliminary ratings from OzTam.
The best Ten did all night was Glee with 905,000, with the network slumping to a share of less than 20%.
Channel share:
- Nine: 27.1%
- Seven: 26.5%
- Ten: 19.3%
- ABC1: 15.8%
- SBS1 4.3%
- GO!: 2.0%
- 7TWO: 1.6%
- ABC2: 1.5%
- ONE: 1.3%
- SBS2: 0.6%
Thursday’s top shows:
- Getaway Nine 1.2m
- Seven News Seven 1.2m
- Beauty and the Geek Seven 1.2m
- Today Tonight Seven 1.2m
- Two and a Half Men Nine 1.1m
- CSI: Crime Scene Investigation Nine 1.1m
- A Current Affair Nine 1.1m
- Home and Away Seven 1.1m
- Nine News Nine 1m
- ABC News ABC 0.965m
November 6th, 2009 at 12:01 pm
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Comments
6 Nov 09
12:24 pm
Maybe because 7pm Project is sh*te and Dave Hughes hasn’t been funny in years?
6 Nov 09
12:25 pm
The highest rating show on television last night was getaway with just 1.2m?
I get the feeling that all those TVs I see dumped on the street during council clean up aren’t actually being replaced…
6 Nov 09
12:33 pm
7pm Project: Carrie Bickmore’s new hair cut – makes her look 10 years older. Ratings go down. Coincidence?
6 Nov 09
1:32 pm
Great to see Geeks up there.
It’s a genuinely fun, feel-good show, despite what all the people who haven’t watched it say.
6 Nov 09
1:46 pm
Am i the only fan of the 7pm Project…..
6 Nov 09
2:02 pm
I think that Ten’s decision to keep this show going over summer is an excellent one as there is a good chance to introduce a new audience to the show and potentially get a good set of repeat viewers during that time.
It is quite a good show (can’t say I’m desperately in love with it but it beats the crap out of Getaway!) so I hope that it gets a run and nice to see Ten giving it the opportunity to grow it’s audience and not shafting it at the first sign of trouble…
6 Nov 09
2:12 pm
Adam, just a thought starter. All those old analogue sets you see in the council clean-ups are there because they already have been replaced … by the shiny, gleaming flate screen HD sets with in-built tuners and many with hard-drives to record programmes.
The ratings data that you see above is for LIVE viewing only. At the moment we don’t know how many people are “time-shifting there viewing of these programmes by using hard-disk recordings or ‘catch-up’ viewing over the Internet.
From the start of next year, OzTAM will also be reporting how much “time-shift” viewing is being done. That is, we will continue to see ‘overnight’ ratings, but will also get to see ‘consolidated’ ratings that include any playback viewing in the past seven days.
6 Nov 09
3:38 pm
John – if ANYONE is recording The 7pm Project to watch later, then they really need to get out more
6 Nov 09
3:44 pm
Hey MJ – you are not the only 7P.M. Project fan……..I am too!!
It is a show in which one has to use a little brain-power. Maybe, that is why it is suffering an audience drop(??!)
6 Nov 09
4:45 pm
The 7pm Project is a great concept (much better than repeats of Jamie Oliver or Futurama), I think they need to make some host changes though…. if im home at 7pm that’s what’ll be on the box at my place
6 Nov 09
5:30 pm
Maybe so Tony. I was actually trying to point out that this affects ALL shows … the numbers for all of them are on the low side because of this.
6 Nov 09
5:33 pm
I don’t know where I stand. I am the demographic (21), and most times I just felt as if they’re trying too hard to get a laugh out of viewers, rather than being intelligent with their content. But what else can I expect from Dave Hughes?.. and what’s that other guy’s name? meh
6 Nov 09
5:39 pm
Hi John, obviously my little joke was a little too thick to see through, but the point is that 1.2 million “live viewers” for the number one show in Australian capital cities is simply a pathetic number. There was a time not that long ago where 1.2m in prime-time would be considered a dismal failure – now it’s a number to be celebrated. Very sad indeed.
…and for the record – I saw my first flat-screen TV out for council cleanup last week!
6 Nov 09
5:50 pm
Point taken Adam. I agree viewers are “pickier” than ever. TV can still get big audiences (PTTR, Underbelly, SOO etc) but people are less accepting of what they consider is mundane fare.
Having said that, I’m not aware of any other medium that can hold 1.2m for an hour, so there is definitely life in the beast yet!
6 Nov 09
6:08 pm
I would be interested to see if the ratings were higher last week when Andrew G (or ‘Ginsburg’ as he’s reinventing himself) hosted instead of Charlie Pickering. I personally found it much easier watching G(insberg) than Pickering, who comes off very cold and a bit too businesslike.
There’s still a bit of a ‘meh, it’s ok’ factor to the whole thing, but more time to grow over summer should help.
6 Nov 09
8:37 pm
The 7pm Project is irritating chatter and banter better suited to commercial radio, and the hosts’ interview skills are horrific. Also, the stories featured are often trivial or treated with poor form by the hosts.
Want an example of a news-in-review show aimed at a younger audience which is actually entertaining, and interesting? Tune into the ABC1′s Hungry Beast 9pm Wednesdays.
6 Nov 09
9:19 pm
Renee. Last week’s average Mon-Thu was 665,000, compared to this week’s Mon-Thu average of 695. Last week peaked at 720,000 on Tuesday and Friday was it’s lowest day (488,000) as happens most Fridays. This week so far hase peaked at 771,000 (again Tuesday) and last night was the lowest day with 576,000 compared to 610,000 for Thursday last week (Friday still to come of course). This shows the volatility in TV audiences, and I’m not sure how much water the “Ginsberg Theory” holds.
6 Nov 09
9:20 pm
Of course that is 695,000 for this week’s average.
6 Nov 09
10:21 pm
The thing with the 7pm project is that you can tune in or out depending on if you’re bored and around a tv at the time. Whenever I’m at home at 7pm I don’t feel a desperate need to watch it (as I would with other shows) but when I have it’s an alright show (except for Charlie Pickering whose just irritating). If they replace Charlie and Dave I think it has the potential to do better.
7 Nov 09
9:56 am
Pickering is a definite highlight in a sea of Token/Roving “usual suspects”… but how can we expect any different when the “q-score” is taken so seriously here? The only other paid-for survey that is AS arbitrary is radio ratings “survey” books!
9 Nov 09
10:26 am
Maybe if the 7PM project wasn’t just a boring mass of political correctness it would do better. The sooner the MSM realise that most of the population don’t agree with their leftarded views the sooner they will create shows that rate better.
9 Nov 09
12:14 pm
The poor quality of Australian free to air TV programs and the poor reception of digital TV channels (every time the wind blows hard you have no signal reception!) is the reason pay TV is so popular.
9 Nov 09
12:24 pm
Hey A leave futurama outta this!!!
9 Nov 09
3:08 pm
The list of most watched programmes confirms that TV watchers are very easily pleased. What an embarrassment.
9 Nov 09
9:17 pm
i’am a fan of the 7pm project as well as over half a million other people
9 Nov 09
9:39 pm
You know what I don’t get? How a TV programme that gets half a million viewers in 30 minutes is a failure, yet a website that gets (say) a quarter of a million people in a month is a success. Go figure.
10 Nov 09
1:37 am
I think the concept is good; a news program with talkback. Problem is, it’s all one sided views. If they had intelligent & informed views from both sides of politics, then that will fill a huge gap in Australian media: fair debate.
But Rove being the quintessential Gen Y personality with much media clout and decided left-wing bias, has produced a poor format: a no-personality lead, a fool comedian and a not-so informed female, all of the same political persuasion = failure.
Rove was on-target with the concept & format, but off with staffing choice & bias.
10 Nov 09
7:00 am
Hey Mick … what does the RWC stand for? Right Wing Clown? Rove’s Walking Critiquer? Raving Wanker Cretin?
11 Nov 09
10:48 pm
why oh why doesn’t ch. 10 realise that this show is no good!! or is it purley to meet australian content on the channel?
scores of people that i know tune in to the “fat kid show” on ch 9 myself included a showi’d never watched until the 7pm project..
11 Nov 09
10:55 pm
how many shares in ch.10 do i have to buy to take this c**p of the air??
25 Nov 09
7:26 am
I love how people say the 7pm show requires brainpower ? How exactly does this work ?
Why…because they are dressed in suits and act like pompous dicks ? I’m pretty sure that doesnt equate to brain capacity. How much brainpower would one need to listen to Dave Hughes….was he ever funny ?
25 Nov 09
7:27 am
Mr. P. I. Staker….I’m with you…whats it gonna cost and how do we go about obtaining these shares ?
25 Nov 09
2:43 pm
Hey anon,
RWC is Latin for rational, objective and fair
.
Unlike anon which must stand for “I’m too gutless to say who I am while making a personal attack.”
25 Nov 09
2:54 pm
Hey anon,
Other posters here have expressed similar views (posts 10,12,15,16,21,29&30)
How is it that you chose to personally attack someone who dared to show their political colours while not having the courage to do the same?
Why not take the piss out of Mr Staker?
25 Nov 09
7:20 pm
I love the 7pm project but maybe it appeals to a different audience than Ch. 10 usually attracts – I think it’s the best thing they have.