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Opinion | Features
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
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.
TV audience measurement – why big isn’t always beautiful
In this guest post, Chris Walton argues that the media industry needs to take a new approach to TV tradingThere has been a significant amount of coverage recently about how successful The Voice has been. Indeed, audience figures of 2.6m+ people are very impressive these days. Based on reports, this is apparently double the size of audience that Nine was hoping for in the lead up to the programme launching.
ABC boss who approved Chaser sketch loses title, keeps job
The ABC editor who allowed The Chaser’s controversial dying kids sketch to go to air has been removed from supervising the corporation’s comedy output – but has kept most of her job.
In a statement late this afternoon, ABC managing director Mark Scott said that Amanda Duthie had made “an error of judgement”. He said that she will retain responsibility for arts and entertainment programming but no longer be head of comedy too.
The Make A Reasonable Wish Foundation sketch generated widespread outrage after being broadcast last week. Early this week Duthie took responsibility for previewing the material and confirmed she had not referred it upwards.
Scott said: “The segment should not have been broadcast. We recognise that it caused unnecessary and unreasonable hurt and offence to our viewers and the broader community and we have apologised for this. We have determined this was not a breakdown in our editorial policy processes but rather an error of judgement.”
He added: “Where staff are concerned about the potential for satirical material to cause harm they should refer the matter to the next level of management. In this instance, the Head of Arts, Entertainment and Comedy reviewed the segment and did not refer it up. This was an error of judgement.”
ABC TV’s executive head of content creation, Courtney Gibson, will now take direct responsibility for comedy programs until a new head of comedy is appointed, the ABC said.
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Comments
10 Jun 09
6:51 pm
It’s not just her title that she’s lost. She’s had part of her job taken away.
This bureaucratic, fearful reaction shows how badly we need to have alternatives other than the ABC. Why not give the people who were offended by the sketch 30 minutes of airtime to say why they think the Chaser boys are arseholes instead of this gutlessness?
10 Jun 09
6:57 pm
Only at the ABC could you get fired and still keep (most of) your job.
Let’s hope there are no judgement calls to be made in arts or entertainment then.
10 Jun 09
7:14 pm
Jeeesus,
how much fuss about a joke in poor taste. There are plenty of genuine things in the world that need fixing.
The whole saga has been pathetic.
10 Jun 09
8:38 pm
There is a big difference between losing your job and changing to the title on your business cards.
11 Jun 09
10:03 am
Good on The Chaser boys for pushing the boundaries and keeping Aussie TV interesting.
11 Jun 09
10:11 am
John
The issue is the impact that the “joke” has on kids that would have used Make A Wish. The problem is that now many kids may second guess themselves when it comes to making a request.
It is an important issue. Sensationalised yes, but if the issue had been ignored and the ABC had not been held accountable, that would have been far worse.
11 Jun 09
10:49 am
There’s an interesting debate about this happening on the ABC’s news page at the moment:
http://www.abc.net.au/news/sto.....594729.htm
Some of the interesting points being made:
* There are quite a number of people saying that even if the skit was a mistake, Duthie doesn’t deserve to lose even part of her job for making a single mistake. Vetting the Chaser is obviously a difficult job.
* What does this mean for other ABC managers who make a single mistake?
* Why did Media Watch decide to go after the middle manager who made the judgment call on this program, when the Chaser team and Mark Scott had already claimed responsibility for the show going to air?
11 Jun 09
11:15 am
Hi Matt,
Thanks for your comment, and for the link.
I’m not sure I agree with the “single mistake” argument.
The senior management of the ABC aren’t being paid for the days when everythng is going smoothly, but to occasionally make a critical judgement call.
Just like ariline pilots or surgeons (although it’s not life or death), they earn their money on making the right decision when the crucial moment arises.
We still don’t know the whole story. Pesonally, I’d love to know whether letting it through was a finely weighted debate (I’m guessing not, as it wasn’t referred upwards) or something more casual. But I’m assuming that the ABC will share its findings at some point.
This demotion looks somewhat cosmetic. With the exception of The Chaser, as far as I can see the ABC currently has no locally-produced comedy output in its peak schedule (I assume Spicks & Specks counts as Entertainment).
Cheers,
Tim – Mumbrella
11 Jun 09
11:34 am
hi mumbrella, Locally-produced comedy also includes Lawrence Leung, Summer Heights High, Review with Myles Barlow, etc etc and other projects over the next year… Its not quite as cosmetic as you imply.
11 Jun 09
11:52 am
Thanks for your reply Mumbrella.
I’m not sure I see the correspondence between surgeons, airline pilots and ABC middle managers. Let’s face it, no-one died as a result of that Chaser skit going to air!
But it’s true that ABC management needs to be there to make a critical judgment call. The assumption I’m making is that somewhere over the past few series of the Chaser, Amanda has made that judgment call. Surely the Chaser have tried to push the boundaries too far before, yet there’s never been an outcry like this one. That suggests to me that Amanda Duthie would have made a number of critical calls before now.
In fact, given the nature of the Chaser, she was probably making them every week, yet this is the only time one of their skits has blown up in her face.
Also, it’s difficult to understand how she could be expected to know that skit would prove too controversial when, as Media Watch itself showed, similar skits have played out on Australian TV before, with barely a raised eyebrow.
The ABC has been pushing the boundaries with its comedy in recent years, and I can only assume that Amanda Duthie has played an important role in nurturing the Chaser, Chris Lilley etc (in fact, I’m pretty sure I recall reading an article or two saying how crucial Amanda has been in nurturing talent like Chris Lilley). Surely her good judgment over that period counts for something in terms of counteracting “one mistake”, as I put it.
11 Jun 09
12:13 pm
Just like ariline pilots or surgeons (although it’s not life or death), they earn their money on making the right decision when the crucial moment arises.
I’m not sure that this analogy is helpful. We do not ask our airline pilots to be innovative – we ask them to be reliable. Keep your fancy new moves for practicing in a simulator. However we (alright, I) want the ABC to be innovative as well as reliable. That entails making mistakes. I think a KPI for a Head of Dept @ the ABC should be a minimum number of complaints per programme. If some people aren’t offended then you aren’t trying hard enough.
Regarding the Chaser, I thought the sketch wasn’t that offensive but I’ve been reallydisappointed by many of the sketches this season. Would the outcry have been so loud or the punishment have been so harsh if the rest of the sketches were delivering in the laughs dept?
11 Jun 09
12:29 pm
Thanks Matt Moore… said it (much) better than I managed to with regard to the airline pilots and surgeons.
I agree the Chaser hasn’t been as funny this year. It’s a difficult gig to sustain, especially now that they’re so well recognised on the street. They simply can’t keep doing what worked in earlier seasons because they couldn’t get away with it today.
Although I strongly disagree with the decision to dump Duthie (although, as Mumbrella points out, we don’t know exactly what happened), I also find myself agreeing at least partly when reading the contribution from “Jack Robertson” at the end of this Crikey story.
http://www.crikey.com.au/2009/.....edy-chief/
11 Jun 09
1:31 pm
Hi Matt & Matt.
(Good link to the Crikey commenter by the way).
I’m not sure we are talking about a single misjudgement. There was at least one sketch in that night’s effort that could also have created offense.
And more so the previous week, which featured the lynching of a black woman. Like the dying kids sketch, it went far further than it needed to in order to make the joke, such that it was.
But on my other point, which I didn’t make particularly well, is that you get people in certain roles who put in a huge number of flying hours where nothing much happens, so that they are equipped when thecritical moment arises. At that point they’re either up to it or they aren’t.
Cheers,
Tim – Mumbrella
11 Jun 09
2:26 pm
Tim,
I’m sure there are some ABC managers who’ve put in a lot of ‘flying hours’, as you put it, but Amanda Duthie doesn’t strike me as one of them.
She’s widely credited as being jointly responsible for commissioning and helping to foster some of the highest rating television on the ABC in recent years, as well as making jtv a reality.
I don’t know her by the way, but do recall reading a profile of her and Courtney Gibson in the Australian not so long ago. In fact, I just Googled it. Go check out the story; it might help put your ‘flying hours’ theory to bed.
http://www.theaustralian.news......94,00.html
11 Jun 09
4:33 pm
And more so the previous week, which featured the lynching of a black woman. Like the dying kids sketch, it went far further than it needed to in order to make the joke, such that it was. Yeah, it wasn’t particularly funny, was it? A sick laugh to try to spice up a lame “pink Klan” gag.
I was actually wandering round ABC HQ this lunchtime (mumbling into a meths bottle & dodging the security guards) and who should spring out of the lift but The Chaser crew with a camera gang behind them so they’re still at it. But to be honest I wish they weren’t. I really want them to go down the Chris Morris route (ever more surreal, ever more offensive) but that would mean ditching ABC prime time & losing the majority of their fanbase who see them as “cheekily satirical funsters”.
Their current output is really a coded cry for help. A desperate plea to be put out of their light entertainment misery. Do it, ABC, pull the plug.
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