Housos director Paul Fenech: do not underestimate the bogan dollar
Comedian and TV director Paul Fenech has advised Australian advertisers not to underestimate the value of the ‘bogan dollar’.
The creator of Housos, which airs tonight at 10pm on SBS, told Mumbrella: “People don’t realise that 60% of the population are into V8 Supercars.”
“Advertisers are conservative – and Housos is a naughty show. So they don’t want to be promoted in that slot. But we reach a key demographic. You may not advertise Chanel [around our show], but maybe Britney Spears’ new perfume. You’d advertise anything that gets the testosterone going for people aged 15 – 25 – cars, army recruitment or fast food.”
Fenech added that he was disappointed by the timeslot Housos was allocated by SBS, which had aired his previous shows Pizza, and Swift and Shift Couriers in earlier timeslots.
“I think 10pm is too late. SBS missed a great opportunity. I think 8.30pm or 9pm would have been a great slot. But they thought the swearing was too full-on for that slot.”
“If you know anything about television, 10pm draws fewer viewers no matter what station you’re on. However, it should pull in phenomenal ratings for 10pm by SBS standards.
“If it was on earlier it could have done better especially with all the pre-publicity,” he added.
https://www.youtube.com/watch?v=iE7W8DzlGqQ&feature=related
Housos was brought into the spotlight via a media storm caused by A Current Affair’s erroneous reporting that the program is a reality show. The cast includes media personalities Ian Turpie, Angry Anderson, Jason ‘Jabba’ Davis, Amanda Keller, Melissa Tkautz and Fenech himself.
Yesterday, as part of a campaign to promote the show, Fenech drove a fire truck around that Sydney armed with a megaphone. The truck carried banners that read ‘Housos SBS 10pm Monday’.
“SBS only does a certain number of marketing recourses. So I have put my own money and heart into this. Housos has a bit of magic that I haven’t seen since the first couple of Pizza episodes.”
Good on ya, Pauly. Love your work and the fact you do something a bit different. Stick to your guns, mate
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Don’t overestimate the SBS dollar
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Was it Kerry Packer who once said that nobody ever went broke underestimating the intelligence of the Australian Public?
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Couldn’t agree more.
Fear of the bogan = Marketing bubble-land thinking… Too many Poms, too many folks who never go West of Leichhardt.
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Get this stooges. I say Paul Fenech is one of Australia’s great artists. Just because he doesn’t take himself seriously, doesn’t mean we shouldn’t.
Like no other director/writer I can think of, this guy sees art and charm in the lost 60% of the population that only appear on A Current Affair, chucking stuff at each other. And he’s not into that patronising ‘Kath & Kim’ and ‘Castle’ style written and performed by wasted-degree rich kids looking down their noses (why does no-one else see that?). These people don’t mix with the bogangeoisie like Fenech does. He has a genuine, non judgmental affection for his characters. It’s a singular vision you can reasonably compare to Nolans’. No money, no drawing skills, Nolan invented a clumsy, primitive style that accommodated his lack of finesse using house paint on wardrobe backing-board that conveyed how he felt about this country. Fennec has invented his own “reality on steroids ” low budget genre and if you can get past the rough humor, it’s no less expressive in revealing the truth about many Australians. This high-energy genius has shitloads to teach the advertising industry.
Ok Jeff, I’ve done it, now put down the fire extinguisher.
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i think Peter Rush is absolutely right
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And remember, it isn’t just bogans who watch this show. In fact, I’d say it would be watched by more non-bogans if anything.
I can kind of understand advertisers not wanting to be associated, but I don’t generally associate an advertiser with the TV show anyway unless it’s one of those “this show brought to you by…” type things.
We should support Aussie art rather that throwing our budgets at all of these CSI shows and their many clones.
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He’s right… some of the biggest, marketing leading brands in the country are aimed at bogans. VB, McDonald’s, Holden utes, Winfield, NRL etc. Let’s learn to love the fact that the vast majority of Aussies are (harmless) bogans.
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Judging by the make-up of Bondi Beach yesterday, the fire truck/megaphone stunt was bang on the target. Bondi Beach gets worse and worse every year… such a shame.
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Chris Lilley will be jealous!
Housos oversteps ‘the mark’ (or should I say DAZZA?) so much that Chris is probably frantically writing his next script. loved it – bring it on!! Paul fenech is a genius-he has done his research!!
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Pauly makes us laugh at the funniest and most unique side of Australia …he is a modern day genius, more power to you brother…
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I love this show and Paul’s work
I am a so called upper middle class univeristy educated demographic but I can still be a huge fan of the show as are many of my accountant doctor lawyer professor friends
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