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Opinion | Features
Why is advertising so much better in New Zealand than Australia?
Ok, so this isn’t a new observation.
But it really hit home after I watched some TV ads for a kiwi supermarket yesterday that advertising in New Zealand is so much better than much of the crap that is being served up in this country at the moment.
Why is it that Colenso BBDO Auckland can turn something as bland as a supermarket chain into a brand I almost like, while Australian agencies succeed only in either irritating me (Coles) or passing me by unnoticed (Woolies) because the ads are so average?
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.
SBS loses Top Gear to Nine
SBS has lost one of its biggest audience-generating shows with the move of Top Gear to Nine.
Both the British version of the motoring entertainment show – starring Jeremy Clarkson, James May and Richard Hammond – and the rights to the Australian edition will shift to Nine from early next year.
Top Gear Australia Magazine already sits within the PBL empire as a joint venture between ACP and BBC Worldwide.
Julie Dowding, BBC Worldwide Australia’s sales director said: “This country is Top Gear’s biggest territory outside the UK. We greatly look forward to developing its potential with a long-standing partner like Nine.”
David Gyngell , CEO of the Nine Network, said: “We are absolutely delighted to be working together with one of the world’s great broadcasting powerhouses on a program of this quality and wide appeal.”
Although Nine has not said anything about the existing SBS cast of Top Gear Australia, it seems likely that the network would look first to its own stable of talent. The Footy Show’s Sam Newman, Getaway’s Jules Lund and swimmer Grant Hackett – one year into a four year deal with Nine – are all known for their love of cars.
Although SBS’s local version of Top Gear failed to outrate the original, it was the network’s highest rating locally produced show.
October 23rd, 2009 at 3:59 pm
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Comments
23 Oct 09
4:06 pm
Dang it! But I was so enjoying this being popular and on SBS at the same time. That is disappointing.
Given my house is a TV ratings house I suppose I better go and watch it at someone else’s house when it gets on 9.
23 Oct 09
4:06 pm
Now lets just hope Nine leave it on in the one time slot for long enough to have people watch it constantly.
Otherwise I guess another episode of 2 and a half men could always go on in its place.
23 Oct 09
4:08 pm
I knew about this ages ago but it was off the record information
I have very low expectations of Ch9 producing a good quality Top Gear Australia, it’ll probably be packed with 9 Network cross promotions
More importantly i can’t see how Ch9 can broadcast UK Top Gear (almost 1hour of content) in roughly 45min+ads.
They will have to cut at least 1 segment out of every episode
23 Oct 09
4:16 pm
I give it three weeks before they start messing around with the timeslot, and it ends up at 11:00pm on Sunday (unless there’s golf on).
And every third week will be a repeat, for no apparent reason.
23 Oct 09
4:18 pm
@John #4 Unless people are enjoying the show… then they’ll just cut it half way through the season and promise to ‘bring it back soon’
23 Oct 09
4:37 pm
Nine will ruin it! and as for the Australian version if they replace the presenters to their own pool of talent its not worth watching.
23 Oct 09
5:08 pm
It was already ruined when Australians took it over. Channel 9 is just polishing a turd.
23 Oct 09
5:17 pm
I’m disappointed for SBS because they had a nice Monday night thing going there. Pretty much the only night of the week I’d watch TV, in fact. Given that it’ll now be surrounded by Nine’s usual crud and too many ads, I can see myself watching Top Gear less when it makes the switch.
23 Oct 09
5:31 pm
I Hope the local BBC Worldwide people read these comments. I predict a lot of loyal TG watchers will fall by the wayside with the move to a commercial network.
23 Oct 09
5:41 pm
That’s Top Gear, ‘already one of the most downloaded shows on TV’, is it? Righto.
As for the Aussie one, they can’t exactly make it any worse.
23 Oct 09
5:56 pm
Luckily enough I already have a copy of the opening episode’s script.
Looks like the transition will be smooth – I don’t think anyone will notice the difference…
TOP GEAR AUSTRALIA
SEASON 3, EPISODE 1
V/T with spinning “Toyota” logo top right
RICHARD WILKINS – V/O
“Tonight on Top Gear Australia… Jules Lund takes the revolutionary new Toyota RAV4, with it’s stylish good looks and superb handling, to Frasier Island beach Resort with Getaway’s Catriona Rowntree… Dermott Brereton tests Toyota’s fantastic new Camry… I practice reverse parking in the Channel Nine carpark… and our star in a reasonably priced Toyota is Fatty Vautin… That’s tonight on TOP GEAR AUSTRALIA – brought to you by Toyota.
23 Oct 09
7:04 pm
Excellent work Adam.
Can’t wait to see The Stig on Millionaire either.
23 Oct 09
7:17 pm
Look at it this way, we’ll get TG repeats 5 nights a week. And considering how short The Hamster is so short, it’s just like 2 and Half Men.
23 Oct 09
7:27 pm
Yeah, Nine will just screw Top Gear up and treat it like a worthless program.
I personally would like to see Two and a half men get taken off the network, it’s lame and friggin retarded.
24 Oct 09
12:18 pm
Channel Nine ey? I’m not a real Top Gear fan but please don’t get Sam Newman on the show.
24 Oct 09
2:39 pm
Sam Newman, Jules Lund and Grant Hackett might have a love of cars but Top Gear viewers don’t love THEM..!
24 Oct 09
2:42 pm
Neerav:
1. BBC already produces ‘international’ editions of Top Gear for commercial networks, which have been edited (by removing certain segments) to fit a roughly 45 minute slot. Nine will simply grab one of these off the shelf (better than trusting their own heavy-handed editors!).
2. “I knew about this ages ago but it was off the record information.” Your ego needs a good public stroking every now and again, does it, even if you’ve got to do it yourself?
25 Oct 09
3:59 pm
Shame on you SBS for losing this great program now i have to sit through ages of ads and cheap shitty cross promotions. Even if they bring the crap TGA show they wont critise the cars as much because of nines sponsers.
I’ll be watching the FULL episodes on the net now without ADS and NINE PROMOTIONS
25 Oct 09
4:05 pm
Oh yeah and whats with the f@#Ked up news that shane warne will co- host TGA like we really need another TGA let alone a shameful adultrous prick who probaly knows stuff all about cars. NOTE TO PRODUCERS- TGUK WORKS BECAUSE OF THE CHEMISTRY BETWEEN THE HOSTS AND THE FACT THAT TWO OF THEM ACTUALLY REVIEW CARS FOR A LIVING SO THEY KNOW WHAT THEY ARE TALKING ABOUT NOT JUST BECAUSE THEY LIKE CARS OR HAVE OWNED CARS
25 Oct 09
8:14 pm
That is so disappointing!!
Nine will ruin the flow of the show with its usual crap and inefficient amount of ad breaks. I can’t wait for my favourite show starting 10 minutes late with a constant interruption of “whats new” and tampon advertising. Top Gear, shame on you.
SBS you should be commended for your efforts
26 Oct 09
7:42 am
There’s always Foxtel IQ to record the original series of Top Gear on BBC Knowledge CH 619 and forget CH 9 altogether – vote with your red button my friends!
There’s not much content the Aussie TG could produce that’s not hotting up your Escort in the Shire, burn-outs in Blacktown or my V8 is bigger then your V8 – is it that difficult to produce and create decent, original content? Surely it can’t be that hard…? All answers on the back of a postcard and send in to ‘Make my TV Show Channel 9′
26 Oct 09
5:41 pm
Looks like everyone else has the same opinion of what Australian commercial networks do to great shows, cock them up, put in ads everywhere, move the timeslot all over the place and probably will use it as a two and a half men tool and play it 20 times a week until we get sick of it. Good ol’ Channel Nine, just cant leave things alone. With any luck SBS should pick up 5th Gear off Lifestyle, just as good as Top Gear and would fit in Monday nights perfectly!
26 Oct 09
9:52 pm
Not to mention the fact that if you want your IQ to record anything on Nine you have to record the next show and series link does not work.
27 Oct 09
12:23 am
I take it Glenn Ridge still isn’t in contract? He was known for his love of cars, and his talents outside of Sale of the Century were brilliant. And as a Top Gear fan, I reckon he’d be fantastic. >.<
30 Oct 09
3:46 pm
Anyone want to buy my TV?
(Gone is the only show i watched )
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