In praise of The Checkout
A few weeks back, I gave a talk to a group of clients at an agency. As we chatted after the formalities, it turned into a bit of a mutual support group.
Several marketers around the table had been beaten up by The Checkout and were taking it seriously.
In my view, that is a thoroughly good thing.
Tonight marks the last episode in what has been a show that defines everything the ABC should be about. It contains the kind of content that self interest would prevent the commercial networks from ever airing.
Best thing The Chaser ever did.
Completely agree, Tim. It’s a great show. I hope it gets recommissioned.
Until then I will try and find suitable opportunities to use the awesome catchphrase SCAAAAM!
Hmm, I was under the impression this one of i-view’s most downloaded shows (due to demographic of audience and people interested in consumer rights being more likely to use the net rather than TV). Anecdotally it sure seems to have a powerful reach with the postgrad educated/middle class professional segment of society – maybe that’s just because they need to pay off their two degrees worth of govt loans though.
Fantastic & much needed show
very much agree with you Tim it was brilliant and will be missed
Here, here!! And Scaaam is now part of the lexicon at our joint.
I love this show. I have just made my first submission – a product v packshot image. I suppose every single Weight Watchers/McCain/Lean Cuisine frozen mean will fall into this category but I still enjoyed emailing off my pic.
Awesome show,! I diesagree with the author on the last point, I think it’s an awesome show for marketing, in that it restores credibility of real marketers who play by the rules.
Marketing is not about bullshit and betrayal of consumers, it’s about positioning and value exchange.
Great show
Totally agree the show is great.
Here! Here!
More programming like The Checkout and Media Watch
Tim, as a former shopping and consumer reporter, I had to stop watching as most times, I found that what they were covering had been done before (well I might add) by the 6.30pm tabloid TV shows and newspapers, which might explain why their content did not gain further ground. As a well-informed (female) consumer, I also was infuriated by what I felt was a male-centric approach but perhaps this was because I have been told to write too many stories by less-than-informed male news directors. There is plenty of new ground to break in this field. I just felt they didn’t break it.
A great consumer show that engages you as an adult, rather than ACA-sequence moron-alert style.
I’m with Caroline. If you’re a marketer that has been “beaten up” then take a long look in the mirror. Using duplicity and film-flam to “market” is not really marketing at all.
Sure Paddy, I can see where you’re coming from but the big difference is that the 6.30 tabloid shows were chasing sensationalism and that’s about it, very little journalistic cred from such formats.
The male-centric angle you raise is certainly interesting, however, but as you admit you’ve been somewhat tarnished (for want of a better word) by the male news directors.
BTW for anyone who’s is interested, my two sons of 9 and 12 are huge fans of The Checkout – and I haven’t been training them to be cynical or wary at all – they constantly complain about different ads, particularly on the radio when they hear a phrase such as “the more you spend the more you save”, it just doesn’t make sense to them so think it’s really stupid. Hilarious!
A good use of taxpayer dollars.
Most consumers know the product is being pimped . . don’t they?