Masterchef first look confirms boys versus girl theme and hints at more negative format

masterchef blue pinkTen has aired an extended first look at its new series of MasterChef, which will be crucial to the network’s fortunes for the rest of the year. It begins this coming Sunday.

The two minute clip makers it clear that the controversial trailer aired a month ago and labelled “sexist and stereotyped” by its critics – does indeed reflect a move to a “boys versus girls” theme. The new version of the Masterchef logo is blue and pink.

Among the contestants introduced in the clip are “Daddy’s little princess” Faiza, “1950s housewife Chistina”, “loveable mum” Samira, “tough cookie” Jules, “the stockman” Lynton and “house husband” Kelty.

The trailer also suggests a change of emphasis for the show, emphasising the possibility of failure. It features judge Matt Preston telling contestants: “If you have a culinary flaw, we’ll find it out” and judge Gary Mehigan saying “I don’t think I have ever tasted a dish as bad as that”. The first series of Masterchef in 2009 – which proved to be a ratings breakthrough for Ten – was labelled a success in part because of its “constructive” approach.

However on YouTube at least, the first look video appears to be finding favour. It has received 26 upvotes and just one down vote. The previous trailer received 754 downvotes and 203 upvotes.

The new series, produced by Shine, is the fifth, alongside spin-offs including Celebrity Masterchef, two series of Junior Masterchef, Masterchef All-Stars and Masterchef The Professionals. Masterchef is currently Ten’s most valuable property, delivering its biggest audiences and most lucrative advertising and sponsorship.

It is also the first time the main series of Masterchef will be produced in Melbourne rather than Sydney.

The promotion of Masterchef is the first major challenge for new chief brand officer Matt McGrath who joined the network in April.


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