Masterchef to launch on May 6
Ten’s next series of Masterchef will begin in just under a fortnight, the network has announced.
Speaking at a launch party in Melbourne, chief programming officer David Mott said that the series will air at 7.30pm on Sundays and 7pm on weekdays in a move which will put it head-to-head with Nine’s reality renovation contest The Block. It launches on May 6.
The roster of returning sponsors has also been expanded to include food chain Nando’s.
The show is being made by production house Shine. Executive producer Margie Bashfield told Mumbrella: “It’s been a different process this year. We’ve been finding out who they are, who they are targeting and what are their core messages.”
She said that although brands want to be integrated into the show they want it to be subtle. She said: “A lot of sponsors say don’t hold our packet up, that’s not what we’re about. We want to see natural integration, the product being used. If you start making it look like an ad, you’re not going to be working for us.”
“A lot of clients have been with us for a number of years and we do give them a lot of feedback and what we are planning on doing. There’s a trust from us that the products integrated are going to work, and a trust in us that we’re going to do the right thing by them.”
She added: “We are not looking after them if people go ‘that was tacky’.”
An example from the new series will see Mitsubishi featured when the contestants are out and about in Melbourne. She said: “We’re never asked to put close ups in.”
Sponsors also get early access to each show so that tactical ads can be prepared that tie in with the goings-on in that episode.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
Linkedin