News ‘I love looking fake’: Ten introduces the surgically-enhanced stars of The Shire July 10, 2012 7:00 by Tim Burrowes 41 The Shire's Sophie and Vernesa discuss breast enlargements Ten tonight revealed the first scenes featuring the stars of its “dramality” show The Shire which launches next week. The controversial production is filmed in Sutherland Shire in New South Wales and goes to air next Monday. Among the stars revealed in videos uploaded to YouTube tonight are Sophie and Vernesa, who are filmed discussing their large, fake breasts. Also featured is Rif Raf, who appears to be a wannabe rapper. The Shire is produced by Shine. Tim Burrowes Tim Burrowes is the founder and content director of Mumbrella. He's written about media and marketing in Australia, the Middle East and the UK. topics Shine, television, Ten, The Shire, TV, Vernesa Share Tweet Share Comments: 41 Add Comment Trevor Trevorsen 10 Jul 12 I just invoiced you for forty seconds of my life. Reply S 10 Jul 12 How is there funding for this and not Spicks & Specks or Letters & Numbers? Reply Tim 10 Jul 12 Looks very bloody funny – can’t wait! This is spot on to how the genre works – very similar stuff to Amy Childs on Towie. will be watching Reply Barb 10 Jul 12 hahahaha classic. I’ll be watching. About time we had a show that wasn’t about singing dancing or cooking just a bit of guilty fun. Reply Mal damkar 10 Jul 12 Best comment ever Trevor!! Reply Clare 10 Jul 12 Very funny stuff. I’m already hooked. Can all the stiffs who turn there nose up at this just change the channel. Reply Steve 10 Jul 12 Amazing that people have paid for advertising on this show. Reply daryl 10 Jul 12 theyre not talking about their breasts, theyre talking about their makeup, tools Reply Mr Ten 10 Jul 12 Funny!..how the positive comments on here match those on YouTube and those users have only commented on Shire vids…not that i’m accu…well, you know Reply Ryan 10 Jul 12 Totes Barb!! And can all the prudes with sand in their vaginas cool out? Reply Ryan 10 Jul 12 S: because they’re both bad approximations of UK formats. Who the hell thought it was a good idea to pair Jarvis Cocker with Denise Drisdale on a panel show? THATs why there’s no funding for Spicks and Specks… Reply Mark 10 Jul 12 Love your comment Trevor!! Reply Smedsta 10 Jul 12 First clip looks actually hilarious… If thats the best clip they have of the rapper then I really don’t think the show’s gonna hold my interest for long. Reply Dogroll 11 Jul 12 Oh no. I used to live in the “Shire” and now I’m embarrassed for all of you still there. That is possibly the 2 worst promo skits I have ever seen… Great portrayal of Australian culture channel 10… “If you’re not born with it, buy it” Reply big ears. 11 Jul 12 two words…cash cow. it’s going to be massive for the 16-39 demo, it will sell well internationally and it has the potential for at least a 4 season run. Reply a 11 Jul 12 Id hope Conroy’s gift was better spent than this. Such a powerful device television is, such a waste of time this show will be. I know we cant have educational shows 24-7 but channel ten is so so light on anything intellectual. They focus on the young adult market and if their interpretation of what the young adult market is interested in is correct, then god help us all. They did try Negus, and what a fail that was…. actually feel sorry for Ten, dammed if you do, dammed if you dont. Reply Circling sharks 11 Jul 12 The word ‘dramality’ makes me want to gouge out my own eyes with a pen. Reply The Grim Reaper 11 Jul 12 10 discovers how deep the rabbit hole can go Reply Scott Taylor 11 Jul 12 It’s good to see more time and effort going into the astroturfing than the actual show. Reply Jimmy 11 Jul 12 It repulses me and looks staged. It shall do well. Reply Not Sure If Parody... 11 Jul 12 I’m going to be the voice of optimism and say that these are the finest actors in the land, they’ve already suckered in so many people with their Jersey Shore parody! Reply MIke 11 Jul 12 They’ve discovered the Higgs-bogan particle! Reply zumabeach 11 Jul 12 This is the oldest trick in the marketing book … no one every went broke making the lowest demographic show for the lowest demographic audience. Gives the bogans and knuckle-draggers a chance to laugh at one another while the ads offer them all sorts of rubbish – fat food, cheap grog and bargain store fashion – that they won’t be able to resist. It’s a win for all concerned – ain’t life grand! Reply the public 11 Jul 12 Interesting to see the words ‘‘dramality” and “vernessa” in one article. Reply Lexi 11 Jul 12 They look like they’re from Bankstown.. not the shire haha! They even have a ‘westie’ accent. Is channel 10 just buying westies to portray themselves as shire locals because the locals are too embarrassed to be on the show? Reply Lu 11 Jul 12 Lexi – Are you from the Shire? Reply SKA 11 Jul 12 Please let this be a parody…. How depressing! Reply katea 11 Jul 12 If it can only hope to be as good as ‘the only way is essex’ then it will be train wreck facinating. The rapper reminds me of Chris Lillleys S-Mouse Reply Surry Hills 11 Jul 12 They should combine this show with the Lara Bingle show & make one massive waste of air space! Reply The Fence 11 Jul 12 Zuma, are you man or woman enough to put your name to those comments? With that attitude towards the market and the products we sell, I doubt you’d be hired in advertising again. Reply thomas 11 Jul 12 Never met them, but I already have a grudging respect for Sophie & Vernesa (is that a real name?) There are two paths to authenticity, which is linked to advocacy – based on how you talk and how you act. Basically the strongest ‘brands’ are either real/real (think Bunnings/George Bush or fake/fake. (Authenticity – James Gilmore, worth a read) Embracing your fakeness in everything you do is a path to brand love. Good luck to them (or maybe not that much luck)….. Reply alex 11 Jul 12 definitely agree with “Surry Hills”… this combined with the Lara Bingle show would be a blockbuster of a brain numbing show. there’s already enough garbage on television as it is, further enhanced by wastes of oxygen like Lara and these “enhanced” girls. Reply Mel 11 Jul 12 Isn’t the show just meant to be funny and a guilty pleasure. Why are people so worried and caught up about it. Either embrace it or don’t watch it. It’s not life or death it’s just telly. I can’t wait untill Monday! Reply zumabeach 11 Jul 12 @The Fence … Advertising? I’d never lower myself to work in such a flim-flam of an industry. But I do readily confess … before Rupert showed me the door, I worked for longer than I care to remember as a newspaper reporter-feature writer – and as I happily admit that’s even lower down the credibility food chain than advertising and marketing. These days I prefer to watch the sun come up and go down, catch a few waves (certain Sydney eastern suburbs beaches had a very nice metre plus surf today) and enjoy the occasional long lunch with fellow Rupert outcasts where I sharpen my hard won cynicism about the media and marketing industries as they continue to bang on about their own self-importance. I’m just an innocent bystander these days but I couldn’t be happier. Like I said – ain’t life grand! Reply Dante 11 Jul 12 Wow. And Ch10 wonders why they are failing. Reply TheMartian 11 Jul 12 I will admit I am confused. Who watches this type of programming and more importantly why is it so successful? From what I understand (multiple takes and massive editing) it cannot be cheap to produce so why? Please explain because I truly do not understand this or the Lara Bingle program Reply anon_coward 11 Jul 12 I hate it, but bugger me it looks like it will rate well. Reply MattP 11 Jul 12 For every one of these delightful people shown in these ads, there are another thousand delightful people just like them who enjoy nothing more than watching delightful people just like themselves. = ratings hit = explains why Kyle has listeners But given the absolute mixup of morals/priorities/emphasis in modern media, does this surprise anyone? Reply Curtis Jackson 11 Jul 12 Rif Raf needs to stop stealing 50 Cents lines. That hook he spits is straight from “Many Men” Reply Dorothy 11 Jul 12 I don’t have a problem with this garbage – zuma hit the nail on the head with comment 23. We all forget that the DEFG demographic makes up 60% of Australia, and fast food/spirits/cheap fashion need an avenue to reach their target audience. What will bother me more than the fact these airheads are going to make more money than most of us by participating in this crap, is the fact that suddenly they will be elevated to celebrity status. Newspapers and websites will care about them, they’ll be on magazine covers, and they’ll get broad coverage the way the Jersey Shore/TOWIE cast do. I won’t be able to get away from them! And that’s actually a really sad reflection on pop culture in Australia. Reply Dee 13 Jul 12 What a flop and bringing westie in to pretend their from the shire.. Those girls are from Bankstown trying the hardest to be famous.FAKE PPL HAVE FAKE FRIENDS AND FAKE PERSONALITIES… Reply Have your say Name Email Address (optional) Website (optional) ADVERTISEMENT Most Discussed 122 Comments Sky News drops Outsiders from schedule after sacking of Mark Latham 50 Comments Sky News sacks Mark Latham and refuses to say whether Outsiders will remain on air 47 Comments Why that Pepsi ad isn’t as bad as you think it is 35 Comments 457 visa axing to hurt PR industry with ‘PR manager’ to be removed from temporary visa list 34 Comments Job cuts, one brand and the future: Will Fairfax get it right this time around?