What’s surprising is that people haven’t noticed earlier. Marc Fennell and I pointed out the lack of originality in Nine’s promo department back in 2009, when we performed Massage My Medium at the Melbourne Comedy Festival.
Australian readers will recognise the “Still The One” reference in the title. After all Channel Nine was for many years the number one network, and they used that now famous song “Still The One” to sell the network for about 25 years
But not before ABC America first used it 33 years ago, in 1977.
And as David Knox over at TV Tonight pointed out early last year, this promo for Underbelly in 2009….
Looks awfully like a promo for Battle Star Galactica from 2005
There are some things in promo land that are quite challenging to sell, like making sport interesting, namely NFL, a game that can last 4-5 hours…FOX manages to get the blood the pumping, with this manic motion graphics spot for the 2008 Superbowl.
And Nine almost does a shot for shot homage to it for Twenty20, albeit using a famous DJ who once compiled a mix CD of fully sick house tunes in the late 90′s. Now i’m interested in your bat and ball game.. tell me more!
Nine even took a leaf (and a branch, and root structure) out of Michael Buble’s Spiderman video to re-invent their brand with no balls in 2006….
While we’re bagging out Channel Nine, they aren’t the only network to rip off ideas from overseas. Network Ten are renowned for their originality in the promo’s department…however…here’s a Channel Ten news promo from Philadelphia circa 1982.
And here’s Australia’s Network Ten promo for the National Early Morning News with Ron Wilson.
And before you leave comments like “Dan are you just rehashing content from your 2009 comedy festival show? Doesn’t that just make you as bad as Channel Nine’s promo department?”.
The answer is… yes.