Will Volkswagen influence Top Gear Australia?
SBS is playing down fears that the signing of Volkswagen as a sponsor of Top Gear Australia will not affect its editorial position one way or another.
- Published by David Knox
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SBS commercial director Richard Finlayson has denied the signing of Volkswagen as a sponsor of Top Gear Australia will compromise the new show’s editorial position. He said the structure of the broadcaster meant the advertiser would have no influence on the content.
“I think what is central to the whole Top Gear brand is that it has been built to be brave, fearless and quite controversial in dealing with cars and a number of other issues,” he said. “Clearly it is a sacrosanct environment.”
Mr Finlayson said there was no contractual agreement with Volkswagen governing how the brand might be treated on the show. “It is just a very, very clear understanding (that Volkswagen has no editorial control).”
The concern is one many commentators have held since SBS announced it would be producing a local version.
Mr Finlayson said the car maker would not be getting preferential treatment on the show because of strict conditions in the SBS charter banning product placement.
SBS is believed to have beaten the Nine and Seven networks in a bid to secure Volkswagen as a sponsor as the car maker ramps up its marketing spend in Australia.
The full list of sponsors, expected to also include oil company Castrol and insurance brand Shannons, will be unveiled tonight.
The local version of the show launches on September 29.
Source: The Australian.
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3 Responses
I still do not put much faith in this local show but am willing to give it a try.
I have to say though, that having a car company as a sponsor, does not make me think this show can be impartial.
By association with this company, the belief now exists that they a preferred supplier
The only way to dispel this would be to have a review such as the bagging of Volkswagen’s Touareg as shown on the “Real Top Gear” repeat the other week.
Then I could believe it 🙂
Shows that review goods, should not be seen to associate with suppliers of said goods, for fear of bringing their impartiality into question.
‘Nuff said.
The Car Show on ch9 is nothing more than a 30 minutes infomercial for different cars, I’m sure SBS will not go down that path. Car makers should be scrambling to have them test their models.
David there were 10 eps in the second season of Top Gear in the UK, they will stop with number 5, any news on the other 5?
http://en.wikipedia.org/wiki/List_of_Top_Gear_episodes
I just can’ t see the show being as critical on cars as the UK version. The car market here is too protected. I really hope it doesn’t turn out like the Glen Ridge show on 9 and praising every single car ever made but I’m not holding my breath.