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Still the One for a new ID

Goodbye: "We Heart TV," "You Better Smile" and "Choose 9." Hello: "The Home of TV." But will it make any difference?

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wtvSince the death of Kerry Packer and the loss of its historic “Still The One” slogan, the Nine Network has been in search of new identity.

It lost its “balls,” found them again, said “We Heart TV,” “You Better Smile” and “Choose 9.” There have been white hearts, blue skies, spinning discs and rolling waves.

Within the next two months it will rebrand as “The Home of TV”, says The Australian.

While the logo remains, the rebranding is expected to focus specifically on the network’s on-air promotional material and news and current affairs programs. A Current Affair is also set for a more corporate studio look. Two weeks ago Nine News Melbourne unveiled a new, contemporary set.

9logo9The new look aims to be cost-effective with promotions, synchronising generic program idents.

But cosmetic change is no shortcut to deep-seated issues that hark back to production slates, investment and programming. Until Nine addresses a disillusioned audience they may as well call it anything they like. Viewers will respond to content and trust.

Last week TV Tonight readers voted the network the most unreliable Australian network by a whopping 80% margin.

nine network 09Source: The Australian

66 Responses

  1. I agree that Nine can change their slogan as much as they like but it won’t bring viewers back.
    I sat down and thought about how often i watch Nine these days and i came up with a blank Zero.
    Even a recycled Hey Hey won’t get me watching again.
    Nine: “what else is on” is it in my house…

  4. They have to get rid of the logo before they have any hope of a revival. Drop the balls, change the 9 completely. They’ve had the same shaped logo for 40 years now, and it definitely says 1970s TV.

  6. So far 9 have done well with Go!
    possibly they can start to do better with their premium channel and surprise us all, a new look might mean a new direction ….. Oh my god what am i saying this is 9 right.

  10. Nine Now Home of Two and a Half Men.

    Off the topic a little Who was the dumb a** when Kerry Packer was alive to put on a 4:30pm News Bulletin right in the Middle of what was a Childrens Viewing Hour.It is all good for the Mothers with Preschoolers who have their Hi 5 or Humphrey but what about those of us too old for that but too young to go work after school.

  11. Other options for consideration:

    Nine – ways to screw the viewers!
    Nine – panicked program chances a day!
    Nine – and a half men!

    As the audience survey demonstrated it will only take improved practice and respect for the viewers to turn Nine’s image around.

  12. I think you’re all looking at it wrong you know.

    Who was the major broadcaster back in the day? GTV9, Studio 9 etc etc.

    “Home of TV” might be a reference to the past as well as looking to the future.

    @Russell And “The Home of TV” is so broad, so generic it means nothing. It’s not even clever. Imagine “2Day FM, the home of music” or “Westpac, the home of banking” It just means nothing.

    Mate, 2DayFM is close to that now – “Sydney’s Hit Music Station” is very close to “home of music” if you think about it. Station = Home. Music = Hit Music 🙂

  13. We recently retuned our digital tv and because the 9 signal was so week it couldn’t be found. So now we don’t have 9 anymore, but are we bovvered? No… Do they really think a re-branding will help? Bless…

  14. This is the most inappropriate ID for 9.

    If Nine ‘as a Home for TV’ was a real family, they’d be sending their children to foster homes every time they didn’t perform as well as they expected. I’d sure hate to live in that family.

    Imagine
    Parent (aka Nine): Billy, why did you misbehave when the visitors came today?
    Billy (hypothetical TV show): I’m sorry, I won’t do it again!!
    Parent: To late! You’re out of here, and never come back again!

  15. Until Nine actually stands for something, or at least tries to stand for something, there is no point to rebranding and coming up with a slogan.

    The Ten brand is fresh, fun, youthful programming.
    The ABC1 brand is quality, hi-brow, sophisticated programming.
    The Seven brand is wholesome Australian and comfort food programming

    But I am lost as to what the Nine brand is. What does this network want to be? They seem lost. How a slogan can mean anything until their programming means anything I don’t know.

    And “The Home of TV” is so broad, so generic it means nothing. It’s not even clever. Imagine “2Day FM, the home of music” or “Westpac, the home of banking” It just means nothing.

  16. The expression ‘Shuffling the deckchairs on the Titanic’ comes to mind as I read this story.
    As you say, David, unless they address their disillusioned audience I think they may as well prepare to turn the lights off and leave the building.

  17. “Until Nine addresses a disillusioned audience they may as well call it anything they like. Viewers will respond to content and trust.”
    – absolutely correct David.
    And their 6pm Football Report (formerly Nine News) is a disgrace too, have they forgotten than sport goes in the sport section and not the first 14 mins of news? Anything that possibly relates to sport should be shown after the news content. Ohh, and to Channel Nine and Seven, things do happen overseas other than animals being born in the Zoos. Show overseas content!!
    The A Current Affair set (if you can call it that) is attrocious. It is a digital version of a set they had back in the 80’s with Jana Vendt with the red squares and black framwork.

  19. Perhaps its just that advertising doesn’t affect me, but there is no way in hell a dumb station promo is gonna change the way i feel about a stupid tv network. And of course one has to watch 9 in the first place to see it (while i do, its not very often).

    The thing about homes is most people have their own, what next, will 10 be the hotel of TV, 7 be the work of TV, 2 the corner store of TV, foxtel the shopping center of TV.

    Perhaps 9 should stop wasting money of promos and spend it on talent (both on screen and in management)

  20. It feels like it’s been a while since a commercial network has had a major re-branding… I guess 9 dropping the balls and getting them back again was the most recent…

    I wonder if ten will re-brand in 2010….

  21. Wow, the journo who wrote that article in The Australian is pretty incompetent: “A recent overhaul of the graphics and studio at GTV9’s Nine News in Melbourne, where newsreader Peter Hitchener appears in a more dynamic 3D studio, has been widely applauded among its peers. It is not known whether Nine News Sydney will undergo a similar makeover; its last was in November last year.” Of course Nine News Sydney underwent the exact same makeover only a few months ago, which in fact preceded the Melbourne set change, but we wouldn’t want to actually check our facts before going to print, no sir.

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