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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. @vid: I switched to Nine news for about 2 months, but I had to switch back to 7 because it didn’t have nearly as much content as 7 had in their half hour and their stupid promos like ‘exclusive is a 9 letter word’ or ‘you saw it First on nine’ were just the biggest put-offs- in fact I’d probably watch sbs news over 9 now.. actually I wouldn’t go that far. But they need to get rid of their boastful ad campaigns (7 does the same, so I want them to do that too) and they also need to throw in a few more stories and stop 5 minute sports reports in the main part of the news (don’t mind a quick highlight, but the main story belongs in the sports report at 6:20).

  2. Maybe the reason all the best people 9 has end up at 7 is because they don’t like the way they are treated at 9 and don’t like working for a disfunctional network. And yes, 7 was bad years ago. 9 was on top. But 9 could have stayed there and fought 7. instead they let egos and pride get in the way and went along with their business thinking they will always be “still the one” and that people will watch them no matter what.

    How wrong they were. As I have said for a year now, 9 needs an overhaul to come back and regain respect of the numerous viewers they have lost. And, yes, GO is a good start and will only get better come next month.

    As for 7, they’ve won the ratings year already and their second channel most likely to launch Oct 4 and most likely to be lifestyle and factual based will only cement that lead further.

  3. vid take a chill pill, we all get it, you love 9 and hate 7. just because you want something to happen does not make it a certainty, and just because there is a pattern in history does not necessarily mean it will repeat. magic visions and time machines aside you do not know the future any more than the rest of us. i do not profess to be a television expert, especially not on the business side, but i do know what shows i like and what i don’t, i will watch any network that offers shows that interest me, and the shows 9 is offering make me want to vomit. i do think before i type, and despite your comments i do not regret what i said, why should i censor myself and sugar-coat my opinions? for 9’s benefit? so they don’t have a teary? boo- f***’n-hoo

  4. @ kenny: bruce gordon is not that great… i know that for sure! ppl complained when 9 removed their dots so they brought them back.. on the other hand..win tv logo is a map or australia!!! i mean how long did it take them to come up with that??? no long… its not original and there may be some copyright issues with it??? i mean anyone can use the map of australia??? lol

    win are going throught some major problems!!! and there is a rumour that the new playout centre that the ABC/WIN and moving to may fall through!! how funny would that be?? they spend so much money centralizing their pres to the gong and now they are going to spend more money again to move their pres to near sydney??How stupid is that?

  5. @bindi: nine is doing just fine.. its not great but will be back sure enought…. u think the other networks didnt have their problems as well in the past? seven was rubbish not about 5 years ago! and TEN was a great network a while back until it all went pear shaped! so now nine is going through its problems now… it was bound to happen…. just like the other networks…. the GO! channel is going very well for them and may be the one to watch from nine… seven on the other hand have no idea what they wanna do with their second channel… that i know for a fact!! Nine has got 7 a beauty there! ten on the other hand are doing well with ONE hd….. so bindi…before u type anything..have a good think about what u are going to say..cos u have no idea about television.

    @andrewB: what makes u an expert on television? exclusive is a 9 letter word….. there is no lie there….. is there?? nine news is not the best at the moment… but give it time and they will be back on top….. seven needed a ex nine reader to make ppl watch their news!!! how desperate is that!!…. i say no more on that!….. if ian ross didnt go to 7 then nine would still be on top with the news…That’s a fact! and who running 7… ex nine bosses! and if they were still at nine then 7 would still be rubbish!

  6. 9 does currently have an identity, and a theme across their programming, they are the trash network. i think they have already done a fair bit to repair the network with GO! while it is a different channel it can start earning back the trust that has been so completely destroyed by 9 and pass some of that good will onto the main channel by association. but since 7 is still beating everyone with only 1 channel while all others have 2 it will take a whole lot for 9 to get in the lead again. and i think what CK said is very true, if the employees don’t watch the network why would anyone else, and everytime i have called 9 to report a problem they have had no idea there was an issue, other people have similar stories.

  7. “Home” is that place everyone wants to go to at the end of the day but channel 9 keeps locking us out. They say you can only come in if you bring 1 million friends with you.

  9. @Stan – WIN’s 4 capital city stations and their regional networks don’t use the balls. They have their own “This is WIN Television”-style IDs. None of the “We Heart TV” rubbish. And no, Bruce Gordon’s not happy with Nine at all.

  10. I’m not going to knock it until I see it finished on air – I see all preceeding 38 comments have decided to knock it before they see it.

    Right now the slogan doesn’t sound that crash hot but who knows – they could do something good with it. They definitely need to rebuild their ‘star’ brand again.

    Ten was always the youth network, Seven the family network and Nine always the rich, glamarous and powerful one – they should work at getting that back. They lost that image with their trashy teen shows like Ladette and Farmer.

  11. Hi David. Is there any word as to whether Brissy will be receiving a new News set. They displayed a very similar desk to that of Sydney and Melb when they were at the Ekka. Just wondering. Thanks

  12. I wonder how the WIN Corp owned stations, along with NBN & Imparja will re-work their on-air looks with PBL-Nine?

    I think it’s time Nine gave into WIN & just drop their balls again; otherwise give WIN a massive discount on their affiliation fees in order to help WIN pay for a network-wide logo replacement.

  15. FJ said: So many entries say they never watch 9 yet they always come a close second for the week.”

    Maybe true, but the sign of a good network is one where the employees watch it. Particularly the management. Nine was king under Kerry Packer because he loved and watched his own TV channel.

  16. The balls logo was introduced around 1969 – moon landing, intro of decimal currency, before colour era. “Home of TV”?. Used to be, around that era. Still trying to figure what Nine’s getting for their $2m/week deal with WB. Why do they have to run the same movie on 9 on Friday night and again on GO on Sat. night? Management’s the problem at Nine. May be son and Godson of once-were TV giants, but son and Godson aint got it.

  17. i agree that nine is on the nose these days, but go to youtube and take a look at the 9 promos from the 80s and they certainly had “it” back then – their promos were excellent for the time great computer graphics and music that made 9 truly identifiable…they should take a look back at those and try to bring that into 2010

  19. Nine spend too much time coming up with slogans and one liners to promote their shows and network. Time that should be spent on running it.

    The lamest of them all (in Sydney papers), referring to 6pm news:
    “Exclusive” is a Nine letter word.

    Well Nine, Ratings and Success are Seven letter words.
    And Masterchef is a TEN letter word. QED.

  20. i can see the promo now, it would probally go something like…..

    “channel nine the home of all your favorites:

    -two and a half men
    -two and a half men 7:30 edition(monday)
    -two and a half men 7:30 edition(friday)
    -two and a half men adults only
    -two and a half men adult onlys(9pm edition)
    all repeats and all starting 10 minutes late
    plus dozens of show that wont make it past one week on air

    nine home of tv!!!”

  22. aca should get rid of the flashing cameras as part of thier logo, as well as being annoying it remaines me of the cameras of paparazzi, it fells like your watching a celeb gossip show like tmz, although sometimes content on aca isn’t much better.

  25. The tagline says it all – boring, mundane, uninspired and meaningless – they’ve done a brilliant job at encapsulating Nine’s true ‘brand values.’

    Two (and a half men) thumbs up to the creative team over there.

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