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NZ’s TV3 clones SBS “Six Billion Stories” slogan

SBS is angry that its slogan "Six Billion Stories.... and counting" has been hijacked by NZ broadcaster TV3.

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SBS is angry with New Zealand broadcaster TV3 for using the slogan “Over Six Billion Stories…. and counting”, branding it a rip-off of its own slogan “Six Billion Stories…. and counting” which it has used for three years.

TV3 is using the slogan on News promos in New Zealand.

SBS’s director of marketing, Jacquie Riddell says, “Given that TV3 and SBS exist in a similar category, we would be concerned at the perception of a business connection, association or sponsorship…SBS has invested heavily in developing the tagline, logo and overall brand which is protected via copyright law in Australia.”

Riddell had raised the issue with both the broadcaster’s lawyers and the agency that developed the creative, but was also considering getting in touch with TV3 to express her concerns.

She added: “I think it is poor form to so blatantly steal our idea, and also to make such a ham fist of it in execution.”

TV3’s director of marketing and communications Roger Beaumont said, “It’s a generic phrase based on the population of the world. I don’t think it’s particularly unique.”

You can see the TV3 promo here.

Source: Stop Press

22 Responses

  2. There is nothing original anymore, anyone seen the latest commercials to promote Australia to the rest of the works, it’s very similar to the Discovery Channel promos.

  3. @Ararat: You have confused copyright infringement with trademark infringement – the two are quite different. And no, the RIAA (or whoever) can’t sue citizens or corporate entities for copyright infringement in any country they choose. They can only do it where a country possesses the laws that will permit them to do so.

    Australia amended its copyright law in 2006 as part of ratifying the US-Australia Free Trade Agreement. Some of these changes made it easier for US-based music, film, and television companies to prosecute Australian citizens in the Australian federal court system. None of this was to do with trademark infringement.

    Without researching the specifics, I would suggest that SBS would have to apply to have the NZ High Court hear the case in Australia. While this could succeed (there are reciprocal arrangements), it would be another matter entirely for them to be successful in preventing TV3 from using their version of the slogan.

  5. *small letters* SBS *large letters* ONE HD

    familiar to anyone? I have genuinely been confused while channel flicking, when sbs has sports on. I remember thinking ‘there’s something different about ONE hd, I just can’t quite put my finger on it.’

  7. @Secret Squirrel

    Now that’s just a silly statement. Of course they can, they don’t need a ‘legal existence’ (whatever that means) in the country. That’s like saying the RIAA can’t sue me if I download their music and sell it to ppl on CDs because I’m doing it in Australia and they’re american.

    If you can prove you are the legitimate owner of IP, you can sue in any country.

    Copying one word is ridiculous (although the Bradman family did it when they sued that brothel), but these guys have copied an entire 5 word slogan as it is, and just tacked on a few words at the beginning and the end. That is blatant.

    If SBS cares enough to sue, they will win.

    Btw, those who are saying that Australian TV blatantly rips off US etc, they pay licensing fees, so it’s legal. If they did it without paying (or if they aired shows without paying for them, and believe me, I have been in countries where this does happen… they just tape them in the US, and send them on VHS tape where the local TV stations broadcast them, it’s funny, it sounds like a joke, but it does happen) then they would get sued. It doesn’t matter what country it’s in, copyright infringement is copyright infringement.

    That being said, I don’t see why SBS cares. I’m sure TV3 would rather come up with a different slogan than pay royalties, so it’s not worth the bother.

  9. Another storm in the teacup that is our part of the world.

    @Rob: it’s nothing to with the ineptitude of the SBS board. How many small businesses are you aware of that have protected their slogan by registering it in another country where they don’t trade?

    I sincerely doubt that SBS would be able to prevent someone else from using that phrase in NZ, given that SBS have no legal status there. Please enlighten us if you know otherwise.

  11. Listen to the American channel NBC’s news intro music, then listen to Sevens. If it sounds familiar, that’s because seven copied it off NBC back in the 90s. I’m also pretty sure that Nine copied their long running ‘Still the one’ slogan off an American network.

    Considering how much Australian tv copies off US tv (which may not be close geographically, but culturally and socially it’s very close) I think it’s about time we got a taste of our own medicine. Afterall, copying is the scincerest form of flattery.

    One final question. How many people here have access to both sbs and TV3 on the same tv set?

  13. nothing is ever new…just look at the countless movies that feature a repeated storyline every few years…with maybe a new title and new lead…look at the Disney thing on the interweb a few months back and how they have repeated things over the years…look at the countless take-off on reality shows…i could go on and on…SBS saw an opportunity to kick the sand in someone else’s face in the hope of all the big kids looking…. interesting yarn…move onto the next….

  14. I think it’s a little different when the countries are so close. Do you know how much money that branding would have cost? It’s an obvious rip off from a neighbouring country.

  16. So it’s ok for sbs, and other Australian networks, to copy overseas tv networks ideas, but heaven help the network that dare use sbs’s idea as inspiration for a slogan.

    Besides, tv3 are clearly using the slogan in a different context, so I don’t see why sbs are spitting the dummy over something so common.

    After all, if we you take away our rigth to copy ideas, where on earth are we going to get then from (simpsons quote).

  17. I like SBS’s tagline and network idents among the best on free to air I think.

    But no point in getting upset over it; Australian networks have been ripping of network from around the world particuarly US networks for years.

    I’d see it as more of a compliment than anything; that they thought it was good enough to want to use.

  18. SBS can’t afford good IP lawyers?

    If it was that important then get some legal protection even a small business would be aware of. Inept Board at SBS – simple as that.

  20. I’m not sure what SBS is worried about, it’s not like there’s any kind of crossover between people watching TV3 and people watching SBS – unless they’re travelling across the Tasman on a regular basis.

    Also, ‘six billion stories and counting’ was only part of the tagline: ‘Over six billion stories and counting. It’s all about the story.’ I took away from the promo that ‘It’s all about the story’ was their actual tagline.

    I’m thinking Channel 9 should get a bit annoyed at the use of the One part of Still The One in a lot of ONE’s advertisements. How can they call themselves ONE when Nine have been calling themselves Still The One for years – how can a network in a similar category use the expression ‘One’ so callously.

  21. What’s ham fisted about it? Looks professionally executed to me and the phrase “Six Billion” is the only link I see. Stylistically, it’s completely different.

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