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A Current Affair promo risks the great divide

In what must have seemed like a good idea at the time, a "Made in Melbourne" promo for ACA does a pretty good job of inadvertently trashing Sydney.

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The Great Dividing Range may separate the eastern seaboard from most of the rest of the country but A Current Affair’s latest promo has drawn a line through the Murray River.

In what must have seemed like a good idea at the time, a “Made in Melbourne” promo does a pretty good job of inadvertently trashing Sydney.

“The other 6.30pm shows all come out of Sydney – so how can they possibly understand the issues affecting us?” it purports.

That would be Today Tonight and 6:30 with George Negus, in case you’re wondering, both of which are hosted in Sydney.

Tracy Grimshaw has been hosting ACA in Melbourne for two years, now at their new Docklands studio. Before that she, and her predecessors, were also in Sydney. Nine has frequently branded Melbourne productions with the words “Made in Melbourne,” (including The Block) and while it’s fine to include an acknowledgement, the editorialing in the latest promo will backfire.

In this age of the interwebs and Twitter, it doesn’t take much for Sydney residents to hear about how their own are being given a swipe.

It’s also incorrect. Martin King says, “Our reporters, producers, researchers all live and work here.” All? The show’s executive producer lives an works in Sydney, along with several Melbourne reporters who have relocated to Sydney for the gig.

So what’s behind the move?

ACA has traditionally been strongest in Melbourne, but since the arrival of 6:30 with George Negus the numbers have begun to slip, although it still remains well ahead. It does need to retain the numbers from Nine News in Melbourne, but having a go at Sydney may not be the most effective way of doing it.

The story has made news in the Sydney press today, republished in Melbourne.

55 Responses

  1. Who ever greenlit that pathetic “promo” needs to be sacked. Not only is it alienating to Melbourne viewers, but completely trashes the aca brand in Sydney and Brisbane. But then again people who watch this absolute garbage might not even have enough of a braincell to realise this. I mean after being subjected to story after story about wonder bras, wonder pills, wonder diets and feuding neighbours, supermarket wars and dodgy councils, who would blame them?

  2. This “made in Melbourne” stamp that I’m hearing so much about – is it used by all networks or just Nine? I couldn’t imagine the ABC being so petty.

  3. couple of points here David…not withsatnding the usual amount of Channel 9 bashing here by the same people over and over and over… 1) 630 is a good show 2) Who cares what they say in this promo…i mean really and 3) is this your idea of a holiday…go out the back and have abeer or wine mate…take a load off will ya

  5. A Current Affair is often divisive so I’m not surprised. Melbourne vs Sydney, Workers vs Dole Bludgers, Christian vs Muslim, Aussies vs Foreigners. Take your pick.

  6. It’s almost as if Nine are completely unaware that social media exists. I wouldn’t be surprised if any gains resulting from this stance are offset by losses elsewhere.

  7. I’m fine with the news from Sydney even though I’m a Melbourne boy. Sydney is really the news/current affairs/business/politics capital of Australia. Melbourne has the viewers but the best production of news/reporters comes from Sydney.

  9. It is a shame, but this is typical of the malignant disease affecting ch9. In the past 2 years the whole TV landscape has changed, in the next 2 it will be even greater. They (the senior ngt) just seem oblivious to the pace of change and the inter-connectivity bewtween different media platforms. There only hope in the short term is that ch7 become arrogant and start to stuff things up. Further ahead they need to change their approach, both radically (less blokey trash like BTL) and swiftly. They do have Hamish & Anonymous in the bag, but will have to resist their habit of overkill if/when H&A give them some ratings success (recent destruction of Top Gear/Ramsey needs to be avoided)

    Q. Whats the difference between Cops LAC/Sea Patrol/ Rescue Special Ops?

    A. The location

  11. If you don’t focus some time on what is interesting to Sydneysiders, your going to get into trouble ratings wise. Between The Lines for example.

  12. They must think Melbourne viewers are thick if they want them to believe this garbage isn’t made for a national audience. If they want to lay claim to it go for it. I’d be embarrassed if this shit was being produced by the regional broadcaster I work for.

  16. That Between The Lines was made in Melbourne. It did so well in Sydney.

    Beware Sydney Channel Nein – it’s the city which is fodder for much of your Underbooby exploits.

  17. “The other 6.30pm shows all come out of Sydney – so how can they possibly understand the issues affecting us?”
    What fools write this trash? Surely it must follow that since ACA is “out of Melbourne” “how can they possibly understand the issues affecting us?” – here in Sydney, or Brisbane?

  19. Meh, they advertise as ‘the voice of Perth’, when there are literally no stories about Perth.

    Not that there’s alot going on over here, but still…

    Perhaps ACA and TT could be cancelled in WA?

    Please?

  21. That was a cringeworthy promo. Who cares if you’re made in Melbourne, you’re still covering the same old bra, supermarket or dodgy tradesman stories.

  23. Hilarious. Melbourne’s audience tries and likes 630 With Negus style current affairs… and instead of rising to the challenge and competing at a serious news level, ACA makes a parochial promo.

    That might have worked in the 80s, but 630 is proving people want substance, not promos.

  24. Haha Nine are a joke.

    Its about time the media get over this Sydney/Melbourne thing. Theyre the ones continually pushing it whilst no one really cares.

  25. How on earth does that promo trash Sydney? Not sure how one would draw that conclusion? Simply pointing out a true fact – that the other 630 shows are prodiced in Sydney. But how does that Trash SYD?

    Anyway – it’s a bit of a case of clutching at straws.

    ACA is still a national show. The fact it’s produced in Melbourne is largely irrelvent. It’s still produced for a national audience. It’s not like it has a local focus at all.

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