How much does a half hour of branded entertainment cost?
Obviously it depends on the network and timeslot, but as we know weekend daytimes are full of the stuff, along with more than a few on multichannels.
One of the shows Nine used to screen on Sunday mornings was The Conversation with Alex Malley. Sponsored by CPA Australia (Certified Practising Accountants) it featured Malley interviewing guests such as Peter Overton, Deborah Knight, Laurie Oakes, Germaine Greer, Michael Clarke, Alexander Downer, Derryn Hinch, Nadia Comenci, Rudi Giuliani, Gai Waterhouse and Henry Winkler.
Last night Media Watch revealed the figure CPA spent on the series after Malley was sacked as CEO.
“And an investigation has now revealed that his TV ego trip cost members $4.16 million in 2015 and 2016,” Media Watch revealed.
“This included $1.2 million spent on advertising Malley and his show to the public on trams in Melbourne for example.”
The pricetag -which presumably includes production costs- also seemed to include appearances on Today and Nine publicity spending time promoting the show (oops, despite all those press releases it got no coverage around here).
After CPA stopped its sponsorship Malley’s Today show spots ended. Nine told ABC Malley’s role was “based on merit and audience engagement” and had nothing to do with CPA spending millions of dollars with the network.