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Friday Flashback: MasterChef Australia: “boys vs girls”

Back in 2013, threatened by the success of My Kitchen Rules, 10's promo team made a huge misstep.

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MasterChef Australia returned to 10 this week with a refresh of judges and contestants, with promos declaring “There Have Never Been MasterChef Australia Contestants Like This.”

Back in 2013, threatened by the success of My Kitchen Rules, 10’s promo team branded the season as “Girls v Boys.”

Contestants were dumbed down to “Tiger Mum,” “Cattle Rancher,” “The Dude,” “The 1950’s Housewife,” “The Tough Cookie,” and “Daddy’s Little Princess.” What the?

A second promo even had contestants feuding over ingredients at a Coles check-out, accompanied by the words “Game on molls.”

Viewers hated it and it was a lesson learned by all.

8 Responses

  3. Back in the days that the promos were exciting and memorable, even if they were cringe worthy. These days the promos for reality TV are just showing the upcoming drama and rubbish that reality TV is all about now.
    You couldn’t advertise anything based on ‘girls vs boys’ these days because someone will be offended and make a complaint and then you’ve just wasted a heap of money on promotional media/material that will have to get pulled, and yet all the bullying and crappy behavior that is reality TV these days is still acceptable and celebrated.

  4. I wasn’t a big fan of this annoying tune. I remembered that MCA started in June 2013 and the ratings struggled and only rated about 600k metro which was an embarrassment), but 11 months later, things started to improve for MCA as did the revenue. That year, 10 had two MCA shows – in non-ratings period was the Professionals while the mid-year was the girls v boys theme

  5. Remember these promos well, that annoying catchy tune too! I think MasterChef’s low point, weren’t some episodes even just 500k metro (for then a disaster) but quickly turned-around the next year, as did the network. Which was in its gloomy period in 2013 after 24 months of widespread changes, cuts and sackings including Neighbours moved to new multi Eleven, CEO Grant Blackley sent packing, losing AFL after 2011 and a controversial board came in, not to mention Nine’s ratings resurgence/London 2012/The Voice smash hit and Seven dominating across the board still with MKR’s peak.

    1. Same here I don’t remember it so it must have been really successful- not! But why didn’t your article state who eventually won that season?

      1. Because it’s a flashback about the promo and campaign. But you’re welcome to search the site, which is what I would do to answer yours. TVT is as self-serve as I can make it.

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