MTV Australia Goes Balls Out

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Last week, a bit of new work shared out of MTV Europe, this week we head over to our friends at MTV Australia, who have commissioned two new channel branding idents for it’s MTVN HD offering. These continue the branding evolution we saw from last year’s “Organic” Campaign (with other themes including “Aggressive”, “Calm”, and “Lively”).

Individual logo animations (reinterpreted MTV logos) were integrated into infamous locations throughout Australia. The new spots were directed by Ash Boland.

Australia’s 7Two Launches

Australia’s Seven Network yesterday launched it’s eagerly anticipated new broad entertainment channel 7Two. The new 24-hour channel, buoyed by heavy US and UK programming titles promises “more drama, more lifestyle, more reality, more comedy, more movies.”, includes nabbing favorites Ugly Betty, Heroes, 24, and Lost.

Already the channel has enjoyed promotions on Seven ahead of its launch on Sunday with its politically-inspired “It’s Time” campaign song. Seven’s production & programming chief Tim Worner tips us in on a few secrets including a few red herrings, such as faked channel names 7PLUS, PLUS7, and Channel Mate, all of which included specially designed logos for the false channel monikers.

“When we sat down to work out the name of the channel 12 months ago, we were considering all these names. Red, Ruby, Bill, Dave, Tom, Dick, Harry,” he teases. “In the end we kept coming back to the power of that big, red 7 and the trust that’s been built in that brand over the last five years.”

The rest of the channel’s programming will include the “very best of British television”, themed nights including Action & Adventure, Lifestyle and Movies, and cooking programs from the likes of Jamie Oliver, as well as primetime episodes of The Jay Leno Show, five nights a week.

 

Channel Nine Refreshes On-Air With “Welcome Home”

Breaking News: Australia’s Channel Nine unveiled its much anticipated new on-air identity last night at 6pm with a new campaign dubbed “Welcome Home”. The new presentation system is rolled out as Nine buffs up with a fresh programming slate and renewed confidence internally.

A look at the new launch promo:

In related news, the rumors that we were hearing were confirmed today with the announcement that rival Seven is launching its new (free to air digital) channel on November 22 to go head to head with Nine’s digital channel offering  Go, which launched on August 9, targeting 14 to 39-year-olds. Whether or not it cannibalizes the primary channel from Pay TV or it will grow overall numbers remains to be seen.

Australia Seeking Creative Agency for £10M Rebrand

Although I keep 90%+ blog postings on branding & motion graphics for the screen; every once in awhile, an assignment comes along that really does tickle the creative fancy (London rebrand anyone?).

It has been confirmed that Australia is proceeding with a $20M (£10M) rebrand, with Trade Minister Simon Crean adding, “Building Brand Australia has an unashamedly commercial focus which will help promote Australia as a great place to live, a great country in which to do business, and a great place to invest. We’re trying to sell our goods and services better to the world on the basis of better promoting the full breadth of our capacity.”

In an effort to rival the success of brands like ”100% Pure New Zealand” and ”Malaysia Truly Asia”, the country is seeking creative & advertising agencies to come up with a new Australian image.

Nine Network Looks to Rebrand

Sydney: As insiders speculated, it looks like Australia’s Nine Network is proceeding with a complete on-air rebrand, and will reposition the channel as “the home of TV”. The blue livery and iconic nine logo are expected to remain, but the broader brand platform looks to emphasize the network’s on-air promotions, news, and current affairs programming.

Nine, which during its years as Australia’s top rated network with the tagline “Still The One” had a particular strong ratings week with a 27.3% share in all demographics, to Seven’s 27.8 % and Ten’s 21.8%. The new branding campaign follows “We love TV”, “Smile”, and “Heart” campaigns launched in 2008.

The new branding campaign will most likely de-emphasize (costlier) program specific promotions, focusing more on generic program idents. The hero channel’s rebrand comes only weeks after the introduction of the GO! brand caused a few technical blips at the network.

Pulled a few Nine Network idents (from recent years) for readers who might not be familiar with the brand history. I am a big fan of the Aus/Asia market and will certainly be keeping a close eye on this one.

Click keep reading for a couple more reference videos.

Australia Network Refreshes Brand Identity

Australia’s international TV service, Australia Network, has refreshed it’s on-air brand identity. With coverage to 44 countries across Asia, the Pacific and the Indian subcontinent, the goal was to create a “sophisticated and contemporary solution with broad and cross-cultural appeal”.

Updated 27 May: Correction to copy, edited to clarify on-air design designed & developed by Sydney-based creative studio Motion Foundry.

Click for Montage

The broadcast refresh includes the new tagline: “From our world to yours”. Australia Network evolved the brand message to reflect its role as a ‘bridge’ between Australia and one of the most dynamic regions in the world, Asia-Pacific.

“What has been created for Australia Network showcases our unique multi-genre offering, allows our viewers to navigate around the network more easily and exemplifies our brand values. The challenges we faced were significant and success came when we combined the strategic and creative talents of Saatchi & Saatchi and Motion Foundry,” said Pam Murray, Australia Network’s Head of Marketing.

Australia Network 2009 Refresh

Australia Network marketing executives worked with Saatchi & Saatchi’s strategic consulting division, Industry, to craft a brand platform that would appeal to its target audience of “internationalists”.

The on-air package was designed and created by creative studio Motion Foundry (in conjunction with Sopheric NY, who handled the sonic branding elements). The package was developed for flexibility across a diverse range of genres. 40 live action idents were produced and directed, across key genres including News/Current Affairs, English Language & Learning, Sport, Documentaries, Kids, Drama and Lifestyle.

Extra thanks to Australia Marketing Head Pam Murray for the video and campaign insight.

One HD, Australia’s New 24/7 Sports Channel Launches

One HD is finally here. Australian Network TEN’s 24/7 digital sports channel launched a couple weeks ago with a nifty “countdown on a vault” thematic and a promo featuring some big name Aussie stars teasing the channel’s programming lineup. TEN is confident that the new channel will score with sports fans. General manager of Sport, David White, explains “We know our opening weekend will give viewers a sensational introduction to ONE, and mark the beginning of a lifetime’s habit of essential sports viewing.”

Here’s the :60 teaser/promo –

From a business perspective, it’s important to note that it is the country’s first commercial free to air network in almost 50 years, which would explain some of the considerable industry and public buzz generated by the brand. The countdown and launch sequence for colleagues in the US & UK who haven’t seen it yet –

TV Brand Identity: Balls, Blobs, and Spandex Clad Men

A hilarious must see: sharp witted (and award winning Australian film & television critic) Marc Fennell does it again. Marc sent me a message yesterday regarding ‘#zombie looting’. Unfortunately, I don’t have all my Tweet-speak down yet.

What I do know is that audiences are equipped with greater awareness of our work in screen branding. They are connected to the mass media dialogue like never before. And since consumers now interact with content and programming through intersecting media portals, they’re quite likely to tweet and blog their true feelings towards our entertainment brands (and how we package them) into the digital hemisphere. The real question? Will those of us in the branding business hear their call?

There’s never been a greater opportunity to listen, speak, and interact directly with our evolving (and lean forward) audience.

In the span of just 6 minutes, Mark manages to channel some collective Aussie angst, while simultaneously being able to talk about Channel Nine’s Balls and the (beloved) BBC Three “Blobs” engaged in some alleged dubious behavior.

If you manage to get through the video without smirking, smiling (/crying), grinning, or outright chuckling, please immediately run out and get yourself some Pinkberry. Make that a large with blueberry, raspberry, and kiwi.

You, my friend, have yoda-like self control.

Do you have an opinion on this issue? Go ahead! Post your (g-rated) thoughts below and share your comments on the current state of television branding and continuity. We’re listening…

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