Ten’s Masterchef leads the charge at Promax Awards
Ten’s marketing for its first series of Masterchef led the Australian pack at the international Promax/BDA awards for promotion of TV shows.
Ten racked up a total of nine awards including best integrated marketing for its Masterchef Australia campaign.
The Movie Network emerged as another local winner scooping up eight awards. It received six golds including two for its second season of Madmen in the best website design and best collateral material categories.
SBS scored five awards. It picked up gold in the best 3D animation design category for its promo ident for “war zone” . Meanwhile Nine hooked a gold in the best radio spot category for The Farmer Wants A Wife.
What your story didn’t acknowledge was that pay-TV channels cleaned up at the awards, far and away outshining the free-to-airs, or as KIm Williams has taken to calling them, Old TV. A changing of the creative guards in TV to match consumer habits – you bet.
Judging from the winners list it seems that everybody cleaned up. Quite a few awards there!
Also no one has seemed to notice that award 27 [best promo never made it on air/best work never seen] was for an Underbelly promo that NINE made intentionally ONLY to go on the internet as a viral video. It was never intended to be played on air so really shouldn’t be included in this category that recognises work that for one reason or another wasn’t able to be played on air. Admitedly it’s a great piece of viral but they’re bending the rules here to get an award. But then the Head of Promos at Nine is also the chairman of Promax so I’m sure it’s not that unusual. This is the same man that tells his staff that he automatically marks his competitors with a zero when judging the awards where Nine is also competing in.
And if anyone remembers this is also the Underbelly viral that Nine claimed to know nothing about due to it’s over-exuberance in showing breasts. Still the One? Still the one lying to it’s audience.