What’s going to win the TV ratings for the three major networks this year? Boobs, bums, bullets, bonking, brawls, balls, bruises and bad language if you ask Nine. The problem is: how do you promote realistically in primetime? You can’t. And that’s why Channel Nine have attempted to release it virally and ‘anonymously’.

First, we had the Underbelly 2 uncut preview. The suspicion was that it was ‘leaked’ by Nine (forgive me, there will be a lot of inverted commers used because I am implying eg. Thorpie has a male ‘friend’). Nine denied having any involvement yet was only leaked through affiliate news.com.au which unsurprisingly resulted in a number of follow up articles. “Hey, while we’re at it, someone give Fred Nile a call – he’ll always give us something quotable“. All in all, good publicity and talkability for the new series of Underbelly.

Then, when this foul-mouthed Australian Wipeout video landed in my inbox directly from Nine, it confirmed to me that viral video was one of Nine’s main strategies for launching new controversial content:

It was accompanied by a note that said “Attached is the Wipeout Australia viral video. Feel free to forward to friends, family, or anyone else who might get a kick out of it (pardon the pun!)”.

Ahem. Two things. One, if you want a video to be passed around don’t label it ‘viral’. Sure, it could be called ‘uncut’ but it’s not ‘viral’.

Two, if you are promoting something make sure you shout it out and be transparent. If you find this clip on YouTube you will notice that it was posted by checkthisvideoout and jb9254gmail. No sign of Channel Nine claiming the glory here. However, they are obviously planted by Nine as checkthisvideoout’s description says “Outtakes from the upcoming Aussie Wipeout…for more go to ninemsn.com.au/wipeout”. They also tagged ‘underbelly’ on the Wipeout clip. Both users joined 28-29 January 2009 and have no other videos apart from Wipeout Australia ones. Obviously this is a channel ‘anonymously’ set up by Nine (or someone really hanging out for Wipeout Australia… no, it must have been Nine).

There’s obviously been a lot of thought put into both these releases from Nine. The question is, why don’t they take the credit for them?

Both videos, especially the Underbelly preview, have been popular. Instead of diverting the attention to third party sites, they could have capitalised on this surge of traffic to allow users to delve deeper into program information or lead them into even more Channel Nine content (eg. linking from the Underbelly preview to the Wipeout preview linking to the Gordon Ramsey preview). Rather than having a one off, ‘secretive’ viewing the user would be able to access cast info, starting dates, synopses etc etc all in the one place and while engagement is high. This could be as part of Channel Nine’s existing site, a micro site for ’09 or a seperate YouTube channel.

Nine, I like the way you’re heading. It’s got the potential to be much more cost-efficient, engaging and effective than those hideous double page press spreads. But just be honest with us. We know it’s you. Come out from Kerri-Anne’s ghastly wardrobe and play with us. We know that behind your matronly, uptight demeanor there’s a playful little sexpot that’s waiting to have a good time. Slide off those glasses and jump into bed.

Related posts:

1. Out-Viraling a Viral