Ads On Auntie

Sydney Morning Herald

Wednesday March 22, 2006

Ben Cubby

Television, as the Disposable Heroes of Hiphoprisy observed, is the drug of a nation. As any dedicated addict will tell you, middle-men cutting foreign substances into the product is not a good thing. Which is why introducing ads on the ABC would be bad.

The possibility was canvassed last week, gaining support from some Coalition politicians. John Howard has said he's not that keen - apparently because it would draw money away from the commercial networks - but that he will examine the idea.

The ABC is cheapened even without ads. Take The Bill: once a gritty classic bound together by taut plots and entertainingly vicious characters, now it's Neighbours in uniform.

If it's still around in five years there will be no characters who are not bi-curious serial killers intent on revenging themselves on a long-lost sibling played by David Beckham, who will make regular guest appearances as an East End crook.

The programs to suffer under a revenue-generating model will be the interesting stuff such as Gardening Australia, hosted by Peter Cundall (below). This is a program full of earthy people running their hands through manure and saying, "Mmmmm, isn't that earth lovely!" in earthy accents.

The problem with Gardening Australia is that it's mainly popular among the elderly. If ads were allowed, it would be broken up at regular intervals by people spruiking pensioner insurance and miracle cures for incontinence.

With the availability of TiVo recorder boxes in the US - a nifty device that allows you to save television programs to a hard disk and watch when you want - ad consumption among users has fallen 31 per cent. Amazingly, the same industry survey found that people who use the TiVo also watch 70 per cent more TV.

Most people don't like ads because they're intrusive, frequently faux-clever and about luring you to part with your money for something you don't really need. There are honourable exceptions - thank you, Carlton Draught - but the general trend is towards mediocrity.

Even a great ad is still just an ad.

© 2006 Sydney Morning Herald

Back to News Index | Back to Home