Sharp observers of Nine News (and indeed, the network as a whole) over the last few years would’ve noticed how they gradually evolve their look over the lifetime of an On-Air Presentation package and regularly update the promo graphics. Even if you just compared how Nine News was branding and promoting itself in February 2015 compared to the branding and promotion of Nine News in November 2015 (as an example), you’ll notice some subtle differences.
Within the last six months or so however, we haven’t really seen Nine News evolve their branding that much. Aside from the recent changes to the Gold Coast bulletin, the last major changes to the news service would’ve been the updated national set and the move to automated studios for Sydney and Melbourne - that happened in January/February. The last time we really saw any major promo launches or new promo graphics was about a year ago now. In contrast, the general channel branding, Today, ACA and 60 Minutes have all had branding changes (some of which have been quite major) in some form or another since this time last year.
What are we expecting from Nine News in the foreseeable future? Well Perth is expected to move into their new studios this month (presumably post-Olympics, for obvious reasons) and of course, we certainly can’t forget about how September 16 will mark 60 years of Channel Nine Sydney.
What have we seen or are expecting from other networks this year? Seven News had a relaunch (albeit, a very stilted one) throughout this year, Ten Eyewitness News: First At Five had a partial graphics refresh in May and there’s some credible talk about ABC News having some branding changes of their own.
Also consider this: Nine has used their current titlecards since 2012, some of the local news sets date back to 2009 while the theme music hasn’t been touched since 2008. Television news has changed quite a bit since 2012, let alone 2008-09!
If you were to ask me for my personal opinion, knowing all of the above factors (yes, that even includes Michael Usher’s defection to Seven) I wouldn’t entirely rule out the possibility of branding changes at Nine News within the next six months or so. But you’d have to expect any possible Nine News branding changes to be more of an evolution rather than a revolution of the current look. That’s a strategy which has traditionally served them very well, unlike what they decided to do in 2006 with a relaunch which can probably be classed as one of the most infamous of all time in Australian TV news alongside Seven News’ failed 2014 theme music.
There are a few more things I’d really like to say, but unfortunately now is not the time for that. So stay tuned… 