Exactly what I am thinking. Should have renamed it as such and also bring back the unique theme that we associate with the old “Nightline” from back in the day.
It’s obviously gong head to head with 7’s “The Latest” (which I find a rather clever name).
But I can see why they’re calling it 9News Late. You could just imagine their logo will have the “9” logo, then beneath it “News” then beneath that, the word “Late” in red. Similar to how they do 9News Now or 9News Sydney, etc.
But you’d surely hope they verbally refer to it as 9’s Late News.
When it was briefly revived around 2009-2010, it was rebranded Nine’s Late News before changing to 9Nightline a few months later. Still seems like the Nightline terms is for nostalgists only
I don’t get why it isn’t called Nightline. I’m no Nine fanboy (far from it) but honestly, it seems plenty of late-night bulletins in Australia have special names/branding.
(The Latest, Nightline, and the last few years of Ten Late News)
No one thought The Latest would last post-Summer, and look where we are today.
I always thought The Latest was long term strategy @Puggo19
@OnAir context. It got some great numbers at the height of corona. Now it’s been pushed back. Is anything on 7 post 730 or 830
Making a dent in the ratings?
I don’t feel this is a permanent thing. I think the name change is to separate the year end ratings summary of “9 News Special” which is going to list as averaging 500-600k to “9 News Late” which will average out at 215k at 10.30
This way Nine can break out the performances of a Covid boosted early 9 news. And a more normal viewing level 10.30 news
That said, if it is a permanent attempt - happy to be wrong in a few months - I too feel it should have special branding. I think it helps awareness “9 News Late” is hardly memorable or rolls off the tounge
NIGHTLINE
NIGHTBEAT
NEWSLINE
THE 10.30 NEWS
NEWSWATCH
9 NEWS NOW
