Will
Nine risk it?

The
Network is in the process of undergoing the biggest image change we have seen from
the country’s leading network for years.

But how far will they go and how radical will the image re-branding be?
A complete overhaul, or a bit of fiddling to remind viewers that it’s
“Still the One”? Bruce Dunlop, an old promotions hand from years gone
by at Nine and at Sky in London has been re-engaged by his mate Sam
Chisholm to work on rebranding Nine. His company has also worked on Sky
News here in Australia

Work on
the re-branding and image transformation has been going on quietly, in the dark
and well away from the public eye. Dunlop
was engaged by Chisholm just after he took over at Nine
in early May. The brief was to look at Nine’s strategic re-branding, which can
cover a multitude of changes, major to minor.

But now
there’s a couple of suggestions from the Willoughby bunker that
Nine may be losing the famous dotty Nine logo of the Network. It’s
hush hush and won’t see the light of day for some
time.

Rival
Seven Network last month ran newspaper ads in Sydney showing the new Seven logo
(the ‘humanised TV set with the Seven logo) kicking
over the Dotty Nine logo of Nine. That upset Nine and
was considered to be a bit of a ‘free kick.’