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Appetite for food and DIY series remains despite Masterchef axing

Campbell Gibson
Fri, 10 Oct 2014

TVNZ has axed one of its competitive cooking shows ahead of its plans for two more multi-night series.

Masterchef NZ won’t get a sixth season, thanks to TVNZ favouring its latest baby, My Kitchen Rules NZ.

Meanwhile, the state-owned broadcaster is moving ahead with two more multi-night shows for next year – drama Filthy Rich and reality series Our First Home.

The former garnered over $8 million in funding from NZ on Air and will screen on TV2, while the latter will screen on TV One.

The $8 million is part of a total of $25 million TVNZ has received from NZ on Air for a variety of future TV products.

“Viewer appetite for multi-night DIY and cooking formats remains strong on both sides of the Tasman – and while it is we will continue to commission and acquire these shows,” says TVNZ head of content Jeff Latch.

Mr Latch says he is pleased that Nielsen stats show My Kitchen Rules NZ holding The Block and X Factor in check.

TVNZ general manager of programming John Kelly has previously observed the broadcaster had given MediaWorks a “free pass” last year by not competing for The Block time slot.

But this year The Block and My Kitchen Rules have been squaring off for the past six weeks, with the cooking show often coming out on top with 5+ audiences.

However, in key the key commcercial demographic (people aged 25-54) The Block has consistently won the ratings battle.

My First Home has a similar premise to The Block – three teams made up of parents and their adult children compete with one another as they buy, renovate and sell a home.

Filthy Rich, meanwhile, is a drama about three illegitimate children who discover they each have a claim to the fortune of one of New Zealand’s wealthiest deceased men – but they have to fight his legitimate family for the money.

Advertising in multi-nights: a science and an art
Multi-night drama series are renowned for their many advertising sponsors.

The Block’s primary sponsor is Bunnings, with Wild Bean, Dulux and Honda on the side. TVNZ has announced BNZ, Flybuys and Toyota as Our First Home sponsors.

TVNZ general manager of media solutions Lyndsey Francis says multi-night shows have a clear advertising structure due to international models.

“What the advertiser can do beyond the show is important. Brands use the show to tell part of their story but extend that story… in other media.

“So they can extend it to their store, internal comms, retail messaging and so on. That’s when they can build their connection with the show and the viewer,” she says.

She says there are no specific limits or parameters on how much involvement an advertiser can have in a show, which is subjective in any case.

But, she says, “it has to feel very natural and part of the story”.

Ms Francis says integrated advertising in TV shows is not a way of replacing traditional TV advertising but simply has a different objective.

“TV advertising does an amazing job of attracting vast reach in a short, sharp message to consumers. It does that cost-effectively.

“If you want a more detailed story, a more elaborate product range or something new that you want to communicate then in-show can do that nicely,” she says.

Campbell Gibson
Fri, 10 Oct 2014
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Appetite for food and DIY series remains despite Masterchef axing