The Logies – one long ad

Aahhh, the TV Week Logie Awards. The closest thing Australia gets to the Emmys… or maybe the Nickelodeon Kid’s Choice Awards. Come to think of it, the Logies would probably be more entertaining if Natalie Bassingthwaite or Kate Ritchie got slimed.

The TV Week Gold Logie award - for the most popular person in the whole wide world of Australian TV, as voted by readers of TV week, and people who have the interest and desire to log on to a website or SMS their vote for a fee

The TV Week Gold Logie award - for the most popular person in the whole wide world of Australian TV, as voted by readers of TV Week, and people who have the interest and desire to log on to a website or SMS their vote for a small fee.

But it got me think about how self-perpetuating the whole Australian TV industry is. In reality, the Logies are just one long promotional activity for television programs, punctuated by advertisements… promoting television shows (and other products). It is simply four, long, non-stop hours of ads.

And, we watch it. Without really thinking about it. We are told it is entertainment, but why do we care who is the most popular person on TV? Do we need a TV awards program to confirm to us that we are making good choices? (Well, actually we do – looking to others to confirm our behaviour, or to help us make decisions is what psychologists refer to as social proof).

To some degree it is also a form of subliminal advertising, when you think about it (which defeats the purpose, in that subliminal advertising only works when we don’t think about it). People talking about the best shows, on whatever TV station. Who is most popular (Actor and Actress – Silver). Who is the most most popular (Gold). Like the toothpaste – it gets in.

The only worthy recipient of the Gold Logie that I can remember was Norman Gunston in 1976 – and he wasn’t a real person, he was an actor playing a role. Now there’s a postmodern moment.

It’s a bit of a waste of a night, really. The whole four hours (including the “real” ads).

This is an industry that spends so much of its time naval-gazing, congratulating itself about its achievements, that it is slowly, but surely, becoming irrelevant. The industry is struggling to come to terms with new media, and struggling to adapt the interuptive broadcast model that has served them so well since the inception of TV.

Instead of watching the show of promos, maybe change the channel, or watch this (at least, just think about it). You could even turn of the TV and talk to someone nearby.

Who knows, you might enjoy yourself. Without the ads.

This entry was posted in Advertising, Consumer Behavior, Essay, Philosophy, Social Psychology and tagged , , , , , . Bookmark the permalink.

One Response to The Logies – one long ad

  1. Pingback: Is Miranda better than Susan? « tribalinsight

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