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Underbelly: A Tale of Two Videos

So did Nine really make a viral video all for a bit of free press? Or did they get it anyway?

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ubelly-ofWhen is a viral marketing campaign not a viral marketing campaign?

When the other guy did it?

There’s been a bit of talk this week, fuelled by outspoken conservatives, about a supposed video promo for Underbelly on YouTube that is very upfront.

So up front that in addition to the nudity, sex scenes and violence it uses the “F word” in its credits.

Channel Nine and Screentime have denied any knowledge of producing the clip and had it removed from YouTube.

You can see it still at news.com.au (warning, danger, will corrupt etc!).

Earlier this week the Festival of Light’s Fred Nile was quoted saying, “I think it’s disgusting and shocking.

“Even for a viral campaign there are standards and this would come into the category of pornography. The worst part about it is that it’s making the criminals heroes when that’s a black page on the history of Sydney. There is nothing proud about it.”

Anyone who frequents YouTube knows that there are all manner of online artists making their own fan fiction and promos (one was so skilled he got hired by TEN). One look at this trailer should suggest that’s what’s gone on here. Though access to the source material is indeed a security concern for Nine and Screentime -that’s the real story. We’re repeating 2008 all over again.

Rev. Nile and the media continue to play into Nine’s hands by talking up the spicy elements of the series and I doubt Mr. Gyngell and co will be too fussed by this little storm conveniently landing just before the series will launch. All it does is peddle the series as “sexy, racy, coming soon” without any of the advertising cost.

The official trailer for Underbelly (the one that WIN had to withdraw after complaints) looks enticing enough without fake viral stories and clips.

Underbelly is a juggernaut that brings with it its own headlines, hysteria, suburban myths and naysayers. Expect a whole lot more before this is over.

I actually believe Nine when they say they didn’t make the fake video.

Why? Because they’re too busy looking at other ones.

[youtube]http://www.youtube.com/watch?v=UKlcreh7kQo[/youtube]

UPDATED: And finally, The Herald Sun today incorrectly reported Nine has scheduled Underbelly: A Tale of Two Cities to premiere at 8:30pm on Wednesday, February 11 for the first two weeks of ratings before moving it to 8:30pm Sunday from February 22.

Source: Daily Telegraph, The Age

19 Responses

  4. …and here’s the 3rd blatant copy that Nine’s, (or at least partly) serving up: Freeview – they’ve borrowed the name from the UK, so why not borrow the concept of a UK ad too.

    How do they sleep at night? …and do they really believe they are the only people who’ve now got the internet and can reference this stuff?

    We love tv – more like we love other people’s ideas.

  5. ^

    Ahh, crap … 8:30.

    That just means there’s going to be even more editing than last year since ACMA found all those episodes were in breach of the code.

    I can understand their reasoning, but I’m surprised the shows creators didn’t just insist it be shown after 9:00 so ACMA didn’t force Nine to mutilate their show.

    Grrr … we really need to liberalise our censorship laws in this country. Or better still, eliminate government interference altogether. We don’t need ACMA to determine and enforce “community standards”. The community can do that through the use of their remote controls.

  6. I agree with Bill. The glorification of a bunch of dumb wankers is disgusting and can only encourage others to acts of violence and other crimes. I will never watch this show.

  12. Well, if it is going to be screened in the 8.30 – 9.30pm timeslot, it certainly wont be as violent or “naughty” as the viral clip depicts. (means can only be M not MA – No gratuitous sex and violence) Guess that means we will wait off for the dvd to see it as the maker intended.

    Oh well…

  13. So now nine are going to screw us viewers around again. Why cant they just wait two weeks until the cricket is over then launch the series. Oh well Nine’s loss i guess is seven’s gain. I am sorry but this is insane. Viewers can’t rely on 9 in 2009 just like in 2008 or for that matter ever.

    The Mentalist to premiere on this night then have Underbelly sorry this is insane and not right.

  15. Holy crap! Well done to whoever found that promo similarity. We need to find a third to know this (and the Twenty20 cricket titles) isn’t just a fluke.

  16. The news.com.au copy of the video has now been pulled as well.

    Hmm. So what is the story here? Not a very effective viral campaign if nobody can see it before the plug’s pulled…

  18. So, now we’ve got The Mentalist returning with an all new episode on Wednesday February 4 at 8.30pm, but Underbelly will premiere the following Wednesday February 11? Are Nine deliberately trying to play “find the program” with it’s viewers?

  19. I saw ch9 running a new promo last night (I think) and in it it was something about being true, but given what has been said on the subject I have to wonder how close will it stick to the fact?

    It will be interesting to see if this can live up to not only the hype but also the original.

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