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Insider to rebrand as omg! Insider

US entertainment magazine show The Insider, which airs on TEN, will be getting a new name.

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US entertainment magazine show The Insider, which airs daily on TEN at 11.30am, will be known as the rather-over-the-top title  omg! Insider from January.

The Hollywood Reporter says it will retain  hosts Kevin Frazier and Brooke Anderson but adds Yahoo! talent  including Kristen Aldridge, the latter hosts omg!’s daily online news show, hence the new name.

The intent is to create a “multiplatform entertainment magazine,” according to the announcement, which calls it “a true web and on-air collaboration that aims to reinvent how consumers access entertainment news across screens.”

Yahoo’s entertainment news site, omg! will now be the exclusive home for video provided by the TV show.

The Insider started as a spin-off of Entertainment Tonight but has never been able to hold that show’s audience, or build as high a profile as a separate show.

16 Responses

  1. Isn’t this a surefire way to lose a large percentage of Christian viewers?
    And from a US network too, aren’t they usually so keen not to offend the moral majority?

  2. @Thanks for the info, Russell. In that case, what I wrote can be applied to whomever came up with the name for Yahoo’s portal. If they had asked me I would have suggested Portaloo.

  3. um, @SecretSqurril and @Trix and others….

    I think you’ll find this is a business venture not a marketing exercise. Yahoo’s online entertainment portal in the US is omg!

    Yahoo is dying a slow death and is looking for ways to grow traffic and retain relevance.

    The explosion in mobile and online video makes it a smart tie up. Sharing of content, brand and huge cost savings for both sides.

    It’s a business afterall…

  5. Presumably someone with the ink still wet on their Diploma of Marketing thinks that this will cause all the Gen Y’ers to suddenly start tuning in.

    Now if it had been “zomg!”, that would’ve worked…

  8. Coming soon – WTF! Seven News!

    (Yes I know its a different channel/network/country – but considering recent content issues on Seven, I think it’s a very apt name change)

  12. OMFG! What a complete and utter waste of time. Some marketing genius must have produced the results of a focus group which decided that ‘OMG!’ would double their audience and demographic reach whilst still maintaining credibility. *cough*

  13. No one will ever refer to it as that, it will just be ‘The Insider’ to anyone not connected to the show – the viewers.
    Both this and ET are both rubbish. ET was great in the 1990’s now it is D-Grade celebrity fat loss stories and gossip about people nobody knows.
    No more in depth stories, no more set visits, no fun interviews with casts or spoilers. I have no time for it.

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