On January 11th ABC News, Nine News and Seven News ran aerial footage of a fire at Kangaroo Ground, and Nine again used the watermark “First on Nine.” It was undoubtedly before ABC’s 7pm News, but was it really ahead of Seven? If it was it could have only been by minutes as part of a different rundown of stories.
This week Seven News went one step further by screening a story about a pregnant mother hit by a car in Glebe, using TEN footage and watermarking it “First on Seven” (see top photo). Neither exclusive nor first…
Some news vision is considered “pool vision” in which case all networks share the same footage. But trickery can still involve blurring the watermark of your rival, or branding your network logos right across the screen as if to suggest the footage is your own.
Meanwhile the audience is becoming more confused: “First” no longer means First to broadcast. “First” no longer means Exclusive content.
The audience still understands the word “Exclusive” to mean “we are the only network that has this story / interview.”