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Network Ten (Australian Terrestrial Television Channel): Celebrity Support Group

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Station IDs on Network free-to-air TV (especially in Australia) are traditionally montage spots of network celebrities in their "happy network smiley celebrity world". In keeping with our brand (fun, surprising, slick) our aim was to make fun of ourselves in a comedic way. How the celebrities appear in the spot, are the opposite of how they appear in their programs (if you're not familiar with Australian TV, you may not realise this). We wanted to use humour and self deprecation to humanise our on-air talent, and make them less plastic.
It was a big risk for the TEN Network to do this, but the "speak" the spot has generated has been incredible, from our viewers and the press.

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