Left wing or right wing? MSNBC leans forward.

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UPDATE: Fox News have responded with their own “Move Forward” spots.

American cable news network MSNBC recently unveiled a new slogan and brand positioning. Directed by Spike Lee, these new spots ask us to Lean Forward, and suggests that the “the future belongs to the fearless”.

Conceptually its a poignant and aspirational message, likely to be identifiable to those generally offended by Fox News. And while Jon Stewart isn’t thrilled with it, it’s hard not to like the idea, with comparisons to Think Different sure to arise.

Unfortunately I’m not sure the execution of these two promos, filled with stock footage and web clips live up to the gravity of the message trying to be conveyed.

An American Breakfast.

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Breakfast television was invented in the United States, and continues to frustrate, entertain, inform and provide moving wallpaper to millions everyday.

Three network broadcasts dominate the genre, and all three are broadcast from New York City. The Today Show from NBC defined the genre in 1952, followed by Good Morning America from ABC in 1975 and the latest attempt from CBS in the form of the Early Show in 1999.

I’m still waiting for Aaron Sorkin to dramatize the world of morning television, but until then I guess we’ll have to keep tuning into the real thing.

Our first look at ABC News 24.

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The ABC attempted to launch a 24 hour news channel some fifteen years ago back in 1995. It was called TNC and it was going to be a subscription television offering.

Flash forward to 2010 and the imminent launch of ABC News 24 will fulfill a long standing goal for the broadcaster, and introduce Australian audiences to its first free-to-air news channel.

This 3-minute teaser started playing a few days ago on channel 24, with the launch expected to be as soon as next week. Check back for full coverage post-launch.

A day in the life of British news.

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The way a network presents its news, both visually and editorially says a lot about the channel. For the sake of comparison lets look at how ITV, BBC, Sky and Channel 4 covered today’s Ash-attack.

I’ll avoid making comment on the various broadcasters editorial skills, but to summarise the look and feel of each news bulletin:

– The BBC is the straightest, clean lines, serious look.
– Channel 4 is the edgiest, feels a touch alternative.
– ITV is the glossiest, very shiny, little to CGI heavy.
– And Sky News is by far the least interesting.

For some historical perspective, check out my 2007 edition of this exact same post.

With the launch of ABC News 24 getting close, I look forward to seeing how the ABC takes on the task of branding a whole news channel. Hopefully nothing like Sky.

Nine News gets a “makeover”.

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The occasionally highest rating news service in Australia, the Nine News (formerly National Nine News) got a visual refresh this month.

Unfortunately the new look is huge step down from previous incarnations, with superfluous lines flying everywhere and ever classy solar flares, accompanied by a confusing combination of orange and blue, its less flagship-news-bulletin and more lifestyle-travel-show.

The aerial idents of Al Jazeera English.

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An incredibly simple use of aerial footage, combined with the familiar beats of music that screams “you’re watching a news channel” create a surprisingly effective collection of idents for Al Jazeera English.

They express the kind of simple dignity that an international news channel broadcasting to over 100 million people should command, as opposed to say this.

– Big thanks to Sean for the videos.

Ten News changes its look, now even noisier.

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Channel Ten have rejigged their news branding, with before and after videos above, I’m sure you’ll be as dissapointed as me with the new look. And in case you can’t tell which is the new look, its the one with all the not so subtle Sony Vaio laptops and abrupt music transitions when they start talking about sport.

And you wonder why people make so much fun of broadcast news these days.