Channel 10 is the youngest of Israel’s three broadcast channels. Established January 28th, 2002, it is just over 6 years old and still struggling to snatch viewers from the leading Channel 2.
[singlepic id=28 w=300 h=600 float=right]Over the years I have noticed Channel 10 is much too absorbed in finding a magic logo, a magic tagline, a magic bullet to make it grab the big ratings, believing that in substance versus style, the latter wins. The logo in the corner of my television screen kept changing, or in Madison Avenue Newspeak: evolving. Disregarding the use of different colors, on and off shadows and the odd use of 3D, I counted four principle logos in 6 years – that’s one logo makeover every two years!
Except for the logos changing, note that in 2005 the channel changed its name from ‘Channel 10’ to ‘Israel 10’ – and back to ‘Channel 10’ in 2006.
In addition, Channel 10 had used five different ad agencies over the years, which translates to the advertising budget changing hands every 15 months:
2002: in house (Eitan Bartal) + Gitam BBDO
2003: Reuveni Pridan
2006: Grey Interactive Israel (Adler Chomski & Warshavsky)
2007: Zarmon Goldman
2008: in house
How many years does Nike use the ‘Just do it’ tagline? Twenty? Oh, no, Channel 10 will have none of that… I have counted five different taglines the channel used over the years:
2002: The entire country is 10 – (כל המדינה עשר)
2002: That’s what TV is for – (בשביל זה יש טלויזיה)
2004: Everyone is already watching 10 – (כולם כבר רואים 10)
2005: TV that speaks to you – (טלויזיה שמדברת אליך)
2006: Changing the picture – (משנה את התמונה)
What? You want more? I feel like I am one bad sweater away from a Mike Levey Amazing Discoveries infomercial… Okay, okay, last one:
6 years, 4 logos, 2 name changes, 5 ad agencies, 5 taglines, 3 websites.
Consistency, thy name is Channel 10.