Ten struggles to get a handle on morning show

Bec Fary / July 04, 2013 03:01 PM

Channel Ten’s Twitter competition to name its new morning show has backfired. 

Name That Show _Comp

Photo credit: Channel Ten 

With the hashtag #NameTheShow, @TenMornings put the call out for names on Twitter yesterday. 

Channel Ten TweetPhoto credit: Twitter 

The panel-based morning show will be co-hosted by author and founding editor of Cleo magazine Ita Buttrose, and News Corp journalist Joe Hildebrand.

In a statement on their website, Ten said a contest to find a name for the new show is a game of skill and “chance plays no part in determining a winner”.

“Ita has agreed, Joe has agreed, but no one can agree what to name the show. 

“Our driving theme is to make the show smart and fun – the exact thing missing right now from morning television!” said Channel Ten.

But Ten’s Twitter followers may have taken “smart and fun” a little too far.

Joe Hildebrand’s TV credits include ‘Dumb, Drunk and Racist’ and ‘Shitsville Express’, and #NameTheShow responses follow in the same vein: 

Mumbrella Ten Tweets

Channel Ten Twitter Mumbrella

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 Photo credit: Mumbrella 

Channel Ten ‘s isn’t the first social media campaign to backfire.  

In 2011, Qantas received some creatively sarcastic responses to its #QantasLuxury campaign, which asked users to recount luxury flying experiences with the airline: 

Qantus Luxury

Photo credit: The Age 

Juggling social media can sometimes mean walking a fine line between audience engagement and PR disaster.

We’ll be watching to see on which side of the tightrope Channel Ten falls.

Ten’s yet-to-be-named morning show will go to air later this year.  

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