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• Seven agrees: It Takes Two is not "Dangerously Live" in SA and WA

  May 30 2007 2:47pm (UTC+8)  -  Article by Kevin

  FIRST ON AM | The Seven Network has agreed to stop using the phrase 'Dangerously Live' in promos for the show It Takes Two in South Australia and Western Australia, following a complaint I sent to the network earlier this month.
  
  I wrote to complain about the excessive and false use of the word 'Live' for promos and the opener for the show. In my letter, I said:
  

  
  "While It Takes Two is presented and broadcast live to the eastern states, it is not broadcast live to the rest of the country. As such, it should not be falsely promoted as 'Live', 'Dangerously Live' or 'Live across Australia' where that is not the case.
  
  The fact that It Takes Two's own opener for the first two episodes has contained the phrase 'Live across Australia' concerns me the most. This is blatantly false and must be dropped immediately.
  
  One could argue that It Takes Two is presented in front of a live audience and therefore the use of the word 'Live' can be considered acceptable. However, no clear distinction has been made to viewers as to what exactly is live about the show.
  
  The use of 'Live' and 'Dangerously Live' in Seven's own promos can be resolved by creating and airing separate promos in states where It Takes Two is not broadcast live.
  
  Seven obviously wants viewers to know that It Takes Two is recorded live as it may add to the appeal of the show. If Seven continue to use these phrases, then it must clearly define what exactly is 'Live' about the show in all areas where the phrases are used.
  
  Regardless of all of the above, I believe the use of the word 'Live' for It Takes Two has become excessive and should be toned down in all markets."
  
  Seven acknowledged my complaint, and it was brought to the attention of the Executive Producer of the show.
  
  
  "As a result of your letter, the use of the phrase, 'Dangerously Live' has been dropped from promotions appearing in South Australia and Western Australia and separate promotions are now being created.
  
  It was certainly not Seven's intention to attempt to mislead viewers or to pass off that the program was broadcast live in those markets.
  
  We do acknowledge the points raised in your letter and I can confirm that in addition to new promos being created, your feedback regarding the overuse of the word 'live' in the programme content has been circulated amongst all relevant staff.", the network said in their reply.
  
  I wish to thank Seven for dealing with this in such a timely manner.
  
  Australian-Media.com.au

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