The catastrophic wildfires sweeping through Pacific Palisades have reignited debates about governance, resource management, and the role of climate change. Elon Musk, the incoming head of the US Department of Government Efficiency, has drawn attention with his comments attributing the disaster to “bad governance” and diversity, equity, and inclusion (DEI) programmes.

The fires, which have claimed at least 11 lives, destroyed 10,000 structures, and displaced 150,000 residents, have raised questions about preparedness and policy priorities. Musk took to X (formerly Twitter) to criticise California’s approach, stating, “DEI means people DIE,” and blaming “nonsensical overregulation” for hindering fire prevention efforts such as brush clearing and firebreak creation.

DEI means people DIE https://t.co/f86ZXam5oz

— Elon Musk (@elonmusk) January 9, 2025

However, Musk’s comments have drawn backlash from scientists and social media experts alike. Michael F. Wehner, a senior scientist at Lawrence Berkeley National Laboratory, told The New York Post, “Wildfires have become larger and more frequent because of climate change in the Western part of the United States.” He added that rising global temperatures, driven by the burning of fossil fuels, have increased the frequency and intensity of wildfires, with Southern California’s ongoing drought and high winds further exacerbating the crisis.

Musk’s use of X to share his views has also come under scrutiny. With more than 200 million followers, the platform owner wields significant influence over public discourse. Critics have pointed out that the changes Musk has made to X—such as reducing trust and safety teams and elevating posts from paid, verified accounts—have turned it into a breeding ground for misinformation.

Social media experts note that, historically, platforms like X were a reliable source of information during crises, helping disseminate real-time updates from public agencies. Renée DiResta, a research professor at Georgetown University, commented, “X used to be the place to go for accurate information in emergencies. But changes to how the platform curates content and the increasing prevalence of economically motivated ragemongers have made it far less useful for that.”

Exactly. Climate change risk is real, just much slower than alarmists claim.

The immense loss of homes in LA is primarily due to:

1. Nonsensical overregulation that prevented creating fire breaks and doing brush clearing.

2. Bad governance at the state and local level that… https://t.co/KByGVCjQ8N

— Elon Musk (@elonmusk) January 9, 2025

Despite its shortcomings, X remains a hub for real-time news on fast-moving crises. Speaking to The Washington Post, Isabelle Frances-Wright, director of technology and society at the Institute for Strategic Dialogue, noted that during disasters like the Pacific Palisades wildfire, the framing of events on X—particularly when influenced by high-profile figures like Musk—can shape public perception for years to come. “The way these events are framed, particularly when framed around the broader failings of politicians or political parties, can really shape people’s view of the country longer-term,” she said.

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EssenceMediacom has been appointed as the media agency of Warner Bros. Discovery (WBD) to lead the launch of the Max streaming service in Australia.

The media agency will lead all media aspects, including media strategy, planning, implementation and measurement. They will also support the global media and entertainment business’ in-house team across biddable channels.

Max, which will arrive in Australia in the first half of this year, will feature the full breadth and depth of WBD’s diverse slate of content, including iconic brands and treasured franchises. Australians will have access to premium content from HBO, Warner Bros., Harry Potter, Discovery, the DC Universe, Animal Planet and much more.

“When Max arrives in Australia, it will be home to some of the world’s best and most loved content,” Sasha Mackie, WBD’s senior director marketing ANZ, said.

“This premium value proposition needs a media agency who is up to the task of getting that message out far and wide, and we think EssenceMediacom is the agency to do that.  The connection, chemistry and culture fit was evident from the outset, and their team really impressed with clear articulation of the strategy, and focus of delivery against results.”

Pippa Berlocher, CEO of EssenceMediacom Australia and New Zealand, added: “We couldn’t be more excited to partner with Warner Bros. Discovery on the launch of Max in Australia.

“WBD content has always been at the cutting edge of culture and we’re looking forward to helping them breakthrough and bring it to life locally in a uniquely Aussie way. From the first interaction of the pitch, we loved working with the team at WBD and had amazing chemistry from the start.  We can’t wait to get cracking.”

The win follows a run of success for EssenceMediacom, including winning Specsavers and extending its contract with Uber and the Queensland Government.

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Mediaweek is thrilled to announce the appointment of Natasha Lee as a journalist, bringing her wealth of experience and passion for media to Australia’s leading authority on the media landscape.

With over 20 years in the industry, Lee’s career is a testament to her deep commitment to journalism and storytelling. Hailing from a family of journalists, she began her career at just 16 as an editorial assistant for The Daily Telegraph. She quickly moved up the ranks, completing her cadetship at 2SM before expanding her expertise across digital platforms and television.

Francis Sheen, Mediaweek’s head of content said: We’re delighted to welcome Natasha to the team. Her experience, passion and enthusiasm for the media will be integral as we move forward in 2025. We’re thrilled to have her on board.”

Emma Shepherd, Mediaweek’s editor, added: “Natasha brings an incredible depth of experience and a genuine passion for the media industry. Her career journey reflects the kind of versatility and dedication we value at Mediaweek, and I’m confident she’ll bring fresh insights and a sharp perspective to our coverage. We’re thrilled to have her on board as part of our growing team.”

Reflecting on her new role at Mediaweek, Lee said: “I am so excited about becoming part of the great team at Mediaweek – the leading and most authoritative voice about Australia’s media landscape. It is a great new venture for me, and I hope to bring an in-depth perspective on all aspects of this exciting, complex, and vitally important industry and the people who drive it.”

Lee’s most recent role was as a newsreader for GOLD 101.7 (formerly WSFM), where she was a familiar voice to Sydney audiences as part of the Jonesy & Amanda breakfast show. Her experience spans print, radio, digital, and TV, giving her a unique perspective on the ever-evolving media industry.

Welcome aboard!

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As the world’s top tennis players step onto the courts for the 2025 Australian Open, major brands are making their mark on Nine’s celebrated coverage of this Grand Slam event. Emirates, Uber Eats, Haier, and other big names are using this premier platform to captivate millions of Australians, setting the tone for their marketing strategies in the new year.

Nothing unites Australians like sport, and the Australian Open has become a cornerstone of Nine’s Summer of Tennis, boasting 15 days of live tennis action that attracted over 10 million viewers last year. For advertisers, this isn’t just a sponsorship—it’s a chance to engage with audiences on an unparalleled scale.

Emirates debuts as a major partner

Joining Nine’s Summer of Tennis for the first time, Emirates is leveraging its role as the official airline partner of Tennis Australia. The global aviation giant plans to maximise visibility through Nine’s cross-platform content, spanning television, digital, publishing, and audio.

Uber Eats delivers a grand slam strategy

Returning as a key partner, Uber Eats is elevating its marketing game with an innovative campaign that integrates seamlessly into the Australian Open’s broadcast. By leveraging Nine’s broader programming slate—including hits like Married at First Sight—Uber Eats aims to create a high-impact presence that resonates beyond the tournament.

Haier, anz, and other powerhouse brands

Global appliance leader Haier is also stepping up its game, rolling out a campaign titled Make more time for tennis with Haier. The brand is harnessing Nine’s creative services, including augmented reality executions, to bring its message to life during the tournament.

Returning sponsors like ANZ, Kia, and Chemist Warehouse are also back, building on previous successes. ANZ will amplify its Falcon® fraud protection technology with aerial shots captured by a cutting-edge 4D drone at the Tennis Park, offering a bird’s-eye view of the action.

Innovative advertising formats

Nine continues to push boundaries with groundbreaking ad formats. The use of augmented reality will allow brands to integrate digital inserts into the live broadcast, enhancing visibility and contextual relevance. Chubb’s Champions Walkout and VIP Seat Upgrades will bring fans closer to the action while reinforcing the brand’s premium image.

“Nine’s Summer of Tennis has proven to be the ultimate platform for brands to launch their year,” said Matt Granger, Nine’s director of sales – Sport, Olympic and Paralympic Games. “We’re thrilled to welcome new and returning partners and deliver premium, innovative solutions to engage audiences at scale.”

As Australia’s first Grand Slam of the year kicks off, Nine’s commitment to delivering unmatched audience engagement and cutting-edge sponsorship opportunities ensures brands like Emirates, Uber Eats, Haier, and ANZ will have a winning 2025.

Catch the Australian Open 2025 live and free on Channel 9HD, 9GemHD, and 9Now.

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The Hit Network has launched its new national Nights show, The Hot Hits with Nic & Loren, hosted by Nic Kelly and Loren Barry, launching on Monday, 13 January at 7pm.

The new show will be a place where listeners can discover their new favourite music, hear the best and biggest hits, tune into special guests and get the latest music news.

Nic Kelly steps into the show’s hosting role after The Hot Hits on weekends across the Hit Network. Meanwhile, Loren Barry is an audience favourite with an established national profile, having been a valued member of The Marty Sheargold Show on the Triple M Network.

The duo now unite to take the Hit Network Nights to the next level.

“Nights radio has been a dream for me since I listened to Tim Lee & Biggsy’s Hot 30 as a teenager on the Central Coast, and to get to do a nightly show that focuses on my greatest love, music, and helps amplify the story of super talented people is life-affirming and a privilege,” Kelly said of his new role. “I’m unbelievably excited to get to do it with my friend Loren, whose zest for life and music, wit and heart are going to make our show iconic every night.”

Barry also said: “Co-hosting The Hot Hits is a dream come true. As someone who grew up listening to Nights radio in my bedroom every night, this is very much a ‘pinch me’ moment. To top it off, getting to work alongside someone with the passion, enthusiasm and music expertise that Nic has is an absolute privilege. I am just super excited to hang out with the Hit Night’s audience and have more fun than you can poke a stick at. Buckle up!”

Dave Cameron, SCA chief content officer, said: “At SCA we are committed to leading the industry in bringing fresh voices and exciting new talent to our networks for our listeners.”

“Loren Barry has become a fan favourite from her last few years on The Marty Sheargold Show and will bring her hilarious zest for life to a new Hit nights’ audience. Nic Kelly is a music guru, with a passion for promoting new music and artists, and has fast become one of the music industry’s trusted interviewers. These great mates, Nic and Loren will together bring the spark that night-time radio is renowned for on the Hit network’s ‘The Hot Hits’ nationally.”

The Hot Hits with Nic & Loren will be heard Monday to Thursday from 7pm to 10pm, and Saturdays from 3pm to 5pm. The Lucy & Nikki Show, hosted by Lucy Jackson and Nikki Westcott, will also continue with their unique take on love and life, and of course plenty of laughs. The Lucy & Nikki Show will be heard across the Hit Network on Fridays from 7pm to 10pm, and Saturdays from 5pm to 8pm.

–

Top image: Nic Kelly and Loren Barry

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One of the most gripping and controversial docuseries of 2025, The Fall of Diddy, will premiere exclusively on Investigation Discovery (ID) on Wednesday, 5 February, at 9.30 PM AEDT. The four-part series will be available only on Foxtel, Fetch, and BINGE.

Produced by Emmy®-nominated Maxine Productions (Quiet On Set: The Dark Side of Kids TV) in association with The Intellectual Property Corporation (IPC) and Rolling Stone Films, The Fall of Diddy offers an unflinching exploration of the allegations surrounding Sean “Diddy” Combs. Spanning decades of his rise and fall, the series delves into his impact on music and pop culture while uncovering harrowing accusations that have emerged over the years.

What to expect

This deeply investigative docuseries brings together exclusive, never-before-seen archival footage and more than 30 interviews with individuals who were close to Combs during different stages of his career. These include:

• D. Woods, a former member of Danity Kane, breaking her silence about her experiences behind the scenes.

• Danyel Smith, ex-Editor-in-Chief of VIBE Magazine, speaking for the first time about alleged violent encounters with Combs.

• Rodney ‘Lil Rod’ Jones, a former producer, alleging sexual harassment during the making of The Love Album.

• Thalia Graves, who accuses Combs of violent assault in the early 2000s.

• Jourdan Cha’Taun, Combs’ personal chef from 2007-2010, revealing shocking details about her time working in his home.

Additional interviews feature high-profile voices, including journalists, collaborators, and insiders who present a comprehensive picture of Combs’ public persona and private controversies.

The allegations explored

From claims of violent outbursts during his college days at Howard University to allegations of abuse during his meteoric rise with Bad Boy Records, The Fall of Diddy unpacks a disturbing legacy that casts a shadow over his monumental success. The series also revisits pivotal events like the 1999 nightclub shooting and examines accusations of sexual assault and intimidation.

When and Where to Watch

• Premiere Date: Wednesday, 5 February 2025

• Time: 9.30 PM AEDT

• Where to Watch: Available exclusively on Foxtel, Fetch, and Binge

• Schedule: The four-part series will air in double-episode blocks over two weeks.

This docuseries promises to be a must-watch for true crime enthusiasts, music fans, and anyone fascinated by the intersection of fame, power, and accountability.

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Love Island UK: All Stars returns for a second season, with another group of Love Island favourites returning to the TV to find love.

When does Love Island All Stars start?

You can watch the new series exclusively on 9Now from Wednesday, January 15, at 6pm AEDT, fans can expect daily episodes packed with drama, romance, and all the iconic Love Island twists.

Once again, 12 fan-favourites from previous seasons, head to South Africa, at a second chance of finding the partner of their dreams.

Hosted by Maya Jama, with the ever-witty Iain Stirling narrating, this season there’s an added twist to the show.

The revamped All Stars villa has a leafy area away from the main villa dubbed the secret garden.

Jama described it as an explosive addition to the show saying, “Basically if you want to go and do something naughty you can come down here.

“What happens in here stays in here… or could get shown on Movie Night.”

Who is taking part in Love Island All Stars?

A total of 12 past contestants will walk into the villa, with a handful of bombshells set to make their surprise entry throughout the series.

Girls

Catherine, 24 (Series 10)

Olivia, 29 (Series 9)

Elma, 32 (Series 5)

Kaz, 29 (Series 4)

Gabby, 32 (Series 3)

India, 34 (Series 5)

The Boys

Curtis, 28 (Series 5)

Ronnie, 28 (Series 11)

Luca, 25 (Series 8)

Scott, 36 (Series 2)

Nas, 28 (Series 6)

Marcel, 39 (Series 3)

What will happen?

As most of the cast know each other, expect rekindled romances and past betrayals to feature heavily.

Fans of the show will also get to experience the regular challenges, dates, arguments and flirting as the cast try to partner up and win the show as the last couple standing, as voted by the British public.

How to watch Love Island All Stars in Australia?

Love Island UK: All Stars 2025 starts on 9Now on Wednesday, 15 January, at 6pm AEDT, with new episodes dropping daily.

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The globally beloved Australian children’s TV show Bluey is partnering with LEGO to bring the animated series into the world of plastic bricks. Fans of the popular blue heeler pup and her family can look forward to six LEGO sets featuring Bluey, her sister Bingo, and their parents Bandit and Chilli, set to launch in June 2025.

The collaboration, announced jointly by The LEGO Group and BBC Studios, will cater to a wide age range, with sets designed for children aged 4 and older and a Duplo range for younger builders. The sets will be available via LEGO’s official website upon release, with more details expected closer to the launch.

Michaela Edgerley Stovicek, head of preschool at The LEGO Group, said: “We believe that this partnership is a match made in heaven for younger builders and families alike. The Bluey brand has play at the heart of everything they do, which aligns perfectly with the LEGO brand values and mission.”

This marks another significant milestone in the expansion of the Bluey franchise, which has captivated audiences globally since its debut in 2018. Julie Kekwick, head of licensing hardlines consumer products at BBC Studios, added: “LEGO Bluey products will offer families a fantastic new way to engage with beloved characters and stories from the hit animated series, cultivating even more imaginative play inspired by the Heelers.”

A natural collaboration

The partnership between Bluey and LEGO seems like a natural fit. Both brands celebrate creativity, family bonding, and playfulness. Since its Australian premiere, Bluey has become an international sensation, airing on platforms like Disney+ and BBC’s CBeebies. Last year, it was the most-watched show on Disney+ globally and the top kids’ show on ABC and CBeebies.

This collaboration comes as Bluey creator Joe Brumm takes a step back from the TV series to focus on an upcoming feature film slated for a 2027 release. While Brumm has hinted at the possibility of continuing the TV series, his focus on storytelling quality ensures that every Bluey project maintains its heartfelt and relatable charm.

The LEGO partnership represents a new chapter in Bluey’s global growth. Managed by BBC Studios, the Bluey brand has already seen massive success in books, toys, and other merchandise. With the addition of LEGO sets, fans will now have another way to bring the Heelers’ world to life.

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Brand fusion, identity osmosis, and creative catalysts are the themes highlighted by TikTok in its 2025 What’s Next report.

The report aims to empower brands to not only navigate the year ahead but to shape it, sparking new ways to connect, engage, and inspire.

TikTok identified Brand Chem, or the balance of listening, adapting, and transforming, as a movement that reshapings how the industry thinks about ‘marketing’ and the future of business growth

“This approach builds networks that inspire deeper understanding and unlock new levels of trust and creativity, driving cultural relevance in ways that matter to both your communities and your business.”

As the platform moves into 2025, TikTok aims to give users and brands guidance on becoming culturally resonant by “giving creators and communities greater creative ownership”.

“We’ll teach you how to unlock richer insights, uncover stronger truths, and provide faster paths to connection and chemistry.”

“In 2024, we saw brands push creative limits, lean into trends, and connect with their communities in powerful ways, but 2025 is set to take it even further,” said Sofia Hernandez, global head of business marketing for TikTok.

“The creative storytelling opportunities on TikTok are endless, and this year, brands and creators will come together to continue to shape culture, spark fresh ideas, and accelerate business growth by tapping directly into what matters to the TikTok community”

TikTok’s report centres on the most impactful and sustainable trends, or Trend Signals, that reflect evolving content patterns that highlight emerging behaviours and interests which brands can tap into to shape a forward-looking content strategy under three key groups: brand fusion, identity osmosis and creative catalysts.

Brand Fusion

Brand Fusion highlights how brands can stay agile, evolve with consumer expectations, and forge deeper connections.

Nielsen’s Ameneh Atai, general manager, audience measurement, said in the report: “More nuance and inclusivity isnʼt just for content. Getting representation right, means getting connection right, and it applies to brands too. Brands who want to build lasting bonds with their consumers need to bridge the gap between representation and connection in advertising.”

Creator squad

The report noted that as communities seek trusted voices, more people are becoming creators, from quiet reviewers to quirky characters. “It’s not about the loudest voice, but increasing the number of creators, sometimes even by 50%—to drive impact at scale.”

TikTok said having a wider pool of creators for a brand builds relevance across niches and highlighted its solution, the TikTok One Creator Marketplace, which can help a marketer find a creator to make ads quickly at scale, or an in-depth collab.

Trust fund

Brands can grow trust and community through street interviews, behind-the-scenes moments, or shared insights, according to TikTok’s trend report. The platform noted that the interactive approach shifts from one-way communication to a strategy where audiences feel heard and valued, offering valuable insights for deeper connections.

TikTok noted that content that sparks conversations with consumers build genuine trust and that 39% Of TikTok users feel that brands that showcase their personality through content are more relevant to them.

Constant confidant

TikTok noted that audiences are wary of brands only coming to them when they have something to sell and instead pay attention to the brands that are always there for them.

Consumers expect brands to act as consistent partners, investing in shared growth. Brands are connecting with supportive and joyful messaging to create year-round soft-sell moments.

The report found that 45% Of social/video platform users say a brand becomes relevant to them when it demonstrates an understanding of their needs. The TikTok’s Partner Connect platform, marketers can connect with vetted production partners — making it easier to generate a high volume of great content.

Identity Osmosis

The platform defined identity osmosis as brands are organically integrating evolving consumer values, allowing these shifting ideals to reshape their identity.

Trending signals include niche perspectives, brands adapting to include female inclusivity, and redefining traditional life stage marketing with more intimate personal goals.

Brands are also changing how they are showing up for their communities on TikTok, engaging with users directly in the comments and responding to feedback from loyal fans.

By adapting to new trends and leaning into these authentic perspectives, brands are able to connect on a deeper level with their communities, expanding reach and value. This open, empathetic exchange between brands, creators, and community is supported by features like TikTok Symphony Dubbing, which enables global brand communication in native languages, enhancing accessibility and emotional resonance.

According to TikTok’s internal research, 81% of users say TikTok has introduced them to new topics and trends they didn’t know they liked (4), building a globally connected, engaged community.

While Identity Osmosis focuses on authentic alignment with consumer values, Creative Catalysts emphasise the tools and techniques brands can use to amplify their storytelling.

Creative Catalysts

TikTok calls this trend the untapped tools for marketers to ideate, build, learn, and take more exciting creative risks than ever before.

The platform noted that AI was once met with scepticism, but is now a source of excitement on TikTok, where users and brands explore its potential in everyday tasks like styling outfits, visualising renovations, or writing scripts with Symphony Assistant.

TikTok users are 1.4X more likely than users on other platforms to look forward to Generative AI in ads, highlighting this growing enthusiasm. With Symphony Assistant, brands can leverage real-time data on trending content and transform it into creative, ready-to-film concepts, making AI an integral part of TikTok’s vibrant, discovery-driven community.

The platform noted that as content demand rises, brands are shifting from short-lived marketing assets to multifaceted storytelling strategies. With the decline of traditional seasons and on-demand shopping trends like #summerween, brands can experiment with various messages and formats without audience fatigue.

Formats such as Image Ads allow brands to quickly hop into trends and tell new stories by shaking up the format. This approach aligns with TikTok’s user base, where 76% of TikTok users enjoy seeing a mix of images and video, enabling brands to maintain relevance and continuously engage audiences. Real-time feedback in TikTok’s comment sections further enhances this strategy, allowing brands to innovate alongside consumers—with 68% of users saying brands should leverage comments to better understand their audience.

Tools like Insights Spotlight allow brands to tap into micro-trends, fostering collaboration and trust by turning users into active participants in product development and storytelling. Meanwhile, the comment section is also becoming a new engine for commerce.

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Tuesday 9 January 2025: VOZ Total TV Ratings Overnight Top 30 – Programs ranked on reach

Total People TV Ratings

The BBL cricket match between Melbourne Stars vs Sydney Sixers topped Total People on Thursday, with a national Total TV reach of 2.05 million and a BVOD audience of 40,000.

Seven News was next, with a total TV reach of 1.92 million, a total TV audience of 1.22 million, and a BVOD audience of 62,000.

Nine’s 9News recorded a total TV national reach of 1.75 million, a total TV national audience of 1.10 million and a BVOD audience of 94,000.

Nine’s A Night with Novak recorded a total TV national reach of 1.54 million, a total TV national audience of 276,000, and a BVOD audience of 34,000.

People 25-54

Seven’s Cricket BBL Sydney vs Melbourne:
• Total TV nation reach: 707,000
• National Audience: 217,000
• BVOD Audience: 23,000

Nine’s A Night with Novak:
• Total TV nation reach: 512,000
• National Audience: 89,000
• BVOD Audience: 19,000

Seven News:
• Total TV nation reach: 487,000
• National Audience: 293,000
• BVOD Audience: 31,000

Nine’s 9News:
• Total TV nation reach: 478,000
• National Audience: 270,000
• BVOD Audience: 46,000

People 16-39

Seven’s Cricket BBL Sydney vs Melbourne:
• Total TV nation reach: 299,000
• National Audience: 96,000
• BVOD Audience: 13,000

Seven News:
• Total TV nation reach: 186,000
• National Audience: 98,000
• BVOD Audience: 15,000

Nine’s A Night with Novak:
• Total TV nation reach: 174,000
• National Audience: 32,000
• BVOD Audience: 10,000

Nine’s 9News:
• Total TV nation reach: 158,000
• National Audience: 83,000
• BVOD Audience: 22,000

Grocery Shoppers 18+ TV Ratings

Seven’s Cricket BBL Sydney vs Melbourne:
• Total TV nation reach: 1.55 million
• National Audience: 446,000
• BVOD Audience: 31,000

Seven’s News:
• Total TV nation reach: 1.52 million
• National Audience: 991,000
• BVOD Audience: 49,000

Nine’s 9News:
• Total TV nation reach: 1.38 million
• National Audience: 877,000
• BVOD Audience: 76,000

Nine’s A Night with Novak:
• Total TV nation reach: 1.22 million
• National Audience: 219,000
• BVOD Audience: 27,000

Data © OzTAM and Regional TAM 2024. Not to be reproduced, published or communicated (electronically or in hard copy) in whole or in part, without prior written consent of OzTAM and Regional TAM.