Nine under pressure as MAFS probe sparks brand concerns

Paul Antoine acted violently in an altercation with his on-screen partner, Carina Mirabile

Joshua Fox: ‘Every year gets more extreme … Where’s the line?”

Nine and Endemol Shine are under scrutiny after Married at First Sight (MAFS) became the subject of a police investigation following allegations that contestant Paul Antoine acted violently in an altercation with his on-screen partner, Carina Mirabile. NSW Police confirmed they are investigating, while according to The Sydney Morning Herald  a complaint was also lodged with SafeWork NSW regarding workplace health and safety concerns on set.

The incident allegedly saw Antoine punch a wall following an argument with Mirabile, who later said she was still processing the event.  “She was obviously the victim of this; you know, he acted violently in her presence,” said Joshua Fox, host of the MAFS Funny podcast. “And when I spoke to her, she was still questioning, ‘Well, maybe I shouldn’t have said what I said, which angered him.’” Fox noted that Mirabile’s reaction underscores a broader issue about how such behaviour is perceived and handled on reality TV.

MAFS couple Paul Antoine and Carina Mirabile.

MAFS couple Paul Antoine and Carina Mirabile.

Nine has since released a statement on the incident saying: “We would always cooperate with authorities in any investigation, we will not be making any further comment at this time.”

The network also added that “Nine and Endemol Shine take their obligations in respect to the health and wellbeing of the participants of this program extremely seriously.

“All participants have access to the show psychologist and welfare resources during filming, during broadcast and once the program has ended. Nine also have an additional service for participants should they like or need further individual and confidential psychological support. This service gives participants access to clinicians to support those involved in the program in relation to their experiences. This service is available to all participants for as long as they need it, it does not end.”

Brand risk: Why advertisers need to take note

With MAFS still a major advertising draw for Nine, the controversy raises questions about how much brands are willing to associate with increasingly volatile reality content.

The show has long tested the limits of reality TV drama, but as public sentiment shifts, brands may rethink their investment. The risk for advertisers now isn’t just reputational – it’s about aligning with content that reflects their corporate values.

Brand expert Amanda Steven’s told Mediaweek that she is continually “flabbergasted at the number of big brands that are still making media strategy and planning decisions based on the very ancient, one-dimensional metric of number”.

“We’re just not in that era and haven’t been for a long time. So, sure, you’re hitting some great vanity metrics on your demo that you want to reach, but the question is, how is your brand being perceived? That’s a much more potent question to be asking, not getting our message out there, great, but it just goes beyond reach.

“And I think when you line up a brand, it’s not just about the placement, it’s not just about the 30-second spot anymore,” Stevens said.

A tipping point

Fox believes this season marks a turning point for the franchise. “My take is that this show and the people who make it have now crossed a very dangerous line,” he said. “They’re setting a dangerous example to Australia that they are enabling this behaviour.”

He also pointed to the show’s handling of duty-of-care responsibilities, questioning why action wasn’t taken earlier. “You got to think – if Nine cared enough to investigate, this happened six months ago. It’s only now a police matter because it’s on air and people are seeing it,” he said. “Producers should have gone, ‘This man has just acted violent in front of his partner during a domestic dispute. Our duty of care is removing him immediately.’”

As reality TV continues to push boundaries, MAFS may need to rethink its approach before more brands – and viewers – decide the drama is no longer worth the risk. “Every year gets more extreme,” Fox said. “Where’s the line?”

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