“There’s No Point Launching A Vanilla Show”: Nine Co-Head Of Drama Says Of ‘Habibs’
Nine’s new show ‘Here Come The Habibs’ kicks off tonight, and while viewer reactions were initially outraged, co-head of drama Andy Ryan said it’s worth the risk.
It’s no surprise to anybody that social media is a breeding ground for a bit of controversy, and Ryan said the team behind The Habibs expected this when they launched their sneak peeks across TV, digital and social media.
In case you missed some of this, here’s a recap:
We’re 1 DAY AWAY from the most anticipated NEW SHOW of the YEAR! Here Come The Habibs, TOMORROW 8.30pm on @Channel9.https://t.co/iUyZhbhRXl
— Here Come The Habibs (@TheHabibs) February 8, 2016
Here Come The Habibs starts TOMORROW 8.30pm on @Channel9, but first… Let Layla take a selfie! #9TheHabibshttps://t.co/VaBs8rHjZt
— Here Come The Habibs (@TheHabibs) February 8, 2016
“A comedy is always launched into quite a hostile environment,” Ryan told B&T. “It’s really crucial to get it right – we can’t afford to get it wrong.”
“There’s no prizes for being risk averse in drama commissioning, and it’s encumbered upon myself and upon Nine to commission shows that are topical and tell new stories.
“We wanted to branch out with a refreshing new genre of comedy. There’s no point launching a vanilla show.
“The show is called ‘Here Come The Habibs’ not ‘Here Come The Smiths’.”
Ryan told B&T that what sets The Habibs apart from your “run-of-the-mill pitch” was that it was “topical” and an area that “hasn’t been explored in TV yet”.
He also said that when comedians and writers of the show Rob Shehadie and Tahir Bilgic approached Nine with the pitch around 15 months ago, they felt it was the right time to dive in with this “fish out of water situation”.
“Channel Nine hasn’t done a scripted comedy since 2001,” Ryan said. “It’s a risky proposition to commission a comedy and there’s a million reasons to say no.
“But we felt the time was right.
“We are inundated with extremely high quality comedy from the US and UK,” he added, saying Australia was “spoilt” in that regard. “So to launch something like that in Australia we had to make is as good as those shows.”
“We weren’t surprised that there was some controversy,” Ryan added. “But we were taken aback at how judgemental the Twitterati were based on just the previews.”
“People really really wanted to pre-judge the show with no information or knowledge at all.”
And he wasn’t wrong, with social media going hard with its criticisms.
I thought people were joking about Here Come The Habibs but no Nine are an even bigger pile of garbage than I’d previously thought.
— Hell Toupee (@HeelSimba) February 1, 2016
Who on Channel 9 gave the green light for ‘Here Come The Habibs’? It looks like Fat Pizza reheated! #AUSvIND
— Dave Carnovale (@davecarnovale) January 29, 2016
So @Channel9. Here Come the Habibs. Do I need to tell you it’s going to flop, or is someone who’s getting paid going to figure that out?
— Robert Beaver (@Robert__Beaver) January 29, 2016
Just saw extended ad for ‘here come the habibs’. The Mitchell pierce video is no longer the most abhorrent thing shown on channel 9 tonight.
— Kay (@kholly265) January 27, 2016
Hearing the @Channel9 commentary team talk up the show “Here Come the Habibs!” is making me want to open a vein in a warm bath. #AUSvIND
— Andy Thompson (@SweatyJester) January 26, 2016
Ryan said only six episodes have been commissioned to start with, in a similar style to comedies in the UK that only kick off with around six to eight episodes.
“I’m too superstitious to predict numbers,” he told B&T. “But the overnight numbers will only be a part of it. We expect to see a big audience on time shift and online through 9Now.”
“We’re getting a sense of the show going big online, with a subset of the audience finding the show through non-traditional means.”
Ryan said he’s confident in how the show will be received, particularly based on the way reviews have “completely turned around” since exclusive screenings have been held in the last week, calling it “funny, relevant and timely”, according to Ryan.
You can catch ‘Here Come The Habibs’ tonight on Nine at 8.30pm and make up your own minds.
Latest News
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.
Bumble Reveals New Brand Identity To Usher In New Era Of Dating
It's ironic that all the dating apps market themselves as having no weirdos, freaks or mummy's boys like their rivals.