“Brands Understand It’s A Safe Space!” 10’s Stephen Tate Talks The Upcoming Season Of I’m A Celeb

“Brands Understand It’s A Safe Space!” 10’s Stephen Tate Talks The Upcoming Season Of I’m A Celeb
SHARE
THIS



The Bachelorette season is over and that can only mean one thing for 10, I’m A Celebrity Get Me Out Of Here returns for another season.

After another year of reality television drama and lockdowns, the idea of a family-focused reality show does seem like a palate cleanser. 

After all, I’m A Celebrity is responsible for some of our favourite celebrity pairings, think about the friendships that blossomed between Chrissie Swain and Joel Creasy or Brendan Fevola and Anthony Callea. 

It’s a show that has continually focused on the positive rather than the toxic. Well, that – and eating bugs. 

Stephen Tate, head of entertainment at 10, told B&T, “I’m A Celebrity has always stayed in its own lane, it’s always been a big fun family entertainment show with a lot of heart.”

Of course, that doesn’t mean that this season won’t see some changes, Tate said: “I can reveal there’s an innovation at the beginning of this year, that we have considered doing for the last four years but we really only saw the opportunity to do it this year.

“The stars aligned, the cast was right and we are trying something new and it’ll be a big surprise for everybody.” 

While Tate couldn’t reveal this new innovation, he could reveal that this season won’t feature any shock casting, which assumedly means none of Megan Markle’s family members will appear in the show, 

Tate said: “We never cast for conflict, we don’t need to do that.”

However, what the show does need to do is provide a platform for celebrities to have some real and honest conversations from the light to the important. Something we saw play out heavily in previous seasons of the show from Grant Denyer to Brendan Fevola opening up in the jungle. 

Tate said: “That’s the thing that excites us most about the format. That we can have long-form conversations and we put them to air in more than a soundbite and I think that’s why the cast year after year trusts us.” 

The cast aren’t the only ones that trust the show, sponsors have come to count on the show for consistently delivering heart warming content. 

Tate can easily see why, “we can have grown-up conversations on I’m A Celebrity without compromising brands values.

“I think brands understand I’m a Celebrity is a safe place and they can trust us with their brands.” 

I’m A Celebrity… Get Me Out Of Here! Australia premieres January 3, 2022, at 7.30pm on 10.

Please login with linkedin to comment

I'm A Celeb stephen tate The Bachelor the bachelorette

Latest News

CRA Chief Ford Ennals Announces Refresher For Radio Company
  • Media

CRA Chief Ford Ennals Announces Refresher For Radio Company

CRA chief executive officer Ford Ennals (pictured) announced today a renewed strategic direction for the peak radio industry body, with a greater emphasis on the digital audio market along with supporting its members to grow commercial radio advertising revenue. “We are experiencing strong growth in digital audio so it’s timely for CRA to have a […]

AWS’s Curiosity Kid Campaign Is A Heartwarming Tribute To Small-Scale Success
  • Campaigns

AWS’s Curiosity Kid Campaign Is A Heartwarming Tribute To Small-Scale Success

Amazon Web Services (AWS) has launched its first Above the Line (ATL) brand campaign after a decade of being in Australia, with the feel-good ‘Curiosity Kid’ ad series showcasing the many brands using its services. The campaign, which launched on August 7, highlights how AWS can be used for innovation by local businesses, demonstrating a […]

What Aussie Brands Can Learn From Global Lessons In Sustainability Engagement
  • Opinion

What Aussie Brands Can Learn From Global Lessons In Sustainability Engagement

In this guest post, Stu Wragg (lead image), chief strategy officer at Herd MSL, takes a look at global brands getting the sustainability message right and the lessons Aussie brands can learn along the way… The need to address increased consumer and employee interest in the environmental and social action of business is clear to […]

Opinion

by B&T Magazine

B&T Magazine
SOCA Welcomes Two New Senior Hires In Farah Alias And Neil Martin
  • Marketing

SOCA Welcomes Two New Senior Hires In Farah Alias And Neil Martin

Significant Other Creative Agency (SOCA) has brought on two senior hires, with Farah Alias joining as partnerships director and Neil ‘Marty’ Martin jumping into a dual head of art role. Alias (pictured, right) brings with her a wealth of senior international experience and knowledge from DDB & BBDO Singapore, Wunderman Thompson, and most recently Rare. […]

Ogilvy NZ Lands Partnership With Breast Cancer Foundation NZ
  • Marketing

Ogilvy NZ Lands Partnership With Breast Cancer Foundation NZ

Ogilvy NZ has been appointed as the new creative and strategy agency for Breast Cancer Foundation NZ. BCFNZ chief executive Ah-Leen Rayner said the Ogilvy team presented a new direction for the foundation with a strong focus on reaching Maori and Pasifika women who were over-represented in breast cancer statistics. “Ogilvy’s approach acknowledged our current […]

Claxon Bags CarExpert Partnership For Creative And Media
  • Marketing

Claxon Bags CarExpert Partnership For Creative And Media

Australian new car website, CarExpert.com.au has appointed independent growth agency Claxon as its creative and media agency after pitches from a slew of other agencies that included HERO and DDB. Claxon will be handling the creation of a new national TVC campaign and the associated media account working closely with shareholder, Seven West Media to […]

InsideOut PR Wins Prestige InHome Care Account
  • Media

InsideOut PR Wins Prestige InHome Care Account

Sydney PR agency InsideOut PR has been appointed for Prestige InHome Care, an in-home aged care service with a focus on media relations. InsideOut PR worked with Prestige Inhome Care back in 2013 and again in 2017 launching their public relations and advertising program; and supporting their growing profile in the market. Founder and CEO […]