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Re Brians comments: Whilst I haven't heard the "new?" B105 slogan, I would have to say that I agree with Brian's earlier comments. Its also not the first time that B105 has used another stations slogans. When 97.3fm (nvarchar(15)y seven three) was first launched in Brisbane, B105 copied their TV campaign by using (on radio only as far as I know) advertisements containing the same music content that appeared on the TV add and told their listeners to keep listening to 1053 (one o five three - B105).
Back in those days I was a regular B105 listener (their music is OK) but that was enough for me. I would have to say that as a general rule I rarely listen to B105. I believe that unoriginal marketing of that kind does more harm than good as consumers in this day and age are pretty switched on. I think that originality when advertising will always win out. I actually had the opportunity a couple of months ago to fill out the ratings book. Think my music tastes are fairly broad, so nearly all the Brisbane AM and FM commercial stations got a tick. There were a couple of exceptions and one was B105!
I think the excuse given by the Government that the TV creative could not be adapted for radio is crap. Sure, in it's current form, the TV ad would need about 15 seconds to mention all the speakers in the ad, but why were they looking to simply take the TV ad and put it on radio? It's this sort of attitude from Agencies (just whack the TV audio on radio) that ensures Radio will always be the poor cousin. Why wouldn't they use one voice for the radio ads, and maybe profile a particular person for each ad, and show how the Medicare changes would affect them?
It's far better to use radio on it's strengths. Use the close, personal nature of radio to show people how the changes to Medicare would affect their lives, rather than a whole bunch of people in one ad.
And if production charges for voice talent is the issue, let's not forget that for TV Voice Overs, talent get paid PER TRACK, and not for up to 6. An "on camera" shot costs even more. I'll bet they could have done a series of good radio ads with one tenth of the TV Production budget.
While we're on the topic, I'm still dumbfounded that the "Committee to advise on the Creative Future of Radio" (or whatever it's called) has no radio station writers on it. These are the people doing the job every day!