9 Network

News and current affairs has long been the standard around which the network based its identity. — Driven by the — industry mantra that whoever rules the 6pm hour rules the rest of the night, Nine spared no expense to promote its supremacy in news and current affairs. — Top ad agencies were usually enlisted to create elaborate news promos, focusing on Nine's star achors and breadth of news programming. — Local news teams were — the central focus. — In Sydney and Melbourne, — jingles were expressly written about its anchors. — Much of the success of "National Nine News" in Sydney and Melbourne was attributed to the appeal of its anchors. — For more than 40 years, Brian Henderson was a sort of — local Walter Cronkite — in Sydney, who even adopted Cronkite's signature "The Way It Is" sign-off. • National Nine News' — presentation was based for many years on the ABC News globe. — Nine has used the 'Cool Hand Luke' news theme since the (early 80s/late 70s). • In recent years, Nine News has lost viewers following owner Kerry Packer's retirement, death and subsequent relinquishing of Nine by the Packers. — As opposed to Packer, who nurtured news and current affairs as the focus of his network's strategy, the new owners' style is marked by cost-cutting and reduction in news output. — Late-night and weekend news programs were axed, overseas bureaux closed and morale fell, resulting in the loss of many of the network's key news and current affairs personalities. — The network's news programs currently struggle with relatively low ratings and a dearth of big-name talent.