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Lights! Camera! Renovation! Fans of DIY TV are currently salivating for the launch of the latest home renovation competition program, Reno Rumble. And looking to leverage the anticipated success of this show, hosted by The Block’s Scott Cam, is E&S Trading.
The Victorian family owned retailer has partnered with Reno Rumble, which will soon air on Channel Nine and affiliates, to be is official kitchen, bathroom and laundry products supplier. Joining E&S Trading in on-screen branding bliss will be brand partners including Miele, Smeg, Fisher & Paykel, ILVE, Electrolux, ASKO and Siemens.
In the past, brand and retail partners of TV renovation shows have enjoyed great exposure through these partnerships. The Good Guys, in particular, really shone through as a trusted source for appliances when it sponsored runaway TV phenomenon The Block. No doubt E&S is looking to replicate those levels of penetration.
The show’s concept revolves around a nightly tussle between past contestants of The Block and former Channel Seven rival House Rules — the so-called Reno Rumble. In the ultra-competitive Australian TV landscape, it’s very rare to see stars from one network jump over to a rival, so that will certainly provide some interest to viewers.
Confirmed contestants for the 7:30pm weeknight show include Carly and Leighton, Jemma and Ben, Michelle and Steve, and Nick and Chris, all from House Rules. These ‘Blue Tongues’, as they will be known, with compete against ‘Redbacks’ from The Block: Jess and Ayden, Kyal and Kara, Josh and Jenna, and Michael and Carlene. What a line-up!
These DIY stars will go head-to-head to transform the suburban homes of ordinary Australians; well, ordinary Melbournites, anyway. The families offering up their homes win a “supercharged” makeover, the contestants win DIY fame and acclaim, Channel Nine wins big ratings and Scott Cam wins another Gold Logie! It’s win-win-win-win!
“The show will also see the E&S team work closely together with the renovating couples on site and at our showrooms, as they deliberate on the products needed to meet the design brief each week,” an excited spokesperson told me.
“Each home will be judged by interior design experts who have been briefed by the home owners on the style they want for their renovation.”
As an indication of how popular these shows are, The Block Triple Threat currently contributes four of the Top 20 shows in Australia, regularly rating over 1.3 million metro viewers per week.