Aussie media blitz London ahead of royal wedding in search of ratings glory

ALL the big names of Australian media are in the UK ahead of the royal wedding — and they’re chasing the same thing.

YOU would need to be hiding under a rock to not know Prince Harry is marrying American actor Meghan Markle this weekend — and it’s not only the royal family that has a lot resting on the wedding of the year.

Australian broadcasters are in the British capital and nearby Windsor rolling out special editions of morning shows, and staking out prime positions outside landmarks like Tower Bridge to act as backdrops for live crosses.

Network Ten’s star recruit Lisa Wilkinson has been representing the network filing live into The Project — including this report that led to an awkward moment for her co-stars — while her former Today show colleague Karl Stefanovic and Georgie Gardner are in the city where they are going head-to-head with Sunrise rivals.

Great news folks - @GeorgieG is back! #9Today pic.twitter.com/pESQlvhMG0

— The Today Show (@TheTodayShow) May 15, 2018

🚨 🇬🇧 CALLING ALL AUSSIES IN LONDON 🇬🇧 🚨
We’ll be at the Punch & Judy in Covent Garden tonight at 8.30pm (UK time), so pop down and say g’day! Don’t forget to let your friends back home know to look out for you on telly! #9Today pic.twitter.com/GXTzyNWiDs

— The Today Show (@TheTodayShow) May 14, 2018

The Seven Network has been heavily promoting the Sunrise crew in London with special broadcasts each weekday, from London icons as well as Windsor itself.

Lovely to join the @sunriseon7 team for tea @theritzlondon @kochie_online @sam_armytage @MarkBeretta & @natalie_barr #RoyalWedding2018 pic.twitter.com/Vz5rpYY3nP

— The Royal Butler (@TheRoyalButler) May 16, 2018

We hope you can join us as we cover the #royalwedding live on Saturday from 4pm @channel7 @michaelusher #HarryAndMeghan pic.twitter.com/xB9gF3lmRQ

— Melissa Doyle (@melissadoyle) May 17, 2018

Seven’s royal coverage has even included learning about English tea at top hotel The Ritz, while elsewhere on the network Meghan and Harry specials are being spruiked ahead of the big day.

And therein lies the answer as to why Aussie networks are spending big money sending a cast of at least dozens each to London. A former television news executive told news.com.au that the special editions of shows like Sunrise, Today and The Project would make nothing back on the return for sending so many staff to the UK, but that would likely be the last thing on the minds of executives.

“They are there basically for two reasons. One is to obviously cover the event, but the reason they go all out is for branding ... they want to be the go-to source Aussies turn to for big news events so there is that pressure to just do it and do it better than your competitors.”

But most of all, they served to be giant adverts and promotional vehicles for the wedding day broadcasts themselves.

Prince Harry and Meghan Markle’s big day is almost here. Picture: AP Photo/Frank Augstein

“The idea is that people watch the shows in the days leading up to it and are blasted with ads promoting the wedding coverage and if you are enjoying what you’re watching, then chances are you’ll return to watching that channel on the day.”

Senior Channel 7 correspondents Melissa Doyle and Michael Usher will anchor Seven News live special coverage of the wedding from a purpose-built studio overlooking Windsor Castle.

Usher told news.com.au he was stunned by the level of interest in the nuptials — which has drawn media outlets from around the world.

He’d heard 79 countries were represented in London and Windsor.

“It’s easy to see why. It has a bit of everything really — royals, history and a bit of Hollywood.”

It is easily one of the biggest events in recent times.

“Make no mistake, this is huge ... One of the American affiliates has 49 correspondents here.”

Part of the appeal for the public, and therefore media, was it appealed to a broad range of people.

“There are people who don’t like the royal family but they are drawn to this because she is a Hollywood star, who seems very happy, and then there is this tabloid drama around her family.”

Michael Usher is one of dozens of Australian journalists in the UK for the royal wedding. Picture: Tom Huntley

Usher had heard of parties being held in Australia to mark the moment, including at a mate’s pub in country NSW.

“And it’s already booked out.”

A Seven spokeswoman talked up their line-up of royal experts, which included BBC broadcaster and royal expert Angela Rippon CBE, while promising “detailed, in-depth and exciting” coverage.

“Seven News will broadcast every remarkable moment, backed by the exclusive resources of British broadcast news affiliate ITN, critically acclaimed for its top-rating coverage of the royal wedding of the Duke and Duchess of Cambridge.”

A Channel 9 insider said preparations for this week began months ago.

“The logistics of it are massive — even just getting the broadcast location set up and enough people in place to produce hours of live TV on the road.

“The different programs will all have their own agendas and ideas. Sunrise will be doing different stories than the news and the correspondents like Karl [Stefanovic] will be here to anchor the coverage.”

The intention was to cover as many bases as possible. “The last thing anyone wants is for the viewers to have questions unanswered or think they are missing something.”

A media stand is erected halfway along The Long Walk at Windsor Castle. Picture: Dan Kitwood/Getty Images

Alex Needs, executive producer of Nine’s royal wedding coverage said the event was an “incredible opportunity” for Nine.

“Viewers will have the opportunity to experience the wedding however they choose, wherever they are. This is Hollywood meeting history — the famous actor marries her prince. The audience for this wedding will travel beyond the UK and the Commonwealth and captivate America. From what we’re already seeing, the Americans are going crazy for this wedding, sending over huge teams at enormous cost. This has the potential to be the most watched wedding since Diana and Charles.”

Guests on Channel 9’s coverage include Camilla Tominey, the royal editor of the UK’s Sunday Express; Dickie Arbiter, former press secretary to The Queen and media manager for Prince Charles and Princess Diana; and Arthur Edwards, a royal photographer who has covered more than 200 royal tours across 120 countries over four decades.