Alex Cullen, the long-time presenter on Channel Nine's Today show, has officially stepped down from his role after accepting a $50,000 payment from billionaire Adrian Portelli. This controversial decision has led to widespread discussion and scrutiny over ethical standards within journalism.
The announcement of Cullen's departure was made by his colleagues Karl Stefanovic and Sarah Abo during the show on January 20, 2023. "Most of you are well aware, our colleague Alex Cullen has not been on air with us this past week," Stefanovic stated somberly. He continued, highlighting the extensive media coverage surrounding the incident, asserting, "last night, Alex and Nine agreed he would finish with the network.”
During his five years with Today, Cullen was known for his engaging personality, often bringing joy and warmth to viewers. "He’s always ready with a smile and a laugh, and without hesitation, we can say we are going to miss him terribly," said Abo, reflecting on Cullen's impact on the team.
The drama began when Portelli, having grown weary of being known as "Lambo Guy" due to his flashy Lamborghini car, put forth a challenge: $50,000 to the first media personality who could successfully refer to him as "McLaren Man" on air. Cullen took the bait and mentioned the new moniker during the broadcast covering the Australian Open, joking alongside his co-hosts about splitting the prize.
Cullen’s acceptance of the monetary reward raised immediate ethical concerns. Nine Entertainment soon put him off air and stated they were considering the situation seriously. Their spokesperson commented, "Nine is taking this matter extremely seriously." Meanwhile, Portelli shared the banking transaction on social media, confirming he transferred the funds to Cullen. "We have a winner! Well played, sir," he exclaimed, adding humor to the situation.
The fallout from the incident had significant repercussions, calling attention to the Media Entertainment and Arts Alliance (MEAA) code, which states journalists must not allow any financial gain to undermine their independence or ethical conduct. The organization remarked on the breaches within these guidelines during this incident.
Cullen, who transitioned from reporting sports to news within Nine after joining the Today team, is known for his straightforward, friendly approach. Yet, his decision to accept the payment created a divide among viewers, with some expressing anger over his actions and others showing solidarity with him on social media.
Supporters flooded Cullen's social posts with messages encouraging him during the controversy, with some users expressing they would boycott Channel Nine until he returned. Feedback from fans included statements like, “Missing you! You are just the best! Wake up Channel Nine,” demonstrating the strong public connection Cullen maintained throughout his tenure.
Throughout the controversy, Portelli attempted to reshape the narrative, claiming Cullen had originally intended to donate the funds to charity. Post-event, Portelli did donate equivalent sums ($25,000 each) to both the Salvation Army and the RSPCA, reaffirming Cullen’s character, according to him. "Alex, you're an absolute gentleman... I hope they don't let you go," he stated on social media.
Despite the chaos surrounding the situation, his departure signals the end of Cullen's notable presence on the show and leaves many wondering about the future of his career and how it will be affected by the incident. Industry insiders believe this scandal, albeit unfortunate, might not lead to lasting negative consequences for Cullen. Max Markson, a veteran public relations agent, suggested the event would not harm Cullen's career significantly.
With the incident reflecting broader issues of ethics within journalism, it is clear this event has left its mark on Alex Cullen, his family, and the entire Nine Network. The legacy he created over the years, coupled with the unexpected exit caused by what some called a lighthearted joke, speaks to the complex nature of media ethics today. While Cullen is stepping away from the broadcast, his time at Nine will not be forgotten by audience members who cherished his segments and personality. What lies next for this talented presenter remains to be seen.