GEORGIE GARDNER: Well, the most highly anticipated superhero movie of all time, Avengers: Infinity War, is set to premiere in Australia next week on Anzac Day. But one Sydney father has criticised Marvel's call to capitalise on the public holiday, saying by diminishing Anzac Day to a day for launching new movie blockbusters, we diminish it and the values it represents ... — Today, Channel Nine, 19 April, 2018

Hello, I'm Paul Barry, welcome to Media Watch.

And that was Nine's Today show firing up the annual outrage about failing to honour our Diggers' sacrifice in war.

Launching a movie on Anzac Day of all things! And before long Karl Stefanovic was shooting his mouth off at the cinema chain:

KARL STEFANOVIC: ... bringing the release a day early smacks to me of a grubby cash grab. Well, grab your cash somewhere else, exploit another day. Not on what I believe is the most important day on our nation's calendar ... — Today, Channel Nine, 19 April, 2018

And right on cue, the rest of the media soon joined in:

'Grubby cash grab': Stefanovic lashes cinemas over Avengers' Anzac Day opening — The Sydney Morning Herald, 19 April, 2018

Marvel faces Anzac Day boycott for Avengers film — The Daily Telegraph, 19 April, 2018

But if it really was so awful, where was the outrage five days later, when you-know-who made an announcement about Today's cash call giveaway - on, wait for it, yes, Anzac Day?

KARL STEFANOVIC: To be in the running for the next draw which is tomorrow ... DEBORAH KNIGHT: It is. KARL STEFANOVIC: ... you need the code word 'ANZAC'. DEBORAH KNIGHT: Yes, so for 30 grand you've got to be in it to win it. 'ANZAC' is our code word ... — Today, Channel Nine, 24 April, 2018

Code word 'ANZAC'? Our solemn day of remembrance being used in a lottery to boost Nine's ratings?

That's not just disrespectful it's against the law, as was soon pointed out:

I think Channel 9 may have breached the Protection of Word 'Anzac' Act 1920 today? — 2littleducks, Reddit, 24 April, 2018

And indeed they had - or would have done, had the cash grab gone ahead.

Because, as the Department of Veterans Affairs told Media Watch:

The Nine Network did not seek permission to use the word 'Anzac' for the Today Show's Cash Call competition. Even if they had, permission would not normally be granted to use the word 'Anzac' in this manner. — Department of Veterans' Affairs spokesperson, 27 April, 2018

And no doubt that's why Nine rapidly changed its mind and canned its competition, with Karl telling viewers:

KARL STEFANOVIC: Now, because of our special Anzac Day coverage, we won't be making our daily cash call this morning. But for those of you who entered, do not worry, do not be concerned, do not lose any sleep, you are still in the draw. — Today, Channel Nine, 25 April, 2018

And next day the cash call did indeed take place, but with the code word changed to 'PEACE'.

So, did that get Nine off the Anzac hook?

Quite possibly not. Veterans Affairs told Media Watch it had:

... contacted the Nine Network to discuss their breach of the Regulations. No decisions have been made at this stage, but for serious breaches of the Regulations a penalty of up to 12 months imprisonment may apply. — Department of Veterans' Affairs spokesperson, 27 April, 2018

The good news for Karl and Nine is that the alternative to prison is a fine:

... of up to $10,200 for a natural person and $51,000 for a body corporate. — Department of Veterans' Affairs spokesperson, 27 April, 2018

And while that may sound harsh, let's remember it was Karl who told us :