History is repeating itself at Channel Nine's Willoughby bunker, with Christian Wilkins – son of TV legend Richard – now chalking up ratings wins for the network.
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The number of viewers tuning in on their TVs isn't as important as it was when Wilkins snr got his start on air. Now executives need multi-platform results, something the young social media tsar was recruited for. He is fast becoming a behind-the-scenes star.
Instagram is the latest battleground for likes, fans and followers and for the past year Wilkins and the network's senior stylist Kara Wilson have been working on the social media strategy for the official wardrobe department, the Instagram account @Channel9Style.
Like the tight contest between Today and Sunrise, the account has recently overtaken Seven rival @SevenStyling, with almost 21,000 followers.
"Christian has really been the driving force of this whole campaign. He has definitely taught us all how influential it can be when used correctly, even in a corporate environment. He always reiterates how important it is that the posts are instantaneous," Wilson said.
"It was established because there was always so much interest around what the Nine talent were wearing. We wanted to make it easy for our audience to find information on their outfits.
"We used to receive an immeasurable amount of phone calls per day asking after what the talent were wearing but these days we are lucky if we get one. The beauty of social media is that it is instantaneous. We can snap a picture of what Sonia is wearing and upload it to our social pages before the first ad break even goes to air."
Fans of the account can expect to see more colour and the latest looks, usually loaned or purchased from Dion Lee and Keepsake.
Those wanting to see more "houndstooth, satin, horizontal stripes, short hemlines and strapless dresses" will be disappointed according to Wilson, who bans these looks from dressing rooms around the country.
The pair are now embarking on pet projects outside of television.
After dressing Delta Goodrem for this year's season of The Voice, Wilson was recruited to style the cover of her new album Wings of the Wild.
Wilkins is busy establishing himself as a fashion tastemaker. He was recently hired by Perth Fashion Festival in an ambassadorial role and will again host a Derby Day function for Luke Mangan during the upcoming spring racing carnival.
