New promos ask “Why the f*** is ABC2 so hard to find?”

ABC2 last night began rolling out some new station promos which see musical numbers performed by the Bondi Hipsters, The Bedroom Philosopher and Axis of Awesome -but they may yet raise an eyebrow.

The brief given to each act was to create 2×60 second musical numbers. While the content had to refer to ABC2, the rest was “no holds barred,” and it seems that’s just what some delivered.

With titles such as ‘Difficult Second Channel’, ‘Censored’ and ‘Run By Hipsters’ two of the three ads are full of censored bleeps, which could provoke a bit of a reaction when they run in between general programming. But perhaps that’s what they were intended to do…

Playing with ABC2 myths, Bondi Hipsters ask “Why the f*** is ABC2 so hard to find? … Where is it? Like seriously, this is a joke. There’s no button for it on the TV remote.”

The Bedroom Philosopher has s gentler song asking if ABC2 just a catch-up channel? “Everybody loved ABC1, it had Rage and At The Movies it was fun, then they tried to follow it up with ABC2, it just left everybody kind of confused, so is that just like repeats of ABC shows or does it have its own thing?”

ABC2 Controller, Stuart Menzies, says they brand the channel as fun, irreverent entertainment.

“Being a small channel ABC2 has clearly faced issues establishing who and what we are to potential audiences. I simply felt that owning these issues rather than hiding them made more sense. These spots treat our audience as the intelligent viewers they are and of course give us the opportunity for a bit of fun,” he said.

“Collectively they really do communicate what ABC2 aspires to be: intelligent, fun and supportive of new and emerging talent. They take our audience seriously but don’t take ourselves seriously at all.”

NB: ABC2 will screen a censored version of the following (Warning: language):