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ABC1 set to rebrand as “ABC”

"ABC1" is set to go, simply to be known as "ABC" with a new channel rebrand.

abcABC1 is about to be renamed, simply to be known as ABC, as part of a wider refresh with new branding: #ourABC.

The change follows extensive audience research that indicate people say they watch the “ABC” rather than “ABC1.”

“Now more than ever, ABC Television needs to be relevant to all Australians and our new positioning and branding demonstrates the role of our main channel beautifully,” said Richard Finlayson, ABC Director of Television.

“ABC also acts as our gateway to more targeted content on ABC2, ABC4Kids, ABC3, ABC News 24 and increasingly ABC iview. There really is something for everyone on ABC Television – everywhere, every day.”

A channel anthem for ABC will be introduced, a Hunters & Collectors re-recording of their classic hit ‘Throw Your Arms Around Me’.

New channel idents will use imagery sourced from ABC Open’s library, featuring real-life characters plus on-air personalities.

“We’ve captured absolute gold using real-life Aussies in our idents,” said Diana Costantini, ABC Television Head of Marketing and Communications.

“This rebrand is about providing a stage and the magic comes from authenticity, diversity and a few damn fine yarns as told by colourful Australian characters.”

While the broadcaster has attracted criticism from Murdoch press and some government ministers, the Twitter-created hashtag ‘#ourABC’, cleverly encourages ownership and inclusion -although it clearly favours one commercial social media platform which may raise eyebrows.

An #ourABC site will also launch with highlight imagery, stories and anecdotes from around Australia.

The refresh begins on Sunday 20th July.

32 Responses

  1. @dshan: as MSA pointed out, it’s still true. There’s quite a complicated & mixed up history behind it – it’s not just in the transition-related legislation (which came along very late in the piece), it’s scattered throughout the BSA & other acts.

    Apart from that, there’s nothing stopping any network simulcasting SD + HD (although the designated primary channel would still be the SD version). Its just that multichanneling has proved much more profitable & popular than HD (both here & in the rest of the world).

    The only exception to that may be the US, where they practically mandate HD – and even there there’s considerable pressure to both minimise HD & improve the ATSC system to increase the available bitrate, with the networks there specifically saying they want it to happen so they can increase the number of multichannels.

    Here in Aus, the single HD…

  2. The ABC1 was copying the BBC which always numbered its TV and Radio stations, from the days when they were the only network.

    The ABC will probably buy some more ITV content from the UK. They could also compete with SBS for US content. But I image they will still buy up non-exclusive rights to quite a few BBC shows after they have shown on BBC First.

  3. so they get rid of the horrible high pitched rendition only to replace it with a dog howling out of tune, great to see our tax dollars going to such a worthy cause! ;/

  4. A rebrand for the ABC1, is entirely appropriate at this time, because of the coming upheaval it is going to experience.

    My suggestion for a possible new ‘Logo’ is that the ‘ABC’ be formed out ‘Three Dead Trees’ riddled with white ants whit the trunk and dead limbs of each tree depicting each letter, or a much cheaper option being, to simply remove the ‘ 1 ‘ and invert each letter.

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