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Adrian Swift: Why I joined ABC

When a Nine exec switched to ABC it surprised many. But Adrian Swift says it is a privilege to work at the public broadcaster.

2012-12-04_2338When Adrian Swift was announced as ABC’s new Head of Content and Creative Development earlier this year it was a move that surprised many observers, but a coup for Director of Television Richard Finlayson.

Swift had most recently executive produced The Voice for Nine and previously Big Brother, not exactly an ideal fit with ABC shows. It was likely a move that entailed a salary haircut.

Swift now sits across the seven genre heads and works with Brendan Dahill as Channel Controller and Finlayson.

Last week at a forum at the Screen Forever conference, he was asked about the shift.

“It is an unusual move and I’ve only been there 6 weeks, but I’ve had a bit of time to look at under the hood. I’ve mostly had a lot of time for meetings and I’ve only answered about a third of the emails that I should have,” he said.

“But I think it’s a privilege to work at the ABC.

“Whatever anyone says I had a very long and happy career at Channel Nine. I was there in 3 separate stints and at SBS in 2 separate stints. But this is my first time at the ABC.

“I think if you’re a programming executive or a programme maker at the ABC it is a privilege.

“Why did I go to the ABC? The commercials are, because of the nature of audiences and not through any malice of forethought, are narrowing what they make.

“Channel Nine will commission maybe 1 or 2 new shows a year. Channel Seven 5 or 6, Channel TEN 7 or 8. But the ABC will commission a lot more shows than that.

“So I think if you’re interested in making TV there are a lot more opportunities at the ABC. And I’m interested in making TV and working with (independent producers). We’re still the broadcaster the most diverse content.

“So for someone like me that’s bloody fascinating.”

In a new move for ABC he said the broadcaster would -selectively- look at overseas formats having Australian adaptations -something former Director of Television Kim Dalton was dead against.

Swift indicated the formats would need to fit with ABC’s remit as a public broadcaster and cited Gogglebox and Who Do You Think You Are? as examples.

“(Gogglebox) takes the temperature of Australian television and society’s views on television at a moment in time.”

WDYTYA? also tells us something genealogy and our place in Australian society.

“But I can tell you there are not a lot of other formats that logically and naturally sit on the ABC.”

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