Australia’s ABC to Refresh Flagship Channel


SYDNEY: ABC Television in Australia is refreshing the branding of its main channel, which is being renamed from ABC1 to ABC.

The channel will get a new on-air look, described as "bold, simple, raw and real" by ABC. The new tagline will be #ourABC, with the hashtag meant to encourage audiences to engage with the network, allowing ABC to collate, curate and share contributions through a new online destination. The portal will launch July 20, the same day the refreshed branding takes effect.

“We’ve captured absolute gold using real-life Aussies in our idents,” said Diana Costantini, ABC Television's 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 colorful Australian characters.”

“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,” added Richard Finlayson, ABC's 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.”