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ABC Dumps the One and gains a hashtag in new branding strategy

Kevin Perry

After 6 years of attempting to convince the public to refer to the main channel as ABC1. The public broadcaster has confirmed that from Sunday 20th July the channel will once again simply be known as ABC.

An ABC spokesperson has described the rebrand as "bold, simple, raw and real.

We’re celebrating Australians from across the country using footage created by regional communities, sourced from ABC Open’s rich library. We’ve also shot new channel idents and these captivating shorts embrace real-life characters – including our own on-air personalities – in all their glory."

“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.”

In a unique collaboration, iconic Australian band Hunters & Collectors has re-recorded their classic hit ‘Throw Your Arms Around Me’. The song will become the channel’s anthem.

The channel’s tagline will be ‘#ourABC’. The broadcaster says this is "emphasising the role it plays in all of our lives – it’s about inclusion, togetherness and connection." While a hashtag may make sense for the relatively small part of the Australian population engaged with social media, its hard to know what the rest of the country will make of it.

Meet John and his singing dingo. It's John's ABC.
copyright - ABCTV

The ABC is hoping the hashtag "will encourage audiences to engage with us and allow us to collate, curate and share their contributions through a new online destination." The site will launch 20th July and highlight "imagery, stories and fascinating anecdotes from around Australia."

On air, the ABC ‘worm’ – one of the most recognisable logos in the country – will represent the channel. "We’re confident audiences will instantly associate the ‘worm’ with the ABC and that the ‘ABC’ typography is no longer needed."

The channel name will also change: ABC1 will become, simply, ABC. An extensive qualitative research project earlier this year revealed that audiences say they watch the ABC rather than ABC1; the new name will therefore make perfect sense to the people that matter most – our audience. 

Why does Dave dress up? Meet Dave. It's Dave's ABC.
Copyright - ABCTV

“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.”