On 20 July, six years after the launch of the ABC1 brand, ABC‘s main channel is reverting back to its former ABC branding.
The broadcaster says the change is in response to market research which indicated that viewers still refer to the main channel as “the ABC” rather than “ABC1”.
It also follows a similar move by the UK’s ITV network which changed ITV1 back to just ITV last year.
The name change of ABC1 to ABC will coincide with a new on-screen presentation and series of station idents utilising footage from the broadcaster’s online regional community, ABC Open, as well as featuring ABC 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.”
The new idents will be accompanied by an updated version of the Hunters And Collectors song Throw Your Arms Around Me and a new tagline — #ourABC — which will encourage audiences to share ideas and engage in discussion. The hashtag will also lead audiences to a new online destination to launch on 20 July.
“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.”