Is the ABC About To Get Advertising?

Is the ABC About To Get Advertising?
SHARE
THIS



In her first official interview as the new (incoming) MD of the ABC, Michelle Guthrie has declined to rule out (heaven forbid!) advertising at the government broadcaster.

In an interview yesterday morning with ABC News 24 Guthrie said: ““It is important on an overall basis in budget-constrained times to really look at all options around monetisation.

“Even internationally the Australia Plus channel does carry advertising, so internationally we already have that example – but as I said it is too early to be making any definitive pronouncements.

“The current ABC charter talks about the restrictions in which we operate or the environment in which we operate and I’ll continue to work within that charter and also in terms of what the audience really desires,” she said.

It’s unclear what any advertising would actually look like. Would it be constrained solely to the broadcasters’ array of websites (paywalls have been mooted) or reach right through to TV too?

Guthrie’s appointment was made official by the ABC this morning although it had been widely speculated in the media over the past week. Guthrie is the ABC’s first female boss in the broadcaster’s 83 year history.

It is believed Guthrie beat off dozens of applicants – both from Australia and overseas – for arguably the best job in Australian media.

However, any plans to have advertising on the ABC is sure to be met by stiff resistance. It’s hardly an idea that will win over support from ABC diehards and would most likely get vetoed by Labor and the Greens who would argue it would impact editorial independence and affect programs that didn’t rate well.

Both Labor and the Greens have repeatedly rejected the SBS’ demands for more ad time particularly during prime time viewing. A move to television ads would also be aggressively contested by the other free-to-air players who would see it as even more competition for the dwindling ad spend pool.

Please login with linkedin to comment

Latest News

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.
  • Opinion

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.

In this guest post, CEO of content marketing agency Edge, Fergus Stoddart (pictured below), says brands would do well to play on their customer’s loyal tribalism… Normally over Christmas, any downtime is spent asleep on the sofa, mildly lubricated with a belly full. This year, with the Ashes in the background, I managed to stay awake […]

Opinion

by B&T Magazine

B&T Magazine
Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour
  • Marketing

Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour

Red Bull Holden Racing team took the covers off its 2018 Holden Commodore Supercar today. Floating on a barge in Farm Cove, the harbour provided a stunning backdrop for the reveal. Teammates Jamie Whincup and Shane van Gisbergen have won the past two championships for the squad. Whincup, now the greatest of all time with seven Supercar’s titles, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]