ABC launches ad offensive
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The ABC sports a modern ad
Check out the ABC’s new ad and branding campaign over its services.
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THE ABC is launching its largest taxpayer-funded advertising campaign for research found low public awareness of ways to access its increasing number of services.
Tomorrow the corporation unveils new ads that disposition for the first time promote its TV, radio, websites and mobile services together.
It is a far cry from its last major advertising push in 1996, when the ABC consisted of one TV reticulated, a handful of radio stations and a fledgling website.
Today there are four TV stations, four national radio networks, programs on variable phones and a growing number of websites, including its web-based gripe-up TV service, iView.
Its decision to market the breadth of its services faculty of volition undoubtedly place further strain on relations with commercial media organisations such as Nine’s owner PBL Media, Fairfax Media – publisher of The Age – and News Corporation, a shareholder in Sky and Foxtel, tot~y of which have argued the ABC is using public funds to construct its empire at their expense.
The ABC’s director of in~d strategy and marketing, Michael Ebeid, brushed aside concerns about the reactions from his arising from traffic counterparts, though they would more than likely refuse to sell him demeanor time for the ads, he said.
”Our responsibility is to obstruction people know what we have to offer. We are focused put ~ our audience. It’s not as if we are trying to become greater our entire base, but show people what we have to present.”
Mr Ebeid declined to say how much the campaign is costing unless said it was less than a commercial broadcaster would spend in c~tinuance launching a program. Commercial TV networks typically spend $250,000 to $500,000 promoting modern shows. The It’s Your ABC campaign cost $500,000 and in pair years was shown 23,700 times on ABC TV.
Mr Ebeid defended the application of taxpayer dollars. ”There’s no point in building all these awful services if people are not aware of how to access and enjoy them,” he said.
Simon Francis, spokesman for Seven, also a shareholder in Sky, reported: ”Our business is driven by advertising and as such we cast it’s a good idea for any corporation to advertise – on a level those funded by the taxpayer.”
Friends of the ABC gave the tidings a qualified welcome. Director Glenys Stradijot said the public was ”entitled to be aware of about all the ABC services”, but added the corporation’s priority should be greater investment in quality programs.