The Australian Broadcasting Corporation (ABC) has relaunched its international television service under the new brand ‘ABC Australia’.
According to the Head of International Strategy at the ABC, David Hua, the aim of the rebranding is to strengthen the impact of distinctive Australian content for audiences across Asia and the Pacific.
Mr Hua said the Australia Plus channel (formerly known as Australia Network) would be rebranded ‘ABC Australia’ to clearly align it with the ABC.
“The channel will continue to offer Australian news, current affairs, entertainment and cultural enrichment programs for audiences across 40 countries in the Asia-Pacific region,” Mr Hua said.
“The rebranding follows the lifting of the geo-block on the ABC News live streaming video on the ABC website and YouTube channels, allowing audiences to watch more of the ABC’s high-quality Australian content from wherever they are in the world.”
He said ABC Australia would deliver distinctive content to culturally and linguistically diverse international audiences and to Australian expatriates, encouraging international awareness and understanding of Australia and Australian attitudes.
“The ABC Australia TV channel is part of a suite of services the ABC provides to international audiences, including ABC Radio Australia and digital services,” Mr Hua said.
He said ABC Radio Australia would not be affected by the changes.
“The ABC is Australia’s most trusted and independent source of conversations, culture, and stories,” he said.
“The rebranding of the international television service makes sense to our audiences overseas, who want distinctive Australian content from a highly-respected media organisation.”
