How can the ABC keep faith with its loyal existing audience while seeking to engage new, younger audiences – all at a time when differences in viewing and listening habits are changing dramatically?
Denial is no solution to the ABC’s problems. But neither is panic, says Geraldine Doogue in a thoughtful article for Inside Story.
She argues that a publicly funded broadcaster’s challenge is especially tough. “It must be distinctively different from commercial offerings, read the emerging culture acutely, and maintain (most) pre-existing standards — all despite constantly challenged budgets.”
With more than 80% per cent of broadcast viewers for the ABC’s 7pm TV news being 55 or older, it’s no surprise that there’s consternation within the ABC and among other traditional news outlets.
But, says Geraldine:
“To my mind, the vital question is this: how should the ABC, rather than panic, react wisely to changing patterns of cultural life?”
She refers to the Redbridge article we’ve reported on here. And she looks at how public broadcasters in other countries are grappling with this problem.
It’s hard work, says Geraldine. But the ABC can’t ignore the challenge - and neither can ABC Friends.