The date has been set. February 4 2008. After 52 years of broadcasting, the ABC will undergo one of the most significant changes in its history. Re-titling ABC TV as ABC1, the ABC is set to follow the BBC mode of branding with its (soon-to-be) three digital TV stations: ABC1, ABC2, and ABC3.

The ABC Blog have reported that “The purpose of the revamp was to acknowledge the increasingly dominant digital environment, as well as to emphasize the presence of ABC2, as well as the forthcoming ABC3“.

With the proliferation of digital TV’s with in-built tuners, digital STB’s, and access through Foxtel, ABC2 is now available in a large percentage of Australian homes. It makes sense that the ABC should seek to firmly establish its presence as a core part of the ABC brand and not just as a niche additional service.

Current rumors are that along with the re-branding, ABC2 will take on an entirely new schedule targeted at a youth market. If this is true, it’ll be interesting to see where this leaves some of the shows produced exclusively for ABC2. Dig TV is seemingly produced with an older audience in mind with its focus on Adult Contemporary music, while Australia Wide (with its rustic, folksy opening credits) is clearly aimed square at the older viewer. Should the rumor be true, the only show that can continue without re-tooling would be Good Game.

Having looked so closely at the BBC digital model, it will be interesting to see whether the ABC will have learnt how cleverly the BBC cross-promote content across its various digital stations. As closing credits roll, there is always split-screen and voice over previews informing the viewer what is coming up next on each of the channels.

The one difficulty that this re-branding effort will need to overcome is that in many viewers minds, ABC TV is “Channel 2″, thereby creating potential confusion with the new re-titling ABC1. While the audience can be a highly media-savvy crowd, the ABC (as a Government broadcaster) need to ensure that they’re not leaving behind some of its loyal viewership. As long as the ABC play it smart and ensure as part of its on-air promotions that its viewership can quite easily find the programming they are familiar with, the re-branding of ABC TV should enable the ABC to generate an entirely new public-perception of its services.

ABC Rebranding images courtesy of the always excellent TV Idents website.

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