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Independent News For The Australian Public Service
Edition Number 418. Updated Tuesday, 15 July 2014

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Auntie glamming up for a 'bold new look'

ABC television is to launch a bold new look for its primary ABC1 channel later this month as part of a rebranding exercise.

In a major departure the channel will have an anthem - a Hunters & Collectors re-recording of the band's classic hit Throw Your Arms Around Me.

Head of Marketing and Communications for ABC Television, Diana Costantini said the new look would celebrate Australians from across the country using footage created by regional communities, sourced from the ABC library.

She said the channel had also shot new channel identifications embracing real-life characters - including the ABC's own on-air personalities.

"This rebrand is about providing a stage and the magic comes from authenticity, diversity and a few damn fine yarns as told by colourful Australian characters," Ms Costantini said.

ABC TV to rebrand flagship

She said the channel's tagline would be #ourABC, emphasising inclusion, togetherness and connection.

"The hashtag will encourage audiences to engage with us and allow us to collate, curate and share their contributions through a new online destination," Ms Costantini said.

"The site will be launched on 20 July and will highlight imagery, stories and fascinating anecdotes from around Australia."

She said that on air, the ABC 'worm' - one of the most recognisable logos in the country - will represent the channel without the ABC title.

"The channel name will also change: ABC1 will become, simply, ABC. An extensive qualitative research project earlier this year revealed that audiences say they watch the ABC rather than ABC1; the new name will, therefore, make perfect sense to the people that matter most - our audience," Ms Costantini said.

Further information can be found at this PS News link.

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