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ABC drops 3 for ME in childrens’ channel rebrand

The ABC will rebrand its children-focused channel ABC 3 as ABC ME, giving the channel a keener focus on content aimed at primary-school aged children.

The move comes seven years after the launch of the public broadcaster’s third channel.

Supporting the rebrand will be the launch of a customisable app that will be used to augment content broadcast on the channel.

ABC director of television, Richard Finlayson, said he move to a new brand and a refined mix of programming was aimed to provide parents with a clear choice when it comes to what their children were watching.

He said the decision to launch the app was to mirror existing consumption habits which showed much of ABC 3 content was already being watched on mobile devices.

“We’ve been listening to our young audiences and it’s clear that they want flexibility, mobility and control,” Finlayson said.

“In the past 12 months we’ve seen an extraordinary uptake of kids programming on our digital platforms. In 2016, 78% of ABC3 online program plays were viewed via a mobile device. Families who have children aged 4-12 in the home are 28% more likely than average to watch TV or video on a mobile device.”

The rebrand takes effect Monday September 19.

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