ABC overhauls main TV channel with new name, identity and theme tune

The ABC  is delivering a brand refresh to its main TV channel including a new name and series of idents around the theme of ‘Throw Your Arms Around Me’, with band Hunters & Collectors re-recording their classic hit to be the anthem for the channel.

ABC1 will become known as just ABC, with the broadcaster claiming the move was the result of research showing people said they watch the ABC, rather than ABC1.

New station idents played in between programs will use film clips sourced from around Australia created by regional communities sourced from ABC Open’s library, whilst on-air personalities and real Australians appear in others.

Diana Costantini, ABC Television head of marketing and communications said: “We’ve captured absolute gold using real-life Aussies in our idents. 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.”

The channel is also embracing the new tagline #ourabc, although the “worm” logo will remain without the traditional ABC typography.

“Now more than ever, ABC Television needs to be relevant to all Australians and our new positioning and branding demonstrates the role of our main channel beautifully,” said Richard Finlayson, ABC director of television.

“ABC also acts as our gateway to more targeted content on ABC2, ABC4Kids, ABC3, ABC News 24 and increasingly ABC iview. There really is something for everyone on ABC Television – everywhere, every day.”


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.