The category error behind Hugh Marks’ latest ABC reset

ABC, in the crisis caught between running to the future and return to the past – again – again. And apparently the company is a circle Return to the Future Strategic reproduction.

He wants the broadcasting to be focused on the “broad” through linear radio and television frequencies or through applications. The news director Justin Stevens comes to the Premium Australian screen content, Hugh Marx and more “senior programs and political documentaries”.

“Marks takes ABC back to the foundations,” busy Australia as not one but two masterpieces, Call “Reflects the instincts of a career spent in commercial media”.

There is a good rule in ABC: if News Corp loves your job, it’s probably wrong.

Strategy, from a philosophical point of view, is a category error-the kind you get when you put a commercial hammer responsible for the sensitive information network, which is an ABC ABC. Suddenly, a scattered cultural creativity becomes too many nails to be beaten on the boards of a mass environment.

This is a global trend in the old media. Tiktok Punt: RAW, shaping the social web 2.0 of the first century of the century, is a bet that will gather around a few mass channels distributed through air broadcasting or senior flow rather than interactive real or virtual communities.

Will it work? Maybe. But “National Camping Fire” – “The stronger sense of national society” – this president says that Kim Williams should be the focal point of ABC? At least color me skeptical for news and journalism.

By soothing long allowances Q+A – Following the closure of 2023 Drum On TV and Close 2016 conjunctive Drum Website-Out, the two-year trial led by ABC former General Manager Mark Scott, a diversity of views on the platform (except for other elite speaking points in high rotation except for the usual political and other elite speaking points News 24).

Coming in More broadcast TV content (including more “assigned” journalism), more broadcast -like flow of Podcasting and more chase on the linear metropolitan radio viewer, Sad, “Ses”. Oh, and less work, of course.

It is a “assigned” expression. In the late 1980s, Williams was one of the successful campaigns of the film industry’s first joint production (under the leading director David Hill) of the film industry to encourage external sources. He worked in a creative way (think Brides of Christbut financially for ABC (think BlueWhere profits go to BBC rights).

News has always been kept in the company, especially in the mid -90s, the commercialization scandal on lifestyle programming brought together newborn greenery and liberals. parliamentary investigation Suppress ABC management (and especially hill). Seems to change.

Hugh Marx’s play, President Justin Stevens and General Manager Michelle Guthrie in 2018 (a few centuries ago under media outages). At that time, Guthrie’s personal failures were extensively leaked: The creative labor force needed is not a kind of “good man”Apparently, inadequate without going well, ABC’s most severe management has been isolated on its executive floor.

In terms of strategy, it was about falling, digital distribution (and various types of content it requested) and a source selection between flow (which largely shifted the linear content that shifted time). In terms of context, as it News Corp was re -accepting another war against ABC, and they called for the privatization of liberal excessives.

The result was to finance both digital distribution and a part of the flow, but both of them can compete with News Corp’s digital mastheads and Foxtel or Nine’s Stan and 9 -Wex.

The problem of doubled the mass of your registered channels was in the last week. 2025 Digital News Report: This is exactly most – especially young – where there are no Australians. Most of us were finished on social media by taking our news. What does the best there do there? A kind of programming (UM, Q+A) Follow the segments and viral moments that direct public opinion discussion.

In the media in which we are currently living, ABC needs to interact with various communities that make up modern Australia and reach the audience where they are. The problem is that for the mass communication intermediary mentality of the last century, pieces are not scaled. However, if ABC wanted to get an idea of ​​the power of the small one, ABC-head could not look more than Podcast than Podcast. Chat 10 Looks 3It was presented independently by Annabel Crabb and Leigh Sales.

The media world is in a turmoil and ABC has no time to waste. If the publisher wants a real future, perhaps the famous Silicon Valley should start with the famous “Move fast and break things” mantra. The first thing to break? Hugh Marx’s contract. Not personal – it just won’t work.

If this is any comfort, many ABC heads do not last the distance. Breaking Marx’s contract will save some time.