A scheme to introduce advertising on a new ABC mobile phone site is “well advanced” according to ABC insiders who fear the plan will threaten the national broadcaster’s editorial integrity.
Crikey has seen a leaked design for a new site, which is known internally as the “Hybrid Mobile Project.” The site features ads for non-ABC related commercial businesses alongside factual content such as sport and weather.
Ads for two tourism related companies, “Stayz” and “Expedia.com.au” were included in mock-up pages for the new site which will be accessible on mobile phones and which is now being developed “aggressively” ahead of an imminent roll-out date.
The project, which is believed to have backing from the highest levels, including the Managing Director, Mark Scott, is a joint initiative of ABC Commercial and ABC Innovations, hence the name “hybrid.”
Although, perhaps “Hydra” or “Hydra’s head” would be more appropriate because it seems that every time the staff at the ABC manage to knock off a scheme to introduce advertising, another resurfaces in its place.
This latest scheme is causing widespread concern within the Innovations department. Staff fear the idea breaches the corporation’s editorial guidelines and have demanded the head of the department explain the rationale for introducing advertising. Another manager is believed to be preparing briefing notes in anticipation of wider controversy when others outside the unit become aware of the scheme.
Crikey understands development will be outsourced to a Sydney based mobile marketing and brand communications company called Wapfly Technologies and that staff within Innovations will supply content. Wapfly is now awaiting syndication of material from Innovations so that it can finish developing the site.
It is understood that managers have told staff that the advertising of outside commercial businesses will be sought and that the ads will sit above and below factual information. The site will also include details on how to buy ABC programs such as Dr Who and other popular programs and that these ads will also be in close proximity to news content, further blurring the lines between commercial and editorial material.
Insiders say the content is not quarantined from the ads and that even though the ads may be accompanied by ABC Commercial’s coloured worm logo this amounts to a subtlety that will be lost on the audience who will be exposed to a new level of advertising for the first time. They argue this will undermine the ABC’s reputation as a broadcaster untainted by commercial interests.
ABC Corporate Communications did not get back to Crikey this morning.
“undermine the ABC’s reputation as a broadcaster untainted by commercial interests. ” what a wank, the ABC, both radio and TV has been full of ads for years. The only difference between the ABC and the commercial channels is where the ads are placed. Why do you think the ABC is unable to run its TV channels to program times, because their timing is always skewed by the ads a la the commercial networks. SBS is even worse, given up watching that taxpayer funded commercial.
i wouldn’t be surprised if they started slapping the commercial worm on any abc online content they deem as beeing “GOOD ADVERTISING” real-estate. the abc isn’t concerned with content integrity anymore.
After having lived in the German part of Switzerland for 31 years before retiring to Queensland… I never watch any channel 7,9 or 10 because of the infantile advertising, a good funny advert is always worth seeing but the standard here is like the USA in the 1970s. In Europe even the state owned channels have advertising varying from discreet ” The Weather forecast is brought to you by Union Bank of Switzerland” or in Germany and Austria with a maximum 3 to 4 minutes at the END of a programme allowing a toilet break and certainly no in your face junk food. The Tyranny of Distance still applies so much to the Australian way of life. All the Motor car manufacture in Australia would not pass EC emission laws. All European countries have strict rules on advertising for alcohol, cigarettes and junk food is only consumed in the UK and advertising is banned until late evening. Why oh why doesn’t the Rudd government send out a few embassy staff to see what happens in other countries…. plastic bags… gone years ago… except in the UK you have to bring your own bags to the shop or buy brown paper carriers at $1.50.
I thought that the ABC had to opperate under a charter as a public broadcaster that prevents commercial adverts, what happened to this??
Over the past two years ABC shop adverts have, combined with show trailers, taken up to 10 minutes in prime time, and they annoy the hell out of me. I have a tv guide and know where the ABC shop is I do not need daily reminders.
Advertising somehow corrupts everything that is touched by it. From children’s sport to the grown up sport industry. I don’t want the ABC ever to be beholden to the creeps in the advertising industry and their clients who consistently fail to recognise that the consumer at the retail end is actually everybody’s customer. If a kid writes a tag on a wall it’s vandalism. When a large advertising budget writes their tags all over walls, fences and buildings, why aren’t they considered vandals?
Their entire industry is based on making hapless customers want something they don’t need. Parasites. Please don’t let them get their grubby little fingers all over the ABC.