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ABC2 is now Always Brighter

Going green. ABC2 now wants you to be surprised, enthused and provoked.

Following on from ABC1 rebranding with a “Think Entertainment” slogan, ABC2 is rebranding with “Always Brighter.”

The logo is now a bright green hue, instead of its former yellow, with a large “2.”

The onscreen watermark is a “2” above the ABC corporate lissajous.

According to an ABC blog, ABC2’s ambition is to “surprise, enthuse and provoke. Our bold new on-air look certainly does just that.

“You will continue to find a selection of the best drama, the most interesting and eclectic documentaries, some off-the-wall comedies and a growing number of Australian productions.

“Our new tagline, ‘Always Brighter’, ties our package together with the promise of intelligent and distinctly colourful content that will appeal to all Aussie audiences.”

But the channel launched the new branding on April 1st, leaving some viewers commenting on the blog that this was a pretty good April Fool’s gag. Apparently it wasn’t.

[youtube]http://www.youtube.com/watch?v=1pu3XDMsxIU[/youtube]

[youtube]http://www.youtube.com/watch?v=vMxMUkxvEg8[/youtube]

19 Responses

  1. @andrew ABC is not going they’re about to add to it (early mornings).
    you watch giggle and hoot as presenters
    I watch Tara Colegrave as presenter for my channel (C-Beebies)

  2. @Pete – The Wire was on Nine a while back but they treated it appallingly. I gave up. There is a fifth series which hasn’t been shown yet. I think ABC have the rights to show it on FTA but have to wait for the current licensing arrangement with Foxtel to expire.

  3. Looks good. Always some good content on ABC2 which would never be seen on a commercial station. The Wire was fantastic and I never knew about it until ABC2.

  4. From what I understand… The ABC future plans for its channels

    -ABC1 will eventually loose all children’s programming to ABC2 and ABC3
    -ABC2 during the day is aimed on pre-school programming (age 1-6 year olds)
    -ABC3 is a channel dedicated for children between the (ages of 7-16)

    ABC News Breakfast will be soon be making the change from ABC2 to ABC1 in the mornings.

  5. @Chris (and to those thinking the same thing)

    The ABC is modeling itself after the BBC. There are two digital only channels over there called BBC3 and BBC4. By day, BBC3 is C-Beebies, the UK equivalent of ABC For Kids on 2 (the pre-schooler’s shows that take up the bulk of the day’s programming) and by day BBC4 is CBBC which is the UK equivalent of ABC3. By night, BBC3 and BBC4 are “general entertainment” channels. Until they stop trying to be the BBC, ABC2 will continue to have shows for the under 5’s by day.

  6. I had wondered whether the lime and fuchsia was a timely gag too. I don’t really care about the idents as long as the watermarks are discreet but obvious as to the channel.

  7. When are they getting rid of the kids shows off ABC2? They have a whole channel dedicated to them, plus a bunch on ABC1 still I think, yet they still take up half the lineup on ABC2. They aren’t even good shows like we had back in the 90’s before every kid had Foxtel.

  8. The watermark is better – now monochrome instead of yellow. All they need to do now is turn the opacity down 10% every week and soon it will be gone! 🙂

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