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Australia, the magazine : Australia, the magazine
‘The ABC is one of the nation's great brands, playing an important part in the lives of millions each day. e ABC's success lies in its ability to re ect the values that Australians hold dear: independence, integrity, quality. e ABC charter has an international component. It requires the broadcaster to not just re ect Australians to Australians, but to re ect Australia to the world. e whole focus, therefore, of our international service is, to show to the world 'who we are and what we stand for.' e positive image our international service has in places like Indonesia and the Paci c demonstrates our success at that mission. e ABC has a 70-year history of international broadcasting into the Asia Paci c with an established journalistic presence on the ground. Over that time we've built a reputation for independence, credibility, expertise and reliability which provides a very strong platform to expand our relevance and standing in the region. We have established ties to the region -- built not just on our role as an international broadcaster but through relationships with fellow public broadcasters, through personnel exchanges, training, resource sharing, capacity building and co-production. e ABC has an established multilingual capability and strong track record in English language learning -- second only to the BBC. And we are a proven leader in digital media with the capacity and experiences to deliver a fully integrated service: TV, radio, online, mobile. We are able to deliver services to an audience how and when they want it -- no ma er where they are. When I travel, I am constantly struck by how people have been to Australia and love it -- or badly want to visit. But our challenge is to go beyond the breadth of insight that says 'friendly people, great holiday destination.' We need to reinforce the messages of Australia being a great place to study, a great place to work, invest and do business. We need to drive home the fact that we are so distinctive, yet so connected. People view Australia favourably, but we need to ensure that view is informed with an insight into all we can o er as a destination. If the ABC is to prosper, it needs to create a single, clear, unambiguous global brand. is is the strategy that has made the BBC and CNN the international powerhouses they are today. is single brand strategy goes beyond the obvious economic e ciencies. e ABC is carving out a reputation for online leadership and innovation. We can leverage that expertise, aggregating great content and delivering it seamlessly under the one banner, on television and radio, online and mobile and making use of our catch-up ser vices. Our four-stage blueprint would see us deepening our footprint in our own neighborhood -- Asia and the Paci c -- then moving further into Africa and the Middle East, followed by Latin America and then Europe and North America. Yes, it is an ambitious program. But the ABC is capable of becoming a dominant regional provider of news, information and English- language learning material. We predict that with expanded distribution, a fully integrated ser vice could extend its television reach into Asia, the Paci c and the all-important Indian market by nearly 200 percent by 2013. In a decade? e ABC would like to believe that it could achieve a full rollout of its staged plan, enabling us to showcase the best of Australia -- our news, sport and entertainment, our value and our culture, our democracy at work -- to tens of millions of homes, across the region and across the world. e sky really is the limit! We are part of the region that will become the centre of the world's growth and focus. We already have a very close and cooperative relationship with our Chinese counterpart CCTV and recently celebrated the 35th anniversary of the ABC Bureau in Beijing. In India, our initial forays into six key markets with Australia Networks have brought pleasing audiences --at times out-rating both the BBC and CNN where we go head-to- head. But unlike those two global giants, Australia Network will never have automatic entrée onto the satellite and cable platforms because of the audiences we bring. We are intrinsically linked by nature of our geographic position and our economy to the Asia Paci c. We have a seat at the table where the economic future of the planet will be shaped. And what we need to do is to take advantage of all the opportunities we have as a nation to share the Australian story -- our proximity, the depth of our insight and understanding into this part of the world as well as our experience as broadcasters in the region -- to ensure our voice is heard clearly and strongly amidst the increasing clamour." We are part of the region that will become the centre of the world's growth. messenger subject: mark scott 121 Jessica Hromas/Fairfax Photos