ABC Managing Director Michelle Guthrie will introduce changes to ABC Local Radio’s brand and approach in a speech at the Wheeler Centre in Melbourne tonight.
In a memo to staff from the Director of ABC Radio, Michael Mason said,
” We’ve put a lot of thought into revitalising the Local Radio brand to make sure it resonates for current and future audiences in the way they want it to. A major development has been optimising the Local Radio websites for live and on-demand audio.
“Canberra has already unveiled its new look website, and throughout 2017 we’ll see the steady reveal of an updated and nationally consistent identity for ABC Local Radio websites in our capital cities.
“It’s really important that Local Radio continues to be an essential part of our audiences’ everyday lives. Radio is transforming, as we know, but Local Radio continues to bring towns and cities to life all over Australia in a positive, enriching and informative way.”
It is the first major change for the ABC in 16 in 16 years.
“We know local Radio listeners are proud of their cities and communities. This updated identity will reflect and strengthen audience connections to their local area, and emphasise ABC Local Radio’s role as the heartbeat of Australian communities,” Mr Mason said.
From November, ABC Radio will be rolling out new brand guidelines, a style guide and training for Local Radio staff about then upcoming changes.
The launch will be in January.