At today’s National Press Clus address in Canberra, ABC Managing Director Hugh Marks focused on the “value and impact” of the national broadcaster and its importance for “a cohesive nation”

“We cannot take this Australia of ours for granted. We must continue investing in our Australian stories, in our Australian voices, in Australian creativity,” he said.

He looked beyond the ratings numbers to articulate the impact of radio across all its platforms:

“Live radio, that so-called dying medium, is where ABC broadcasters connect with nearly 5.5 million listeners across the metro and major regional markets and more than 2.1 million regional listeners every week.

“We are by far the number one streaming network across the five major city markets with nearly 1.4 million metro listeners consuming ABC Radio via streaming each week.

“And for those that say Radio National’s audience isn’t big enough, remember that the radio audience is but one part. The network contributes significantly to our on-demand audio offering with many programs gaining more audience on-demand than they do on radio.

“And now we have podcasts… Three of Australia’s top ten podcasts are made by the ABC, and 50 of the top 300. Reaching more than 2.8 million listeners in September alone…

“Our impact can be felt through the companionship and enrichment of ABC radio. ABC radio is where guests and listeners talk to us and get to hear each other too. It’s home to some of the most thoughtful, delightful and valuable conversations you’ll find anywhere on earth. It’s a unique treasure.

“Our support of Australian music is vital. More than 50% of the content on triple j, ABC Classic and ABC Jazz is Australian, compared to an industry standard which is at best in the mere teens.”

Marks is redefining audience accountability from ‘overnight tv ratings’ numbers to total listener numbers and watch minutes. “Overnight ratings matter, but they are absolutely not even close to the correct measure of performance for the ABC today. Performance must be measured on total audience engagement across all platforms. Over time,” he said. He also recognised the success of the ABC’s YouTube and TikTok productions as contributing to total watch minutes and viewer numbers on social digital platforms.

Marks spoke to Jen Seyderhelm about his “total audio” approach.

The latest ABC Annual Report 2024-25, presented to Parliament last month, shows the full audience research approach across a range of measures. In his speech today Marks said: “The investment/return equation is far better than it ever was. If you made great content in the past it went to air once and that was that. One view, done and dusted. But if you make great content today you don’t just get one shot at an audience.

“You can make content that audiences will discover, love and watch or listen to tomorrow or in 20 years’ time. On many different platforms and devices. And great shows become part of our unique Australian culture. To be cherished and celebrated through time. Our successes aggregate over time.”

Articulating the national broadcaster’s overall purpose Marks said:

“As Australians we still look out for each other. We prize opportunity. We value fairness. We seek societal cohesion. And while no doubt there remain issues that we have not resolved, at the end of the day, overall, we know we’re privileged to live here. This is something to celebrate. I reckon you lot in this room might even agree with me, though you might not say it out loud.

“We can debate what makes this country work so well. That spirit of fairness. Compulsory voting. Democratic elections with a peaceful transfer of power. Our universal health caresystem or quality education system. Our recognition of the importance of social services. But one lesson we know from developments around the world is that we cannot take this Australia of ours for granted.

“We must continue investing in our Australian stories, in our Australian voices, in Australian creativity, to build on our shared understanding, our shared knowledge; themes that bring us together and make us who we are, that prepare us for the challenges that may come our way. And any discussion of what makes Australia succeed over the long term must include Australia’s ABC. We have a big and important role to play.

“It is true that Australia has a vibrant and generally responsible media market compared to many other places around the world. One that grows with new voices every day. That vibrancy of our media will, in my view, only become more important in what makes our country unique. In enabling our success as a free and cohesive nation.

“It’s undoubtedly something to be proud of – it’s one reason why we have not descended into warring tribes, and instead broadly maintained our national unity. But the ABC stands out as a precious national asset of a kind you won’t find in many other countries.

“We are not beholden to political patronage or commercial investment or touchy advertisers. We are free for everyone. We are available to anyone on all devices at any time. There are no paywalls that lock people out. We are funded by, and for, the public. This contributes to Australian equity and fairness in information and knowledge. This contributes to our Australia.

“The ABC is a place a lot of people come to every day, many others engage with regularly, some engage only when they really need it, and some when they have to … But we are there, always on, always available. We are the nation’s town square, where everyone has a place and every Australian matters.

“Which is why, as a nation, we must never fail to believe in, and invest in, the ABC.

“We know there is a lot of competition for attention today. Almost unlimited content from established and emerging sources. Plus almost limitless options for ‘influencing’ or selling to citizens. So where does the ABC sit in this evolving mix of voices and options? We exist to provide the public with the stories through which we can understand ourselves better as a people and a nation.

“We exist to inform, entertain and educate for the public good. Ultimately, we are here to preserve and promote Australian knowledge and protect and promote our national identity.”

Tomorrow the ABC will announce a new slate of podcasts and radio changes at its Upfronts event, the first time radio will have any significant presence in what is usually a television event.