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The excessively clunky “ABC for Kids on 2” brand has been relaunched as “ABC 4 Kids”. Running from 6am-7pm on ABC2, this channel-within-a-channel has long deserved better positioning, if not its own dedicated slice of the airwaves.
Thus concludes the refresh of the ABC’s suite of channels with ABC1 in February and ABC2 in April.
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Encapsulating the scope and relevance of the national broadcaster is the goal of this new brand campaign, and having people jump into the embrace of the ABC’s famous lissajous is the approach they’ve taken.
Beautifully produced and visually distinct these new spots have the unenviable challenge of trying to represent an organisation with as much history and depth as the ABC, something any thirty second promo will struggle to achieve.
Created by Sydney agency Moon.
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Following up from the launch of ABC3 last year, here is a snapshot of the new channels on-air branding.
Created by Tactic, the idents for ABC3 were “entirely unscripted and inspired by the power and rawness of childrens’ imaginations”, an interesting take on childrens television. The second video is a montage of various on-air elements demonstrating the versatility and broad creative use of the “3″ logo.
For more ABC branding check out the current incarnations of ABC1 and ABC2.
..and soon enough ABC4.
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On December 4th this year Australia got a new free to air channel (its been quite a year for that). The launch of ABC3 has been a long way coming, a dedicated children’s channel was officially proposed in 2007 by the government of the time, but had obviously been an ambition for the national broadcaster way before that.
Watch as the Prime Minister flicks the switch on the channel, and look out for a follow up post with more about branding of ABC3 soon.. right here.
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It’s been a big year for free-to-air TV in Australia. We saw the launch of ONE in March, followed by Go! in August, and today we welcome 7TWO.
Seven’s new channel promises to be the least niche-y of the new digital multichannels, which unlike youthful Go! and sporty ONE don’t seem to be actively appealing to a specific audience.
And the channel launches aren’t over yet with the long awaited launch of ABC3 on December 4th still to come.
Catch the first 6 minutes of the new 7TWO in the video above, should give you a good feel of what its all about.
This is site is run by Sascha Endlicher, M.A. during ungodly late night hours. Wanna know more about him? Connect via Social Media by jumping to about.me/sascha.endlicher.
