Public Equity Diagnosis

CHANNEL 9

vs

ABC

The purpose of this assignment is to compare the two brand narratives expressed by Channel 9 and the ABC, two popular Australian television networks. Channel 9 is privately owned, and therefore has its own personal agenda set by its owners, whilst the ABC is publicly owned by taxpayers and the Australian Government, and therefore serves to represent the people of Australia’s public and best interests.

CHANNEL 9:

Swot analysis.

Strengths: Privately owned. Commercially funded. High ratings.

Weaknesses: Corporate ownership/control. Ratings = less money.

Opportunities: Growth. Ability to expand in other media and commercial areas.

Threats: Potential to be sold as a commodity. Business and ratings are susceptible to public perception of the network.

CBBE model – Channel 9.

ABC:

Swot analysis.

Strengths: Government owned, mostly unbiased, can hold the Government accountable, less corporate pressure

Weaknesses: Government owned = government controlled

Opportunities: Unique content due to no corporate investment

Threats: Funding cuts from the government

CBBE model – ABC

 

According to the CBBE model, Channel 9 and the ABC are viewed by the Australian people as being on opposite sides of the media spectrum. The ABC is viewed upon more favourably, in terms of trustworthiness and credibility, possibly due to its foundations as being appointed as a public service to the Australian people by the Federal Government. Channel 9 on the other hand, could be seen as being viewed by the Australian audience as superficial and ratings driven, which isn’t necessarily a bad thing. Channel 9 operate as a commercial channel, where corporate interests drive the way that they sell themselves and the programs that they invest in, in turn, the way that they market themselves.

Cross culturally, within the Australian media industry, its quite obvious that the ABC and Channel 9 are both self aware of the fact that they are on opposite extremes of what it means to be a network within this country. Just by examining the relevant websites of both Channel 9 and ABC, its strikingly obvious that both networks are incredibly conscious of their own brand identities. Channel 9’s website is purely focused on the entertainment aspect of the media, which in turn reflects into ratings and this bombastic idea that drama sells. This is okay, as Channel 9 does not brand themselves as being anything other than a marketing and entertainment giant. The ABC’s website, on the other hand, is inundated with news articles tackling the big issues here in Australia and international. This could be interpreted as the ABC marketing themselves as being more mature, yet also stepping up to their role as a government funded national broadcaster.

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