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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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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.
