Australia Network, the international channel from the stable of Australian Broadcasting Corporation (ABC), has a hybrid mix of news, drama, lifestyle and kids programming.
The state-funded channel, which has an international presence in over 44 countries across Asia, the Pacific and Indian subcontinent, is planning to launch a kids channel for the pre-school and the 8-14-year-olds.
The expansion plan in India also includes introduction of subtitles in English and Hindi. Co-production deals are part of the agenda to keep in line with India as a focus area for growth.
In an interview with Indiantelevision.com's Ashwin Pinto, Australia Network CEO Bruce Dover talks about how the hybrid programming model has worked in many markets. An old hand at media, Dover was Rupert Murdoch's right hand man in Beijing. He went on to write a book titled Rupert Murdoch's Adventures in China.
Excerpts: |
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Being a single channel broadcaster is a tough proposition. Are you planning to launch more channels in India? |
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The BBC made an entry into India after syndicating their content to the pubcaster. Do you have any such plans? |
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How do you plan to grow in India? |
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India is flooded with strong English international channels. How would Australia Network make a mark in India? Earlier the thinking was that TV channels fit single genres the best. International channels like NHK, though, are now following our model.
The lifestyle content is in terms of travel shows and what it is like to be an Indian student in Australia and vice versa. We have a show called Student Postcard where one learns about the good, the bad and the ugly of studying in an Australian university. Can you go out? Can you meet girls? You want to know if certain areas are safe to go out at night.
Our aim is to give Indians more insight into Australia. We do English language learning which is popular in India. This is for students who want to study overseas. We have programming as well as a site which helps you learn and become more proficient in English. Also, there is the cricket link. This helps drive interest in our channel. |
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India is a difficult market to get such a niche channel like yours distributed. How much is Australia Network spending on carriage?
Almost 70 per cent of our viewership comes from the South. We are on the Sun Direct DTH platform. We are also available on several cable networks across the country. We have identified 15 towns where we want a sizeable presence. |
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Are you looking at co-productions in India?
We are also looking at doing co-productions around children's content. We have some IP software. We do kids science programming in other countries. The software and the textbooks can be recreated. |
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How many feeds does Australia Network have? |
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Which are your key markets?
India is also an important market for us. We just went through a re-branding process with the tagline 'From Our World to Yours.' It is about introducing Australia to India. |
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What was the aim of the rebranding? |
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How difficult is it to be a public service broadcaster when you have to depend on government for funding? Our news and current affairs content also does not carry ads. |
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How has the global downturn affected ABC? |
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Do you have plans for the digital space? |
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