In a significant address at the National Press Club, the Managing Director of the Australian Broadcasting Corporation (ABC), Hugh Marks, has launched a robust defence of the public broadcaster against what he termed 'opportunistic' criticism, while also making a startling admission about a lost financial opportunity with the children's phenomenon, Bluey.
Defending Impartiality and Acknowledging Lessons
Marks used his platform on Wednesday to directly confront recent attacks from News Corp outlets, including Sky News Australia and The Australian. These critics had accused the ABC's Four Corners programme of distorting a speech by former US President Donald Trump from 6 January 2021, labelling it an act of deception comparable to the recent BBC Panorama editing scandal.
"I think the comparison of the ABC, Four Corners to the BBC Panorama show was opportunistic," Marks stated unequivocally. He argued that the faults present in the BBC's case were not consistent with the ABC's work, dismissing the criticism as both false and illegitimate.
However, he did concede that there were valuable lessons to be learned from the BBC's high-profile error. He emphasised the importance of the ABC owning its mistakes and moving away from a defensive posture that he believes the organisation has cultivated over decades. "We have to not cower, but we can't be defensive when we make a mistake, own it. It's not hard," he advised.
The Multi-Million Pound Bluey Blunder
In one of the most candid moments of his speech, Marks revealed a substantial financial oversight. He confirmed that the ABC had failed to capitalise on the global merchandising potential of the jointly produced ABC-BBC show, Bluey.
The BBC now generates an estimated $300 million a year from licensing and merchandising the beloved cartoon, revenue in which the ABC does not share. Marks, who comes from a commercial background, described this as a "lost opportunity" for the Australian taxpayer-funded broadcaster.
"We should have been more active in the participation in what that was going to be," he reflected, acknowledging the show's incredible global success. His key takeaway was a resolve to avoid repeating the same mistake with future productions, suggesting the ABC must explore different commercial models.
Framework for Impartial Journalism
Reflecting on the broader pressures facing public broadcasters, Marks highlighted the structural independence of the ABC as a key strength. He contrasted it with the BBC, where he suggested external forces have been "chipping away" at its independence.
He detailed the ABC's framework, which includes an independent board and a managing director who is also independent, designed to empower journalists. This structure, he argued, allows staff to focus on accuracy and impartiality without the fear of political second-guessing.
While welcoming reasonable scrutiny as part of a vibrant media landscape, Marks acknowledged the personal impact constant criticism has on ABC staff. He urged his team to focus on producing great work and to "ignore the noise" of unfounded attacks, reinforcing his message that valid criticism should be met with an appropriate and thoughtful response.
