2. Our starting point
2
Ensure ABC content and services are relevant to all Australians
To do this we needed to:
1. Leverage existing network of 52 physical locations across metro and
regional Australia
2. Diversify our local output from linear broadcast radio
3. Continue to develop a multi-platform, whole-of-team approach in
each location to engage with new and broader audiences
3. What does the data show?
3
UNDER 15
smallest 15.27%
Bega
largest 26.58%
Katherine
15-24
smallest 8.99% Bega
largest 15.02%
Katherine
25-34
smallest 7.94% Bega
largest 22.51%
Karratha
35-44
smallest 9.75% Port
Macquarie
largest 18.84%
Karratha
45-59
smallest 17.51%
Katherine
largest 22.77% Bega
60+
smallest 7.41%
Karratha
largest 35.88% Port
Macquarie
Age groups are shown as a
percentage of total region
population (smallest and largest)
By improving our understanding of communities, we can deepen our engagement
4. Twin content strategies:
a) local-for-local
• Local-for-Local strategy on regional location social
accounts.Aim to become the main source of local
news, weather and information in each of the regional
communities where we have a presence.
• Hyper-local news (house fire, local crime, good news)
and weather/emergency content are the biggest
drivers of reach and engagement.
• UGC is a priority; it connects us with our audience and
is prioritised by the Facebook algorithm.
5. Twin content strategies:
b) local-for-national
• Local-for-National approach on
state/national social accounts
and web pages. Curating and
distributing the best regional
stories to the biggest audiences.
• Includes: ABC News, ABC, ABC
Science,TV, iview, Landline,
Rural, ABC Open,The Country
Hour.
6. Content initiatives
6
Consolidating
ABC content,
drawing on
audience
contributors and
adding new
digital elements.
Providing
audiences with
timely news
and
information
across the
week.
ABC Weather
Weekend
Coverage
Newsletters
Remote
Communities
Community
Commissioning
Develop
products to reach
email users, with
a clear mobile
utility.
Enabling
reporters or
small teams to
reach remote
and under-
reported
communities.
Digital initiatives
that engage
communities in
shaping coverage.
A number of key content projects are helping drive engagement and reach
7. Content initiative #1
7
Weather
• Small team based in Alice
Springs producing weather
related content for a range of
ABC programs and sites
• Weather obsessed FB group
• Launched in late March, has
2,926 members; strong
engagement
• Presence from Nate Byrne
and other ABC personalities
8. Content initiative #2
8
Curious projects
• Started in Canberra. Currently being
implemented across multiple locations
• Readers submit a question; the audience
votes for the favourite
• ABC then investigates and involves
community members in the process.
• Resulting stories have been hugely
popular
9. Content initiative #3
9
Remote communities
• Allows reporters to travel to
under-reported areas and
spend time uncovering
stories and developing
networks of contacts
• Designed as “slow
journalism”. i.e not news
driven.
• Produces powerful ,
engaging stories that
resonate with national
audiences.
10. New story telling formats
10
• Video is
increasingly a focus
for all digital
platforms and
channels.
• Upgraded and
introduced new
camera formats
that are starting to
change the way we
produce stories.
• Drones are a good
example.
The Greenough River breaks at Eradu, 50kms east of Geraldton.
