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ABC retools ABC3 under new guise

Kids-logo-460_2Australian pubcaster the ABC has renamed its kids-focused network ABC3 to create “a complete digital and broadcast service designed to reflect and celebrate the lives, interests and diversity of young Australians”.

The channel will be known as ABC Me from September 19, and will “embrace the experiences of Australian school-aged children”.

It will focus on short- and long-form Australian kids content, and international programming, which will be distributed through the linear TV channel and a new app that allows for user personalisation.

New shows will include pop culture review series News to Me and sci-fi action animated series This is Me, and ABC3 series such as Nowhere Boys, You’re Skitting Me, Little Lunch, Good Game SP and Behind the News.

“We’ve been listening to our young audiences and it’s clear that they want flexibility, mobility and control,” said ABC director of television Richard Finlayson. “In the past twelve months we’ve seen an extraordinary uptake of kids programming on our digital platforms. In 2016, 78% of ABC3 online programme plays were viewed via a mobile device.

“Families who have children aged 4-12 in the home are 28% more likely than average to watch TV/video on a mobile device. Such insights are at the heart of ABC Me and continue to inform our ongoing commitment to today’s digitally savvy Australian audience.”

ABC Me’s creation is the latest change at the Australian pubcaster’s children’s division. In May, Zodiak Kids Studios chief Michael Carrington was named ABC head of children’s and education, in effect replacing Deidre Brennan, who left earlier in the year.

ABC3 began broadcasting in December 2009.