ABC’s chief content officer, Chris Oliver-Taylor, has commented on the broadcaster’s need for a strategic and cost-effective approach to content creation, stating that they must be more deliberate in spending its $1.1 billion budget.
As reported by Calum Jaspen for Sydney Morning Herald, Oliver-Taylor, who assumed his current role in July after a stint with Netflix, advocates for a “brave on change” approach to content strategy, with a focus on fewer shows but with intensified efforts to engage audiences.
Oliver-Taylor acknowledged the challenge of discontinuing programs, expressing, “If we do stop things, it causes headlines and challenges, but actually that’s a natural evolution. You do some things, you stop some things. Nearly every show that’s ever been commissioned has been canceled by definition. That’s just the way it is.”
The recent cancellation of the nightly current affairs talk show, The Drum, due to poor ratings, supports the broadcaster’s need to reallocate its resources more effectively. Oliver-Taylor suggested the ABC will focus on doing “a little bit less, but do it bigger and bolder, and then move resources around to suit the evolving audience.”
While praising the ABC for its “amazing” efforts to launch new products and content, Oliver-Taylor admitted, “The ABC does sometimes struggle a bit with how we stop doing something to move resources to something else.”
Regarding the fate of Q+A which experienced audience all time lows in 2023, Oliver-Taylor hinted the show might undergo changes in 2024. While he has been charged with non-news content and thus not directly under his remit, Oliver-Taylor alluded to a potential reduction in episodes but stops short of confirming any cancellation plans.
See also: Stan Grant announces permanent departure from ABC’s Q+A
“I don’t want to say it’s there forever. I’m sure it’s not, but I don’t also want to suggest that it’s about to get cancelled. Our news colleagues will continue to adjust the format and the tone to reflect what’s going on.”
To fill the gap left by The Drum, Oliver-Taylor, with his extensive 30-year career, is expected to commission new factual content, potentially leading into the 7pm news slot. However, the plans for the first half of the new year remain unconfirmed, with repeats likely to fill the spot temporarily.
Oliver-Taylor further stressed the need for flexibility in navigating the evolving mediascape, remarking, “TikTok wasn’t here five years ago, suddenly it is.” He went on to highlight the importance for ABC to adapt its content delivery across platforms including on-demand, streaming, linear, radio, and digital.
In terms of success metrics, Oliver-Taylor acknowledged the complexity at ABC compared to commercial networks, calling it his “biggest challenge.” “It’s a debate with our people here, with our audience and probably with government, about what the success look like,” he noted.
The ABC’s 2024 strategy according to Oliver-Taylor includes a shift in marketing focus to promote only the top 20 to 22 shows out of the 130 commissioned annually, aiming to concentrate their efforts. The goal is for the success of these top shows to naturally benefit the broadcaster’s entire content portfolio.
See also: Fran Kelly returns to ABC’s RN in overhaul of the station’s schedule
–
Top Image: Chris Oliver-Taylor