Michelle Guthrie “There is no mass media now…”

ABC Managing Director Michelle Guthrie has outlined the vision for the ABC and all its platforms in the new era.

“There is no mass media now. Different demographics congregate around different platforms. Media companies that try to corral all their audiences in one place or who rely on “loyalty” to keep them there do so at their peril.

“But even in a fragmented market place, it is possible to carry issues and stories across audiences and, as a media company, to retain broad relevance.”

“You can create water cooler moments and they don’t all have to relate to pop culture or require a satirical lead in.”

Speaking at the New News conference in Melbourne, Michelle Guthrie  also set her focus on ABC News saying “ABC News look will be consistent across all platforms and channels – television, radio, digital and social media – making it easier for audiences to identify trusted, distinctive ABC News no matter where they are”.

For Radio she talked about changes that will be slated for ABC Local Radio into 2017.  “Along with changes to ABC News, ABC Local Radio will undergo a similar redesign to ensure we resonate with current and future audiences. A new-look ABC Local Radio Capital City network will from early 2017 offer a nationally consistent, refreshed sound and look.”

You can take a listen to ABC Managing Director Michelle Guthrie’s full speech at the Wheeler Centre below or view the full text here. It’s a great insight into the future direction of the ABC.