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ABC rebrands flagship Oz channel

Australian pubcaster ABC has followed suit from ITV in the UK and rebranded its main channel.

ABC1 will now be known as just ABC, following results of extensive audience research that revealed viewers preferred the latter moniker.

In January 2013, ITV1 was rebranded as ITV for similar reasons.

ABC had first been rebranded as ABC1 in 2008 as part of the broadcaster’s efforts to avoid confusion following the launch of digital net ABC2 in 2005.

“Now more than ever, ABC Television needs to be relevant to all Australians and our new positioning and branding demonstrates the role of our main channel beautifully,” said Richard Finlayson, ABC’s director of television.

“ABC also acts as our gateway to more targeted content on ABC2, ABC4Kids, ABC3, ABC News 24 and, increasingly, [on-demand service] ABC iview.”