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Australia’s ABC targets Chinese audiences with new China-based website
Online Edition
THE Australian Broadcasting Corporation hopes to generate new revenue from Chinese audiences with the launch of a new China-based website.
The AustraliaPlus.cn site will be used as a portal to offer Chinese speakers information about travelling, holidaying, working, studying or doing business in Australia, drawing on content from ABC and its Chinese partners.
The website is the latest effort to deepen the relationship between China and Australia, which has recently seen the in-principle agreement of a free trade agreement signed and the South Pacific nation’s commitment to joining the Asian Infrastructure Investment Bank.
The online portal has attracted interest from some Australian companies keen to use the website to communicate with Chinese audiences, and will work with major cultural organisations that may evolve into event management in the future, ABC managing director Mark Scott told media.
“We’re confident about revenues over time, but we’re not releasing any of that information at this point,” Scott said. “The ABC in Australia is Australia’s largest cultural institution, so we think there are certainly opportunities on the cultural side as well.”
The website launch comes as the Australian public broadcaster rethinks its international operations, including the scaling back of global television services.
Scott said ABC is using a digital strategy to tell Australian stories overseas, including the AustraliaPlus.cn site.
“We have focused on our international investment,” he said. “We had funding to run an international television network that was cut, so basically we made a series of strategic choices about where to invest.”
Using its own content and that of its Chinese partners to populate the website also helps keep reduce costs.
The Australian media company expects the risks associated with a foreign media firm operating in China to be low, because of ABC’s public ownership and that the site will primarily be delivering information rather than solely news.
“The ABC is funded by the Australian government and so this website will attract revenue, but it’s not dependent on revenue for its operation, so therefore I think that changes the risk profile,” Scott said.
“The ABC responded to an invitation to create this website, a suggestion that we make an application because of the long relationship of trust between the ABC and China, and the relationship between Australia and China,” he said.
The ABC has had a presence in China for 40 years, when it first opened a news bureau in Beijing.
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