Hugh Marks, the Managing Director of the Australian Broadcasting Corporation (ABC), has launched a robust defence of the public broadcaster against what he labels as 'opportunistic' attacks, while candidly admitting a significant financial misstep concerning the global children's phenomenon, Bluey.
Defending Impartiality Against 'False' Criticism
Speaking at the National Press Club on Wednesday, Marks addressed recent scrutiny from outlets including Sky News Australia and The Australian. These critics had accused the ABC's Four Corners programme of an 'almost identical act of deception' to a recent BBC edit that prompted high-level resignations, concerning the treatment of a speech by Donald Trump from 6 January 2021.
Marks firmly rejected this comparison. 'I think the comparison of the ABC, Four Corners to the BBC Panorama show was opportunistic,' he stated. He clarified that the same faults were not present in both programmes and deemed the criticism illegitimate and false.
Reflecting on the broader lessons from the BBC's situation, Marks emphasised the ABC's structural independence as a key strength. He explained that the ABC's independent board and managing director provide a framework for journalists to focus on accuracy and impartiality without political fear.
A Costly Lesson from the World of Bluey
In a moment of frank introspection, Marks conceded a major commercial oversight. The wildly popular children's show Bluey, a joint production between the ABC and the BBC, has become a global licensing juggernaut. However, the financial benefits have largely bypassed the Australian broadcaster.
Marks revealed that the BBC likely makes around $300 million a year from the Bluey franchise through merchandising and licensing, revenue the ABC does not share. 'It's a lost opportunity,' he admitted, acknowledging the show's incredible international success. Coming from a commercial background, Marks stressed that the ABC owes it to taxpayers to explore different funding models to prevent a repeat of this scenario.
Owning Mistakes and Ignoring the Noise
Marks outlined a new approach for the ABC in handling criticism, learning from the BBC's experience. He advocated for the broadcaster to own its mistakes openly and move away from a defensive posture he observed upon his arrival.
'We have to not cower, but we can't be defensive when we make a mistake, own it. It's not hard,' he told the audience. He described a previous 'fearfulness of external force' within the organisation that he believes leads to counterproductive behaviour.
While welcoming reasonable scrutiny as part of a vibrant media landscape, Marks acknowledged the personal impact on staff. His advice to the team was clear: focus on doing great work and 'ignore the noise' of unfounded criticism, ensuring it does not lead to poor editorial decisions.
