background briefing 2-1 .............10

Valuing our ABC

Good news about the ABC abounds. We know that 92% of Australians rate the value of the ABC to the Australian community as valuable. We know that average production costs for both radio and television are around 0.4% of those of the commercial stations and networks.

We know that there are twice the number of Australians who rate the quality of ABC television programs 'good' as for their commercial rivals - 87% to 43%. And we also know that while the cost of the BBC per day per person is the equivalent of 33 cents a day, we pay 7.7 cents. And audiences have crept up annually, despite the advent of pay TV.

For four years and more the ABC has been doing more with less, often with a brilliance that takes the breath away. While struggling to deal with huge budget cuts and planning for an uncertain future, it has never used its networks to campaign for itself (as David Hill did in the 8 cents a day campaign.)

Management buckled down to living with the cuts instead of fighting them. You'd think the Minister for Communications would show some appreciation.

But here he is talking about the ABC on Media Watch of 21/2 -SENATOR ALSTON -

... I see it as a unique cultural institution. Now that's not to say that it can't lift its game. I think in terms of modern management practices it is languishing badly with comparison with people like the BBC, I don't think it has the same efficiency ethos that others do.. it seems to be a hotbed of tribal factionalism, there are a lot more people interested in playing

the politics of every issue than there are in making sure that the ABC is efficient, is accountable, and is producing what people want.

Whose products?

Is anyone else puzzled or irritated by the ads on the ABC exhorting us to buy 'ABC gardening products'? Has the ABC gone into the nursery business?

A letter from Terry Moloney, head of ABC Enterprises made all clear. ABC Enterprises has licensed seven companies to release a range of Gardening Australiaproducts which include seedlings, seeds, pots, gardening accessories and fertilisers. All licensed products are subject to rigorous product approval systems and are only authorised by contracts issued by ABC Enterprises. Agreements ensure appropriate quality control, editorial control and approval rights in relation to packaging and advertising material.

Some of our members had already objected to the ABC selling its name to commercial producers, but to give these companies ads on ABC TV seems to us to take the ABC right over the line.

If the companies are paying for these ads then how is this different from ads on Channel 9? If they are not paying for the ads why is the ABC giving them free publicity?

If as Terry Moloney assures us, 'there has been no breach of ABC guidelines in respect of this cas'', we must be very sceptical of the value of those guidelines.