ABC staff outraged over ‘new digital strategy’
ABC
As incoming ABC managing director Michelle Guthrie enters her first week, management has announced a controversial push to increase digital audiences.
The ‘2020 Strategy’ claims to have ABC radio in the ears of “one in two Australians by the year 2020” according to The Australian newspaper, and includes a management restructure which pools management roles into seven categories, such as music and spoken word.
But a number of ABC employees are enraged that the changes favour digital services and are a bureaucratic waste of time and money.
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Star presenters including Breakfast host Fran Kelly, Norman Swan and Robyn Williams wrote a letter to the broadcaster’s board expressing their concern.
“We find it difficult to believe that an expensive new structure will do anything but leach more money away from content-making and the very audiences we seek to serve,” read the letter, obtained by The Australian newspaper.
The Radio National presenters also expressed dismay at the amendments being introduced right before Ms Guthrie took the driving seat at the broadcaster.
According to the objectors, the changes widened the gap between the old-school and new-school in radio – or the AM presenters and those pushing to make digital king.
Another objection was that the restructure had been implemented using business jargon and bureaucratic terminology.
Director of radio Michael Mason staunchly defended the changes, writing in an email to employees – obtained by The Australian – that while the restructure would cost a mid six figure sum in the short term, it would save money in the long term.
Ms Guthrie had been taking part in a one month handover period with outgoing MD Mark Scott, and had not yet had any influence over the broadcaster.