ABC TV has hit upon a simple but effective method to lift its viewership and ratings.
I can report that a directive issued to the national broadcaster’s on-air personalities is aimed at increasing viewer numbers by leveraging the popularity of ABC News Breakfast sports presenter Tony Armstrong. (main picture)
Specifically, the ABC is hoping to capitalise on a key physical feature of Armstrong, a former professional AFL player turned TV presenter, who has developed a strong following since helping to front the breakfast news show.
“Our research has shown that a key component of Tony’s popularity is his big bold moustache,” ABC spokesperson Tess Pattern told me.
“So we have now issued directives to other on-air personalities fronting a range of programs to ensure they also appear with similar facial hair. (below)
“It’s too early to tell if the plan is working but we can’t see any reason it won’t.
“We recognise that critics of the ABC may think that we have adopted a cheap and easy way to lift viewer numbers and ratings.
“But apart from those sorts of attacks being absolutely correct, we urge our critics to take a deeper look into what we are doing,” Ms Pattern told me.
She reasoned that in an age when gender identity was becoming very fluid, the ABC believed it was setting an important example for other broadcasters.
“We are insisting on moustaches for all of our on-air talent, not just men or those who identify as men,” she told me.
Ms Pattern also assured me that the new directive on facial hair for on-camera staff had the full backing of ABC chair Ita Buttrose. (below)
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