The ABC is making a deliberate play for younger audiences, and according to the broadcaster’s Head of Audio on Demand, Jessica Radburn, that meant rethinking not just who its podcasts are for, but what podcasting at the ABC could look like altogether.
“When I came into the ABC just over a year ago, it was really clear that the broadcaster had a solid base of fantastic podcasts that did what people expect from the ABC,” Radburn told Mediaweek.
“Those are things like keeping them up to date on the news and explaining world issues. But it felt to me like there was a real opportunity to create content that connected with younger audiences, particularly Australians, who the ABC might not be perceived as appealing to, and people who don’t know that the ABC exists.”
Jessica Radburn
Riding on a new wave
That thinking now sits at the centre of the ABC’s New Wave initiative – a strategy designed to back emerging Australian comedy creators, experiment with video-first podcast formats, and expand the broadcaster’s reach across YouTube, social platforms and streaming services.
The latest title to launch under the initiative is Another Cuppa? with Granny Bingo, a video podcast fronted by drag comedy duo Edith Vale and Maureen McGillicuddy. Premiering from today across ABC iview, YouTube, ABC listen, and major podcast platforms, the series follows the earlier release of The Grill, a Gen Z-led comedy podcast featuring three Melbourne friends.
For Radburn, the discovery of The Grill marked a turning point in the New Wave search.
“It’s been developed with wonderful hosts, as well as a really incredible comedy outfit in Melbourne, who’ve helped us with the video podcast and production,” she said.
“It’s a real seismic shift for the ABC in terms of podcasting.”
Radburn said the chemistry between hosts Ben, Izzy and Taz became immediately apparent during development.
“I think that is a really difficult thing to nail when you’re looking for podcast hosts, because you can often have hosts that have chemistry between them, but the audience feels shut out, and it doesn’t feel accessible.
“It’s that charisma and energy, which is near impossible to build unless you’ve got seasoned professionals.
“To find that in a group of friends was just the thing that we thought was special, and we could really help them get an audience for their show.”
Together, the projects signal a notable evolution in the ABC’s audio strategy – one increasingly focused on creator-led formats, fandom communities and the growing shift from listening to watching.
Bringing podcast culture into the ABC
For Radburn, part of the shift involved bringing elements of broader podcast culture into the national broadcaster’s ecosystem.
“It was about bringing some of what I think makes podcasting special into the mix – things like the parasocial relationships,” she said.
“It’s about bringing people into these new worlds, reflecting communities, and celebrating fandoms. That’s really the shift we’re trying to make here, with great Australian talent.”
The ABC’s move comes as podcasting platforms increasingly compete for younger audiences whose habits are being shaped as much by YouTube and TikTok as traditional audio apps.
“Everyone in podcasting is looking at how to better engage younger audiences. And we’re seeing a huge shift from listening to watching. It’s a really dynamic space,” Radburn said.
“From the ABC’s perspective, I think what was exciting was the real recognition within the organisation that we needed to make a change and invest in shows. That’s half the battle, right?
“And equally open to the fact that we can’t do this alone.”
From radio-first to podcast-first
While many of the ABC’s biggest podcast successes originated on broadcast radio, Radburn said the New Wave strategy marks a broader transition toward commissioning projects designed as podcasts first – and, increasingly, video podcasts first.
“So many of the ABC’s great podcasts originated on the radio and remain incredible in their own right,” she said.
“I think, particularly for these younger audiences and this sort of lighter entertaining space, we’re commissioning for podcasts first and increasingly looking at video podcasts. We’re trying to be as accessible as we can as possible.”
Another Cuppa? with Granny Bingo
The ABC’s public broadcaster balancing act
Despite the commercial realities shaping podcasting globally, Radburn said the ABC still sees talent development and cultural representation as core parts of its remit.
“Throughout all of this, we’re always asking What’s our role as a public broadcaster?” she said.
“I believe it’s to nourish a lot of that upcoming talent. It’s to potentially engage with topics that other commercial networks wouldn’t necessarily consider a mainstream offering.
“The fun challenge for us is to make it as appealing to as many people as possible. And that’s what we’ve tried to bring: a mix of definitely leaning into what the ABC does at its best, while also bringing in mass appeal and having more on offer for more Australians.”
Main image: The Grill. Source: ABC