ABC to send legal letter over 1.3 million view Bluey dispute

The Australian Broadcasting Corporation is preparing to issue a cease and desist letter to the One Nation party regarding a political cartoon that features the Bluey character. The move follows a review of intellectual property rights after the clip accumulated 1.3 million views on YouTube. For the broadcaster, the dispute represents a direct challenge to its ownership of one of Australia's most popular cultural icons.

The issue surfaced during Senate estimates hearings on Tuesday. Senator Varun Ghosh, who chairs the communications committee, asked the ABC if it had sought legal advice concerning the 2024 video. Ghosh noted that while the clip was published two years ago, recent events have given it renewed relevance. The hearing took place one week after an attack on independent MP Helen Haines outside her office in northern Victoria, an incident that resulted in her losing both legs.

ABC Managing Director Hugh Marks responded that the broadcaster became aware of the potential breach last week. He stated that the ABC had sought legal advice and was confident in its position. "We will be taking further action, I can assure you," Marks told senators. He described the One Nation use of the character as a clear infringement of intellectual property rights.

Marks revealed that the ABC had contacted BBC Studios, the international distributor for Bluey, and Ludo, the Brisbane-based creators. He confirmed that One Nation, led by Pauline Hanson, did not seek permission to use the character in the three-minute animation. The BBC, Ludo, and One Nation have been approached for comment on the dispute.

The cartoon, titled State of Melbourne, depicts Bluey driving an SUV that repeatedly strikes political figures. The characters include former Victorian premier Daniel Andrews and Prime Minister Anthony Albanese, along with conservationist Robert Irwin. In one scene, the politicians place the bodies of Bluey and Irwin in the vehicle's boot. Marks argued that the clip is not a parody and constitutes a major use of the intellectual property. He called the usage shocking and disrespectful to the children who love the character.

During the same hearing, Marks addressed other internal matters at the broadcaster. He explained that former news director Justin Stevens received a termination payout of $353,230. Marks said he chose to pay Stevens his contractual entitlements rather than require him to work out his notice period. This decision was made to allow the ABC to move forward with new leadership after Stevens's 19-year career ended last month.

Stevens was replaced by Simon Robinson, a former Reuters executive. According to the annual report, Stevens's total remuneration for the financial year was $864,394, with a base salary of $529,202. The payout was part of a broader transition in the news division's leadership structure.

Marks also discussed the replacement of the Four Corners editorial leadership following issues with former reporter Mahmood Fazal. The ABC has removed several programs produced by Fazal due to concerns over the use of anonymous interviewees. A review found substantial flaws in much of his work. The broadcaster is currently reviewing its editorial guidance on anonymous sources to address these production concerns.