The Controversy Surrounding Bluey and the ABC
Ben Fordham, a prominent 2GB broadcaster, has raised serious concerns about a deal involving the globally acclaimed children’s animated series Bluey and the BBC. He claims that this agreement cost the Australian Broadcasting Corporation (ABC) billions of dollars in potential revenue.
Originally commissioned by the ABC in 2017, Bluey quickly became a global hit. The show, which follows a family of blue heeler dogs, has captured the hearts of audiences worldwide. However, critics are now questioning the decision made by the ABC to negotiate merchandising rights with the UK’s national broadcaster, the BBC.
Fordham described the situation as “one of the biggest stuff-ups in the history of the ABC” on his Ben Fordham Live podcast. He argued that this was a “financial fail” that could have funded the entire ABC budget twice over.
The Details of the Deal
According to Fordham, the ABC initially had control over Bluey. However, the BBC in London offered to pay roughly 30% of the production costs in exchange for total global distribution and merchandising rights. This move effectively handed over the entire commercial engine behind Bluey to the BBC.
Fordham expressed frustration that every time the show achieved success internationally or merchandise was sold, it was the BBC that “banked the cash.” He emphasized that the Australian taxpayer helped create Bluey through the ABC, yet the BBC is reaping the financial benefits.
Financial Implications
The issue gained attention after entrepreneur Charlie Gearside posted a video on YouTube estimating that Bluey could generate $2.5 billion each year for the ABC. Economist Cameron Murray shared the clip on X, commenting that “Bluey royalties could have funded the ABC twice over. Instead, we just gave them away to the BBC in a dud deal.”
This “dud deal” was brought up at a film and TV conference on the Gold Coast by ABC managing director Hugh Marks. He acknowledged that the ABC has discussed Bluey extensively since his arrival and admitted that there were reasons behind the decisions made.
Marks estimated that the deal may have cost the ABC around $300 million in income that could have benefited Australia instead. He added, “If it was coming to Australia, [it] actually would change a lot of the people’s lives in this room.”
Continued Success and Future Plans
Despite the controversy, Bluey continues to thrive. The show once again topped the US ratings in 2025, becoming the most-streamed show in America. This marks the second year in a row that the ABC’s beloved children’s animated series has claimed the top spot.
Fans have been binge-watching the heartwarming series on Disney+, consuming a staggering 45.2 billion minutes of content over the past year. While this figure is slightly lower than the previous year’s 55.65 billion minutes, the show remains a massive hit.
Viewers can now stream all 154 10-minute episodes of Bluey on Disney’s platform. Additionally, BBC Studios and The Walt Disney Company are currently working on the first-ever animated feature film based on Bluey, set for release in 2027.
