How ABC Fumbled Bluey's Billions

In this series, Going Deep, we’ll be doing bite-sized explorations into the most interesting industries, businesses and economic events… in Australia and around the world.

For today's episode, we’re looking at one of the biggest missed opportunities in Australian media history.

Australia has produced some of the world's most beloved content - from TV shows to digital platforms… that the whole world wanted.

But again and again, we've watched someone else own the upside… with the kids' TV show Bluey being the most expensive example.

In this episode, we'll explore how that pattern happened, what it's cost the ABC and whether anything is actually changing.

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Note: This recording took place in February 2026. All numbers noted were accurate as of this date.

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