Will the ‘content guy’ Hugh Marks be content with ABC’s culture?

New ABC managing director Hugh Marks on Tuesday. Picture: NewsWire

Hugh Marks describes himself as the “content guy”.

And fair enough, too – for the past 30 years, he’s been producing, programming, and distributing content across television, radio and online platforms, and just three years ago co-founded an Australian film and TV studio, Dreamchaser.

Marks has also been described as a transformative CEO – at Nine, he grew the business from an $800m TV network into a $5bn digital-led behemoth in a declining advertising market.

On the face of it, ABC chair Kim Williams was right when he announced on Tuesday that Marks was the standout candidate for the job – the guy’s CV is off the charts.

But here’s the thing. When you’re managing director of the ABC, it’s not enough to simply be the “content guy”.

For starters, you’re beholden to adhere to a legislated charter that demands political impartiality and impeccable editorial rigour.

You’re required to address, and serve, the nation’s news deserts in rural and regional areas, and yet you must also satisfy the appetite for ratings, lest future funding could be imperilled.

You’re in charge of a heavily unionised staffing body, stretching from Burnie to Broome, and you must find a way to rein in the members of staff who think activism and journalism are interchangeable pursuits.

And as boss of one of the most generously financed public utilities in Australia, you’re answerable to each and every taxpayer.

And how do we know it’s such a tough job? Recent history.

None of the above benchmarks have been met, at least not in the past decade.

The “content guy” has a big challenge on his hands.