The ABC spent most of last night boasting on air about how important it is and how much Australians count on it being there.
Problem is ... it seems Australians don't.
The ABC's big budget 90th Birthday celebration show tanked in the ratings. Not even making the top 10 for the night.
They spent a fortune paying tribute to themselves.
It was beaten by game shows, cooking shows, commercial news bulletins and A Current Affair.
The ABC thinks Australians love the ABC.
But it seems Australians are busy not giving too many shits about the ABC.