Is the ABC in love with itself? There certainly seems to be something in the air of late.

Perhaps it’s boosted confidence after Managing Director Mark Scott’s recent all-in love-in or his policy of bringing ABC’s new media into the mainstream. Whatever the case, the cross-media possibilities of the ABC are seemingly being milked more than ever.

On Monday, the ABC used a Four Corners special on virtual worlds as an excuse to launch a media release about its entry to Second Life, ABC Island. Last night’s ABC News in Melbourne gave 1 minute 32 seconds to a report on the ABC’s 40 hour Drought Campaign — it gave 2 minutes 27 seconds to a spot on parliamentary happenings: John Howard on the Iraq war plus Kevin Rudd’s broadband plan.

For regular content, jtv films what radio station JJJ does — and then airs it. ABC TV’s The New Inventors is previewed by ABC Brisbane. Debbie Enker appears on Jon Faine’s ABC Melbourne program this morning to discuss ABC TV’s documentary series Constructing Australia. On Radio National’s Late Night Live, Phillip Adams interviews the creators of Constructing Australia who’ve also written a companion guide to the series for ABC Books.

There’s nothing new here, even if it does make listening/watching/surfing the ABC feel like you’re in an Escher drawing, looking at the ABC, looking at the ABC, looking at the ABC…