Review of the commercial radio standards  Research briefing and release of issues paper 23 February 2010
Context <ul><li>First principles approach </li></ul><ul><li>Appropriate community safeguards – no burden on industry </li>...
The research base <ul><li>Community Attitudes to Radio Content </li></ul><ul><li>Listener Attitudes to Advertising, Sponso...
Australians love listening to radio and news and information is a favourite format >   91 per cent of Australians listen t...
For AM talkback listeners commercial radio is an important source of news and current affairs Base: commercial AM talkback...
Commercial talkback programs are important for social, political and economic matters Base: commercial AM talkback listene...
Radio listeners live in the real world <ul><li>Listeners acknowledge that commercial radio is a business </li></ul><ul><ul...
They are comfortable with ‘commercial’ radio Base: commercial radio listeners aged 17 years and over, 2009 (n=1214) Source...
They expect transparency Base: commercial radio listeners aged 15 years and over, 2009 (n=1018) Source: ACMA  Community at...
International research supports the content integrity findings <ul><li>A range of approaches  </li></ul><ul><ul><li>UK, Ir...
This research had been undertaken to inform the review <ul><li>Release of issues paper and call for submissions </li></ul>...
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Australian review of the commercial radio standards: Research briefing and release of issues paper

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  • The ACMA has undertaken a comprehensive program of research directed toward establishing an evidence base for the review of the commercial radio standards. The key research projects contributing to the standards review are referred to throughout the issues paper – released today for public comment - and are available at the ACMA website. The future role of any program standards needs to be considered in the context of community attitudes, as required by the Act, and today the ACMA publishes two surveys into community attitudes: Community Attitudes to Radio Content was prepared for the ACMA by Ipsos MediaCT. The report presents the findings of a national telephone survey, undertaken in February 2009, of Australians aged 15 years and over. A nationally representative sample was achieved, of which 1,423 were radio listeners. Amongst other things, the research explores: the importance of commercial radio as a source of news and current affairs relative to other media; attitudes towards commercial influence in news and current affairs content; and, the perceived importance of disclosure announcements in current affairs programs. Listener Attitudes to Advertising, Sponsorship and Influence on Commercial Radio was prepared for the ACMA by Ipsos MediaCT. The report presents the findings of a nationally representative online survey undertaken in July 2009 of Australian commercial radio listeners aged 18 years and over. Amongst other things, the research explores: people’s ability to distinguish advertising/sponsorship from other program material; attitudes to advertising/sponsorship practices; and concerns about advertising/sponsorship practices. In undertaking the review, the ACMA will give consideration to international approaches to similar issues: Research and Analysis into the International Regulation of Advertising, Sponsorship and Commercial Disclosure for Commercial Radio Broadcasting was prepared for the ACMA in June 2009 by Professor Lesley Hitchens of the Faculty of Law at the University of Technology, Sydney. The report provides a comparative survey and analysis of policies and regulations relating to advertising and sponsorship on commercial radio, as at June 2009. It focuses on rules which are relevant to news and current affairs programming, canvassing the jurisdictions of the UK, the USA, Ireland, Canada and Germany, and includes an overview of Australian regulation. The report provides detailed explanations of regulation in each jurisdiction as well as high-level analysis. The report finds some common core principles and practices as well as some fundamental differences in approach. The review will also consider the experience and performance of the commercial radio sector in meeting current regulatory arrangements. Industry Compliance with the Compliance Program Standard was prepared for the ACMA by DBM Consultants. The report details the findings of a confidential survey of all commercial radio licensees, undertaken in June 2009, to assess the extent of industry compliance with the Compliance Program Standard. The report provides information about the compliance culture among the commercial radio industry and categorical information about industry compliance with the Compliance Program Standard.
  • Australian review of the commercial radio standards: Research briefing and release of issues paper

    1. 1. Review of the commercial radio standards Research briefing and release of issues paper 23 February 2010
    2. 2. Context <ul><li>First principles approach </li></ul><ul><li>Appropriate community safeguards – no burden on industry </li></ul><ul><li>Evidence based </li></ul><ul><ul><li>A significant body of independent research </li></ul></ul><ul><ul><ul><li>Within the Australian community </li></ul></ul></ul><ul><ul><ul><li>Across international jurisdictions </li></ul></ul></ul><ul><ul><ul><li>Among industry </li></ul></ul></ul><ul><li>Best practice on submissions </li></ul>
    3. 3. The research base <ul><li>Community Attitudes to Radio Content </li></ul><ul><li>Listener Attitudes to Advertising, Sponsorship and Influence on Commercial Radio </li></ul><ul><li>International Regulation of Advertising, Sponsorship and Commercial Disclosure for Commercial Radio Broadcasting </li></ul><ul><li>Industry Compliance with the Compliance Program Standard </li></ul>
    4. 4. Australians love listening to radio and news and information is a favourite format > 91 per cent of Australians listen to radio at least once a week > similar across different age groups Base: all radio listeners aged 15 years and over, 2009 (n=1423) Source: ACMA Community attitudes to radio content
    5. 5. For AM talkback listeners commercial radio is an important source of news and current affairs Base: commercial AM talkback listeners aged 15 years and over, 2009 (n=205) Source: ACMA Community attitudes to radio content
    6. 6. Commercial talkback programs are important for social, political and economic matters Base: commercial AM talkback listeners aged 15 years and over, 2009 (n=205) Source: ACMA Community attitudes to radio content
    7. 7. Radio listeners live in the real world <ul><li>Listeners acknowledge that commercial radio is a business </li></ul><ul><ul><li>60 per cent of the commercial radio listeners sample agree that </li></ul></ul><ul><ul><ul><li>Advertising on commercial radio doesn’t bother me because it’s a business that relies on advertising to operate </li></ul></ul></ul><ul><li>As long as they know what’s advertising and what’s content </li></ul><ul><ul><li>75 per cent of commercial radio listeners agree that </li></ul></ul><ul><ul><ul><li>Advertising content on radio should be clearly distinguishable from other radio content </li></ul></ul></ul>Base: commercial radio listeners aged 17 years and over, 2009 (n=1214) Source: ACMA Listener attitudes to advertising, sponsorship and influence on commercial radio
    8. 8. They are comfortable with ‘commercial’ radio Base: commercial radio listeners aged 17 years and over, 2009 (n=1214) Source: ACMA Listener attitudes to advertising, sponsorship and influence on commercial radio
    9. 9. They expect transparency Base: commercial radio listeners aged 15 years and over, 2009 (n=1018) Source: ACMA Community attitudes to radio content
    10. 10. International research supports the content integrity findings <ul><li>A range of approaches </li></ul><ul><ul><li>UK, Ireland, Canada and U.S.A. and Australia </li></ul></ul><ul><li>Common core principle </li></ul><ul><ul><li>Transparency </li></ul></ul><ul><li>Integrity of content is key </li></ul>
    11. 11. This research had been undertaken to inform the review <ul><li>Release of issues paper and call for submissions </li></ul><ul><ul><li>Today - submissions due Friday 16 April 2010 </li></ul></ul><ul><li>Options </li></ul><ul><ul><li>Later in 2010 </li></ul></ul><ul><li>Outcomes </li></ul><ul><ul><li>End 2010 </li></ul></ul><ul><li>For more information go to the ACMA website www.acma.gov.au and click on the button – Review of commercial radio standards </li></ul>
    12. 12. Thank you

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