Radio Media and Communication Industries Semester 2, 2008 Professor Terry Flew Guest Lecture

The Australian Radio Industry 257 commercial AM/FM broadcasting stations ABC: 58 metropolitan and regional radio stations + 4 national radio networks (Radio National, Classic FM, NewsRadio, Triple J) Two SBS stations 350+ community radio stations 3500+ high power and low power narrowcasting radio services

257 commercial AM/FM broadcasting stations

ABC: 58 metropolitan and regional radio stations + 4 national radio networks (Radio National, Classic FM, NewsRadio, Triple J)

Two SBS stations

350+ community radio stations

3500+ high power and low power narrowcasting radio services

Radio: When Do You Listen? getting ready for work/uni? going to work/uni? at work/uni? on your way home? while studying? while at home doing nothing? when partying?

getting ready for work/uni?

going to work/uni?

at work/uni?

on your way home?

while studying?

while at home doing nothing?

when partying?

% of people using the media through the day (weekdays)

“Accidental History” of Radio origins of radio in telegraphy (Raymond Williams) radio initially dominated by experimenters: “sealed set” radio in Australia radio in 1920s becomes broadcast medium and mass consumer durable radio as listening or communicating?

origins of radio in telegraphy (Raymond Williams)

radio initially dominated by experimenters: “sealed set” radio in Australia

radio in 1920s becomes broadcast medium and mass consumer durable

radio as listening or communicating?

Radio in the 1930s 1924 legislation: ‘A’ and ‘B’ class stations massive growth 1924 1 200 licences 1932 370 000 licences 1939 1 130 000 licences ‘ A’ class stations becomes ABC in 1932: financed by licence fees ‘ B’ class stations become commercial stations in 1930s ABC listeners as “highbrow”//commercial listeners as “lowbrow”?

1924 legislation: ‘A’ and ‘B’ class stations massive growth

1924 1 200 licences

1932 370 000 licences

1939 1 130 000 licences

‘ A’ class stations becomes ABC in 1932: financed by licence fees

‘ B’ class stations become commercial stations in 1930s

ABC listeners as “highbrow”//commercial listeners as “lowbrow”?

Commercial Radio in the 1930s and 1940s important role of American advertising agencies (eg. J. Walter Thompson) sponsorship and brand identification ( Wrigley’s Dad and Dave began in 1937) emergence of ratings (McNair begins 1937) push to national networks

important role of American advertising agencies (eg. J. Walter Thompson)

sponsorship and brand identification ( Wrigley’s Dad and Dave began in 1937)

emergence of ratings (McNair begins 1937)

push to national networks

Impact of Television - 1950s and 1960s TV launched in Sydney and Melbourne in 1956 - radio audiences initially decline Radio reinvented as a niche portable music and information medium ‘ Top 40’ stations Sports Talk-back Radio stations develop particular brands/personalities

TV launched in Sydney and Melbourne in 1956 - radio audiences initially decline

Radio reinvented as a niche portable music and information medium

‘ Top 40’ stations

Sports

Talk-back

Radio stations develop particular brands/personalities

Radio after TV: Why Radio Survives low costs of technology and staff immediacy and instant access programs can target market segments can treat issues in more depth can be used in cars, when travelling etc. diverse range of station types can have strong local perspective cheap for consumers to buy (38m radio receivers in Australia, or two for every one person)

low costs of technology and staff

immediacy and instant access

programs can target market segments

can treat issues in more depth

can be used in cars, when travelling etc.

diverse range of station types

can have strong local perspective

cheap for consumers to buy (38m radio receivers in Australia, or two for every one person)

Use of different media by age

Changes in 1970s and 1980s increased Australian music quota: 25% 1976 public broadcasting, 2JJ and ethnic radio stations commence 25 community stations by 1980 65 community stations by 1985 FM radio commences 1980

increased Australian music quota: 25% 1976

public broadcasting, 2JJ and ethnic radio stations commence

25 community stations by 1980

65 community stations by 1985

FM radio commences 1980

Commercial FM Radio commences in 1980 very successful and profitable sophisticated audience research male/female split in audiences keeping a young audience: event/stunt radio “shock jocks”

commences in 1980

very successful and profitable

sophisticated audience research

male/female split in audiences

keeping a young audience:

event/stunt radio

“shock jocks”

Ratings shares 2008

Share by Age Group 2008

Talkback radio

The ‘Voice’ of Talkback male authoritative opinionated certain familiar intimate populist

male

authoritative

opinionated

certain

familiar

intimate

populist

The Method of Talkback Rewarding those who agree Lampooning critics Managed participation Story selection Call selection Ordering Interruptions ‘ the dump’ After-call commentary

Rewarding those who agree

Lampooning critics

Managed participation

Story selection

Call selection

Ordering

Interruptions

‘ the dump’

After-call commentary

‘ Cash-for-Comment’ John Laws (2UE) deal with Australian Bankers Association ($1.2m for ‘The Whole Truth’) revealed on ABC Media Watch 12 July 99 Australian Broadcasting Authority (ABA) announced intention to investigate Laws and other talkback announcers (eg. Alan Jones 2UE) 15 July 99

John Laws (2UE) deal with Australian Bankers Association ($1.2m for ‘The Whole Truth’) revealed on ABC Media Watch 12 July 99

Australian Broadcasting Authority (ABA) announced intention to investigate Laws and other talkback announcers (eg. Alan Jones 2UE) 15 July 99

Talkback Radio and ‘Media Influence’ Debates Tendency to treat radio as ‘less influential’ than newspapers and television Characteristics of medium: immediacy, scope for interaction, diverse range of issues, strong listener loyalty Characteristics of talkback hosts: loyal audiences, persuasive techniques, concentrated appeal to particular demographics

Tendency to treat radio as ‘less influential’ than newspapers and television

Characteristics of medium: immediacy, scope for interaction, diverse range of issues, strong listener loyalty

Characteristics of talkback hosts: loyal audiences, persuasive techniques, concentrated appeal to particular demographics

Triple J Commenced in 1975 as Double Jay in Sydney Went national in 1990 - gradual rollout across Australia Proved very popular in Brisbane, Perth and regional areas (10% Brisbane audience share in mid-1990s) Unearthed and festival circuit important to developing national reach

Commenced in 1975 as Double Jay in Sydney

Went national in 1990 - gradual rollout across Australia

Proved very popular in Brisbane, Perth and regional areas (10% Brisbane audience share in mid-1990s)

Unearthed and festival circuit important to developing national reach

Community Broadcasting First developed in mid-1970s Has continued to grow over 1980s and 1990s Intended to promote ‘access’ and ‘participation’ Governed by ‘community’ representatives Geographical Interest-based

First developed in mid-1970s

Has continued to grow over 1980s and 1990s

Intended to promote ‘access’ and ‘participation’

Governed by ‘community’ representatives

Geographical

Interest-based

Growth in Australian community broadcasters

Brisbane community broadcasters 4RPH – radio for print handicapped 4FRB – Christian (96.5) 4EB – ethnic broadcasting 4AAA – Indigenous media 4ZZZ – alternative/politically radical 4MBS – fine music

4RPH – radio for print handicapped

4FRB – Christian (96.5)

4EB – ethnic broadcasting

4AAA – Indigenous media

4ZZZ – alternative/politically radical

4MBS – fine music

Internet Broadcasting Digital Audio Broadcasting (DAB) Digitisation of radio Production, storage, reproduction, editing Online distribution of radio content Use of Internet and wireless devices to receive radio Why Internet radio? Specialised services Global reach Availability Multi-platform capabilities U.S.: Growth of satellite radio

Digital Audio Broadcasting (DAB)

Digitisation of radio

Production, storage, reproduction, editing

Online distribution of radio content

Use of Internet and wireless devices to receive radio

Why Internet radio?

Specialised services

Global reach

Availability

Multi-platform capabilities

U.S.: Growth of satellite radio

Podcasting Generic term (derived from Apple iPod) for downloading of audio files onto PCs or personal music players Popularised over 2004, as an extension of first-person blogs Radio stations have picked up on the potential of podcasting e.g. BBC, ABC (Radio National, Triple J) http://en.wikipedia.org/wiki/Podcasting http://www.abc.net.au/triplej/listen/podcast.htm

Generic term (derived from Apple iPod) for downloading of audio files onto PCs or personal music players

Popularised over 2004, as an extension of first-person blogs

Radio stations have picked up on the potential of podcasting e.g. BBC, ABC (Radio National, Triple J)

http://en.wikipedia.org/wiki/Podcasting

http://www.abc.net.au/triplej/listen/podcast.htm

Conclusion ‘ Death of radio’ gets predicted a lot ‘ Unbundling’ of radio is happening Podcasting gives new life to formats that haven’t rated highly e.g. documentary Australia has been a world leader in community radio

‘ Death of radio’ gets predicted a lot

‘ Unbundling’ of radio is happening

Podcasting gives new life to formats that haven’t rated highly e.g. documentary

Australia has been a world leader in community radio