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Review of the commercial radio standards Research briefing and release of issues paper
23 February 2010
Context
> First principles approach> Appropriate community safeguards – no burden on industry> Evidence based
> A significant body of independent research> Within the Australian community> Across international jurisdictions> Among industry
> Best practice on submissions
The research base
> Community Attitudes to Radio Content> Listener Attitudes to Advertising, Sponsorship and Influence on
Commercial Radio> International Regulation of Advertising, Sponsorship and
Commercial Disclosure for Commercial Radio Broadcasting> Industry Compliance with the Compliance Program Standard
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
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
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
Radio listeners live in the real world
> Listeners acknowledge that commercial radio is a business> 60 per cent of the commercial radio listeners sample agree
that> Advertising on commercial radio doesn’t bother me
because it’s a business that relies on advertising to operate
> As long as they know what’s advertising and what’s content> 75 per cent of commercial radio listeners agree that
> Advertising content on radio should be clearly distinguishable from other radio content
Base: commercial radio listeners aged 17 years and over, 2009 (n=1214)Source: ACMA Listener attitudes to advertising, sponsorship and influence on commercial radio
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
They expect transparency
Base: commercial radio listeners aged 15 years and over, 2009 (n=1018)Source: ACMA Community attitudes to radio content
International research supports the content integrity findings
> A range of approaches > UK, Ireland, Canada and U.S.A. and Australia
> Common core principle> Transparency
> Integrity of content is key
This research had been undertaken to inform the review
> Release of issues paper and call for submissions> Today - submissions due Friday 16 April 2010
> Options> Later in 2010
> Outcomes> End 2010
> For more information go to the ACMA website www.acma.gov.au and click on the button – Review of commercial radio standards
Thank you