RadioRadio

Media and Communication Media and Communication IndustriesIndustries

Semester 2, 2008Semester 2, 2008Professor Terry FlewProfessor Terry Flew

Guest LectureGuest Lecture

The Australian Radio IndustryThe 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

Radio: When Do You Listen?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?

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

0102030405060708090

Breakfastmid-morning

lunch

afternoondinner

after-dinner

RadioTV

““Accidental History” of RadioAccidental 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?

Radio in the 1930sRadio 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”?

Commercial Radio Commercial Radio in the 1930s and 1940sin 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

Impact of Television - Impact of Television - 1950s and 1960s1950s 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

Radio after TV: Why Radio Radio after TV: Why Radio SurvivesSurvives

• 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 ageUse of different media by age

0

5

10

15

20

25

30

35

Commradio (3+

hrs)

Comm TV(3+ hrs)

N'papers(3-6 p/wk)

Internet(6hrs+)

14-24

25-34

35-49

50+

Changes in 1970s and 1980sChanges 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

Commercial FM RadioCommercial 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”

Ratings shares 2008Ratings shares 2008

Share by Age Group 2008Share by Age Group 2008

Talkback radioTalkback radio

The ‘Voice’ of TalkbackThe ‘Voice’ of Talkback

• male

• authoritative

• opinionated

• certain

• familiar

• intimate

• populist

The Method of TalkbackThe Method of Talkback

• Rewarding those who agree• Lampooning critics• Managed participation

– Story selection– Call selection– Ordering– Interruptions– ‘the dump’– After-call commentary

‘‘Cash-for-Comment’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

Talkback Radio and ‘Media Talkback Radio and ‘Media Influence’ DebatesInfluence’ 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

Triple JTriple 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

Community BroadcastingCommunity 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

Growth in Australian community Growth in Australian community broadcastersbroadcasters

0

50

100

150

200

250

300

1975 1985 1992 1999 2003

Community

Commercial

Brisbane community broadcastersBrisbane community broadcasters

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

Internet BroadcastingInternet 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

PodcastingPodcasting

• 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

ConclusionConclusion

• ‘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