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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
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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