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