Tuned In, by Greg Tingle - 17th December 2003
has some of the greatest radio stations in the world.
population of Australia, 20 million, most of whom
have access to a radio or two, have a diverse choice
of radio stations to listen to, ranging from talk
back, to funky, classical, rock greats and beyond.
last few years have seen the variety of stations and
sounds increase from what was already an impressive
there's some duplication, but it's all in the name
of variety. It's about personality, and the right
recent times we have seen new players enter the mainstream
market - Nova (DMG Group) and FBi Radio, not to mention
occasional shake-ups like the recent proposed 2UE
(Southern Cross Broadcasting) and 2GB (Macquarie Radio
Network) merger, "Virgin" radio and the
list goes on.
of these developments certainly keep the Australian
Broadcasting Authority (ABA) and Commercial Radio
Australia (CRA) on their toes.
hard to argue that the consumer isn't enjoying more
variety than ever and reaping the benefits. But what
does this do to the advertisers? Could there be too
much diversity, and not enough dollars to throw around?
Even the struggling 2SM continues to stay in the market,
culture and geographic layout lends itself to diversity.
Each major city has half a dozen serious "players",
and then you have the regional radio stations, catering
for the "locals", where incidentally many
a radio announcer, affectionately know as "jock",
got their break in the business.
demographic is catered for, "fogies", "funksters",
"metal heads", "radicals", "drongos",
"SNAGS", "DINKS", and ever other
nuclear and not so nuclear mixture.
station battles for earlobes and they all search to
create the magical mix.
you're driving the car, and most likely stuck in traffic
jams; you're listening to the radio, probably not
appreciating the Australian radio scene. With the
press of a button you can switch from AM to FM, conservative
to new age, even programming in foreign tongue. Gym
goers, joggers, caterers, and labourers are some of
radio lands hardcore consumers. It's longer necessary
to fork out hundreds of dollars for the latest in
CD's. Your radio does it all. That's got to be a good
difficult to escape the power of radio. Radio stations
are employing cross marketing techniques, like TV
advertising, print, bus sides, backs of taxi's, web
cams, e-mail campaigns and more.
know it's a cut throat game where numbers are considered
paramount, like the good old fashioned "bottom
line", and sometimes the "body count"
of "used by date" DJ's, making way for the
next digital receiver or company merger - all in the
name of progress. Again, the public wins.
god for Australia's national broadcaster, the Australian
Broadcasting Corporation (ABC), who carries a wide
selection of programming including talk back, groovy
mixes, News, Radio National (too many programmes to
list), and more. The ABC is known to take digs at
itself, in all forms of media, and the radio medium
is no exception.
you have the political game of media, with "big
wigs" like Tony Bell, John Singleton, Bob Carr,
"The Parrot" and Richard Branson pulling
strings, sometimes very discreetly and in recent times,
in a much more public fashion - on-the-air in prime
forget the new breed of broadcasters like Mediaman and The Basement now enjoying the power
of reach via the Internet, and minimum government
that's what I call diversity in radio.
Australia learn a thing or two from it's US counterparts?
When it comes to radio, perhaps not. Australia is
unique, and we have created our own culture. This
is certainly evident across the radio spectrum.
this. With "switched on" radio station moguls
delivering what the Australian public wants, we will
continue to be tuned in to some of the greatest sounds
and programming in the wired up world!
Greg Tingle is the director and broadcaster of Mediaman. Greg has been featured on Radio 2UE,
ABC Radio, 3AK and is also a face of Australian television.
The Great Aussie Promoters
Ratings Stunt or Fair Comment
/ Presentation: The War of the Ratings
/ Broadcast: Talking Television with Greg Tingle
Defamation: Who Needs Protection?, by Greg Tingle
Mediaman: TV and Radio Links
- Doug Mulray, The Basement
- Phillip Adams, ABC, Radio National
- Tim Richie, ABC, Radio National, Sound Quality
- Derryn Hinch, 3AW
- Christine Alvarez, FBi Radio
- Billy Munro, Legendary Australia DJ
- Ben Starr, 2CH
- Steve Ahearn - AFTRS
- Phil Tripp - IMMEDIA!
- Bessie Bardot
- Dr. Gary Forbes
Gary Cook, Friends of the ABC
- Donald Robertson - Australian Broadcasting Authority
- Eric Rhoades - Radio Ink
- Evan Ginzburg - WBAI FM
- Bob Levy - WJSE
- DJ Sterling
Dan Kennedy, Media Critic & Writer, The Boston
Danny Schechter, MediaChannel
- Derek Wilding - Communications Law Centre
of Greg Tingle