Community Broadcasting Audiences (Australia)

Australia's Broadcasting Sectors

The three tiers of Australian broadcasting consist of the commercial sector; the “public” government-funded Australian Broadcasting Corporation (ABC), and the Special Broadcasting Services (SBS) for multicultural communities; and the community sector. Although community media are considered the third tier, they have the most radio licenses. The commercial radio sector boasts 254, the community sector 450. In terms of audiences and funding, however, the community sector is certainly smaller than either of the others.

Importantly, though, community broadcasting's audience numbers are strong. Recent research indicates about 27% of Australians tune in to a community radio station at least once a week, and 57% at least once a month. This compares with about 64% in an average week who listen to commercial radio and 45% to the public broadcasters. But financially, the comparison reveals a stark contrast: The commercial radio sector annual turnover in the late 2000s was around A$945 million; the combined ABC and SBS budget just over A$1 billion, whereas the community radio sector operated with just under A$51 million.

Despite this disparity in resources, community radio produces more local content, plays more Australian music, and supports a greater diversity of Australian cultures than its commercial counterparts. Additionally, ordinary community members are far more engaged with community media outlets than with either local commercial or public broadcasters, evidenced by the levels of volunteers present in the sector. In 2002, there were over 20,000 regular volunteers for the community radio sector alone, contributing more than $145 million in unpaid work to the Australian economy each year. Additionally, community media volunteers appeared particularly dedicated, working at least 2% times longer than volunteers in the general community.

To fulfill their licensing conditions, the community broadcasting sector operators must be not-for-profit; they must represent the community they have been licensed to represent; and significantly, they must encourage their communities to participate in station operations and program content. By advocating the participation of citizens in local broadcasting and thus supporting the community by broadcasting issues and ideas of immediate relevance to their everyday existence, community broadcasting has established itself as a real and relevant alternative to other radio services in many Australian cities and towns. [Page

...