N.Z.B.C. may review radio services

Press, Volume CXI, Issue 32636, 18 June 1971, Page 3

N.Z.B.C. may review radio services

(New Zealand Press Association)

WELLINGTON, June 17.

The extent and breadth of traditional services of the New Zealand Broadcasting Corporation might have to be reviewed, the Director-General of Broadcasting (Mr L. R. Sceats) told the Dunedin Rotary Club today.

“Our own experience of running radio in Dunedin in recent years shows that in providing a comprehensive service of entertainment and information, especially in this period of escalating costs and changes in the broadcasting scene, we may perhaps need to review services,” he said.

Some minority services might be considered an econ-'

omic luxury in a small country, but the N.Z.B.C. believed that minorities had a right to expect programmes suited to their particular tastes, said Mr Sceats. But, Mr Sceats said, in competitive commercial radio gaining the maximum possible audience at almost any price could become a goal in itself.

“Whether this will enhance standards remains to be seen,” he said. A new pattern of broad--1 casting was emerging in

New Zealand, Mr Sceats said.

“We are already seeing in the north aspects of commercialism in broadcasting which. were previously closely associated with the competitive Australian and American broadcasting systems. “We are seeing the ratings question assuming a significance in station thinking and promotion. As a result there are claims being made and statements being inflicted upon the New Zealand advertiser which must be quite bewildering. "This has been the situation in Australia and America for many years. And as we know they have not always been motivated by the highest public interest. “As a sequel to these ratings games, we are seeing in Auckland more contests and competitions in a struggle for listener interest and participation than ever before. We are hearing of fun promotions. Businesses are being invited to give goods of value in exchange for a promotional plug or advertising credit to the full retail value of the product. The bigger the prizes the bigger the plugs. “Also a sex seminar, with telephone participants, has been promoted. The advantages of all this in the ratings battle will no doubt contribute to a new variation of statistical computations which will form the basis of new claims in audience firsts.

“As a result, we are seeing more polls and research figures being taken on radio listening habits than ever before. “You may well wonder where the N.Z.B.C. fits into all this. While we naturally attempt to ensure profitability of commercial operations, we do not propose to diminish the quality and standard of our service unless we are forced to by economic necessity. “We are happy to meet competition and, as the Auckland and Hamilton results are showing, the N.Z.B.C.’s commercial stations continue to retain the major share of the total available audience over all, though not in some age groups. “Our advertising revenue

ha s been affected there, but it’s not possible to say just how much is due to the advent of competitors—it is still early days yet.”