News-talk format for proposed radio

Press, 12 November 1977, Page 23

News-talk format for proposed radio

PA Auckland Radio Manukau would expect to have an income of almost SIM in its first year, Mr Gordon Dryden told the Broadcasting Tribunal in Auckland. Mr Dryden said “realistic” income estimates on the basis of an average of no more than eight minutes of advertising an hour gave an estimated first vear income of $965,416. In the second year total advertising sales should rise above SIM. Mr Dryden was presenting submissions supporting a commercial radio warrant for Radio Manukau, which would be based in Manukau City. The hearing is expected to last two weeks. The members of the tribunal are Mr B. H. Slane, Mr L. R. Sceats and Mrs J. C. Somerville. The applicants are represented by Mr R. L. MacLaren. Opposing the application are. the New Zealand Broadcasting Corporation (Mr M. J. O’Brien and Mr B. Hudson), Radio Hauraki (Mr C. M. Nicholson and Mr P. J. Dew) and Radio I (Mr D. A. R.

Williams and Mr M. G. Weir). Mr Dryden said the sales targets outlined were based on the increased population of Auckland and South Auckland where the station will be based, the interests which specific programming would attract, an analysis of advertising trends, discussions with individual advertisers, personal experience in marketing and a report prepared on the Manukau City centre shopping complex. Radio Manukau would not compete with the two existing Auckland private stations. Radio Hauraki and Radio I because of its different programme content and format.

Mr Dryden conceded that IZB could face some competition from Radio Manukau but did not expect its advertising to be affected. “Radio Manukau will not adversely affect the New' Zealand Broadcasting Corporation’s ability to provide any broadcasting services in the public interest, either on its commercial stations or on YA or YC,” he said.

“With Radio Manukau concentration on a newstalk background format, it

will be well placed to be come a main competitor with increasingly expensive print media,” Mr Dryden said. The basis of the station programming w ill be information and audience involvement. Music will play a very minor role and the emphasis will be on the spoken word.

The station will aim for a strong family involvement and there will be a heavy emphasis on educational programmes including health advice and a “university of the air.” Mr Dryden said the station would “spread the theme of multi-cult uralism through all programmes."

One of the first adult education programmes planned by the station wmuld be a series designed to highlight all the problems and opportunities facing Polynesians who start work in industry in the area.

The station plans ethnic language programmes for ethnic minorities, Maoris and other Polynesian groups.

Mr Dryden said staff would be expected to attend courses in Polynesian language and culture.