RADIO TASTES

New Zealand Herald, Volume LXXIII, Issue 22580, 19 November 1936, Page 13

RADIO TASTES

LISTENERS' "VIEWS TYPES OF ENTERTAINMENT REPLIES TO QUESTIONNAIRE INTERESTING An indication of the tast-ea and preferences of radio listeners can. be obtained from a summary of the answers received to a questionnaire issued to radio licensees early this year. Approximately 176.000 forms were distributed and 80,000, or 45 per cent, Mere completed and returned. . The most important facts arising from the summarised answers are the popularity of broadcasts by artists, the demand for mort, v.ght opera, musical comedy and "music, mirth and melody" items, the unpopularity of classical and symphonic music and broadcast talks, the overwhelmiag patronage of the eight national stations and the apparently meagre membership of radio and listeners' clubs. Listeners were asked to indicate their order of preference for overseas artists, local artists and recordings, and tlio replies suggest a strong demand for imported talent. In the voting preference for overseas artists was placed first by 27,354 listeners, second by 34.666 and third by 17,806. The respective voting for local artists and recordings was as follows: —Local artists: First preference, 11.270; second preference, 22,692; third preference, 45,864. Recordings: First preference, 22,302; second preference, 29,720. third preference, 27,804. More Overseas Artists

There was an invitation for an expression of opinion whether the proportion by overseas artists, local artists and recordings should be increased or remain unaltered. The response was as follows: More Less Satisfied Overseas artists rii,<i7B 3,288 30,860 Local artists .. 20,734 30,116 28,076 Recordings .. 28,100 11,682 39,6.>4 Another fact gleaned from the replies is that broadcasts on Monday nights are most popular with listeners. Licensees were asked to indicate the order of the nights of the week on which they listened most frequently and the first preference voting was as follows: —Monday, 30,788; Tuesday, 26.310; Saturday, 25,908; Sunday, 22.348; Wednesday. 17.808; Thursday, 17,792; Friday, 15,062. Use of A Stations Replies to other questions showed that favourable reception is obtained bj 65,202 listeners from IYA station, by 64,114 from 2YA, by 64,794 from 3YA and bv 61,828 from 4YA. It was also revealed that only 8 per cent of the voters were members of radio or listeners' clubs and that 79 per cent of the voters listened most frequently to the eight national stations. An attempt was also made to obtain the preferences of listeners for the various types of programmes and items provided over the air and the answers, if the 80.000 voters represent a cross-section of all radio listeners, provide conclusive proof that New Zealand's taste is definitely not _ "highbrow." For instance, while 7734 listeners would prefer more classical and symphonic music over the air, 49,000 desire a decrease in this type of entertainment and 23,000 are prepared to accept the present position. There is a somewhat similar reaction toward chamber music and in the case of talks, 12,506 listeners want more, 28,656 want less and 38,664 express themselves as satisfied. Light Music Favoured There is a fairly keen demand for more light opera and musical comedy entertainment, 32,440 voters wanting more, 8418 wanting less and 38,968 being prepared to accept the existing position. There is some demand for extensions of the breakfast sessions and Sunday afternoon programmes. Grand opera and dance music apparently receive a fairly mixed reception from listeners, in the case of grand opera, there were 16,364 votes for an increase, 31,478 for a decrease and 31,984 for a continuation of the present position. An increase in the dance sessions is favoured bv 22,100 voters and a decrease by 24,292, while 33.434 listeners express themselves as satisfied with things as they are. In the case of vocal jazz items, 17,838 listeners want more, 38,846 want less and 32,142 are satisfied.