RADIO ADVERTISING

Otago Daily Times, Issue 22903, 10 June 1936, Page 7

RADIO ADVERTISING

THE GOVERNMENT’S INTENTIONS INTERESTS OF NEWSPAPERS STATEMENT BY POSTMASTERGENERAL (From Our Parliamentary Reporter) WELLINGTON, June 9. The intention of the Government to institute, if necessary, an independent news service over the air was indicated by the Postmaster-General, Mr F. Jones, when moving the second reading of the Broadcasting Bill in the House of Representatives to-night. These remarks were made by the Minister during a general review of the broadcasting of advertising matter. “ We have heard n great deal and we shall no doubt, hear a great deal more about the interests of the newspapers,” said Mr Jones. “ They can look after themselves, and it may interest members to know that some of them arc anxious to secure licences for commercial stations. Included in these are the New Zealand Newspapers Limited, Christchurch, the National Magazines, Limited, the Bay of Plenty Press and —this should interest the member for Stratford—Point Blank, They want commercial stations so that they may advertise over the air, A station in Auckland is already owned and controlled by a newspaper, and it wants the right to advertise. Wo have bad 01 applications altogether for B stations from different firms and organisations in New Zealand.” The Minister quoted the remarks made by Mr R. A, Park hill, Minister of Defence and formerly Postmaster-general in the Federal Government, concerning the newspaper monopoly of commercial broadcasting stations in Australia. He had pointed out the danger of allowing newspapers to gain control of those stations and had referred to the fact that one newspaper proprietary alone controlled 11 stations.

" We can readily imagine the monopoly of the air newspapers would get if we granted them the right to establish commercial stations in New Zealand,” continued the Minister. “Wc do not want a state of affairs to arise in New Zealand similar to that in Australia. Enormous profits are made by these commercial stations in Australia, and all their revenue comes -from advertising. “ Members of the Opposition will no doubt say that the interests of listeners must be protected,” the Minister continued, “ but in that connection I would point to screen advertising, which docs not in any way interfere with the enjoyment of those who visit the theatres. I do not think listeners will object to radio advertising. In America, Europe, and Australia there is a real demand for; radio advertising. The only question we have to decide is whether the broadcasting of advertisements is to be carried but by individuals or by the Government. We think the-Government should manage. If advertising is to be allowed over the air it is our duty to own and control the stations and to decide what advertisements should go over the air,”

Mr Jones referred to the profits made by privately-owned commercial stations in Australia. One had made a profit of £">8,000, another £.'looo, and another had paid a dividend last year of 300 per cent. If profits were going to be made In that way in New Zealand there was no reason why the Government should not jro into the business.

" We do not want the newspapers to tell us what to do,” added Mr Jones, “ and if we think an independent news service should be broadcast we will take steps to do it and will provide a daily nows session for the people of New Zealand.”