From: Chris Scaddan Sent: Friday, 15 June 2012 12:35 PM To: Xanthe Kleinig Cc: Jane Connors; Cathy Duff Subject: RE: Media Watch query

Hi Xanthe

Please find answers to your questions below. In short, we stand by our airing of the songs in question but acknowledge that the online content was in some parts a step too far.

Cheers Chris

Chris Scaddan Manager

triplej.net.au | triplejunearthed.com

From: Xanthe Kleinig Sent: Tuesday, 12 June 2012 11:26 AM To: Chris Scaddan Subject: Media Watch query

Dear Chris,

Media Watch is taking a look at branded content across a range of media platforms. We are interested in the song “Warrior”, featuring Kimbra, Mark Foster and A Trak, which Triple J premiered on April 5, 2012. Triple J also provided a link to a free download of the track http://www.abc.net.au/triplej/musicnews/s3465398.htm and embedded a video of the accompanying film clip, which prominently featured Converse sneakers in new season colours here: http://www.abc.net.au/triplej/musicnews/s3473794.htm

Given that “Warrior” is part of the Three Artists One Song series for sneaker shoe brand Converse we would be grateful for your assistance with the following questions:

1) Why did Triple J agree to premiere “Warrior” on air and feature other content made for Converse?

The song “Warrior” was brought to our attention via Kimbra and her management team. triple j examined the merits of the collaboration between the three artists who are very popular on triple j and we knew our audience would want to hear the track. A judgment was made on the artistic merit and editorial interest in the song.

2) How has Triple J complied with the ABC’s editorial policies? We are thinking especially of the following policies: The broadcast of the song is compliant with the ABC Editorial Policies as it contains no advertising or product placement.

11.6 Ensure advertising is readily distinguishable from editorial content.

11.7 Product placement and other forms of embedded or surreptitious advertising are prohibited...

The whole of Standard 11.7 is relevant here and it goes on to say: In exceptional cases, the ABC may use content that already contains product placement provided: a the ABC played no role in the commissioning or production of the content; b the content has intrinsic editorial value; c the product placement is not unduly frequent or unduly prominent; and d the ABC’s editorial independence and integrity are not undermined. triple j had no role in commissioning or producing “Warrior” or the video. Both the song and the video have intrinsic editorial value to our audience. However, on reviewing the material, the video clip, the blog image and the external site we linked to for the free download have now been removed as these online elements contain brand logos and were published in error.

We’ve reviewed our processes for how content like this comes to be online and reminded the team of our obligations under the ABC Editorial Policies.

3) We note that Triple J has previously promoted other songs created for Converse, for example http://www.abc.net.au/triplej/goodnights/blog/s3439141.htm. How many of the Three Artists One Song series has Triple J either broadcast or promoted?

We have also featured “All Summer” performed by Kid Cudi with Bethany Cosentino (Best Coast) and Rostam Batmanglij (Vampire Weekend) and “DoYaThing” performed by Gorillaz with Andre 3000 & James Murphy. Again, collaborations by very well known artists who are popular with our audience who we knew would want to hear these works. None of these songs contain advertising or product placement.

4) Is Triple J aware of other branded content that it has featured on its platforms? Please provide details.

No.

A response by close of business Thursday, June 14 would be most helpful.

Regards,

Xanthe Kleinig Journalist (Research), Media Watch