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Audience Experiences Content Performance

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Audience Experiences Content Performance Section Audience experiences 2 Content performance Audience trends Radio Television News Online International audiences Consumer experiences PETE SMITH of Maitland joined the conversation with the ABC when he became part of the Now and Then project on ABC Open. The project invited contributors to tell a story of past moments and how times have changed. Pete, a member of the Maitland Historical Society, took to the project with gusto, creating more than 130 Now and Then images from three generations of photographs, taken by himself, his father and his grandfather. Mr Smith, who is new to social media, has enjoyed the social aspects of sharing historical photos on Flickr.”I think it’s good,” he said, “the more people that see them the better; that’s why granddad took the photos in the first place.” Find out more about how Pete’s conversation with ABC Open started on page 30 28 CONTENT PERFORMANCE The ABC is committed to providing challenging and engaging audience experiences. ABC content is available to Australians across radio, television, online and mobile platforms. Increasingly, audiences are accessing that content on demand. 2 Pete joined the conversation. Pete Smith Maitland, New South Wales Photographed by Anthony Scully, ABC Open producer Hunter CONTENT PERFORMANCE 29 Where the conversation started Maitland A B C O P E N Looking south along Victoria Street, Maitland. The original photo was taken during the 1930 flood and is part of a collection owned by Pete’s grandfather, Sydney Smith. It is being held by Sydney’s great grand-daughter, Eloise. Pete’s conversation Pete Smith of Maitland found the project was a great way to tell a story of past moments and how times have changed. Some of Pete’s Now and Then images illustrate social, family and local history. Now and Then In particular, he used Now and Then to Now and Then was a photography project exploring the document changes in the dairy industry evolving history of Australian places and people. The project in the Hunter. “Even though I’ve taken was inspired by the Flickr group, “Looking Into the Past”, the photos... they’re not really for me,” and how a single image framed in a new one can ignite the he said. “They’re for the next generation, imagination and open a door to the past. and the generation after that; they’re basically for the people in the future Discover more about the Now and Then project at photographs.” open.abc.net.au/projects/now-and-then 30 CONTENT PERFORMANCE Audience trends The ABC measures AGAINST A BACKDROP of greater local and 2 community perceptions international competition, the ABC increased its and beliefs about the combined national audience reach across television, value of the Corporation’s radio and online to 74% in 2010 –11 (from 73% in 2010 and 2009).1 This result reflects the ABC’s contribution to continued success in delivering programming and society through the content to audiences through its television and radio annual Newspoll ABC channels and through a growing array of new and Appreciation Survey. emerging technologies. Community satisfaction The annual Newspoll ABC Appreciation Survey 2 provides insights into community perceptions and beliefs about the value of the ABC’s contribution to Australian society. The 2011 survey was conducted nationally, by telephone, among a random sample of 1 904 respondents aged 14 years and over. The ABC Appreciation Survey has been conducted using the same methodology since its inception in 1998, and the 2011 survey marks the twelfth year of the survey. The respondents were asked about their views on the quality of ABC Television, ABC Radio and ABC Online. Consistent with previous surveys, a large majority (79%) believe the quality of programming on ABC television is “good”, while significantly fewer (51%) believe this about commercial television. The notable changes in community sentiment are for commercial television where there has been a rise in people’s positive perceptions. By demography, this rise has been driven by the 25 years and over audience. Some of this rise is likely to be driven by the proliferation of digital free-to-air channels in combination with the continuing increase in penetration of digital televisions, giving more Australians more viewing options. 1 Newspoll, ABC Awareness and Usage Survey, June 2009, 2010 and 2011, in combination with ratings data, total 18 years and over population. 2 Newspoll, ABC Appreciation Survey, June 2011, national random sample (n=1 904) conducted by telephone, people aged 14 years and over. CONTENT PERFORMANCE 31 Audience trends Overall for ABC Radio, 64% of Australians believe the Quality of programming quality of programming on ABC Radio is “good”. This Independent research from result is down compared to last year. The decline in Newspoll provides an overview positive sentiment for ABC Radio has not been as a of community attitudes and result of an increase in negative sentiment, but a rise opinions about the ABC. in the number of people who stated they did not have an opinion or did not know. Radio For commercial radio, approximately half (55%) of the population believes it offers good quality programming, a result consistent with previous Six in ten tranches of research. Community perceptions about Australians believe the quality of ABC and commercial radio are far the quality of closer than they are for television, reflecting the far programming on ABC more fragmented and niche radio market, where Radio is good. audiences have a very wide choice of stations to listen to. Nine in ten ABC Online users believe the quality of content on ABC websites is “good”, including one in three who says the quality of ABC websites is “very good”. Among frequent ABC Online users, the results are even more positive, with 97% of those who use the site at least once a week saying the quality of content is “good”, and five in ten of this group saying the quality is “very good”. Television The ABC Appreciation Survey explores public perceptions about the ABC’s performance in relation to specific aspects of the Corporation’s Charter. The majority of Australians remain of the view that More the ABC is doing “a good job” fulfilling its various Australians Charter obligations. Compared with the previous year, believe the quality there were no significant shifts in sentiment overall. of ABC Television However, there were increases in the proportion of programming is Australians who believe the ABC is doing a “very good compared to good” job being innovative, broadcasting programs commercial of an educational nature, and having a good balance television. between programs of wide appeal and those that appeal to people with special interests. n 32 CONTENT PERFORMANCE 2 Radio: Quality of programming % ABC Radio Commercial Radio 100 Good 80 64 65 69 69 64 60 53 54 53 52 55 40 22 21 21 23 22 20 11 12 12 13 15 0 2 2 2 3 3 7 8 9 9 20 10 13 13 12 15 12 40 31 33 33 34 30 Poor 60 2007 2008 2009 2010 2011 2007 2008 2009 2010 2011 Based on a total sample aged 14 years and over, national random sample. “Don’t Know” responses are not displayed. Total Good Total Poor Source: Newspoll, ABC Appreciation Survey 2011. Very Good Very Poor Statistically significant change Television: Quality of programming % ABC Television Commercial Television 100 81 82 82 81 79 Good 80 60 51 42 44 40 37 37 24 24 25 26 27 20 6 6 6 9 8 0 2 3 2 2 2 20 9 9 10 10 9 17 14 21 22 18 40 42 60 49 Poor 52 57 58 2007 2008 2009 2010 2011 2007 2008 2009 2010 2011 Based on a total sample aged 14 years and over, national random sample. “Don’t know” responses are not displayed. Total Good Total Poor Source: Newspoll, ABC Appreciation Survey 2011. Very Good Very Poor Statistically significant change CONTENT PERFORMANCE 33 Audience trends Online ABC Online: Quality of content % Indicates statistically significant change 100 91 91 88 89 89 89% 80 of ABC Online 60 users believe the 40 quality of content 33 36 32 30 on abc.net.au 28 is good. 20 0 2007 2008 2009 2010 2011 Total Good Very Good Based on those aged 14 years and over who ever visit the website, national random sample. Does not include “Don’t Know” or “Poor” responses. Source: Newspoll, ABC Appreciation Survey 2011. Overall value Overall value of the ABC % 100 Nine 89 88 89 88 87 out of ten 80 Australians 60 50 50 believe the ABC 47 47 47 provides a valuable 40 service to the community. 20 0 2007 2008 2009 2010 2011 Total Valuable Very Valuable Based on a total sample aged 14 years and over, national random sample. “Don’t Know” and “Not Valuable” responses are not displayed. Source: Newspoll, ABC Appreciation Survey 2011. 34 CONTENT PERFORMANCE Measures of community satisfaction 2 2010–11 2009–10 2008–09 2007–08 2006–07 Providing a quality service: % of people who believe the ABC Television 79 81 82 82 81 provides quality programming Radio 64 69 69 65 64 Online (among ABC Online users) 89 91 89 91 88 % of people who believe the ABC is balanced and even-handed when reporting news and current affairs 81 82 83 81 79 Providing a valuable service: % of people who value the ABC and its services to the community 87 88 89 88 89 Meeting the ABC’s Charter obligations: % of people who regard the ABC to be distinctively Australian and contributing to Australia’s national identity 83 84 86 84 84 % of people who believe the ABC reflects the cultural diversity of the Australian community 81 80 83 80 81 % of people who consider the ABC: • encourages and promotes Australian performing arts such as music and drama 79 78 83 82 80 • provides programs of an educational nature 84 86 88 86 85 • achieves a good balance between programs of wide appeal and specialised interest 83 85 86 83 85 % of people who perceive the ABC to be innovative 75 74 75 73 72 Providing an efficient service: % of people who believe the ABC is efficient and well managed 70 73 72 69 71 Source: Newspoll, ABC Appreciation Survey 2011.
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