24 Annual Report 2004–05 for any child 25 Annual Report 2004–05 Meeting Mixy | Sydney Royal Easter Show The ABC continues to be Australia’s most successful and comprehensive broadcaster of children’s programs. Characters such as the popular star of TV and online, the pink rabbit Mixy; the internationally acclaimed Bananas in Pyjamas and the iconic program Play School, have become an integral part of the lives of Australia’s children. Each week, ABC Television carries around 38 hours of ABC Kids programming designed to interest and excite children about their world. These hours are increased in school holidays. On weekdays, ABC2 carries children’s programs at times they are not screening on ABC Television, so that 13 hours of trusted ABC children’s programming are available to Australian families each day. The relationship with young viewers is extended through ABC online with the unique children’s gateways —The Playground for youngsters up to eight years of age and RollerCoaster for those between eight and 14 years. The ABC’s link with young Australians is maintained through schools programs for primary and secondary students, including Behind the News, and ABC Online’s Education Resources site—a gateway designed for use by schools. hello big ted i enjoy watching playschool and i especially love the bears Hugo. by email 26 Annual Report 2004–05 ABC Audiences Average Weekly Radio Reach—Five City Source: Nielsen Media Research Audience Trends 2004–05 ABC NewsRadio The environment in which the ABC 2003–04 operates is constantly changing. Audiences 2002–03 increasingly have control over what, when, ABC Classic FM 2001–02 where and how they consume media. The 2000–01 choice of content and the devices through which that content is broadcast or captured are also increasing rapidly. Radio National In this environment of change, the vast majority of Australians continue to turn to ABC Local Radio the ABC: an estimated 75% of Australians use the ABC’s broadcast services each 0.0 0.5 1.0 1.5 2.0 2.5 Millions week.1 The traditional media of ABC Radio and Television continue to attract and retain large audiences, while the new media Aggregate ABC Radio Audience Share (%) Source: Nielsen Media Research forms—ABC Online, the ABC’s second digital television channel, ABC2, and 2004–05 initiatives such as podcasting and audio Sydney 2003–04 streaming—are providing audiences with Melbourne 2002–03 access to a wide range of content that is Brisbane 2001–02 available at different times and are enabling Adelaide audiences to self-schedule their media 2000–01 Perth consumption. The ABC’s strength in the traditional media and positioning at the Newcastle leading edge of developments in content Canberra delivery and new media forms mean Hobart that the Corporation serves both a mass Darwin audience and masses of audiences. 0 1020304050 % Radio Strong competition in the radio market provides audiences with a wide range of choice across many radio genres. The radio of television or online, viewed or visited—a market continues to fragment. Between service over a given time frame) of radio has June 2003 and June 2005, an additional 30 remained at 95% for more than a decade radio licenses were issued in Australia,2 and the level of listening among different increasing competition for audiences in age groups has generally been steady metropolitan and regional areas. The during this period.3 average weekly reach (the total number of people who have listened to—or in the case Another feature of the radio market has been the emergence of new means of 1 Newspoll analysis based on overlap patterns of usage of ABC services from Newspoll telephone survey, plus reach delivery that take the traditional medium data for TV, Radio and Online. Analysis based on Australians of radio into the leading edge of new aged 18 and over, June 2005. 2 Australian Broadcasting Authority, June 2005. 3 Nielsen Media Research Radio Ratings 1995–2005. 27 Annual Report 2004–05 ABC Radio Regional Reach and Share, 2004–05 (%) Source: Nielsen Media Research All ABC Local ABC Radio News Radio Radio triple j Classic FM National Radio Share Reach Share Reach Share Reach Share Reach Share Reach Share Reach Orange (NSW) 26.2 41 13.3 24 5.7 13 2.5 6 3.7 11 — — Wollongong (NSW) 19.4 36 9.4 21 4.4 11 1.3 3 1.0 3 — — Lismore (NSW) 36.6 47 20.4 24 7.7 18 3.0 7 4.2 12 — — Broken Hill (NSW) 39.3 53 25.5 36 8.7 17 1.0 4 1.7 9 — — Mt Gambier (SA) 32.3 41 20.8 25 4.2 11 1.3 4 0.7 3 — — Toowoomba (Qld) 27.1 34 13.1 20 3.9 7 4.5 7 3.0 6 — — Albany (WA) 53.5 68 23.1 34 12.4 24 3.6 12 8.0 20 — — Geraldton (WA) 46.9 58 31.5 37 4.3 11 1.3 5 2.4 8 — — Bunbury (WA) 41.4 54 16.2 26 14.4 24 1.7 5 4.4 9 — — Launceston (Tas) 42.0 49 23.1 26 5.7 16 3.5 7 5.8 12 1.7 6 media. These developments are detailed increased to 8.7% from 7.9%. 891 ABC in the New Media and Digital Services Adelaide’s reach was up by 13% to 205 000 section, below. and share increased to 11.1% from 9.9%. Reach for 720 ABC Perth rose by 9% to In this highly-fragmented environment, ABC 288 000 and share increased to 11.5% Radio continued to perform strongly. Overall from 10.8%. five-city average weekly reach increased by 0.8% on 2003–04, to the numerically highest triple j’s five-city average weekly reach annual average recorded: 3 766 000, or decreased by 6% on 2003–04 to 1 092 000 34% of the five-city metropolitan population and share decreased from 4.7% to 4.4%. aged 10 years or over.4 ABC Radio's overall This decline is due to the continuing five-city share (the percentage of the radio fragmentation of the youth media market, listening or television viewing audience driven by new technologies and entrants. tuned to a particular service) in 2004–05 Work is continuing to minimise the decline. was 20.4%, a 0.7 point decrease on the (This result does not reflect use of triple j 2003–04 result of 21.1%. Increases were services on other platforms, including recorded in Adelaide and Perth, while online and mobile technologies.) Brisbane remained steady. ABC Classic FM’s five-city weekly reach ABC Local Radio’s average weekly increased by 2% to 690 000, while share reach was up 4% on 2003–04, to a record remained steady at 2.5%. Following the 2 198 000 and share increased to 10.2%, highs recorded in 2003–04, Radio National’s an 0.2 share point increase on the 2003–04 overall five-city weekly reach was down by result of 10.0%. Weekly reach for 702 ABC 5% to 661 000 and share decreased from Sydney increased by 2% to 671 000 and 2.3% in 2003–04 to 2.0%. An extensive share was steady at 9.1%. While 774 ABC research project exploring listener attitudes Melbourne’s reach increased slightly by and expectations of the network commenced 0.4% to 758 000, share decreased to 11.2% in mid-2005. from 11.6%. 612 ABC Brisbane’s reach increased by 8% to 276 000 and share 4 All five-city radio data is drawn from Nielsen Media Research. The five cities surveyed are Adelaide, Brisbane, Melbourne, Perth and Sydney. 28 Annual Report 2004–05 ABC Audiences (Continued) ABC NewsRadio’s weekly reach increased The ABC has commissioned further by 1% to 642 000 and share remained steady radio surveys in regional Australia for at 1.5%, compared with 1.6% in 2003–04. the coming twelve months. ABC Radio's reach and share increased in Local Content on ABC Radio both Newcastle and Canberra in 2004–05. Local content is a very important part of ABC In Newcastle, ABC Radio's reach increased Local Radio programming for audiences in by 12% to 147 000 and share increased from regional Australia. Earlier research among 19.1% in 2003–04 to 20.8%. In Canberra, regional audiences indicated a strong ABC Radio's reach increased by 2% to demand for local content during breakfast 186 000 and share increased from 42.4% time radio.7 Quantitative audience research in 2003–04 to 44.1%. in 2004–05 illustrated the popularity of the local weekday Breakfast program among Radio surveys were also conducted in Hobart audiences. For example, in Broken Hill and Darwin in 2004–05. ABC Radio's average and Geraldton, ABC Local Radio breakfast weekly reach in Hobart was 90 000 and share programs achieved audience shares of was 36.8%. In Darwin, ABC Radio's reach 42%; in Orange, Bunbury, Lismore, Hobart was 52 000 and share was 32.1% (no radio and Toowoomba the Local Radio breakfast surveys were conducted in Hobart and programs achieved audience shares ranging Darwin in 2003–04). from 22% to 29%; while Mt Gambier, Albany and Launceston audience shares were above On a nine-city basis, ABC Radio, on 30%. Similar levels of audience were an average week, reached an estimated recorded for the local weekend Breakfast 4.241 million Australians in 2004–05.5 programs, with 52% of the Saturday Breakfast listening audience in both Broken A total of ten radio surveys were conducted Hill and Geraldton tuning to Local Radio.