Youth Radio Listening in New Zealand: More Choice,More Listening |
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| Abstract: | This study found that in the 1O years since the near total deregulation of the New Zealand radio environment, the number of available youth- oriented radio choices has increased in three of the four markets examined, while the variety of choice increased in all markets. Results also showed that 10-17 year old 7ime Spent Listening (TSL) had increased significantly, contrary to trends in overseas markets, but growth was restricted to areas where the number of outlets had increased. It was evident that at least two of the promised benefits of deregulation (increased listener choice and increased listening) were justified. However, it did appear that there was an order of impact as a function of market size, with listeners in larger markets benefiting before those living in smaller, less revenue rich areas. Such growth was dependent on the financial success of commercial operators. It was concluded that the full effects of deregulation take time, particularly with reference to less commercially desirable markets, but there were warning signs that the impact could be selective and restricted to markets that can assist operators in achieving financial growth and profitability. It was suggested that countries considering changes to broadcast policy could learn from the New Zealand experience. |
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