August 2007

Despite the growing proliferation of web-based media and content, community radio is still the most readily accessible non-English language media for many migrants. 

To be a migrant is a dislocating and often lonely experience, no matter what the circumstances of arrival in Australia.  Expat Brits, South Africans and Kiwis, get their ‘fix’ of home on websites such as Poms In Oz, (www.pomsinoz.com), Rainbow Nation (http://www.rainbownation.com/au) and Stuff.co (www.stuff.co.nz).  But for many non-English speaking migrants, community radio quickly becomes their link to their original culture as they settle in to Australia.

Community radio provides a “home on the airwaves” for arrivals.   Here, they keep up with news from their country of origin, follow the fortunes of their hometown footy team, access local community news and, most importantly, listen to ethnic music.  Community radio is a vital part of the assimilation process for non-English speaking migrants, providing a vital link between their own culture, and Australian culture and helping to maintain community connections and networks. Far from separating non-English speakers from “mainstream” Australia, a recent study by Griffith University found that community radio greatly helps in the process for non-English speaking migrants.+

Communications on community radio can be specifically targeted by both language and location.   Since the early 1990s, Radio 2MIA in the regional centre of Griffith, New South Wales has added Tongan, Fijian and Samoan to its programming, as the community of agricultural guest workers from the Pacific Islands has continued to grow.

The programming on Wollongong’s 2VOX reflects this community’s steeltown roots with programming in the languages of the post-war arrivals - Croatian, Serbian, Macedonian and Bosnian.  For older migrants, community radio fulfils an important need for cultural maintenance,

The Somali community of Australia is too small and geographically dispersed to afford their own newspaper.   Furthermore, the Somali culture is oral and literacy levels in this community are low.  Community radio permits access to the Somali language, music and news on a suburb-specific basis in both Melbourne and Sydney.

Large multi-lingual stations such as 2000FM in Sydney, 4EB in Brisbane, 3ZZZ in Melbourne, 5EBI in Adelaide and 6EB in Perth provide airtime access to an incredibly diverse range of non-English speaking communities.

Daniel Laforest of community media representation company Spots & Space says:  Community radio is extremely adaptable, in part because it is a not-for-profit sector - the stations are able to adapt quickly to the needs of emerging communities. There is without a doubt an advantage to advertising on community radio to new arrivals, they tend to establish their buying habits early on and there are good opportunities to ‘own’ the market before the media consumption habits broaden.

Melbourne’s 3ZZZ runs “Starting Out”, a media-training project for refugees.  Trainees Lilian Abbew and Yaa-dufie “Emilia” Otteng are collaborating to build the foundation for a rich multilingual program for Ghanaians in Melbourne.

Community radio in Australia is a powerful grassroots medium. For advertisers, non-English language community radio is a practical and cost-effective communications channel.  For the listeners, community radio is a friendly voice and a vital part of life in Australia.

+Griffith University: Dr Sudan Forde, Associate Professor Michael Meadows and Dr Jacqui Ewart

Community Media Matters - August 2007

Written by: Celia Donovan

October 2007

These days the University is a place where you go for a few hours each day, attend a couple of classes then go home. http://games.internode.on.net. (Forum). 

Students are busy  - most work part-time, an economic necessity and vital to getting a job after graduation.   Many classes are online, cheaper to deliver for cash-strapped unis and convenient for the ‘education consumer’.  In short, students are off-campus.  It has been a long time since the average student has had the time to enjoy the societies, newspapers and activities provided by student organisations.  The fact that these resources are fast disappearing has barely registered for the majority.

Students are on the bus, the train, the web, the beach, in the malls, in pubs and clubs, at their jobs and at their mates.  So  - how best to reach this most mobile of consumer group?   The demise of the student paper has seen the street press category resurgent.  Live music has made a comeback and street press titles provide the most comprehensive local What’s On information to young readers across Australia.  Street press is easily available with free distribution via the venues frequented by the target audience.  It is a trusted medium; the big capital titles have been published since the eighties and are CAB-audited.  Perth’s Xpress magazine, published since 1985 has an audited circulation of 40,000 copies per week, the biggest in Australia.   New titles for regional centres such as Tasmania, Newcastle and the Sunshine Coast have successfully launched in the past few years.

University is a time of self-discovery, and students do not want to feel they are part of a production line. They want to be the first to hear something new, and to share this knowledge with their peers.    Community radio plays the new music first and early adopters (students fit this profile) reject the repetitive FM radio playlist.

I don’t really think in terms of students, says Celia Donovan, a former Marketing Manager for the University of New South Wales Student Union and now the Marketing Manager for Spots & Space, media representatives for street press nationally.   I think in terms of 18-25 year olds, typically living at home, who are working or studying, often doing both.  They meet at events, or online.  Marketers need to look at the community of interest, not where they study.  Street press and community radio catch this demographic on the move, and add valuable reach and relevance to national campaigns that can include ambient, experiential, online and mainstream media.

In terms of on-campus corporate marketing opportunities, O-Week remains a significant annual event that captures the attention of many students.  After that, events and activities are highly fragmented and tend to attract small numbers of the same students over and over throughout the year, according to Donovan. 

It would be wrong to say the Federal Government’s VSU legislation is responsible for the death of campus life.  In truth, the ‘hollow’ campus has been a long time coming.  The process started with the introduction of HECS fees in 1989 - a move that made being a student a suddenly serious undertaking.  By 2005, when Voluntary Student Unionism legislation was passed, the majority of students were frankly relieved that student organisations could no longer collect their hefty annual levy. 

Written by Celia Donovan

Former Marketing Manager and Commercial Services Manager for the UNSW Student Union from (1999-2003)

Currently Marketing Manager for media sales representation company Spots & Space Pty Ltd

SYDNEY, 7 JULY 2009: Turning 30 is a milestone in anyone’s life, but for Australia’s first newspaper for the gay and lesbian community, the 30th anniversary is a very special celebration indeed. 

Dubbed “The Pearl Jubilee”, this week’s 30th anniversary of the Sydney Star Observer - or The Star as it was originally called - breaks all the records. Scott Abrahams, Publishing Editor of the newspaper said: “The Sydney Star Observer has seen many competitors come and go over the past three decades, but the Grand Old Dame of gay and lesbian publishing is proving to have the staying power not just to survive but to flourish.” 

Just nine months ago, the Star expanded to publish a newspaper in Melbourne, Southern Star, and this week’s special anniversary edition in Sydney had advertisers queuing up to be involved. 

A brief history lesson 

The Star’s founder Michael Glynn emigrated to Australia in 1971 from the USA after being disillusioned with his country’s involvement in the Vietnam War. At the time Australia had just one gay magazine and no gay newspapers serving the country, so he saw a business opportunity and a way to foster the growing sense of community and self-awareness that had emerged on the Sydney gay scene. 

Glynn published the first issue of the Star on credit, with payment promised for most ads by most of Sydney’s gay venues at the time, and used public buses and a backpack to distribute it on the night of July 6, 1979. 

The next Monday everyone paid up and Glynn went back to the printers - and the Star’s never missed an issue since.

Truly a Community Newspaper 

Chairman of SSO Media - which publishes Sydney Star Observer and Southern Star in Melbourne - Daniel Bone said the company has undergone a significant change in structure since Glynn’s time. ”We have a unique ownership structure among the gay and lesbian publishers in Australia, in that we are owned by the community, and that has been the situation for the past 21 years,” Bone said. ”It’s an intrinsic part of our organisation that we represent the community, and we have broken many highly significant stories that have affected the lives of thousands of gay and lesbian Australians.” Last year to coincide with the launch of Southern Star in Melbourne, the company dropped “Sydney” from its name to represent the growing national audience of its papers both in print and online. It is now known as Gay and Lesbian Community Publishing Limited. 

Two Milestones in One Year 

The Star will celebrate another major milestone later this year with the publication of the 1,000th issue on December 9th. Abrahams said: “We have an exciting celebration planned for the street launch of that edition, and we would love to see gay and lesbian Sydney come out to witness the historic moment.” Details of the event remain under wraps, but Abrahams is confident it will make a big splash. 

Breaking Stories That Change Lives 

The Star has covered countless significant stories over the past three decades, many covering the health, safety and human rights of the community it serves.”The HIV/AIDS epidemic was a key theme for the Star for many years,” Abrahams said. “We have also covered thousands of spectacular celebrations that the community has enjoyed over that time, including the iconic Mardi Gras held in Sydney every year, which celebrated its 30th anniversary just last year.” 

In amongst the glitz and glamour, and the serious side of politics and health, the Star has always focused on what it can give the gay and lesbian community beyond the news. Bone said: “We are constantly reviewing our support for the community, including the many vital organisations that serve to fight for our human rights, our health, and our welfare. As a community-owned media organisation we are in a great position to give back as much as we can to the people who give us their attention every week.” 

Some of the breaking stories that the Star has reported include: the first AIDS account, Mardi Gras collapse, Dawn O’Donnell’s death, numerous Oxford St bashings, the Gay Games, the formation of key community organisations ACON and BGF, and the battle over the age of consent.

Friday May 8 was the official launch of Chinese Radio  - (C) Radio FM88 in Canberra.  Excitement about the new station drew many to the VIP launch function, which was well attended by the Canberra business, government and diplomatic community.

Speaking at the launch of the new station, Tommy Jiang, Managing Director of the Austar group said: China Radio FM 88 Canberra will play a key role in enhancing friendship and understanding between Australia and China. 50% of the content will be in English, an innovative format that is a first for Australia

Lively Chinese teaching programs will introduce non-Chinese speakers to the basics of the Chinese language, while entertainment and news in Chinese will cater for the local Chinese community, said Jiang.

More than 10,000 Canberrans are of Chinese heritage, with 7000+ speaking a Chinese language in the home (ABS Census, 2006). Canberra is also a busy destination for Chinese politicians and diplomats, and home to a great many Chinese-speaking tertiary students.

As a commercial broadcaster operating 24/7, Chinese Radio Canberra will be an excellent vehicle for advertisers wishing to target Chinese speakers and those interested in China, in the ACT.  Specialist media representative Spots & Space Pty Ltd will represent the station for advertising sales.

Daniel Laforest, General Manager for Spots & Space said: We’ve had a 10-year association with the group, since they first launched 3CW in Melbourne in 1999. The new station joins a growing network of Chinese media operated by Austar Media including:

•       Newspapers: “Asian Voice Weekly” (VIC) and  “Oriental Post” (WA)
•       Chinese Radio Stations: 3CW AM 1341 Melbourne, CRI Perth FM 104.0FM

Austar Media are highly professional operators, and we congratulate Tommy Jiang and his team on the launch of a Chinese radio station in Canberra.

Enquires: Sarah Lander or Daniel Laforest

P: 1300 4 SPOTS

E: sales@spotsandspace.com.au

W: www.SpotsandSpace.com.au

Reach Chinese Australians on Prime Time television thanks to TVB!

Every night, more than 3 Million Hong Kong residents are glued to the top rating dramas on leading television channel TVBJ. “EU” is a cop show following the fortunes of two new graduates from the police academy, now on the beat in Hong Kong.  Thanks to Chinese Pay TV supplier TVB Australia, the same show is also available to the 250,000 Cantonese speakers living in Australia, in prime time.

According to the 2006 ABS Census, half a million Australians speak Mandarin or Cantonese at home. TVB’s Hong Kong-based parent company has implemented dedicated feeds of the three highest rating channels, solely for the Australian markets.  TVBJ and TVB News are in Cantonese, while TVB8 is the top rating news and entertainment channel in Mandarin.

TVB  Australia has recently appointed ethnic media sales rep Spots & Space as a sales representative for advertising.

Daniel Laforest, General Manager for sales representation company Spots & Space says: Chinese Pay TV offers advertisers a fantastic opportunity to book ads in the Chinese language equivalents of “Grey’s Anatomy” or “Australia’s Got Talent” - in prime time.  And because it’s a dedicated feed, ads are booked and scheduled locally and only seen in Australia, which means no waste for the advertiser.

Come the weekend, Chinese speaking audiences in Australia, enjoy high-rating games shows such as celebrity cooking show “Beautiful Cooking” and “Foodie Two Shoes”.  Both shows are based on cooking contests and are wildly popular.

http://www.spotsandspace.com.au/chinese_tv_australia/

ISSUED BY: SPOTS & SPACE PTY LTD

MAY, 2009

02 9318 2213

E: sales@spotsandspace.com.au

W: www.spotsandspace.com.au 

Radio 2ME, broadcasting since 1996, is the only high power 24-hour Arabic language commercial radio station to broadcast free-to-air to Sydney and Melbourne. The format is adult contemporary, featuring the latest in Arabic and English language hits.

Radio 2ME plays Top 40 music favourites, as well as Classic Hits from the 60s, 70s, 80s, 90s and today. Radio 2ME broadcasts a mix of local news, BBC World News on the hour, 24 hours a day.

The station features its call letters in its well-known positioning statement: “That’s you – that’s me – that’s 2ME!”

Initially, 2ME was only recognised by the Arabic community. Now as corporate advertisers are branching into niche marketing – 2ME is recognised by a host of blue chip organisations and departments including Government (Federal and State), Retail, Airlines, Travel, Telecommunications to name a few.

(Source: http://www.2me.com.au/)

2VNR Vietnamese Radio was established in March 1998, broadcasting in Sydney and Melbourne. In 2005 the station expanded to cove Brisbane, Adelaide, Perth and Canberra.

Programming on 2VNR includes local and community news, magazine style shows such as English lessons, comedy, and health/beauty.

There is also a strong thread of social programming on 2VNR on practical matters including welfare, legal issues, immigration and finance.

2VNR also relays Vietnamese broadcasts from other ration services around the world: and these link Australian Vietnamese to the global Vietnamese Diaspora:

• BBC London
• RFI France
• Voice of America
• RFA , from the US and
• VNCR from the US

(Source: Station’s marketing materials)

The Muslim Community Radio is a multicultural and multilingual Islamic radio station. It broadcasts to the Sydney community in general while incorporating elements that target the Islamic community of Sydney.
It first transmitted twenty-four hours a day during the month of Ramadan of 1995 and has continued to broadcast during every month of Ramadan and Dhul-hijja (Pilgrimage month). In addition, in 1997 Muslim Community Radio was broadcasting on every Friday of that year until the introduction of the temporary broadcast community license (TBCL). Muslim Community Radio currently broadcasts 24 hours 365 days a year covering all Islamic events. Because Arabic/Lebanese is, according to statistics, the major ethnic language communicated among the Muslims in Sydney, understandably the radio programs are primarily transmitted in the Arabic and English languages with spots of other community languages, evolving in pace with demand.

(Source: http://www.2mfm.org.au)

Launched in 1995, 2AC is the only station in Australia with two channels running 24 hours daily programs in Mandarin and Cantonese. The programming is designed to capture the local Chinese audience that consists of many different ethnic backgrounds. It provides it’s audience with updated and accurate news and information, as well as high-quality entertaining programs.

Programming includes:

• Current affairs
• Financial reviews worldwide
• Sporting Updates
• Travel Guides
• Entertainment
• Children’s programs
• Music
• Book reviews
• Lifestyle shows
• Chinese Opera
• Women’s program

2AC’s many informative programs deepen the audience’s knowledge of mainstream society, and reinforce communication between the Chinese community and the mainstream

(Source: Station’s marketing materials)

For 15 years, 2CR China Radio has been providing listeners in the Chinese community with a daily broadcasting service in both Cantonese and Mandarin. Established in 1994, 2CR was the first Chinese radio station in Australia to broadcast 24 hours a day. Their listeners might be Chinese farmers in Dural or business owners in the suburbs, 2CR has built up a strong loyalty from audiences by creating family-friendly radio programs that are relevant to them in Australia. Broadcasting in Sydney and Melbourne, 2CR provides a reliable and accessible medium for your organisation to reach the local Chinese market.

2CR has a diverse range of radio programs to cater for all tastes, including:

• News & current affairs, both locally produced and internationally sourced from respected news agencies including the Voice of America, BBC Worldwide, United Nations Radio and Radio Television Hong Kong
• Specialist programs on finance and investment, medicine, science, education, health and cooking
• Educational programs, learning English, Chinese culture
• The latest in entertainment news and Canto-pop music from Hong Kong; and many other informative and entertaining radio shows

Whether you are advertising for the first time, or would like to strengthen your organisation’s presence in the Chinese community, 2CR will help get your message across to their listeners.

(Source: Station’s marketing materials)