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Report by: Blue Lotus Research for the Ministry for Culture and Heritage
The Ministry for Culture and Heritage, Te Manatu Taonga, is spearheading an inter-ministry report to the Officials Committee on Broadcasting Issues on the question of Youth Radio. The three-phased research is designed to evaluate the need for additional services in youth radio. Phase one identified types of programming currently targeted to young people (ages 12 to 25) by means of a survey to broadcasters. Phase two, the topic of this report, explores the radio listening behaviours, preferences and needs of New Zealand youth. Finally in Phase three a forum will bring broadcasters and youth together to discuss possible developments for youth radio in New Zealand.
The research question asked in this, the second phase of the research, was
Do young people agree with and support Government's objectives for youth radio:
And to a lesser extent,
To this end the groups were designed to engage participants in a discussion about the merits of 'being represented' in the media and how that might find expression in actual radio programming that would appeal to them.
With tight time constraints and without the budget for a nationwide survey, it was decided to conduct phase two by means of focus groups with young people. In this way it was possible to select members of very different peer groups, to develop the concept of youth radio and youth representation, and to draw respondents into a directed, in-depth discussion of these notions. In all, forty-one young people were consulted.
The groups were:
Held at Victoria University of Wellington, group 1 comprised five men and four women 20 to 23 years old. Among them were Drama, Design, Anthropology, Criminology, Architecture and Performance students. They were all Pakeha.
Young people 18 to 23 years of age made up group 2, held at the Mangere Peoples Centre in South Auckland. There were two young men and five women. Six participants were Maori, one Pakeha. One respondent suffers from cerebral palsy. They ranged from concrete layer to receptionist to full time mother. The 18 year-old works for free for her mother. One participant attends a tikanga Maori course.
The third group, held at Otago Polytechnic in Dunedin, consisted of seven students between 19 and 24 years of age. The three women were taking Business Administration. Three men were doing Architectural Draughting and the last was on a Carpentry pre-apprenticeship course. One young woman was Asian; the other students were Pakeha.
The rural group was held at Catlins Area School in Otago. The ten participants, five girls and five boys, ranged in age from 13 to 17 years old. This small settlement, two hours from Dunedin, has very limited radio reception. Most of the students were Pakeha.
The final group, held at Wellington High School, had five girls and three boys between 16 and 18. The group, which was mainly Pakeha, was taken from a sixth form journalism class. Wellington High is an in-city coed school with no uniform, and is known for its ethnic and socioeconomic diversity, and 'alternative' culture.
Time constraints have allowed only for the briefest sampling of opinion. Data from the five focus groups, held in several locations among members of different age and socio-economic groups, will not provide a full picture of what New Zealand youth think about the Government's objectives for youth radio. The diversity among the target audience (all New Zealanders aged 12 to 25) is far too great, and the number of groups too small, to offer anything other than a snapshot of the views of these particular young people. If, for example, three groups had been run at three different inner-city high schools with 16 to 18 year olds then recurring findings might have supplied results which could be viewed with more confidence.
Nevertheless, the research design allowed for thorough discussion which in turn produced themes across the groups - both warnings and encouragements - that will help guide further discussion about youth radio programming.
Participants were asked to share the first thing that came to mind when presented with the phrase 'youth radio'. Young people in all focus groups took a fairly dim view of the idea. Though the phrase was not explicitly linked with government involvement, the research project had been explained as an initiative of the Ministry of Culture and Heritage to assess views on the topic, so the link had been established. Many respondents feared government involvement meant a didactic approach, including counselling and education boring social programming. Others thought immediately of teenybopper music or formula bands, which they hated.
Their comments included:
Sounds PC, like PC radio, like birth control programmes and stuffbecause it's policy and they have objectives. It will have why you should do this and why you should do that
Not good stuff. Government trying to do something for youth
Someone reading what an adult wrote for them to say, (stilted), like Zeal
Full-on popular music, bubblegum music, full-on techno, I can't stand it, it's so repetitive
Backstreet Boys, boy bands and Britney Spears
Trendy music with boy bands and all that; groups of 12 year old girls ringing up
Talking, problems young people have
Amateur way of presenting- levels of vocabulary not professional, less organised, patchy, less systematic than a commercial station
A few respondents saw some positive implications, for example:
I think it would be great for youth to have a radio station that gets you thinking about desire and passion and goals and being able to achieve and use your mind to its capacity but youth of today don't want to be preached to because they're scared of what their peers would think
Though some respondents saw the value of educational programming, it could only work if presented by peers or the presenter treats the listener as an equal:
It would depend if they were relating to you like you were equals or if they were speaking down to you, like they know everything. Probably if they reported some news, like drugs, and it turned bad they could say well, hey, if you're going to take thisinstead of 'well, that's what you get.'
In other words, information, not recriminations.
Several respondents made it clear that the word 'youth' itself holds condescending connotations and is not in use among their peers. They responded better to 'teenagers' (not 'teens') or 'young people.'
The facilitator engaged groups in a conversation about the meaning and importance of representation in media. In order to foster the discussion, a distinction was made between the type of radio programming that is spoon-fed to the listener, such as international 'top-20' hits, at one extreme and, at the other, radio programmes produced and delivered by young New Zealanders. The conversation canvassed topics such as respondents' interests and topics of conversation, figures in the media participants admire or relate to, the function of programmes specifically targeted at 'minority groups' (eg. gays and lesbians, Maori, or Pacific Nations), and how some of these issues might be translated into attractive radio programming.
Young people in all groups highlighted the fact that the most important aspect of radio for them is music; this mirrors previous research on the topic. The Wellington High group in particular made it clear that music is the way that youth represent themselves. With that caveat, the groups singled out the most important reasons for representing young people on radio:
Two groups stressed the importance of recognition by the wider community, warning that without representation young people will feel no-one is paying attention. Radio might make it possible for young people to present themselves to and share information with others. How they feel and what they want done needs a platform, said one. Group 5 believed that many associate youth with violence, drunkenness and destructive behaviour. They were concerned that the general public has an inaccurate and derogatory view of young people, tending to overlook their accomplishments. They thought it important for young people to be actually presenting radio in order to correct negative stereotypes of them and their peers.
At the same time it is important to the young people themselves to feel heard and to have a voice, said many. Some members of Group 1 named youth identity, promoting solidarity and connecting young people to one another as an important reason. Group 3 felt that it would help young people feel they are a genuine part of the community.
Similarly, arts students aged 18 to 25 (Group 1) agreed that recognition by way of promoting or celebrating young peoples' achievements, including local bands, is a top reason for representing youth on radio.
No one is going to be motivated to keep going with it if they don't see any bands around them getting anywhere with it other people knowingit would give them heaps of confidence.
The sixth formers in particular saw a gap in radio targeting their age group- 16 to 18.
The simple fact that youth make up a large proportion of the listening public, often because they can't afford to buy CDs, was a reason for representing them.
A few young men from Group 4 saw the explanation and interpretation of music as it is presented over the airwaves as a crucial part of radio programming. This needs to be done by someone who knows the music and the vernacular, that is, by a young person. Members of Group 5 made observations along similar lines on the importance of sequencing in music presentation.
Other reasons for representation were:
Participants also discussed some of the difficulties associated with representing young New Zealanders on radio. The diversity of their demographic was the major problem canvassed.
The age range defined as 'youth' (12 to 25 years) was considered very broad indeed. Respondents thought at least four very different age bands existed.
When you're 12 to 14 you listen to 91ZM, when you're 14 to 17 you may listen to Channel Z or Active. When you're 25 so many people just go, yeah - 91ZM (again) because they're working
Group 5 participants thought perhaps 15 to 25 years might be a meaningful definition of 'youth', but were unable to imagine anything that would appeal to the whole range of 12 to 25 years. They also believed that people 16 to 18 years old are a specific group neither targeted nor well represented by radio.
As well as listening tastes, listening behaviour itself changed dramatically during these years.
To the age of about 14, maybe 15, I used to listen, go to sleep to it sort of thing. After that [age I found it] slightly annoying the way [they spent] five to ten minutes of people listing all their family, friends, pets
The diversity of subcultures among young people was highlighted. Among the younger teens in particular, divergent interest groups exist. They differ in practically every way: interests, musical tastes, social habits, hobbies, attitudes, aspirations, daily activities and schedules, and so on. These differences are reflected in their radio listening behaviour.Participants were adamant that the 'Top 20' ratings chart is no real indicator of the popularity of songs.
The radio stations [have tried to put all that diversity] into one radio station and it doesn't work. There has to be a radio station for each type of person.
There was a resistance to singling out minority groups for special attention in radio programming. It was believed that these groups could all be represented in the normal course of events by simply being among the presenters, but highlighting their affiliation or translating presentation into Maori was heavy-handed. Participants believed that musical tastes within groups would differ just as the tastes of the general population do. They conceded that there could be special slots for informing, educating, or educating others about certain minority groups ('if that's what they want'), but respondents would not listen if they had no personal connection.
One young woman saw radio programming as a useful way to keep languages such as Maori alive. A Maori participant enjoyed the 'hard case' explanations of Maori phrases sometimes presented on one of the Auckland stations.
Not surprisingly, listening preferences varied greatly. In one area behaviour was constrained by very limited radio reception.
Respondents tended to have the radio on in the background while they were doing something, namely getting ready for school or work in the morning, doing homework, working around the house, driving, or hanging out after school. Music is the primary reason for listening to the radio. If there is to be talk, participants preferred it to be in the morning but only for short periods. They liked presenters who are funny, relaxed, 'hard case,' and who know each other well as that is how the humour is most effective. 'Goofy' behaviour and light-hearted abuse of each other and callers was widely regarded as funny. As one respondent said, "immaturity is funny". John and Nathan, and Si and Phil (morning presenters on mainstream stations) appear to fit this description and were popular among all the groups. Popular stations include the Edge, Channel Z and some of the more mainstream FM stations (91FM, 89FM). Student radio is popular with Wellington High students. One university student listened only to Triple J over the internet.
Most of the Arts and University students living in Wellington listened to channel Z for the hosts; they are funny, off the wall and 'take the piss.'
They just take you away from everything else, they make the news interesting and give each other a hard time
They tended to listen in the morning and while working when possible. One respondent disliked radio, though she only had good reception to one station. She would want radio only for background to studying, without talk, frantic music or other distractions. Another listens to Newstalk ZB every morning for the news but switches as soon as the ads come on. Another listens to Triple J over the internet because New Zealand stations do not play the music she likes: punk, grunge and alternative rock. Infrequently, some listened to Concert FM or specific shows on RadioActive. There was a strong feeling among these university students that RadioActive had 'sold out' because it is now airing McDonald's advertising.
The young South Aucklanders listened to Mai FM and mainstream FM stations. One liked Aotearoa FM for the kapa haka before the station went off the air, another listens to Te Tai Tokerau, her home Access station, on tapes she gets from friends in Northland. Two respondents do not like Channel Z ('surfy type people'). Listening tended to be during the day while working on the job or at home, or in the car. The commercial station (91 and 96) listeners did so for the 'hard case' DJs and free prizes. The Mai FM listeners did so for the presenter and for the music, which is more hip hop than pop.
Polytechnic students in Dunedin listened primarily to commercial stations (The Edge, 93 Rock and 98 More FM), two of which advertise with leaflets around campus. Three listen for the presenters - Si and Phil in the mornings. Other drawcards were the pop music, the sick humour and spirit, the gimmicks and jokes, and the variation in music. They used the radio mainly as background accompaniment to driving, drawing, working at home. Some left the radio on all day, others listened mainly in the mornings. A few participants liked student radio for the student news and updates, but preferred the music played on mainstream stations.
For the group of 12 to 15 year-olds the radio was more than just background music they listen in their bedrooms doing homework and at night lying in bed. Choice was limited in this small town as reception from their homes was patchy. They listened to the Rock, Edge, MoreFM and 96FM for the music, though participants did not like popular songs being played over and over. One person reported listening to Foveaux radio. This group hated news and talk, most of which was seen as irrelevant and boring. They did not like ads. The only talk radio they did like was good jokes and pranks. Though some listened to callers, they themselves were disinclined to ring in to the station.
If these respondents were to listen to talk it would have to be relevant to their age group. They expressed an interest in legal advice, specifically laws related to driving, drinking or advice on student loans.
Most of the 6th and 7th form students listen to the local student radio station (RadioActive), in contrast to the university arts students targeted by the station (Group 1). They were aware, though, that their taste for Active may not be shared by people their own age at other high schools in the Wellington area. MoreFM was regarded as unfunny with far too much talking. There is a sense that Channel Z has gone downhill, turning into a pop station. At the same time RadioActive has improved,
they don't just play music, it has a theme. There is a jazz show. . . they do have talking. . . the Bar Bodega gig guide is cool 'cause it lets you know what's on
Two of the young men listen to radio sport sometimes. The others felt they shouldn't have sports on the government station. There was fairly general agreement that sport should only feature as part of the news. The Sunday night talk show on Channel Z was popular with more than one participant this show featured discussion on matters relevant to youth (a youth legal adviser for example). Its slot on a Sunday night, when most listeners are in bed but not yet asleep, was considered ideal for the purpose.
RadioActive was valued by these respondents for the variety of music played and the ability to come in and produce all kinds of music radio programmes. Some participants would be keen to do it themselves but warned "way too amateur DJs hosting their own shows" would be boring. A distinction was also made between a 'natural' approach and one that is scripted participants preferred a loose, relaxed style of presentation. Humour needs to be age appropriate:
They're at the right age. There's no point in having somebody 36 trying to say something funny for us because it is parent humour
Feelings were strong; many respondents hate programmers' tendency to 'thrash' songs. Neither do they want to hear 'teenybopper' music there was a widespread aversion to Britney Spears. Advertisements were generally found offensive.
National Radio and the Concert programme were not popular among respondents, with a few exceptions: one Wellington High participant liked it when her mother turned on National Radio it made her feel 'informed'. Others wanted to be kept informed of key news events on the national and international stage. Some liked to hear small amounts of classical music when they were tired or studying.
Geography appeared to influence the level of interest in world events. Among all focus groups, the rural high school students were most distanced from overseas news, ("Who cares about Fiji? I don't.") while the Wellington 6th and 7th formers evinced the most interest in international events.
Another pet peeve was long periods of talk. Most respondents reported disliking talk on radio and would not listen unless the talk was both interesting and relevant to them and brief or at least interspersed with music.
After discussing their feelings about radio and the question of representing young people in the media, participants were asked to programme a radio station they would listen to. Working in groups of four or five, with the proviso that the programming was to include more than just music, they timetabled up to 24 hours of radio programming.
Music is, of course, at the core of each station the respondents created - it tended to occupy around 70 or 80 percent of broadcasting time. While non-musical content (other than DJ banter) did not immediately occur to participants, discussion revealed that they would find a number of additional formats useful. Participants did not want to hear a lot of news (certainly not accompanied by lengthy commentary) and they did not want to have to listen to advertisements. Provided it was relaxed, humourous and brief, gig guides, horoscopes and local events were the most popular forms of spoken content along with gossip and competitions. Youth issues and talkback were also a possibility. Among the rural group the opportunity to discuss (or listen to other people discuss) personal issues would be welcome, preferably in the evening when they would be listening to the radio alone. New Zealand music was valued by participants but they did not want to hear large amounts of it.
The women's station looked like this:
|
TIME |
PROGRAMME |
NOTES |
|---|---|---|
|
12 AM |
Music |
|
|
7:00 |
News headlines |
Half reporters male, half female |
|
7:05 |
Music |
|
|
8:00 |
News headlines |
|
|
8:05 |
Music |
|
|
9:00 |
Horoscopes |
|
|
9:05 |
Music |
Including new music |
|
10:00 |
What's happening |
Gigs, plays, festivals - twice a day |
|
Music |
||
|
12:00 |
Issues & talkback |
Twice a day - issues to do with youth |
|
12:30 |
Music requests |
Callers announce their own song and why they want it |
|
2:00 |
Do something stupid |
Prizes for doing something embarrassing |
|
Music |
||
|
5:00 |
What's happening |
As at 10 am |
|
Music |
||
|
6:00 |
Gossip |
Local celebrity gossip - who's dating who |
|
6:15 |
Music |
|
|
7:00 |
Career opportunities |
see comments |
|
8:00 to 12 |
Music show |
Different each night - punk, ska, reggae and requests - sent in tapes & CDs |
In the morning women wanted music interspersed with news, horoscopes and what's on for the day. Issues and talkback to do with their own age group would feature twice a day. In the afternoon there would be a request show in which callers announced their request and why they wanted it. There were to be no advertisements on the station.
One participant complained of a lack of mentors, that "everyone is focused on themselves; [with] nobody giving anything back". Students were said to come out of school with no idea what to do next. They pay for courses without a clear idea of what they want and there is no systematic way of looking at their options. Therefore, a programme on career opportunities features in the evening. This would explain how to pursue various career interests (such as television). It also included advice on courses of study and the best way to achieve desired career goals. Radio was seen as a good vehicle for connecting people and supplying this type of information.
The men in this group wanted a mixture of music, talkback and news in the morning. Music should be approximately one-third international, one-third New Zealand and one-third local.
The mens' station:
|
TIME |
PROGRAMME |
NOTES |
|---|---|---|
|
6 AM |
Music |
Music is 1/3 Int'l, 1/3 NZ, 1/3 local (Wellington) |
|
Talkback - news |
||
|
What's happening |
||
|
7:00 |
As above |
Music with talkback, news and w/h every hour |
|
10:00 |
Youth news |
After youth news is hardcase and silly stuff - funny and interesting |
|
11:00 |
Music |
Mix - mainly int'l. Some advertising interspersed |
|
1 PM |
Food awareness |
Restaurants and where the cheap stuff is |
|
3:00 |
Local Wellington music |
Kids are out of school wondering what to do |
|
5:00 |
Cosmic music |
Funny, crazy, anything |
|
7:00 |
Only NZ music |
|
|
9:00 |
What's happening, ring up requests and opinions |
Decided to group types of music in case some don't want to hear NZ or don't want to hear int'l music |
|
12AM |
Drug education and drug related music |
Do some drug education but filter through with drug related - Cypress Hill, the Doors, Pink Floyd - maybe not every night but once a week or so |
|
2:00 |
Barry White hour |
Makeout music, cheap seventies tunes |
|
3:00 |
Funny guys & funny music |
Couple of delirious guys being silly. Sad people listening- this is the time when there's no one around and nothing on, need someone to talk to |
One of this group's stations attracted support from all group members:
|
TIME |
PROGRAMME |
NOTES |
|---|---|---|
|
8:30AM |
Intro-outline for the day |
Started here because that's when we're awake |
|
8:40 |
Get up and go-go music |
Techno, hip-hop, boom boom boomy music to move to |
|
9:10 |
Competitions |
For instance, imitate the most famous person you know - best one wins |
|
9:15 |
Music: reggae slot |
|
|
9:50 |
Youth news & sports - presenters Matthew Ridge & Marc Ellis |
Not in Fiji, Current events relating to young people here, like the drinking age or youth pregnancy prevention |
|
10:00 |
Music: culture time |
Maori, kapa haka, Samoan, Cook Island |
|
10:30 |
Jobline/career info |
Read out list of vacancies - ring station for info |
|
10:50 |
Top 20 countdown |
Our listeners' top: from 20 to 1 |
|
12:50 PM |
Oldie v. youth debate |
With Paul Holmes taking the older peoples' view and Timothy Giles taking younger view. Debate relevant issues |
|
1:00 |
Talkback with Mike & Tim |
Ring in on issue of the day |
|
1:20 |
Music: local |
Local talent showcase |
|
1:50 |
Shopping guide |
Major cheapies around town like Levis for $40 etc. |
|
2:00 |
Music: hip hop |
|
|
2:30 |
Intl artist info |
Who's in jail, who's been shot, who's dead, who's sleeping with who; gossip on international artists |
|
2:40 |
Request line |
(for non-top-20 listeners) We want to attract the whole span of listeners |
|
4:30 |
Traffic update |
|
|
4:35 |
Inhouse band play & interview |
Whoever we can get at the time |
|
5:00 |
Gig guide |
What's hot, what's not, who's playing where etc. |
|
5:30 |
Music: get up and go go |
Off to whatever people are doing next |
|
8:00 |
Love line |
People can ring up V. Shane (presenter on Mai FM) and talk about relationship problems or anything not kosher in their life at the moment |
The station's appeal was described as 'inclusive.' Presenters were selected because they 'sound like they're yours, like they're in a room with you, whereas with some presenters you feel like they're talking at you rather than with you'. If commercials were necessary, group members suggested grouping them into a slot so listeners don't have to listen if they don't want to. Also there would be a Koha line, to ring up and donate things, which could be used as prizes.
All participants reported they would definitely listen to this set of programming.
Group 3 felt better served by existing stations, so made few attempts to distinguish their created stations from those they already listen to.
|
TIME |
PROGRAMME |
NOTES |
|---|---|---|
|
6 AM |
Quiet music |
Because you are still sleeping and don't want to wake up |
|
Half hour breaks for news |
Local, national, weather |
|
|
Breaks |
5 mins of skits, talking, jokes help you wake up |
|
|
9:00 |
Wakeup music |
Start work so need wakeup |
|
Half-hour breaks |
5 mins talking - humour. These breaks would include student-oriented information - what's happening |
|
|
Van around town |
Some talk and skits can be from the van |
|
|
10:00 |
Competitions |
Making people do silly things, prize for doing them Spontaneous candid humour |
|
12:00 PM |
Music |
Big variety, not so repetitive Includes 70's and 90's music |
|
News |
Still news but on the hour or 1.5 hour |
|
|
5:00 |
News |
A few more news breaks as people are coming home |
|
Music |
Requests to make for variety |
|
|
Music |
Music continuing into the night |
This station would have no advertisements.
Both groups thought having on-the-spot radio vans was a good idea. Two participants described 'live ads' in which the van could drive around the city interviewing people doing the advertisements instead of broadcasting pre-recorded clips. Humour was appreciated when it dealt with local circumstances and situations. They felt that presenters should be 20 to 30 years old and believed women and men should be represented in equal numbers.
One team in the rural group envisioned a networked local station encompassing the eight area schools in the region. Presenters would take turns (a new one could be selected every day from each school) and the daily gossip and news of the school would be available to all the others.
One of these groups of 12 to 15 year olds included in their programming the need to know about laws and their effect on young people. They were also concerned about rights as a citizen. This was a view held by many in the other groups. Examples included laws about drugs, alcohol age limits and speed limits. The interest extended to being involved in debate on air.
One of the teams created a twenty minute slot in which two popular girls would give a run-down of what is going on in the lunch break. This was followed at 12:20 with an update on after-school events. They would then debate controversial topics relevant to them - an example was given of a boy coming to school in a skirt. While this event did not happen at the local school, it aroused intense interest and was viewed as a direct comment on their rights as high school students.
The other team presented this station:
|
TIME |
PROGRAMME |
NOTES |
|---|---|---|
|
7:15 |
Weather |
Pretty important to know what weather is doing |
|
News |
Relevant to New Zealand only |
|
|
7:30 |
Sports with talkback |
Macka is the presenter |
|
8:00 |
Gossip |
School related gossip- suspensions, hint of the day to keep you out of trouble with teachers Stories - best party etc. |
|
9:00 |
Technology section |
Best internet sites, playstation game reviews Laws - effects on young people |
|
9:30 |
Music |
No news, no ads. Requests on an 0800 number |
|
5PM |
Jokes, stories |
|
|
5:30 |
Alternative music |
New bands, alternative or overseas music - get sick of hearing the same songs over and over |
|
7:00 |
Student talkback |
Ring up and talk about girls (say the boys; boys say the girls), parties, hunting, sports, gossip |
|
7:30 |
Top 30 requests |
From the day |
|
9:00 |
Counselling |
Doctor, health nurse, counsellor - ring up & ask about your problems. Some music in there to keep people listening. Many will have finished homework, be in bed thinking about their problems |
|
10:30 |
Music |
Top 20 albums randomly all night |
One girl said she would not listen to all of the sports and news in the morning but was interested in the evening programme as long as it was broken up with music and jokes
and had pzazz, not people sitting for an hour and a half talking about other people's problems. That would be boring
Respondents believed the nighttime counselling show might help high school students who are in trouble or depressed but feel unable to talk with anyone for fear of the very real ramifications of town gossip.
Students would like people to come and play and talk on the school radio. Favoured prospects included Courtney Love, Limp Bizkit, Sevendust, Eminem, Christian Cullen, Josh Kronfeld, the school Chorale and school bands.
This group was emphatic that they wanted primarily music on their radio station.
The music is what expresses our voice. It's not people talking, it's the music
When talk did occur, there was to be music or at least a bass beat underneath it.
Programming music in blocks was seen as inclusive and predictable, helping listeners to know when to tune in. Both working groups used this format. The way the music is sequenced is considered important.
You can't go drum and bass straight into oldies, you've got to build into things. Slowly you go from jazz to acid jazz, you know, you cruise into things, it all kind of mellows in
Both groups chose to programme a Saturday, during which they might have the radio on all day. Programming on a weekday would differ.
|
TIME |
PROGRAMME |
NOTES |
|---|---|---|
|
12 AM |
Mellow music |
|
|
1:00 |
Music from the 20s and 40s |
People are coming home from partying from now on |
|
2:00 |
Blues |
|
|
3:00 |
Jazz |
|
|
4:00 |
Acid jazz |
|
|
5:00 |
Lounge |
Some people will be getting up |
|
6:00 |
Anything easy |
|
|
9:00 |
New Zealand music |
Includes up & coming New Zealand musicians |
|
11:00 |
Gig guide |
Includes underage guide, but cool stuff not teenybopper |
|
11:05 |
Freestyle |
Prearranged - people come into studio to play |
|
1 PM |
Horoscopes |
|
|
1:10 |
Drum and bass, jungle, electronica |
Dance |
|
3:00 |
Trip hop |
|
|
4:00 |
Hip hop |
|
|
5:00 |
Rap |
|
|
6:00 |
Gig guide |
Time to think about tonight |
|
6:05 |
Accommodation guide, weather and news |
Flats available.News that is relevant (for example a bus driver strike) and international headlines to keep informed. News should be brief |
|
6:30 |
Metal |
|
|
7:30 |
Rock |
|
|
9:30 |
Live gigs and freestyle |
Hook up to live acts - so many things are sold out |
|
11:00 |
Drum and bass |
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12 AM |
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The most important aspect of the station was that it be run by people their age, not by older people (or people from elsewhere) trying on the vernacular or imposing their sense of humour. Respondents were aware that Channel Z, for instance, is the same all over New Zealand. They preferred RadioActive because it is made in Wellington; it sounds like them.
Presentation should be relaxed and natural, "the way John and Nathan have it" not rigidly timed or too serious. Ads should be limited to concerts or CDs, not unwanted products, and not using a caryard sales approach ("only $5.99, act now!"); ads could perhaps be made by young people. The group generally supported one person's suggestion that RadioActive have a young persons' offshoot ("Active Our Style") run by and for young people.
Groups were shown the government objectives for youth radio:
I. To provide a forum for young people to celebrate their achievements, discuss their issues, parade their identity in comedy, drama, music and debate.
II. To provide a platform for local music written and performed by young New Zealanders.
Members of three groups immediately approved and, after criticism of the language, Group 5 was supportive. Group 3 did not appear to be able to relate to the Government objectives at all.
This group showed qualified enthusiasm for the Government objectives, though they found it difficult to conceive of drama on the radio.
I don't think it would work reading Wuthering Heights on the radio any more.
They could not imagine sitting down long enough to listen to a play. This is in keeping with a general desire for talk to be interspersed with music rather than in blocks. Comedy was more attractive than drama, but once again it would have to be in short bursts. Debate would be acceptable only if relevant and brief.
Many would listen to a radio station that implemented the objectives but one expressed concern that some people would be left out, such as young people not interested in pop culture ('science types' was the example given). They expressed reservations about Government involvement, even suggesting that it may be necessary to 'delude' the audience that it was not actually a Government initiative,
'cause you always get that thing of a big stuffy man in an office that's made up this station.
They stressed the importance of having young presenters such as university students.
Participants in Group 2 were very supportive of the first set of objectives and felt that their station reflected them well. They were also enthusiastic about the objective relating to local music:
There are so many talented people out there it's just unbelievable. And they're just getting passed by because they don't have the opportunity or information. . . it's just a waste
Most participants would definitely tune in to the station they designed. They seemed enthusiastic about the inclusiveness, openness and the level of fun it offered.
The biggest problem I find with my friends is finding a station that caters for all of us . . . you've got 88.6, 91 and you're all fighting to listen to each station because each station would represent a bit of you but if you had a station that represented the whole lot of you that would be awesome
This speaker believed the station they had designed would do that.
These respondents were dubious about the first set of objectives. One participant did not understand what was meant by 'parading identity' or 'celebrating achievements'. One person allowed that it could be inspiring to hear of success among youth as a counterbalance to 'doom and gloom'. They had doubts about supporting New Zealand music, pointing out that it doesn't sell well.
It's one thing to say that but does anyone want to listen to New Zealand music?
New Zealand music was held in fairly low esteem by this group, for example
It's good to have some New Zealand music . . . but music from overseas is more appealing
[I listen] once they're famous, once they've made it. But [before that] it's just a load of crap
Neither was there much enthusiasm for comedy; at most it would be acceptable as a brief slot you could tune in to if you wanted it. Debate was a similarly unattractive prospect, one participant claiming to use TV 'for that sort of thing'. Others would not take the time to sit down and listen.
On the other hand, the younger group was enthusiastic and whole-heartedly supported the first objective.
That's cool. That's really awesome!
They would listen to a station that did this so long as there was music as well, but not 100% New Zealand music. Suggested ratios of music to talk were 60:40 or 70:30.
The respondents in Group 5 thought the bureaucratic language was 'bollocks:' ("We wouldn't use those words") but they agreed with the sentiment. Several thought the station they had programmed reflected the objectives well. Members of this group knew some people involved in international competitions. They would not only appreciate news of these young peoples' achievements but made the connection between the objectives and their earlier discussion about the importance of correcting negative stereotypes of young people. As did Group 2, respondents considered it very important to be able to go into and get through to the station using email, fax or phone.
Though music was the reason for radio and talk was to take place only in short sections, they saw the value of radio debate and 'discussing issues'. It would inform their own discussions about such topics as legalisation of marijuana, or a broadcaster could tell young people their legal rights and what to do when they get arrested, for example. Government representatives should be exposed to a talkback format to explain youth policy and answer callers' questions. Participants could not see a feasible way for drama to be presented on the radio.
The primary aim of the focus groups was to ascertain whether the government's objectives could be implemented to provide the sorts of programmes that young people would listen to.
Radio programmes developed as an exercise by these groups were congruent with the Government's objectives for youth radio even though they had not yet seen the objectives. These were programmes they said they would actually tune into.
We [created our programme] without seeing that [the Government objectives] I think our programme fits really well into that
Diversity of tastes and interests among young people multiple youth cultures - creates a dilemma for those who would build a forum on radio. Musical tastes, which are often an expression of subcultural identity, vary from one group to the next. For example, participants in the South Auckland group made it clear that West Aucklanders would not be interested in the same music. Even within the same school a number of different cultures exist.
Focused listening to the radio was relatively uncommon. Most respondents only listen to radio as background to other activities and while driving, though young rural respondents tended to listen actively at night while lying in bed.
Radio is only one among a wide variety of media at the disposal of young people today. For example, some participants used television to catch up on the news, others the internet for specialist radio programming and sampling/downloading new music. Primary reasons cited for listening to the radio were the music and 'hard case' presenters, not comedy, drama or debate. A willingness to listen to this sort of material on radio would have to be developed.
For these reasons, it is unlikely that a single programme format will appeal to the wide range of potential listeners.
Young people expressed a fairly negative initial response to the phrase 'youth radio.' They saw the word 'youth' as foreign and condescending and associated youth radio with bad music and a didactic approach. Government involvement in radio was not always viewed in a positive light; participants appeared to respond to 'issues-based' radio in the light of their perceptions of 'government' as paternal and stilted. They were also influenced by existing radio formats with which they are familiar (eg national radio news and commentary).
Nevertheless, when issues-based and informative programming was discussed there was often an enthusiastic response to programmes that would address young peoples' needs. Only a few respondents recalled having heard programmes such as Vista and Bomber's talkback, but those who did responded favourably. Participants identified four general areas of interest: legal advice and debate, health information and Q & A, career and educational options and interviews with famous people such as musicians from overseas or young New Zealanders of interest. These programmes would be welcomed if presented in the correct style and format, by young people with a young attitude.
The following section provides a few examples of the different needs expressed in the focus groups. Young people in the rural settlement were isolated and felt under scrutiny. They felt unable to discuss their private affairs with anyone, as gossip travels instantly back to their parents. Their solution was a programme that allowed them to listen in private (for instance in the evenings) to health education such as STD or pregnancy prevention, depression or heartbreak and the like. Some respondents thought people with problems might ring an 0800 number anonymously for advice.
The group's horizons were relatively narrow news from Wellington held no appeal and overseas news was totally alien. While national networking of youth might not work well for this group, their idea of an eight-school area radio station linking youngsters with news and gossip from high schools beyond the Catlins aroused considerable interest.
The Mangere group expressed interest in job availability and careers development information, which in their experience is thin on the ground. They responded enthusiastically to the concept of local broadcast and having physical access to the station. This group was sensitive to the racism of many talkback callers ("those Maoris pinched my laundry") and unwilling to listen to such talk as it 'brings me down.' One respondent missed hearing kapa haka on radio broadcast and answered many queries in Maori.
The Wellington High group was different again. They attend an unorthodox inner-city school in the nation's capital, a city known for its introversion. These young people saw themselves as alternative music listeners, viewed international news as relevant to them, and considered they had access to more than enough careers information. They were aware of subcultures among their peers but not necessarily of the differences from region to region or among ethnic or socioeconomic groups. One commentator in the group was convinced, for example, that "nobody really speaks Maori." This group would be surprised to learn just how diverse their age group really is throughout New Zealand.
Any youth programming should be predominantly music, no more than 20 to 30 percent talk. Participants were not interested in large (1/2 hour or more) blocks of spoken material. Some were unwilling to listen to any talk unless music or drum played in the background. Participants did not see the radio as a vehicle for drama or traditional comedy programmes.
However, comedy expressed in the style and attitude of presentation is highly valued by many young listeners. Some claimed their primary reason for listening was the DJs. Presenters' personalities and the dynamics between them are of paramount importance in capturing respondents' attention, and the biggest criterion for success was the humour described variously as casual, sick, immature, fun, 'hard case,' and light-heartedly abusive.
Youth radio programming must reflect its audience in order to enjoy success and meet the government objective of providing a forum. While the audience is a diverse one, there is considerable common ground; programmers, writers and presenters must be young and members of the target subcultures (John and Nathan from Channel Z and Mikey Havoc and Newsboy are examples of this. Matthew Ridge and Marc Ellis also seemed to have wide appeal). It is also important that there are both men and women presenters. The general tone of programming must express a relaxed, upbeat attitude and reflect the needs of its particular audience. Government profile in or behind the programming must be kept low.
Because of the diverse youth cultures contained within the 12 to 25 age bracket, programmes will need to be targeted. Programming should be aimed at a local audience level there are many nationwide programmes providing appealing music but these are not necessarily programmes in which young people see themselves reflected. There should be genuine opportunities for youth to be involved, both in talkback and in making programmes. Above all, music should form the basis for youth radio and provide the continuity it is the talk that must be interwoven with the music, not the reverse.
