The ACMA is of the view that, in considering all of the program components, reception of the Old Gold Radio service is limited because it provides programs of limited appeal. Its programming does not have many of the characteristics of a commercial radio service and is likely to have little appeal for much of the general public in light of the following: the non-current nature of the music played (predominantly 1960s and earlier) the absence of live announcers or identification of song titles and artists for 150 of the 168 hours broadcast each week and the infrequent announcement of song titles and artists during live hosted periods the absence of traffic reports, current affairs programs, and news and sports coverage outside the Mildura area the infrequent and limited nature of advertising. The licensee of Old Gold Radio is therefore providing a narrowcasting service. In coming to this finding, the ACMA notes that one of the objects of the BSA is to promote the availability to audiences throughout Australia of a diverse range of radio and television services offering entertainment, information and education. The concept of narrowcasting services was introduced to help achieve this diversity, and it appears that Old Gold Radio is providing programming which would not otherwise receive significant airplay on commercial radio services in the Mildura region. Although the ACMA is satisfied that the service currently being provided by Old Gold Radio is of limited appeal, the licensee is advised to be vigilant in limiting the level of 1960s and 1970s hits which may have currency today as the amount and nature of this music could threaten a narrowcasting categorisation.
The ACMA is of the view that, in considering all of the program components, reception of the Old Gold Radio service is limited because it provides programs of limited appeal. Its programming does not have many of the characteristics of a commercial radio service and is likely to have little appeal for much of the general public in light of the following: the non-current nature of the music played (predominantly 1960s and earlier) the absence of live announcers or identification of song titles and artists for 150 of the 168 hours broadcast each week and the infrequent announcement of song titles and artists during live hosted periods the absence of traffic reports, current affairs programs, and news and sports coverage outside the Mildura area the infrequent and limited nature of advertising. The licensee of Old Gold Radio is therefore providing a narrowcasting service. In coming to this finding, the ACMA notes that one of the objects of the BSA is to promote the availability to audiences throughout Australia of a diverse range of radio and television services offering entertainment, information and education. The concept of narrowcasting services was introduced to help achieve this diversity, and it appears that Old Gold Radio is providing programming which would not otherwise receive significant airplay on commercial radio services in the Mildura region. Although the ACMA is satisfied that the service currently being provided by Old Gold Radio is of limited appeal, the licensee is advised to be vigilant in limiting the level of 1960s and 1970s hits which may have currency today as the amount and nature of this music could threaten a narrowcasting categorisation.
BI-178%201611%20AM%20Mildura%20Old%20Gold%20Radio%20docx.docx