Broaden narrowcast, says Destra

[Keitha http://groups.google.com/group/ausytaliaradiobroadcastingmoderated]

Broaden narrowcast, says Destra




A YOUTH television channel that relies on its audience and its
advertisers to supply its programming should be allowed on proposed
new digital TV services, according to a submission from digital media
company Destra.
A channel aimed at 10 to 21-year-olds, dominated by user-generated
content and supported by brand-funded programming, should fit the
Government's draft narrowcasting guidelines, according to Perry Smith,
who heads Destra's commercial arm, Brand New Media.

In a submission to the Australian Communications and Media Authority
last month, Mr Smith outlined a proposal to create a channel that
would include music video content and educational programming, as well
as fashion, arts, sports and media content, all focused on youth.

The proposal conflicts with a submission from free-to-air TV lobby
group Free TV Australia, which argues for a narrower definition of the
audience and programs that would be allowed on the services.

ACMA is due to finalise the rules this month to allow the licences for
an in-home datacasting and narrowcasting service (Channel A)
containing up to 30 channels and a mobile service (Channel B) to be
auctioned later this year.

"There is a window within the guidelines we've seen for user-generated
content as well as content that is reflective of youth," Mr Smith
said.

Under the Destra model, half of the content could be supplied by young
people in various creative fields, with advertising partners creating
other content on topics of interest to the audience, such as the
environment.

The format is understood to be based on developing niche US internet
TV services such as Currenttv.com.

"There is a large amount of content out there that we believe will
allow for people to publish high-standard stuff," Mr Smith said.

"(Similar internet TV services) start at about 50 per cent user-
generated content. You could also work with major brand partners," he
said.

"For example, Mitre 10, a major contributor to Landcare Australia,
(is) already producing documentaries (about) Landcare and (its)
involvement."

ACMA received 10 submissions on the narrowcasting guidelines, seven of
which have been published on its website.

The Free TV submission calls on ACMA to make a clearer distinction
between narrowcasting and the commercial TV channels (the Seven, Nine
and Ten networks).

The draft guidelines indicate narrowcasting services could include a
range of niche TV programming with a more targeted audience than a
commercial broadcasting service that, for example, was pitched to a
special interest group.

ACMA said it would consider geographic coverage, the size of the
audience and the accessibility, duration and frequency of the service
when determining the narrowcast rules for Channel A.

The Free TV submission argued that a special interest group should be
defined as not more than 10 per cent of the population. It said a
service targeted by age, such as children under 10, "should not be
regarded as narrowcasting unless it is otherwise of niche interest".

Similarly, it said services aimed at ethnic or religious groups would
not automatically fit the definition.

"Popular and mainstream interests and genres will not ordinarily be
special interests; for example, mainstream television genres such as
drama, reality, news and current affairs, variety programs, comedy
(and) English-language movies," the submission stated.

While ACMA left open the possibility of single-sport channels, such as
an AFL service, Free TV said most local and international sports
should be off-limits.

"We suggest ACMA include in the guidelines some important principles
drawn from its investigations into radio narrowcasting," it argued.

A submission from the Australian Electrical and Electronic
Manufacturers Association argued the guidelines were too narrow, while
one from the Media, Entertainment and Arts Alliance suggested the
needs of community and indigenous broadcasters should be considered.

Radio body Commercial Radio Australia asked that commercial radio
services expressly be forbidden from the new services.

The channels are expected to be up and running by 2008. A spokeswoman
for federal Communications Minister Helen Coonan said a time frame for
the auctions had not been confirmed.