Research conducted by a music industry veteran has concluded that radio listeners are not being exposed to new local music because Australian commercial FM radio stations are failing to support them.
Chrissie Vincent, who is the first person to graduate with the new Masters of International Music Business degree, says commercial radio is not upholding the content quota requirements.
The research was conducted for a Masters thesis and submitted to APRA in December last year.
"My research showed that during a typical week NOVA played a measly 7% Australian content, Fox FM just 11% and KIIS FM played 13% during a 24 hour period, with the stations making their quotas playing local artists from 10pm till midnight during the 'off-peak'," Vincent said.
"Of the commercials, Triple M was the only station researched to hit the minimum of 25% content quota during a 24-hour period. National youth broadcaster triple j who are not a commercial radio station were compared for this research and were found to be easily reaching well above the minimum local requirements, proudly flying the Aussie flag with a massive 49% Australian content."
Vincent said of the findings, "My research outcomes were more shocking than I expected with just six acts receiving frequent airplay during the research period, sufficient enough to translate to actual chart positions and sales".
The research comes after APRA AMCOS, ARIA and Commercial Radio Australia announced yesterday it will work together to ensure commercial radio stations are meeting their Australian music quotas and if non-compliance is a real issue and how it can be addressed.
The discussion will also be raised with a Senate enquiry in local content set for May.
"I believe the government needs to support Australian music and one thing they could do right now is examine the relevance and transparency of AMPCOM (Australian Music Performance Committee), who are meant to be monitoring what is happening on radio playlists," Vincent said.
"It has been shown over and over that familiarity and frequency make hits.
"If Australian artists were given the same frequency of plays that international acts were given, the audience would become fans of Australian artists they will not turn off, they will not turn away."
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