Free-to-air's future

As it is not dependant on ratings, it may cover a very wide range of topics, and appeal to a broad audience demographic and psychographic; research indicates a high degree of trust placed in ABC TV and radio by audiences.

This broadcaster ranks hugely for credibility, particularly in news and current affairs reporting, as well as for its intention to cater to the widest possible range of interests, all without any commercial imperative. It is an excellent example of the late Keith Jackson's original 'eight cents a day' costing concept.

For all free-to-air- stations, broadcasting is a very costly activity, whether it involves programme creation, or just re-transmission. Yet the feeling of unpredictability and random entertainment value is being built up gradually by television-style internet sites and challenged by the increasing marketing flexibility of pay and satellite reception.

I doubt that free-to-air will remain dominant in the next decade. But to have a good business future, it will have to find ways to do, or do better, those things which its opposition fails to achieve well. But isn't that the basis of all sound business practice?