“Stay tuned!"
Authors: Dissanayake Charitha 
Published: April 2024

Introduction
Australia's rich multicultural fabric is woven with the threads of diverse ethnic communities, each bringing unique cultures, languages, and traditions to the tapestry of the nation. Central to the experiences of immigrants and refugees in Australia is ethnic broadcasting, which serves as a bridge between their past and present, homeland and host country. This article delves into the multifaceted landscape of ethnic broadcasting, exploring its historical significance, current challenges, and potential pathways for future development.
Historical Significance of Ethnic Broadcasting
Immigrants and refugees continue to seek avenues to maintain ties with their home countries, preserve cherished memories of their origins, and find support as they adapt to life in a new environment. This need is especially pronounced for individuals who are not proficient in the primary language(s) of their host nation. Governments in countries attracting migrants recognise the importance of engaging with migrant communities to enhance their integration and bolster their contributions to national productivity. For example, the Minister for Immigration and Ethnic Affairs, M.J.R. Mackellar, noted when establishing ethnic radio in Australia that due to "a steady decline in foreign-language content on established commercial and national radio channels", and "a large increase in the non-English-speaking population in Australia", "the government ha[d] pushed ahead with ethnic radio" to provide "information, entertainment, and educational" facilities (Mackellar).
Presently, the Australian Government provides annual funding to support ethnic broadcasting, which includes covering the production costs of ethnic programs for local communities, establishing new programs for specific language groups, and developing innovative projects that benefit culturally and linguistically diverse communities (Courtney).
Insufficient attention has been devoted to evaluating the evolving needs and interests of various migrant communities over time (Dissanayake 113). This decline can be attributed to the satisfaction of listeners' interests through advancements in information technology and their increasing proficiency in English (Australian Bureau of Statistics), enabling them to access information from mainstream media sources. In the year 2020, there arose a pressing need to reevaluate the purposes and role of ethnic broadcasting, considering both practical and theoretical perspectives such as listeners' access to new technology to consume information, attracting volunteers, and limited financial support (Anderson et al. 57). Also, insights gained from such assessments could significantly contribute to meeting listeners' expectations, informing policy decisions in this domain, and guiding the work of content creators (Ewart 133) and also the channels in between these two ends of the spectrum, such as station managers. It is imperative to acknowledge that the role of ethnic broadcasting has evolved with broadcasting and production technology, necessitating a nuanced approach in research and creative endeavours within this sector. Furthermore, the shifting digital landscape and the widespread use of social media as a customisable platform for communication underscore the need for adaptation and innovation in ethnic broadcasting practices (Budarick). Despite its importance, ethnic community radio remains relatively understudied by researchers and academics, highlighting a gap in understanding the current dynamics of the ethnic broadcasting industry (Ewart 123).
Current Challenges Facing Ethnic Broadcasting
In this study, I aim to incorporate my perspective as an ethnic broadcaster to address the needs of migrants presently living in Australia. While government funding has been allocated to meet operational costs and support content development, there remains a gap in addressing the specific needs of listeners and enhancing the skills of ethnic radio presenters. Presenters of ethnic radio programs in Australia often struggle to discern the language preferences and information requirements of their audience. This challenge stems from a lack of regular communication with listeners, leaving broadcasters unaware of the issues that hold significance within their communities.
To address this gap, it is essential to develop radio programs that cater to the interests and information needs of ethnic populations. These programs should cover a range of topics, including immigration matters, cultural events, council decisions, and the promotion of talents within these communities. Unlike mainstream commercial media, ethnic radio programs have the unique opportunity to focus on issues that are often overlooked but are highly relevant to ethnic audiences.
Furthermore, there is a need to engage the second generation of migrants by encouraging their participation in radio programs conducted in languages they are comfortable with. This initiative not only fosters inclusivity but also ensures the preservation and transmission of cultural heritage to younger generations. Additionally, adapting program formats to align with the evolving needs and expectations of ethnic audiences is crucial for maintaining relevance and engagement.
As highlighted by Tanikella, radio producers play a pivotal role in translating the needs of listeners into program formats that resonate with diasporic communities (170). By responding to the demands of their audience and reflecting locally constructed identities, media producers contribute to the representation of community identities in the public sphere. This underscores the importance of designing radio programs that are sensitive to the diverse needs and preferences of ethnic communities, thereby fostering a sense of belonging and cultural continuity.
It is crucial for migrants to have access to information about available facilities, their rights, and opportunities for settling in their new country. Research into ethnic media in Australia highlights its significant role in connecting migrants to transnational networks, preserving cultures and languages, navigating new identities and communities, and facilitating adjustment to life in Australia (Hopkins, qtd. in Budarick).
The growth of ethnic radio programs in Australia has been notable since its inception in 1975. Presently, the Australian community radio sector produces a substantial amount of ethnic radio content, with over 2,070 hours broadcast weekly in more than 110 languages across 80 radio stations, including six full-time ethnic stations. This vast array of programming engages over 4,000 volunteers from 125 cultural and ethnic groups (NEMBC).
However, to ensure the effective support of ethnic minorities in Australia through broadcast radio, financial backing is essential. Community radio stations rely heavily on volunteers, with over 22,000 individuals contributing their time to these stations across Australia. Despite the significant volunteer effort, paid full-time equivalent staff employed by community radio stations numbered 900 in 2023 (Treasury).
In recognition of the importance of ethnic media in supporting minority communities, the Australian Federal Government, through the Community Broadcasting Foundation (CBF), allocated $4.18 million from Federal Budget 2022-23 for ethnic content development purposes (CBAA, "Federal Budget 2022-23"). Additionally, various state governments continue to provide funding for ethnic radio programs through relevant agencies (Letch 18).
Despite government support at both federal and state levels, the number of ethnic radio programs remain the same serving the relevant ethnic groups. However, this article suggests the need for restructuring within the ethnic broadcasting sector, particularly in content development, to better meet the diverse needs of ethnic audiences.
Ethnic Radio Programs
Characteristics of ethnic radio programs are multifaceted and influenced by the unique nature of the medium as well as the diverse preferences and behaviours of their listeners.
Firstly, radio as a medium engages the sense of hearing, prompting listeners to visualise and imagine based on auditory stimuli. This concept, as articulated by Smythe (qtd. in Beck), underscores the importance of creating vivid "audio pictures" for listeners, especially in ethnic radio where individuals often seek to evoke nostalgic memories of their homeland. Ethnic radio programs serve as a conduit for migrants to reconnect with their cultural roots, offering aural representations of familiar sounds and languages in the absence of electronic communication resources.
Additionally, Gary Ferrington distinguishes between hearing and listening, highlighting that while hearing is a physiological process, listening involves the psychological attribution of meaning to auditory input (61-7). This differentiation is pertinent in understanding how radio audiences interact with and interpret program content.
Audience engagement with ethnic radio programs can be categorised into active and passive listenership. Active listeners demonstrate a high level of involvement with specific programs, frequently engaging through calls, messages, and interactions with presenters. In contrast, passive listeners tune in intermittently and may not exhibit loyalty to any station or program (Padmakumar 614). Ethnic program listeners tend to lean towards active engagement due to the limited frequency of broadcasts and their desire to stay connected with their cultural community. They often approach radio listening with echoic memories of music and language from their homeland, seeking familiarity and emotional resonance in the programming. For instance, some listeners may prefer original versions of songs from their country, even if they are no longer popular locally (Anderson et al. 21).
Moreover, active ethnic radio listeners play an integral role in shaping program content and community engagement. They provide feedback, request songs, share information, participate in fundraising events like radiothons, and even express interest in becoming presenters themselves. This active involvement reflects a deeper sense of connection and ownership within the ethnic radio community (Anderson et al. 36).
Conversely, passive listeners may view radio primarily as background music, enjoying the ambience without actively engaging with specific content. Their interaction with the medium is more incidental, often occurring while multitasking or attending to other activities.
Overall, the characteristics of ethnic radio programs are shaped by the interplay between the medium's auditory nature, the preferences of diverse listeners, and the cultural significance of maintaining connections to one's heritage. Active engagement, nostalgic resonance, and community involvement are central themes that distinguish ethnic radio programming in its ability to cater to the needs and interests of migrant communities.
To navigate the development of the technology and the challenges related to changes in the listenership, ethnic broadcasters must embrace innovative strategies that cater to the evolving needs of their audiences. One approach involves redefining the role of ethnic radio programs to encompass a broader range of topics, including immigration matters, cultural events, and community news. By diversifying content and engaging with listeners' interests, broadcasters can enhance the relevance and appeal of their programs in the digital age.
Empowering Ethnic Radio Presenters
Ethnic radio program presenters play a crucial role in delivering culturally relevant content and facilitating community engagement. However, recruiting skilled presenters poses challenges, particularly when specific language requirements must be met. Therefore, it is suggested, language fluency should not deter younger people from becoming involved in the sector, and youth ethnic programming in English, or a mixture of languages, should be supported (Anderson et al. 47).
Kalinga Seneviratne, a former ethnic radio presenter turned academic, attests to the pivotal role of community radio in fostering broadcasting careers for migrants in Australia (11): “if not for (ethnic) community radio, I have no doubt that I would never have become a broadcaster in Australia”. There are many examples that can be given.
Encouraging second-generation migrants to participate as presenters and listeners is vital for sustaining ethnic radio audiences. Surveys suggest that allocating more airtime to music could attract younger listeners, but the language preference for music content remains ambiguous (Anderson). Addressing the relevance of ethnic media for the next generation is a pressing concern, given their evolving cultural identities and media consumption habits (Papoutsaki et al. 23).
However, engaging second-generation migrants poses challenges, as older community members often serve as cultural gatekeepers and are hesitant to relinquish control over language and content (Australian House of Representatives). Additionally, community radio stations can only offer limited technical training, focussing on basic broadcasting skills due to resource constraints (Cohen 1016).
Training programs provided by stations like 3ZZZ, 3CR, and 3MBS cover fundamental broadcasting knowledge but may not adequately prepare presenters for professional standards (3ZZZ). Effective broadcasting requires mastery of technical operations, vocal delivery, language proficiency, and community knowledge (Beaman 43; Fleming 6-7). Acquiring essential skills enables individuals to effectively communicate through radio, aiding new and emerging communities in their transition. The Community Media Training Organisation (CMTO) could address this need by developing a new pathway course tailored to ethnic listenership, as existing training programs such as Presentation, Advanced Presentation, Audio Editing, Copywriting for Sponsorship, Creating Social Media Content, Music Interviewing, etc. (CMTO) are primarily focussed on general program presentation at community radio stations.
To compete with mainstream radio, ethnic broadcasters must prioritise professionalism and engaging presentation styles to attract and retain listeners (Wolfenden 5-21). Ultimately, the success of ethnic radio hinges on the ability of presenters to bridge cultural divides, cater to diverse audience needs, and maintain high-quality programming standards.
As Australia continues to welcome new waves of migrants and refugees, there is a pressing need to support their settlement process and integration into society. Ethnic radio programs play a crucial role in providing information, language support, and community connections for recently arrived migrants. By updating program formats and language groups to reflect changing demographics, broadcasters can ensure that their programs remain relevant and accessible to all members of the community.
Public Service Broadcasting and New Media
Public service broadcasting in Australia encompasses entities like the Australian Broadcasting Corporation (ABC) and the Special Broadcasting Service (SBS), which are funded by the government but operate independently in terms of programming decisions. These broadcasters are tasked with promoting national identity, as well as informing and entertaining audiences (Lobato & Meese 121; Cinque 11-16).
The ABC, operating under a statute and receiving public funds, is expected to adhere to standards of objective journalism, distinct from commercial media driven by private interests (Finkelstein). On the other hand, SBS radio programs are tailored to language groups rather than nationalities, allowing for diverse listenership across cultures (Department of Infrastructure, Transport, Regional Development, Communications). Programs cater to various community needs, including news, current affairs, arts, culture, and sports (ibid.).
Public service broadcasting in Australia differs from community broadcasting in several aspects, including licencing, ownership, operational structure, and funding policies. While national broadcasters like the ABC and SBS receive indirect government funding, community broadcasters operate as not-for-profit entities with community ownership structures. Community broadcasters are further distinguished by their obligation to broadcast local content and to represent the community they serve (CBAA).
The landscape of ethnic media in Australia now faces competition from emerging digital platforms, spanning radio, television, and streaming services accessible via smartphones and computers. The next section will explore the impact of these alternative media forms on migrants' lives in Australia.
Embracing New Technologies
Community broadcasting has historically faced limitations in content development. However, it can be argued that community radio is where innovative content and radical programming thrive, without facing the limitations imposed by commercial interests, industry guidelines (ACMA), and broadcasting technology. Community radio primarily caters to audiences via AM/FM radio sets and digital devices.
Digital convergence has transformed broadcasting, necessitating a diverse range of technology, personnel, and management skills in today's multi-platform media environment (CBAA). Presently, listeners access radio programs through various channels, including live streaming from radio stations, mobile apps like TuneIn, personal assistant apps such as Google Home and Amazon Alexa, and even television. The availability of archived content on the Internet further enhances accessibility for listeners, a feature not present in traditional radio broadcasting.
Audio content producers have embraced alternative publishing methods beyond traditional FM and AM frequencies, including Internet radio, MP3 players, podcasts, and streaming services like Spotify. However, the digital transformation of radio broadcasting raises questions about the medium's nature and mode of delivery, as highlighted by scholars like Dubber and Lacey (Berry).
Online streaming allows radio stations to reach audiences beyond their geographic boundaries, offering a more diverse listener base (Jackson Pitts & Harms 274). Internet radio, characterised by live or scheduled audio (and sometimes video) streaming over Internet Protocol (IP), can be accessed via computers and mobile phones with 4G or 5G data connection. Unlike conventional radio, listeners cannot request songs or participate in talkback shows, but they enjoy the flexibility of selecting content according to their preferences.
Compared to terrestrial radio stations, Internet radio is cost-effective, requiring minimal infrastructure and often operating from home-based studios (Berry 7-22). Therefore, Internet radio is growing every day and mobile devices are going to play a very important part in the future of radio. According to the Australian Communications and Media Authority, Australians are listening to more audio delivered over the internet in 2022–23 compared to the previous year (ACMA).
Moreover, ethnic media, including social media platforms, play a significant role in fostering social bonds among elderly individuals (Du et al.). Ethnic groups utilise various social media apps to create closed groups, share community-related information, and maintain cultural connections. For instance, platforms like Facebook, WhatsApp, and Viber host private groups like 'Aussie Connect', catering to specific ethnic communities in Australia.
In summary, conventional radio listeners are transitioning to novel audio listening technologies that offer personalised content experiences. Therefore, this article suggests developing new formats for ethnic radio programs, considering essential factors such as audience preferences, content guidelines, and leveraging available technology for listener benefit.
Conclusion
In conclusion, ethnic broadcasting in Australia stands at a crossroads, facing both challenges and opportunities in the evolving media landscape. By addressing the changing needs of diverse ethnic communities, empowering presenters, and embracing new technologies, broadcasters can continue to serve as a vital resource for migrants and refugees. Through collaboration, innovation, and a commitment to cultural preservation, ethnic broadcasting can chart a course towards a more inclusive and connected future for all Australians.
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