Or while they are playing in the backyard. Or while they are in the bath. And a lot of parents would much prefer their children to spend at least part of their leisure time developing listening skills and using their imagination. It has always been there. They can take it or leave it.
Radio is on a pretty level playing field.
Unfortunately, the Australian radio industry suffers from chronic timidity. This is partly due to the excesses of the late eighties, when ridiculous sums of money were paid for FM licenses. The ensuing crushing debt burden has made management excessively cautious. But there is sensible caution, and then there is silliness. Think about it.