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Australian Broadcasting Control Board - Report and recommendations to the Postmaster-General on applications for licence for Commercial broadcasting station - Brisbane, Adelaide and Perth areas


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2 4 . T h e intervener subm itted that if it w ere th e v iew o f the

B oard that the grant o f a third licen ce in the B risbane A rea was

prem ature, then it m ust also be said that the grant o f a third licen ce in the A d ela id e A rea w as prem ature b ecau se the A d ela id e A rea is sm aller than the B risbane A rea. Tn addition, it w as claim ed that B risbane h ad m ore p oten tial for grow th than A d ela id e b ecau se the

State o f Q u een slan d is con siderab ly larger than the State o f South A ustralia.

2 5 . It w as m aintained by the intervener that th e n o n ­

intervention o f o n e of the existin g licen sees, n am ely Southern

T elev isio n C orporation L td ., licen see o f station N W S , w as n ot a valid ground for asserting that a third licen ce sh ou ld be granted in the A d ela id e A rea.

2 6 . It w as suggested by the intervener that th e introduction

o f a third station w ou ld lead to calam itou s and increasin g losses, w hich w ou ld result in a deterioration o f the services provided, and that the new station w ou ld find itself in an even w orse p osition . It w ou ld be im p ossib le in th ese circum stances to m aintain the

p rogram m e standards at p resent available.

2 7 . T h e intervener claim ed that the advertising cost per

thousand view ers w as already m aterially higher in A d ela id e than in Sydney and M elbourne and that n o further rate increase in

A d elaid e w as p o ssib le at this stage; it was su ggested that an

increase in rates w ou ld b e m ore lik ely to d ecrease total revenue

than to increase it. T h e intervener subm itted that the A d elaid e

stations w ere already receiving their fu ll share o f th e appropriations o f n ation al advertisers.

S U M M A R Y O F T H E S U B M IS S IO N S O F A P P L IC A N T S IN R E P L Y

2 8 . T h e applicants for licen ces in the A d ela id e A rea advanced

sim ilar argum ents in support o f the grant of a third licen ce to those subm itted by the applicants in the B risbane A rea. It w as em pha­ sised by th e applicants that th e grant o f an ad dition al licen ce

sh ould b e m ad e “ before the p resent n ew sp aper-controlled stations b ecom e to o entrenched ” . It w as also con tend ed that there had

b een a d eclin e in th e lev el o f v iew in g b ecau se o f th e lack o f

attractiveness o f th e program m es provided by the existin g stations and that this w ou ld be rectified b y the grant o f a third licen ce,

w hich w ou ld b ring w ith it a greater variety o f program m es and a greater com p etitive elem ent, w h ich w ou ld m ak e for better

program m es generally.