Could Radio Lose Control of its Content?
29 April 2018 · News
Comment from Peter Saxon.
A few weeks ago I logged on to the newly revamped online version of The Sydney Morning Herald.
The very first and most notable of the major changes that were meant to enha...
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Tags: Peter Saxon Comment
A personality is like a brand for which the personality has a known reputation. Brands have various techniques for monitoring their intellectual property. One technique could well be monitoring Facebook or other social media to find any entity misappropriating the face and reputation of a personality/brand.
To illustrate, there was a company promoting a 'get rich quick scheme' asking people to invest $250 in some investment scheme. The ad featured a homeless person and the slogan was something similar to "....from homeless person to millionaire or Ferrari." Doing a picture google picture search the homeless person happened to be a US voice over artist Ted Williams who was at the time homeless. According to his biography there was no mention of his income being derived by the 'get rich quick scheme'.
Another issue: There are occasions where entities don't have control over advertising. Supermarkets and radio stations. The respective products are 'shop a docket' and the traffic reports. For the 'shop a docket' the entity receives rolls of cash register paper for free because the advertisers pay the 'shop a docket' company for advertising space on the cash register receipts. Similarly there are the traffic reports which radio stations get for free or may be paid by the traffic report provider as it did for one radio network in 2016 and at the same time the traffic report provider would advertise the product for 10 seconds before the end of the traffic report.
I cannot comment on whether the providers of dockets or traffic reports have a protocol or arrangement with supermarkets or radio stations as to the type of products advertised by the 'shop a docket' or traffic report provider. For example would a traffic report sponsored by an aged care facility appeal to listeners in on a radio station targeting youth?
However, the nature of Facebook and other social media involves millions of clicks and the collection and analysis of information from millions of clickers seems to be more automated than the 'shop a docket' or traffic report provider. As a result it would be harder to control the advertising of unsuitable and/or infringing content on the internet. What it means is that if radio stations or even supermarkets rely on a free service in exchange for advertising via the 'free' provider there has to be an agreement on what is suitable for the particular market place.
Thank you,
Anthony from Belfield