Triple J and regional youth: Losing connection? Examining the impact of commercial radio competition on youth in Rockhampton

In 1989, Triple J became Australia's only national, youth-oriented station when its broadcast area expanded from its original base in Sydney to include all metropolitan cities. In 1995, this expansion continued further into regional areas, with the station instantly reaching more than two million people. For many, Triple J was the only FM rock music station broadcast in their area. For even more, Triple J's appearance represented the first time rock music had entered the area's airwaves on a regular basis. For over five years, Triple J was the sole FM rock music youth targeted station in the Central Queensland city of Rockhampton. A study conducted (by myself - Connection or Corruption: Triple J and Australia's Regional youth) between 1997 and 1998 concluded that the station's ideology had a powerful impact on regional youth, traditionally isolated from many aspects of popular culture. It revealed that Triple J played an important role in connecting regional youth and reducing the level of alienation experienced by living in geographical and cultural isolation. The station connected regional youth with each other in the context of a global youth/music culture, and provided access to information and a 'support' network previously unavailable. In 200012001, Triple J's monopoly of the youth market in Rockhampton was challenged by the introduction of two new FM rock/pop music stations, SEA FM, and HOT FM. The impact of this on regional youth in the Rockhampton area is potentially significant, and raises the issue of national versus local radio as a means of empowerment and linkage between regional and metropolitan youth. While the commercial stations have replicated some of the more successful elements of Triple J, such as the promotion of suicide prevention, and of local emerging bands, this paper explores the notion that erosion of Triple J's market share may potentially have significant effects on local youth culture. This paper examines the relationship between radio and youth in the context of regional Australia. It argues that the ideology of Triple J has been important in fostering an empowered regional youth, and that this is being eroded as Triple J is adopted into 'mainstream' popular culture, and thereby open to challenge by commercial stations. Where Rockhampton youth were able to select from the global and adapt to the local, the influence of 'local' commercial stations has removed the 'global' from broadcasting ideology. This paper also examines the ideologies represented by presenters and programming, not in the actual music. It has ramifications for policy-makers, educators, and youth workers in a regional city already coping with challenges related to change and development in contemporary Australia.