In research canvassing migrant community media usage and purchasing habits, Research International showed Planet FM achieving cumulative audiences in excess of a 100,000 per week. These listeners tuned to Planet FM once in 7 days or frequently depending on the availability of programming. These figures do not cover additional household members listening. Many indicated listening with one other person, some with family groups, so audience numbers may be considerably larger. Average listening times are high with 61% listening from 46 minutes to over 90 minutes.
NZ On Air research shows that radio is still used daily by 8 in 10 people. However, the trends are towards the menu use of media. Planet FM offers live appointment listening and podcast access five minutes after each programme finishes. Global access online is linking many offshore communities to Aotearoa/NZ.
In Qualitative research conducted by Colmar Brunton for NZ On Air, the word from NGO’s was positive about the role community access radio can have in a Communications Strategy:
“We have people within our city who speak a multitude of languages, from many communities around the world. Having air time to speak, share stories and connect doesn't occur on mainstream stations, so having the ability to do this is really important.”
“Local groups providing information to local community. Our community hears first-hand the issues, events, services etc from local providers or identities. It keeps people in our community connected. That is its uniqueness.”
It is easily accessible, we have control over the content and can adapt the material to specifically meet our population base in our area.