Talkback callers more concerned with SPC Ardmona than Schapelle

Analysis of the coverage of Schapelle Corby’s release across the media suggests it may not be as big a story to the public as to news outlets, with more calls to talkback stations on the SPC Ardmona problems according to analysis by iSentia.

Whilst the coverage of Corby’s release dominated all forms of media it had six times as many mentions on TV as the SPC story, nearly twice as many on radio and web news outlets and Twitter. However,  in newspapers it got just 39 more mentions, with 695 for Corby to 656 for SPC, with callers to talkback radio more concerned with the food conglomerate’s issues with 472 calls to 384.

Mentions for SPC Ardmona and Schapelle Corby by media

Mentions for SPC Ardmona and Schapelle Corby by media (click to enlarge)

The research conducted by iSentia using the BuzzNumbers platform for Mumbrella also shows the strengthening of the relationship between Twitter and television as journalists and audiences took to the social media platform with the latest updates.

Patrick Baume, group communications manager for iSentia, said: “While you may have thought tweets about Schapelle Corby would have been steadily rising for the last week or so since reports of her imminent release began, in fact there have been a few sharp peaks surrounded by minimal tweeting.

“And the sharpest of those peaks before her actual release, creating more Twitter comment than the release itself, was during the telemovie about her on Sunday night. The Schapelle telemovie was bettered by the INXS telemovie in the ratings, and it was a similar story on Twitter, with hundreds of tweets every minute appearing during the telecasts for both shows, but INXS ultimately scoring more tweet mentions than Schapelle.”

Tweets for INXS telemovie v Schapelle docudrama on Sunday evening

Tweets for INXS telemovie v Schapelle docudrama on Sunday evening

Of the Top ten tweeters during Corby’s release, eight were television news handles and nine of the ten most influential tweeters (those with the most followers) were media outlets or journalists.

Baume said the “symbiotic relationship” was driven by TV’s need to keep viewers engaged and tuning in to scheduled bulletins, adding: “This way they can promote their online platform, as well as staying relevant and measuring the interest as they decide what angle to take in the news that evening. The angle for later reporting will often be derived from Twitter and/or Facebook, the story becoming the reaction rather than the news itself.”

The analysis also shows the agenda on talkback radio is still heavily influenced by the morning newspapers, with Baume describing the interest in Corby as “lukewarm” on the platform.

“The reverse was seen with the street violence campaign in Sydney last month, talkback and the newspapers driving the issue, while social media never became heavily engaged,” he added. “All signs indicate a stronger and stronger divide between two main teams of co-dependent media, TV and social media on one hand and radio and newspapers on the other, the latter clearly serving an older demographic.”


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