Cultural and Linguistically Diverse _CALD_ Communications

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					Cultural and Linguistically Diverse (CALD)
Communications in Victoria
With a population of 5 million people in Victoria, nearly ¼ were born overseas.

Of those in Victoria born overseas, major CALD groups (after UK and Ireland) include
Greece, Italy, China, Vietnam, New Zealand, India, Lebanon, Sri Lanka, Germany and
Malaysia.

Migration data also highlights the presence of newly arriving communities such as those born
in Bosnia, Iraq, Former Yugoslavia and Afghanistan, amongst others.

In terms of language spoken at home, a total of 20.4% of people in Victoria aged 5 years or
more spoke a language other than English, compared to 20.2% in 1996.

Of those identified, 16.7% spoke Italian, 13.4% spoke Greek and 12.2% spoke a Chinese
language. Other prominent languages spoken were Vietnamese, Arabic, Macedonian and
Turkish.

At least 180 different languages are regularly spoken within Victoria.

Victorian Government policy requires that a minimum of 5% of campaign advertising
expenditure be directed towards communications with CALD audiences. Specifically, this
means using communications tools and the language preference of the target community.

Target Audiences
The key to effective communication is to identify and prioritise groups depending on the
relevance and importance of the message, and then segment the groups based on language
ability and availability of effective media channels, whether traditional or non traditional, within
specific communities.

The following steps are recommended:
    Identify the target audience/s for your message (these may include only a segment of a
       particular CALD community)
    Determine the language preference of your target group and recency of arrival.
    Determine language ability in own language and English comprehension
    Consider current touch-points with government agencies and services
    Consider generational changes and influences within the community
    Review age and gender profiles
    Identify media preferences of your target group
    Check availability of local media to meet requirements


Reference:           R9
Description:         Overview of key Victorian ethnic media
Audience:            Communications staff seeking to identify appropriate media to reach NESB audiences
Media

Press
The Victorian Ethnic Press has:
    Over 130 titles available
    Over 36 languages represented
    Circulations from 1,000 to 30,000

Increased competition in the key language markets has seen CALD media production
become more professional, produced on better newsprint and diversifying to meet demands
from specific audiences within a community.

Colour page availability has increased and real journalists are supplementing offshore news
with more insight into local and community activity.

Benefits
   High pass-on rates (3.5 per paper compared to 2/2.5 for English language press)
   Specific information for language group
   Permanence of information

Disadvantages
    Some communities are only supported by National publications which means wastage
      of message communication to other states
    Some communities are only supported by fortnightly or monthly publications making
      immediacy of message delivery problematic

Radio
   SBS multi-language programming with a Melbourne only signal available
   3ZZZ multi-language programming
   Single language 24/7 stations include: Rete Italia (Italian), 3XY (Greek), 3CW
      (Chinese)
   Narrowcast stations in suburban and regional areas

Benefits
   Local coverage
   High listener-ship
   Low cost
   High frequency
   Access to station announcers for live reads
   Short lead times
   Negotiated interviews and support
   Preferred media for many women
   Only media available for some newly arrived communities



Reference:         R9
Description:       Overview of key Victorian ethnic media
Audience:          Communications staff seeking to identify appropriate media to reach NESB audiences
Television and Cable
    Channel 31 programs in many languages
    Pay TV and satellite stations available
    SBS

Disadvantages
    Longer lead times for cable and satellite when commercial must be sent overseas to
      originating signal station
    Production costs for new voice or subtitling
    Difficult to build reach

Internet
Growing number of specific Australian content websites in major language groups – Chinese,
Vietnamese, Greek, Italian

Disadvantages
    The Internet is providing smaller communities with direct access to news from home
      and making it more difficult for newspapers to build an audience in these groups.




www.dpc.vic.gov.au/communications




Reference:         R9
Description:       Overview of key Victorian ethnic media
Audience:          Communications staff seeking to identify appropriate media to reach NESB audiences

				
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