RADIO station 4CA sold a property developer undisclosed airtime with talkback host John Mackenzie in a new cash-for-comment breach unearthed by the media watchdog. 

The station broke broadcast standards by interviewing Udo Jattke, owner of Glencorp and Glenwood Homes, without telling listeners the interview was paid for, the Australian Communications and Media Authority has found.

But the station has escaped punishment, with ACMA saying it was satisfied 4CA had tightened its policy to distinguish advertising from other program content.

The interview, in April last year, was used to promote an open day to sell the merits of Glenwood Homes’ higher-density developments.

They include the controversial Clifton Views apartments at Clifton Beach.

Prime Radio, 4CA’s parent company, argued "no reasonable listener" would not have realised the interview was advertising, but ACMA found otherwise.

"The style and tone of the advertisement is that of current affairs content," ACMA’s report says.

"Emphasis is placed on the need to correct people’s perceptions about Glenwood Homes’ developments being high density, following local debate around that issue during recent local government elections.

"The promotion of the advertiser’s products and services is interspersed with comment on this issue."

This week’s ruling follows revelations the station accepted payment to allow Cairns Mayor Val Schier to regularly speak on the show earlier this year.

• Mayor's cash for comment scandal

Under an agreement brokered by a former council manager earlier this year, which Cr Schier says she was not told about, 4CA was paid $250 per weekly one-hour appearance.

Station manager Steve Hirst said he believed all of 4CA’s paid interviews, including that with Mr Jattke, were "obvious" advertising that listeners should be able to pick.

He said the broadcast of paid interviews was a "grey area" in broadcast standards.

"From what I’ve seen, there’s been no clear definition of what is definitely right or definitely wrong, so we will just have to go overboard in future to make sure it (paid advertising) is clear," Mr Hirst said.

There is no suggestion Mr Jattke, who could not be reached yesterday, was involved in any wrongdoing.

The Cairns Post requested to speak to Mr Mackenzie, but calls to his office were not returned.

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