The federal government has announced its commitment to Australia’s free-to-air TV networks, which will give them priority placements on smart TVs over major streaming services.
Minister of Communications Michelle Rowland said the government’s commitment to protecting local content will ensure that “local TV services can be easily found on connected TV platforms”, in a report by the Australian Financial Review.
However, Rowland noted this desire that the changes will be subject to formal review and public consultation.
Free TV, the industry-leading body for Australia’s free-to-air commercial broadcasters, has highlighted three principles that will shape the government’s proposed laws.
9Now, April 2022
The principles developed by the body include ensuring that local free TV apps are pre-installed on smart TV menus and easy to find, and ensuring that local content from such apps is clearly visible in search and of recommendation.
The report also noted that Free TV wants people who buy the latest TV to remember local free TV apps in point-of-sale marketing.
The aim is for local streaming apps – such as 9Now, 7plus and 10Play – to appear first and dominate smart TVs over international streaming giants such as Netflix, Disney+ and Amazon Prime.
This comes as more and more viewers switch from TV viewing to streaming apps.
Rowland told the publication that the role of local networks in keeping the Australian public “informed and entertained, and in shaping our national identity, cannot be underestimated”.
“As Australians embrace new devices and applications in the connected TV environment, it is imperative that our policy settings keep pace,” she said.
Rowland added that the Albanian government’s commitment to legislating the framework for local television will be able to consult on a public framework proposal later this year.
Brigitte just
Free TV noted that legislative changes are needed to ensure a level playing field between local broadcasters and international giants who pay smart TV makers for prime spots on connected TV platforms.
Brigitte justchief executive of Free TV, told AFR that local media companies are unable to compete with international streaming giants for prime placements on smart TVs.
“Broadcasters are asked to pay, share revenue and, in some cases, share inventory for display on home screens and channel listings,” she said.
“What we are seeing is unlicensed global content and big tech companies looking to come between Australian content providers and their viewers,” Fair added.
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Top image: Communications Minister Michelle Rowland
