The Federal Government announced its commitment to Australia’s free TV networks, which will give them priority placements on smart TVs over major streaming services.
Communications minister Michelle Rowland said that the government’s commitment to protecting local content will ensure “local TV services can easily be found on connected TV platforms,” in a report by the Australian Financial Review.
However, Rowland noted this will that changes will be subject to a formal review and public consultation.
Free TV, the peak industry body for Australia’s commercial free-to-air broadcasters, highlighted three principles that will shape the government’s proposed laws.
9Now, April 2022
The principles drafted by the body include ensuring local free TV apps are pre-installed on smart TV menus and easy to find, and ensuring local content on these apps is clearly seen in searches and recommendation functions.
The report also noted that Free TV wants people shopping for the latest TV to be reminded of 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 have prominent placement on smart TVs over international streaming giants such as Netflix, Disney+ and Amazon Prime.
This comes as more and more viewers are shifting from watching on TV to streaming apps.
Rowland told the publication that the role local networks have in keeping Australian audiences “informed and entertained, and shaping our national identity, cannot be understated.”
“As Australians embrace new devices and applications in the connected TV environment, it’s imperative that our policy settings keep pace,” she said.
Rowland added that the Albanese government’s commitment to legislating framework for local TV will be in a position to consult on a public framework proposal later this year.
Bridget Fair
Free TV have noted that legislative changes are needed to ensure a level playing field between local broadcasters and international giants who pay smart tv manufacturers for prime places on connected TV platforms.
Bridget Fair, chief executive officer of Free TV, told the AFR that local media companies are not in a position to compete with the international streaming giants for prime placements on smart TVs.
“Broadcasters are being asked for payment, revenue share, and in some instances inventory share to be featured on home screens and channel line-ups,” she said.
“What we are seeing is unlicensed global content and big tech companies seeking to interpose themselves between Australian content providers and their viewers,” Fair added.
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Top image: communications minister Michelle Rowland