We need to Trim Advertising on Commercial TV between 10p.m. and Midnight.From 16 Minutes to around 10 Minutes during Scripted Programming.
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From Free TV
Harold Mitchell AC resigns as Chairman of Free TV Australia
Free TV Australia was advised this morning that Mr Harold Mitchell AC had decided to resign from his position as Chairman.
Free TV CEO, Bridget Fair, said: âIt is with great regret that Free TV announces that Mr Harold Mitchell AC has taken the decision to resign as Chairman of Free TV. Haroldâs contributions to the industry cannot be overstated. Over the past five years he has overseen some of the most significant developments in the commercial television sector and delivered superb leadership and advice, for which we are sincerely grateful.
âHaroldâs expertise, experience and commitment will be very much missed throughout the organisation. He leaves a lasting and important legacy at Free TV, having significantly changed the industry for the better in his time as Chairman.
âSpeaking personally, I am very sorry to be losing Harold, who has been an outstanding Chairman for Free TV. It has been a great privilege to have the opportunity to work with and learn from a business leader of his calibre with such a deep understanding of commercial television and the wider industry landscape. He has been generous with his knowledge, his energy and his time in furthering the interests of Free TV broadcasters and leaves us very well placed for the future,â added Ms Fair.
One of Australiaâs most successful and well-regarded media executives, Mr Mitchell was the founder of Mitchell & Partners and executive chairman of Aegis Media Asia Pacific. He also founded the Harold Mitchell Foundation and is a major contributor to Australian public life. Mr Mitchell was appointed Companion of the Order of Australia for eminent service to the community through leadership and philanthropic endeavours in the fields of art, health and education, and as a supporter of humanitarian aid in Timor-Leste and the indigenous community.
Some of the key issues in which Mr Mitchell has played a key role during his tenure as Chairman include the historic repeal of the media ownership laws, the removal of commercial television licence fees, the transition to digital only television, defeating the proposal to increase SBS advertising time limits and maintaining the anti-siphoning list.
Ms Fair concluded: âHarold will be sorely missed by Free TV and the commercial television industry. We thank him for his outstanding service to the industry and we wish him well.â
Statement by Harold Mitchell AC
I have advised Free TV this morning that I intend to resign from my position as chairman immediately.
It is with regret that I have been forced to make this decision following the false accusations by the Australian Securities and Investment Commission, which I intend to vigorously defend.
I am proud of my achievements in my five years with Free TV when we achieved a repeal of the media ownership laws, the scrapping of commercial television licence fees and maintenance of the anti-siphoning list.
I wish Free TV and its members all the best in the future.
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The Morrison government is set to hand $17.1m to the commercial networks to provide TV programming to Pacific nations but the TV industry says it did not seek the funds and does not know what content to provide.
The former head of the Australia Network, Bruce Dover, said the policy did not meet the needs of the Pacific and was effectively a taxpayer subsidy to commercial TV in the lead-up to the election.
âWill episodes of Home and Away, given for free, change lives in the region?â Dover said.
âContent produced by members of FreeTV Australia for Australian audiences is likely to be of little relevance to the people of the region. Itâs bad policy, it smacks of white colonialism.
Free TV Calls for ACCC Oversight on Digital Titans
Free TV Australia today called on the Australian Competition and Consumer Commission (ACCC) to develop a new access and undertaking framework to regulate digital titans that have substantial market power.
Commenting on Free TVâs response to the ACCCâs Digital Platforms Inquiry Preliminary Report, CEO Bridget Fair said: âIn the rest of the economy, if a monopoly provides an essential service we regulate the terms and conditions of access. Itâs time to apply the same thinking to digital monopolies.
âWhat the ACCC Preliminary Report tells us is that Google and Facebook have substantial market power and are unavoidable business partners for Australian companies of all kinds, including the media. We are asking the ACCC to take the logical next step and develop a new regulatory system that will have immediate impact and support the ongoing production of news and Australian content.
âAs is already the case for infrastructure and telecommunications, under our proposal once market power and revenue thresholds are met, the ACCC would have the power to set the terms and conditions of access to the digital platform. This would include ensuring that the digital platform did not favour its own business and that prices for advertising services are transparent.â
Free TVâs proposed model would give the ACCC the power to arbitrate when media companies and Google or Facebook cannot agree on a fair payment for the use of content. Ms Fair said: âThe ACCCâs report is also very clear on the importance of Australian news content to the digital platforms. But not only is it important to them, itâs crucial to our democracy that local media businesses can keep investing in the full range of premium Australian content.
âThatâs why we also welcome the additional financial support measures discussed in the ACCCâs Preliminary Report. In particular, we are calling on the Government to immediately adopt a tax offset for expenditure related to the production of journalistic content, such has been recently announced in Canada.
âThe ACCC has also belled the cat on the regulatory disparity between media companies and the digital platforms.While we would be a willing participant in yet another review process, as recommended by the ACCC, there are a number of areas where the case for reform is obvious. âYou donât need another review to tell you that an election blackout period, which doesnât apply online, no longer makes sense.
Or that outdated Australian content rules from the 1980âs are well overdue for change. âThere are some areas of reform where the work has already been done and all that is missing is the resolve to make the necessary changes. The ACCC should lead the way in these areas with clear recommendations for substantive change,â Ms Fair said.
Free TVâs full range of recommendations in its response to the ACCCâs Preliminary Report are:
A new approach to regulation
⢠A new access regime, administered by the ACCC, should be created under the Competition and Consumer Act 2010 to regulate digital platform providers who have a substantial degree of market power in the programmatic advertising market.
⢠The access regime should require the provision of a transparent platform for the trading of programmatic advertising, with clear pricing ensuring that the platforms do not favour their own businesses in the supply chain.
⢠The access regime should also give Australian media companies control over how their content is monetised on the digital platforms by ensuring that they set the price of advertising around their content and how that advertising is displayed.
⢠The ACCC should be given the power to act as the arbitral body if platform owners (including news aggregators) and content creators are unable to agree reasonable commercial terms for the licensing of content, including snippets.
⢠The access regime should mandate the use of software development kits in advertising products to allow genuine third-party measurement and verification of reach claims.
Principles-based approach to regulating algorithm outputs
⢠ACMA should administer a Search and Social Code of Practice that establishes the principles that the digital platforms must abide by in writing their algorithms.
⢠ACMA would register the Code only when satisfied that it met pre-defined principles including that rankings must be fair and impartial, and not discriminate against content that attracts a payment for its use.
⢠News from Australian journalistic sources that meet a legislatively determined accreditation process should be clearly identified in search results and newsfeeds.
Support through other financial measures
⢠A news production tax offset should be introduced to support the production of Australian news and journalistic content.
⢠Other financial measures should also be supported such as tax deductibility for personal subscriptions and expanding the Regional and Small Publishers Fund.
Take meaningful action to address regulatory disparity
⢠Action should be taken immediately to address the most obvious cases of regulatory disparity, including election blackout periods and outdated childrenâs content quotas.
An efficient and effective process for taking down illegal material
⢠Subject to meeting minimum requirements, a Mandatory Standard should be introduced to enable effective and timely take-down of copyright-infringing content, supported by a strong enforcement regime and clearer authorisation infringement provisions.
⢠The standard should require the proactive identification of illegal material, a quick an effective process for removing content and a process of remuneration for rights holders.
Transparency and control the key to data and privacy
⢠The digital platforms should be required to be transparent in their data collection practices to enable consumers to provide their informed consent.
⢠With an effective informed consent regime, the existing provisions of the Privacy Act are sufficient and additional levels of regulation should not be required.
Looks like a rebrand is in the works
Free TV Slams Governmentâs Boost to Netflix
Free TV today expressed its dismay and frustration at the Governmentâs last minute announcement to make Government funding available to Netflix.
Free TV CEO, Bridget Fair said: âThis announcement is outrageous. It has been six years since the Coalition Government was elected. Free TV has consistently sought meaningful reform of content regulations that have been in place since the 1980âs.The Australian Content Review was conducted in 2017. After two years, Minister Fifield has seen fit to announce a single initiative five minutes before the commencement of the caretaker period that benefits foreign multinational streaming services like Netflix and Amazon Prime.
âCommercial television broadcasters are the source of more Australian production than anyone else in this country. The Government should be looking to how broadcasters can be assisted to continue the important role they play in the Australian production industry, not making piecemeal decisions that advantage unregulated competitors on digital platforms.
âIt is deeply disappointing that the only significant Australian content policy announcement from this Government in six years is to make Australian tax dollars available to fund Netflix productions. It defies logic to prop up unregulated foreign streaming platforms with Government funding while commercial broadcasters remain saddled with a range of content obligations that no longer reflect how Australians are consuming content and are in urgent need of a complete overhaul.
âThe Australian Content Review conducted in 2017 was supposed to look at how we should update these outdated regulatory settings. We are still waiting for the Government to provide a meaningful response.â
Free TV Broadcasters Exceed Local Content Quotas
Free TV Australia today welcomed the release of the Australian Communications and Media Authorityâs latest compliance report which highlights the huge commitment of commercial free-to-air broadcasters to great Australian content.
Free TV Australia CEO, Bridget Fair said: âCommercial television broadcasters are proudly Australian, bringing viewers more local content than any other platform.
âThese numbers show that in 2018 all Free TV members met their requirement to show 55% Australian content on their main channel in a canter, with some broadcasters reaching almost 80%.
âFree TV broadcasters delivered over 25,000 hours of Australian content across their main and additional channels. This includes around 1800 hours of first release adult drama, documentaries and childrenâs programming,â Ms Fair said.
âThis has been made possible by a record investment by Free TV members in Australian content. In 2017/18, our members invested $1.63 billion in powerful Australian storytelling. Over 84% of total programming expenditure is now directed to Australian content, also a new record.
âOur investment has delivered great Australian dramas such as 800 Words, Doctor Doctor and Playing For Keeps and hugely popular programs such as Married at First Sight, My Kitchen Rules and The Bachelor Australia . It also ensures we can provide all Australians with free access to Australiaâs iconic sporting events such as the AFL and NRL Grand Finals and the Melbourne Cup,â she said.
âWe are committed to bringing Australians the great local drama, trusted local news and current affairs, entertainment and live and free sport that they love.
âThis cements our place as the cornerstone of the Australian production industry and the home of local content. No other platform comes close to this level of commitment to the best of Australian programming,â Ms Fair said.
Free TV Australia Launches New Brand For Commercials Advice division (CAD)
Leading media industry organisation Free TV Australia today announced the launch of ClearAds, the new brand for its Commercials Advice division (CAD).
The new ClearAds brand identity follows the transformation of CAD over the past two years to deliver greater customer focus, a faster and simplified service, the OASIS online application platform and other improvements in the products and services it provides the advertising and media sectors.
Free TV Australia Chief Executive Officer, Bridget Fair, said: âCAD is taking its service offering to the next level and itâs time to adopt a name that better reflects its improved, innovative and customer-centric services.
âWe could not be more proud of the journey our business has been on over the past two years.
âThe first step in our transformation was to ask our clients what was most important to them. What they told us has guided a complete reworking of our operations â an easier online interface, faster turnaround times and a new website that is simple and easy to use while still retaining the trusted and reliable advice for which CAD was famous. The result is ClearAds.â
Free TV Australia Director of Commercial Operations, Alison Lee, said: âClearAds works in partnership with our clients and we wanted our new name and brand image to highlight our focus on making a complex process clear and simple.
âClearAds is a trusted adviser to the media and advertising industry, providing vital classification and information services to advertisers, agencies and production houses for television commercials and infomercials.
âThe key improvements over the past two years have included new features for our online application system and faster turnaround times for reviewing and approving commercials and the introduction of our Fast Track services including Red Hot, Rush Hour and Express.â
Ms Fair said: âWeâve also stepped up our communication with clients during the review process and introduced new training services for agencies and networks.
âWe are working on more new features to ensure ClearAds continues to provide world-class services and processes.â
The ClearAds name, brand image and website were developed by CRE8IVE, a multi-disciplinary agency that specialises in branding, design, media, print, branding and digital.
James Willson, Managing Director, CRE8IVE, said: âOur role was to work with our client to ascertain the vision and the âwhyâ they do what they do.
âOn a project like this, our business is all about the engagement along with the journey. Having worked with the team on this project for close to a year, the name ClearAds was the clear standout. The ClearAds brand is progressive, forward thinking and in line with the times and the agenda of the business.â
Ms Fair said: âWe could not have asked for a better partner to harness the huge steps forward we have taken and bring our vision for ClearAds to life. CRE8IVE took the time to really understand our business and what we wanted to communicate with this new brand.
âWe are so excited to be able to share our beautiful new brand identity with our clients and industry partners.â
ABOUT CLEARADS
ClearAdsâ role in the advertising industry is as straightforward as it sounds. By navigating and demystifying the legislative and regulatory requirements faced by advertisers, agencies and production houses, ClearAds acts as a crucial partner to the industry, offering a transparent, one-stop review and classification service for commercials on television and beyond.
From Free TV
AFP Raids on journalists deeply disturbing
Free TV Australia today expressed its most serious concerns at the recent AFP raids on News Corp Australia journalist Annika Smethurst and on the ABC.
Free TV CEO, Bridget Fair said: âTwo AFP raids on journalists in two days is something that all Australians should find deeply disturbing. We live in a democracy, not a police state.
âThe role of the media in holding our Governments to account is the cornerstone of our democracy. It is essential that journalists are able to continue to do their jobs, reporting on stories in the public interest, without fear of persecution. All commercial television broadcasters stand with our colleagues at News Corp Australia and the ABC in expressing our deepest misgivings at these attempts to stifle press freedom.
âFree TV has consistently voiced its concerns at the lack of adequate protections for reporting in the public interest in recent tranches of national security legislation,â she said.
âIt is clear today that those concerns were well founded. We call on the Government and the Opposition to support the role of fearless and independent journalism in this country and act to ensure that journalists will not continue to be intimidated in this unprecedented fashion.â
Free TV Reveals New Brand And Website
Leading media industry organisation Free TV Australia today unveiled a new brand image and website.
The new look represents the first change to the organisationâs brand since 2003. Free TV Australia Chief Executive Officer, Bridget Fair, said the new logo and brand identity reflect the modern media landscape and the strong future for commercial free-to-air television in the lives of all Australians.
âThe way Australians consume content has changed significantly over the past decade and Free TV broadcasters have changed with them, delivering new channels, new on-demand services and continuing to evolve our content offering,â she said.
âWe are at an inflection point for the future of our industry, both in terms of changing viewer behaviour and the resultant pressures on our regulatory framework. With these changes in mind, the time seemed right to revitalise our brand.
âThe inspiration for our new logo is television without borders, which reflects the fact Free TV Australia is a modern, future-facing organisation. It also highlights the vibrant and innovative future of the commercial free-to-air television sector,â Ms Fair said.
Todayâs announcement follows the launch in June of ClearAds, the new name and brand identity for Free TV Australiaâs Commercial Advice division.
Ms Fair said the changes to the Free TV Australia brand underlined the key role its members play in the Australian media sector and the broader economy.
âCommercial free-to-air television makes a valuable contribution to the Australian community, with Free TV members employing more than 15,000 people and contributing $2.8 billion to the Australian economy. Free TV Australia plays an important role in supporting and advancing that contribution,â she said.
Free-to-air television broadcast services are available in 98% of all Australian homes, with 13 million Australians watching free-to-air television every day. More than 70% of Australians rely on the free-to-air platform for their broadcast television services.
Ms Fair said: âIn 2017-18, Free TV broadcasters spent $1.63 billion on Australian content, up from just under $1.1 billion in 2009-10 and representing more than 84% of their total content spend.
âFree TV broadcasters are proud of their role as the backbone of the local television production industry. We make great Australian programming. We fund production companies. We create jobs. We tell Australian stories. We give Australians a voice. The shows we fund are a breeding ground for local talent, in front of and behind the camera. Every day, we make a real and tangible contribution to the Australian economy and to Australian cultural life.â
The new Free TV Australia logo and brand refresh was developed by multidisciplinary design agency CRE8IVE. Ms Fair said: âCRE8IVE came up with a logo and brand identity that really captures Free TVâs new direction and positions us for the future.â
The new website was created by the Sydney digital creative agency Chook. âChook were the perfect partners to bring our new brand direction to life and create a website that highlights the outstanding Australian content available on Free TV. We could not be happier with the result,â Ms Fair said.
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From Free TV
Australians Need The ACCCâs Digital Platforms Recommendations Implemented
Leading media industry organisation Free TV Australia today called on the Government to implement key recommendations from the ACCCâs Digital Platforms Inquiry Final Report.
Free TV Chief Executive Officer, Bridget Fair, said: âNow is the time to act on the recommendations of the ACCCâs world-leading report on the behaviour of digital platforms.
âWe are experiencing unprecedented disruption within the broadcast media industry because of the growing dominance of the largely unregulated digital platforms such as Google and Facebook.
âWhile review processes around the world are revealing the problem, the Morrison Government has a chance to lead by implementing the solutions.
"Reform of media regulations is long overdue, particularly in areas such as Australian content quotas and advertising restrictions that penalise commercial Free TV broadcasters.
"Free TV Australia is actively engaging with relevant stakeholders to encourage a sensible but fast negotiation process for these vital reforms.
âEqually, consultation needs to start immediately on the creation of a Code of Conduct governing how digital platforms must negotiate with media businesses. This is vital to address the unequal bargaining position between media businesses and the digital platforms.
âThe Digital Platforms Inquiry Final Report represents a golden opportunity for the Government to rein in these global monopolies, and at last create a truly level playing field for the benefit of all Australians,â Ms Fair said.
The key comments in Free TVâs submission on the recommendations of the ACCCâs Final Report include:
Harmonising the regulatory framework
Commercial free-to-air television is the most heavily regulated of all media platforms, directly impacting our ability to meet the social and cultural objectives we are relied upon to deliver. Our implementation plan includes a process for finalising reforms to the Australian content quotas, harmonising content classification and advertising restrictions across platforms over time and better aligning the compliance and enforcement regimes.Commercial negotiation Code of Conduct
The significant imbalance in the bargaining position between media businesses and the digital platforms precludes the normal commercial negotiations that would ordinarily take place in a competitive market. A Code of Conduct, administered by the ACCC, is necessary to prevent the platforms from restricting the reasonable and sustainable monetisation of Australian news and media content on their platforms and to enable appropriate data sharing by those who derive audience, data and financial benefit from the consumption of content on their platforms.Mandatory Standard for the takedown of illegal material
The inadequacy of existing takedown practices by the platforms means that our brands, intellectual property and reputations are at risk. The creation of a mandatory code, supported by meaningful sanctions and penalties, can ensure the effective and timely removal of illegal content.Proactive support for competition and the prevention of anti-competitive conduct
A new ACCC Digital Platforms Branch should undertake an inquiry into the opaque ad-tech market. The inquiry should report to Government on the appropriate form of regulation to apply to prevent self-preferencing by Google and Facebook that substantially lessens competition.
Broadening the regional and small publishers fund for news and journalistic content
We invest significantly in news and local journalistic content, producing high quality, accurate and impartial news services watched by 11 million Australians each week. We support the ACCCâs recommended expansion of the regional and small publishers fund to support the production of regional and local news reporting.
Increasing the accountability of the digital platforms
Measures should be taken to increase the accountability of the digital platforms to address the proliferation of fake news. In addition, we support measures to improve the internal complaints handling mechanisms available and the creation of a role for a digital platforms ombudsman.Data and Privacy
Ineffective enforcement of privacy laws against digital platforms has resulted in a lack of transparency of their data and privacy practices. This is impacting on consumersâ ability to provide informed consent in relation to use of their data. The OAIC should be sufficiently well resourced to enforce existing privacy laws against the digital platforms.
Drama Report Highlights Need For Australian Content Reform
Screen Australiaâs Drama Report released today confirms that commercial free-to-air broadcasters remain the largest underwriters of the Australian production sector, directly investing $114 million in Australian drama, more than any other sector in 2018/19. This represents nearly double the spend of the National Broadcasters and six time more than online streaming services.
Free TV CEO Bridget Fair said: âFree TV broadcasters proudly invest over 80 per cent of their programming expenditure on local content and that includes Australian drama programming. In 2018, commercial free-to-air networks once again broadcast more than 430 hours of first-release Australian drama.
âDespite increasing competition from new platforms, and in the face of the huge structural change facing our industry, we continue to produce great Australian drama on free-to-air screens with programs like Home and Away, Secret Bridesmaidsâ Business, Bad Mothers, SeaChange, Five Bedrooms and Neighbours .
âCritically, the Screen Australia report also shows that the costs of making drama in Australia have significantly increased. Over the past 10 years, the cost per hour of drama production has doubled.
âThe real take-out from todayâs report is that we need to address the sustainability of the current Australian content regulatory framework. While our competitors are free to respond to changes in audience demand, we are still operating under an onerous and very restrictive regulatory framework that was created in the 1990s and doesnât acknowledge that viewers have moved on.
âThe production industry in Australia is thriving and there is no shortage of high quality Australian content available for local audiences. Free TV broadcasters need additional flexibility to adapt to modern viewing habits and we urge the Government to modernise the framework to enable broadcasters to continue delivering the content that audiences want to watch,â Ms Fair said.
Also see
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Free TV welcomes response to ACCC report
Free TV Australia today welcomed the Governmentâs commitment to adopt the key recommendations from the Australian Competition and Consumer Commissionâs (ACCC) Digital Platforms Inquiry Final Report.
Free TV Chief Executive Officer, Bridget Fair, said: âAustraliaâs media regulations are crying out for urgent modernisation. The roadmap today outlined by the Government sets a clear timetable for that to occur.
âIt is pleasing that the Government has recognised that action is needed to address critical imbalances in the regulatory framework and the competitive position of Australian media companies.
âFor far too long, Free TV broadcasters have been operating under a regulatory framework developed last century, while trying to compete against unregulated digital platforms for advertising revenue and audience attention.
âWe look forward to engaging with the process outlined by the Government in early 2020 to quickly reform the ageing Australian content framework. Free TV is proudly the home of great local content and spent $1.63 billion on Australian programming in FY19. Australians know they can turn to Free TV services for their entertainment, drama, local news and live sport.
"It is hard to overstate the pressing need for action in this area to allow commercial television broadcasters to focus on delivering the content our audiences want to watch rather than servicing outdated quota obligations. This is particularly the case for childrenâs content, where audience demands and behaviour have changed dramatically.
âOur investment in great local content will also be better supported by the proposed voluntary commercial bargaining Code of Conduct between digital platforms and media businesses. Our members are committed to working with the digital platforms and the ACCC in putting these codes in place by November 2020. Importantly, the Government has reserved the right to create a mandatory code should agreement not be reached with the digital platforms.
âWe congratulate the ACCC for a comprehensive 2-year review process that led to the recommendations that the Government has today accepted. With urgent action to implement the roadmap, the Morrison Government can lead the world in recognising that the rising power of the digital platforms cannot be left unchecked,â Ms Fair said.
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I noticed that there is finally a new version of the promo for the Television Code of Practice after the previous one was used for many many years:
Here is one of the older versions:
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From Free TV
ACMA discussion paper fails to make the case for further regulation
Free TV Australia today responded to the ACMAâs Discussion Paper on Impartiality and Commercial Influence in Broadcast News, saying that commercial television news programs are overwhelmingly free from commercial influence, and viewers know it.
Free TV CEO, Bridget Fair said: âACMA relied on inherently flawed research to determine whether viewers are concerned about impartiality in television news reporting. At the end of the day, the Discussion Paper failed to put forward any evidence of a problem.â
While the Discussion Paper focused on commercial television broadcasting, the ACMA research did not clearly distinguish between different sources of news, including online.
âThe research also did not distinguish between the different roles of news, current affairs and other factual programs and many questions posed to viewers could best be described as âleadingâ rather than in response to unprompted questions. A best practice approach to regulation demands an evidence based approach.â said Ms Fair.
âIn an environment where the ACCC has recently recommended a platform-neutral regulatory framework, it is perplexing that ACMA has singled out commercial broadcast news for attention. We are already subject to extensive requirements under our Code of Practice. ACMA already has the tools to deal with this issue but the fact is that commercial television news is trusted by the millions of Australians that watch it every day.â
âThe ACMA Research does show that Australians want trusted, impartial and factual news.â Ms Fair said.
Free TV broadcasters deliver over 486 hours of news and current affairs programming to Australian households every week. Over the past four and a half years, there has been only one instance of a breach of impartiality provisions by a commercial television licensee and no instances of breaches of disclosure requirements.
A copy of Free TVâs submission can be found here.
And what world is Bridget Fair in?
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The Federal Government has ordered the competition watchdog to develop a mandatory code of conduct to govern commercial dealings between tech giants and news media companies.
Free TV Australia:
Mandatory Code the Right Way to Go
Free TV Australia today welcomed the Governmentâs decision to make Google and Facebook pay for the media content used by their platforms through a mandatory Code of Conduct.
Free TV Chief Executive Officer, Bridget Fair, said: âIt has been clear from very early on that negotiations for a voluntary Code of Conduct were essentially a delaying tactic for the digital platforms in the hope that these issues would blow over.
âTodayâs decision is groundbreaking and we are grateful to the Morrison Government for their commitment to ensuring that Australians will continue to have access to quality Australian content.
âGoogle and Facebook derive huge value from the news and premium content generated by Free TV broadcasters, but their extreme market power means they donât pay a fair price for it. The serious impact of the COVID-19 crisis on the Australian media sector has made the case for Government intervention crystal clear.
Commercial broadcasters are currently experiencing tectonic forces pulling in opposite directions â record numbers of viewers tuning in to a trusted free service and at the same time a huge hit to their ability to pay for the content viewers value so highly. And the inability of Australian media companies to negotiate fair value for their content with global digital platforms is a big part of that equation.
âThe mandatory Code is a crucial step forward for Australian media and more importantly for the millions of Australians who want their local broadcast services to provide them with trusted news and shared entertainment experiences.
We look forward to working with the Government and the ACCC to ensure that a Code is in place as soon as is possible,â Fair said.
Free TV says ad tech reforms could unlock millions in lost revenue
Free TV Australia today released a submission to the ACCCâs advertising technology (ad tech) inquiry, calling for reforms that could unlock millions of dollars for Australian media companies. Ad tech enables advertisers to bid for display and video inventory that is offered for sale by publishers.
Free TV CEO Bridget Fair said: âWe are calling for reforms to ensure that there is much greater transparency around where the money is going in the ad tech stack. Every dollar that does not end up in the pockets of publishers means one less dollar to invest in Australian content and local services.
âThe problem is that neither advertisers or publishers can see where the money is going and do not have the information required to be able to choose more efficient providers,â Fair said.
The ACCC Digital Platforms Inquiry Final Report found that between 20 to 75 per cent of money spent by advertisers actually finds its way to publishers, with the rest of taken up by suppliers in the ad tech supply chain.
These findings were backed up by a recent PwC report in the UK that found that only 51% of money spent by advertisers ends up with publishers.
âMost of these costs were identified by PwC as technology fees in the ad tech stack. However, PwC was not able to account for 15% of the loss of value through the supply chain. It is telling that a world-leading audit firm like PwC struggled to determine where the money is going.
âReform is needed to increase the amount of pricing transparency for these services. This includes ensuring that there is a consistent approach to logging transactions and a streamlined approach to accessing data so that participants can much more easily track where their money is going.
âFree TV is also calling for the ACCC to create ad tech market rules that would govern the conduct of dominant firms like Google, that enjoy a market share approaching 75% in some segments of the ad tech stack.
âThe proposed ad tech market rules would include protections to ensure that advertisers and publishers were free to choose their own technology supplier in response to better pricing information.
âAddressing the inefficiencies in the ad tech stack will make a material difference to the return that publishers receive on their inventoryâwhich directly relates to the sustainability of investment in great Australian content that our community relies upon,â Fair said.
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Of course no mention of the privacy invasion implications of ad tech, instead it seems Free TV Aus want (their members) to have access to the underlying data, which would spread the privacy eroding info beyond the likes of Facebook & Google to their customers, increasing the risks for individuals.
Ad tech can be horrible stuff, unnecessarily upping the tracking across of people the Internet and within mobile apps.
This complaining about opaqueness - which they donât mention very much applies to ads on TV - is more of the we-have-to-measure-something/I-want-proof-this-ad-leads-to-purchases nonsense, instead of making better ads & placing them where there are likely purchasers.
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