In Australia right now the Media Laws are out of date. How can established businesses like Free to Air commercial TV which commenced in 1956 continue to compete effectively when they have ancient laws imposed upon them with no relevance to 2017.
Here's what Free to Air commercial TV has to deal with -
* The world's most expensive licence fees
* Internet TV providers who are foreign companies, who stream into Australia and pay no licence fees
* Loss of advertising revenue to off shore internet TV providers who pay no tax in Australia
* Ongoing competition for viewers from tax payer funded ABC and SBS and who do not pay licence fess
Australian Free to Air TV viewers expect the following -
* Free news services both national and local
* Free sport coverage including all major events
* Free local productions like drama, factual and documentaries
* Less advertising
Any wonder Free to Air TV stations feel they are being hung out to dry.
There are many knockers of FTA TV, but remember the service they provide free 24 hours a day nationwide. They have done this since 1956 but the world and media options available have grown around them. The regulatory model that FTA TV works under is broken.
Without FTA TV in your living room or on your mobile TV device, you will be deprived of a world class service.
Without regulatory changes there is a risk that multiple channels will go to black. Then you can watch all the overseas streaming services you like....... devoid of quality Australian content.
If your media policy, media strategy, media planning and media buying have not yet addressed how to effectively use Free to Air TV, Media Futures recommends you seek out an independent media professional.