Media reform is long overdue in Australia. Consider that the current laws were put in place decades ago, were made by public servants and politicians who no longer exist and the fact that a whole new media enterprise being The Internet / Social media has entered the mix and are not subject to Australian media laws. Some don't even pay tax but operate freely in Australia. The current stalling and deal making in Parliament is another example of a system out of touch with reality. No doubt the slow process of reform will reach a conclusion, but the political system does not have to sell airtime / space, does not have to make a profit and does not have to operate under draconian laws of the dark ages.
Whilst the political system plays their own internal games and kick around the media reform bill, media companies are bleeding right now and crying out for a level playing field.
The power of the media should be used to promote it's own cause and not wait for a handful of internal power deals that really don't have an impact on the big picture. Media Reform is needed now.
Meda Futures presents industry based articles in the constant search for improving return on media investment.
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