Time was when free-to-air television licences in Australia were a licence to print money. Moreover, they were looked after by the biggest bodyguard in town — the Federal Government, which slavishly catered to their every whim — banning subscription TV for decades, refusing to countenance additional market entrants, filling their coffers with taxpayer dollars via government and party advertising. Free-to-air networks were unassailable fortresses.
Then, bit by bit, the fortresses began to turn into prisons. Video and DVD allowed audiences to control their own programming. Subscription television slowly expanded its reach. Alternative media emerged to compete for audiences. And the internet provided an option for viewers fed up with being treated with contempt by the networks.
Did the TV industry do what normally happens when incumbents are threatened by new competitors — improve its product, sharpen its service, listen to its customers? Are you kidding? It just went back to the Federal Government for more help. Media policy over the past decade has been a constant series of demands from FTA television, readily granted by both sides of politics. The $500 million licence fee rebate is only the latest.
As invariably happens, the radio industry, which behaves as a perfect Mini-Me of the television networks, immediately demanded the same treatment. It too is facing the transition to digital. It too is doing it tough in the battle to retain audiences. It too has local content obligations.
The radio industry has a point. In fact, every single media industry could make the same argument. Indeed, at least TV still makes decent money — something newspapers are unlikely to ever achieve again. Why not a handout to newspapers? Why not some help for subscription TV, now facing competition from FTA multichannelling?
Except, they don’t command the last vestiges of mass media audiences every night for their news bulletins.
FTA television is dead. So is music radio.
The inevitability of faster internet speeds and ultimatly portable wireless internet connectivity (e.g. in cars) is the death knell for traditional media.
And – hilariously – they did it themselves.
It’s always been about content and old media’s response was always: “f..k you, you’ll have what WE want you to have + ads”.
As someone who has worked professionally in media for quite some time, I have always been surprised at how FTA television is produced vs. much of cable and new media.
For the past 5 years or so, the technology available has allowed for a streamlining in roles. I recall someone in MTV (I think) mention words to the effect of that now the person who comes up with the idea can also make it. This leads to a dramatic reduction in costs of staff, etc.
I see this a lot in cable, very small crews producing some really interesting content because they have to rely on ideas and not budget – which can be obvious at times. Even the ABC seem to have taken this approach with shows such as Triple J TV.
It is very economical however FTA (in Australia anyway) from my observations seem to avoid adopting this production model. I know it can look a bit more raw at times and I can understand some concerns here, but I’m not talking about uni students running around with a camera or changing all of their content.
However I do think there is a lot of potential for FTA networks to create much more Australian content by choosing simpler production methods and relying more on clever content – content is king. In other words, adapting to what is more suitable for this decade. This would help FTA networks develop more financially sustainable production methods in the future which would in itself increase Australian content.