Advertisers call on government to move away from ‘one-size fits all’ approach to TV
The AANA has urged the government to take a more flexible approach to content regulation for digital TV multi-channels if it wants to drive advertising investment in the medium.
In a submission to the Department of Broadband, Communications and the Digital Economy on Digital TV Policy, the Australian Association of National Advertisers (AANA) said the changes in broadcasting, including viewers’ expectations, has led to a “restructuring” of the broadcasting environment.
In a statement, the AANA said: “Businesses must be able to adapt in order to meet the challenges of the market that includes consumer access to non-Australian regulated content (via the internet).”
Scott McClellan, AANA CEO added:
Program and advertising standards in the new digital TV multi-channel era must allow broadcasters and advertisers to effectively respond to viewer interests in a competitive global media market.
The constraints of statutory regulation in a complex TV and media environment are evident to everyone. The Australian content and program standards do not cover all TV broadcasting now or into the future – nor should they.”
He also said that with advertising investments a significant contributor to stimulating the Australian economy, regulation of Australian program and advertising standards need to be as “flexible as possible at the lowest economic and administrative cost to businesses once full digital switchover is completed by 2013”.
The AANA is the body that represents companies and individuals involved in Australia’s $30bn a year advertising, marketing and media industries.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Australian Association of National Advertisers
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Scott McClellan
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