Sky News could return to Melbourne railway stations following review of guidelines
The doors could once again open for Sky News to broadcast within Melbourne railway stations, following a review undertaken by Transport for Victoria.
Late last week, Transport for Victoria revealed it would extend its community standards guidelines across both paid advertising and paid content, after a series of complaints were made relating to content on the City Loop screens.
It comes almost two months after Victoria’s transport minister, Jacinta Allen, directed Metro Trains Melbourne (MT) to cease broadcasting of the 24-hour channel, Sky News, arguing there was no place for “hatred and racism”.
I’ve directed @MetroTrains to remove @skynewsaustralia from all CBD station screens. Hatred and racism have no place on our screens or in our community. #springst
— Jacinta Allan (@JacintaAllanMP) August 8, 2018
The ban came after Sky News broadcast an interview with right-wing agitator Blair Cottrell. At the time, brands including American Express, Huggies, Luxury Escapes and Specsavers paused their advertising with the broadcaster. Sky News did not broadcast the interview on the City Loop screens.
On Thursday, Transport for Victoria said the review had found its community guidelines for traditional paid advertising were not being applied to paid content. It also found there was no review process or compliance regime for paid content being aired.
The guidelines for traditional paid advertising argue content must not depict offensive subject matter, condone or provoke anti-social behaviour, or be used to promote a political party, parties or a political cause. But the City Loop screens, where Sky News aired, were exempt from these guidelines.
“To address these issues, the government will now extend the application of the current advertising guidelines to cover all paid content on screens in the City Loop,” the announcement said. “Metro Trains Melbourne will now work with content providers to ensure all content shown on City Loop screens complies with these changes and that a clear complaints process be put in place.
“The government believes this approach strikes the right balance, ensuring that what is shown on City Loop screens is accessible, meets community expectations and is appropriate at all times.”
On Thursday, Sky News was informed of the guideline changes. A Sky News spokesperson confirmed the company was working through the new guidelines.
“The Minister for Public Transport in Victoria has announced new guidelines for content providers at Melbourne train stations,” the spokesperson said.
“We believe we have been compliant at all times with both the previous and new guidelines and are working through the process with the Victorian government.”
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