The industry (mostly) welcomes the government’s response to ACCC Digital Platforms Inquiry
Yesterday saw the Morrison government hand down its response to the Australian Competition and Consumer Commission (ACCC) Digital Platforms Inquiry. Here, media industry leaders provide their thoughts on the government’s promises, what it could mean for the future, and any disappointments they have about the response.
Hugh Marks, CEO, Nine:
“This is a much-needed and timely announcement from the government in response to the recommendations that had been made by the ACCC as part of their Digital Platforms Inquiry. It provides a clear timeline and platform for our industry to be able to engage with the social media platforms on a basis we ultimately believe will be a win-win not only for our industry and the people that work in it, but the social platforms as well.
So sad that the protection of print media is hardy even mentioned in any of this… seems that everyone is just prepared to let go this institution without so much as a whimper
Probably because the industry realises that print is ineffective, unmeasurable and grossly expensive.
I’d be putting my offline dollars into outdoor before I wasted my budget on a “super-deluxe-maxi-double wide front page spread”.
I’ve worked at 3 agencies in my life and been in the industry many years.
2 of those agencies will absolutely be sick to their stomach about this – and they fully deserve any consequence.
The current agency welcomes this with open arms – the truth was always going to come out in the wash and I am stoked to see it coming.
Thanks for calling this out.
Aside from the overarching industry issue, this will be a great kick up the ass for the many lazy 20-somethings who’s default response to us is always…
“Errr.. we are putting that budget into search and social”.
This might actually encourage some thoughtful media planning, like say, the one practised by your current agency.