The Times Australia
The Times News

.
The Times Real Estate

.

Is the news media bargaining code fit for purpose?

  • Written by Caroline Fisher, Co-author of the Digital News Report: Australia, Deputy Director of the News and Media Research Centre, and Associate Professor of Journalism, University of Canberra
Is the news media bargaining code fit for purpose?

The News Media and Digital Platforms Mandatory Bargaining Code[1] was enacted early this year in response to a call[2] by the Australian Competition and Consumer Commission (ACCC) for strong action by the government to reduce the power imbalance between Australian news media businesses and digital platforms.

It was a fraught negotiation process, described as a three-way tug-of-war[3] between the government, the digital platforms and the news media. The code has been strongly criticised by organisations – including The Conversation and SBS[4] – that have missed out[5] on deals even though they fall within its definition of news.

Another concern is for smaller and regional players that do not meet the $150,000 threshold for a news business to qualify under the code.

In early 2022, the Department of the Treasury will start its review of the News Media and Digital Platforms Mandatory Bargaining Code legislation to see if it remains fit for purpose by ensuring digital platforms contribute to the sustainability of the Australian news industry.

How will they do that, given the code is yet to be put to the test?

To date, no digital platforms have been designated by the treasurer under the code[6]. If the treasurer is satisfied Google and Facebook have adequately contributed to the Australian news industry, they may never be.

Read more: Google's and Facebook’s loud appeal to users over the news media bargaining code shows a lack of political power[7]

A range of commercial content agreements between Facebook and/or Google and news businesses have been concluded outside of the legislation. This allows their content to be provided on Google News Showcase and Facebook News Tab. No comprehensive list is available, but company announcements and media coverage reveal deals have been done with The Guardian Australia, Junkee, News Corp Australia, Schwartz Media, The New Daily, ABC, Australian Community Media, The Conversation, Country Press Australia, Ten, Seven West Media, Nine Entertainment Co., Times News Group, Crikey, and Solstice media, and others.

Several deals have been struck by news media outlets outside of the legislation. Mick Tsikas/AAP

These deals are commercial-in-confidence, so very little is known about how much they are worth, how the money will be spent and how effective they will be in supporting news businesses.

On the one hand, several news organisations that struck deals with Facebook and/or Google have made announcements about hiring[8] more journalists[9].

On the other hand, companies have announced reductions in print[10] services and job cuts[11], despite striking deals[12] with the platforms[13]. Because of the lack of transparency, it is not clear how the commercial deals struck have influenced these business decisions. It is even harder to predict the longer-term impact of these content agreements on the sustainability of the news industry and whether they will contribute to a diverse Australian news ecology.

Reviewing the code will be a major task. To explore possible options, the News and Media Research Centre (N&MRC[14]) at the University of Canberra held a Chatham House rules[15] roundtable discussion with representatives of the news industry, platforms, government and the community.

The aim was to identify gaps in research to help inform media policy into the future. The bargaining code was one of the key topics discussed on the day. Based on our interpretation of those discussions and our research expertise, we have come up with a list of indicators to monitor the impact of the commercial content agreements on the sustainability of news businesses and the health of the wider news environment.

Different indicators are needed to reflect the distinct accountabilities of the three key actors involved: digital platforms, news businesses and government. Some of the suggested indicators below are observable and can be measured externally. Others will require collaboration with independent researchers.

Indicators to estimate the impact of the voluntary content agreements on the news industry could include:

  • changes in the number of journalists and other staff

  • closures, contractions or expansions of news outlets

  • the size of investment in cadets and staff training.

Other important measures would be to track the volume of public interest journalism content, as well as readership, subscription and membership figures. In the longer term, enrolments in journalism courses and their graduate employment outcomes will also provide useful indicators of the health of the industry.

Read more: Why Google is now funnelling millions into media outlets, as Facebook pulls news for Australia[16]

The assessment of the government’s performance may include independent evaluation of current and former government support programs for the news media industry, and if other countries adopt the code. For Google and Facebook, they will need to satisfy the treasurer that the power imbalance has been corrected and enough has been done to help sustain the Australian news media.

It must be stressed that the news media bargaining code was never designed to be a silver bullet to fix the ailing news industry. It was part of a wider suite of supports for the news media that the ACCC recommended.

These suggested indicators are by no means exhaustive, but they paint a picture of the complexity of the task at hand. It will require co-operation and collaboration between government, industry and academia. After all, it is journalism in the public’s interest that is at stake here.

A copy of the N&MRC’s research priority report can be found here[17].

References

  1. ^ News Media and Digital Platforms Mandatory Bargaining Code (www.aph.gov.au)
  2. ^ call (www.accc.gov.au)
  3. ^ three-way tug-of-war (www.tandfonline.com)
  4. ^ The Conversation and SBS (theconversation.com)
  5. ^ missed out (www.smh.com.au)
  6. ^ code (www.tandfonline.com)
  7. ^ Google's and Facebook’s loud appeal to users over the news media bargaining code shows a lack of political power (theconversation.com)
  8. ^ hiring (www.smh.com.au)
  9. ^ more journalists (mumbrella.com.au)
  10. ^ reductions in print (www.abc.net.au)
  11. ^ job cuts (www.smh.com.au)
  12. ^ despite striking deals (mumbrella.com.au)
  13. ^ the platforms (newscorp.com)
  14. ^ N&MRC (www.canberra.edu.au)
  15. ^ Chatham House rules (www.chathamhouse.org)
  16. ^ Why Google is now funnelling millions into media outlets, as Facebook pulls news for Australia (theconversation.com)
  17. ^ here (apo.org.au)

Read more https://theconversation.com/is-the-news-media-bargaining-code-fit-for-purpose-172224

The Times Features

How to buy a coffee machine

For coffee lovers, having a home coffee machine can transform your daily routine, allowing you to enjoy café-quality drinks without leaving your kitchen. But with so many optio...

In the Digital Age, Online Promotion Isn't Just an Option for Small Businesses – It's a Necessity

The shift to an online-first consumer landscape means small businesses must embrace digital promotion to not only survive but thrive in 2025. From expanding reach to fostering cu...

Sorbet Balls by bubbleme Bring Bite-Sized Cool Spin to Frozen Snacking

A cool new frozen treat is rolling into the ice-cream aisle at Woolworths stores nationwide. Dairy-free, gluten-free and free from artificial colours, bubbleme Sorbet Balls ar...

Mind-Body Balance: The Holistic Approach of Personal Training in Moonee Ponds

Key Highlights Discover the benefits of a holistic approach to personal training in Moonee Ponds and nearby Maribyrnong, including residents from Strathmore. Learn how mind-b...

How Online Platforms Empower You to Find Affordable Removalists and Electricity Plans

When you move into a new home, you have many tasks to do. You need to hire removalists and set up your electricity.  In this article, we discuss how online platforms empower you ...

IS ROSEMARY OIL THE SECRET TO BETTER HAIR DAYS? HERE’S WHAT IT CAN DO

Rosemary hair oil is a straightforward natural solution that delivers exceptional results for anyone who wants to enhance their haircare process. It maintains its status in herba...

Times Magazine

CNC Machining Meets Stage Design - Black Swan State Theatre Company & Tommotek

When artistry meets precision engineering, incredible things happen. That’s exactly what unfolded when Tommotek worked alongside the Black Swan State Theatre Company on several of their innovative stage productions. With tight deadlines and intrica...

Uniden Baby Video Monitor Review

Uniden has released another award-winning product as part of their ‘Baby Watch’ series. The BW4501 Baby Monitor is an easy to use camera for keeping eyes and ears on your little one. The camera is easy to set up and can be mounted to the wall or a...

Top Benefits of Hiring Commercial Electricians for Your Business

When it comes to business success, there are no two ways about it: qualified professionals are critical. While many specialists are needed, commercial electricians are among the most important to have on hand. They are directly involved in upholdin...

The Essential Guide to Transforming Office Spaces for Maximum Efficiency

Why Office Fitouts MatterA well-designed office can make all the difference in productivity, employee satisfaction, and client impressions. Businesses of all sizes are investing in updated office spaces to create environments that foster collaborat...

The A/B Testing Revolution: How AI Optimized Landing Pages Without Human Input

A/B testing was always integral to the web-based marketing world. Was there a button that converted better? Marketing could pit one against the other and see which option worked better. This was always through human observation, and over time, as d...

Using Countdown Timers in Email: Do They Really Increase Conversions?

In a world that's always on, where marketers are attempting to entice a subscriber and get them to convert on the same screen with one email, the power of urgency is sometimes the essential element needed. One of the most popular ways to create urg...

LayBy Shopping