Media RegulationsVCE Media Unit 4 AoS 3

One of the reasons that we regulate the media is the possibility of copycat behaviour. Both the FreeTV Australia and the Advertising Standards Bureau have guidelines for the advertising of food and beverages to children which state that they should not promote an ‘inactive lifestyle’ or ‘unhealthy eating or drink habits’. FreeTV Australia and Commercial Radio Australia have guidelines relating to the portrayal of suicide. Commercial television and commercial radio codes of practice have guidelines pertaining to the portrayal of women, indigenous people and cultural diversity because it is believed the media should not promote prejudice and intolerance.

Australian content for commercial free-to-air television

• Australian content on commercial television is regulated by mandatory standards: Australian Content Standard (ACS) and Television Program Standard 23 - Australian Content in Advertising.• The ACS requires all commercial free-to-air television licensees to

broadcast an annual minimum transmission quota of 55 per cent Australian programming between 6am and midnight. In addition there are specific minimum annual sub-quotas for Australian (adult) drama, documentary and children's programs.

Australian content in advertising standard

• The standard for Australian Content in Advertising requires at least 80 per cent of advertising time broadcast each year by commercial free-to-air television licensees, between the hours of 6am and midnight, to be used for Australian produced advertisements.

What is the National Classification Scheme?

• The National Classification Scheme is a cooperative arrangement between the Australian Government and the state and territory governments where the Classification Board classify films, computer games and certain publications.

• The National Classification Scheme commenced on 1 January 1996 following recommendations made by the Australian Australia Law Reform Commission about censorship procedure (see 1991 Report No. 55). One of the recommendations was to establish a legislative framework for the Commonwealth, states and territories to take a national approach to classification. The Commonwealth, states and territories entered into the Intergovernmental Agreement on Censorship to underpin the scheme.

• The National Classification Code sets out the principles to be followed in making classification decisions.

• Separate guidelines for the classification of films, computer games and publications are established under the Scheme.

• The Classification Board is the independent statutory body, set up under the scheme, responsible for classification decisions.

• The Classification Review Board, also an independent statutory body, reviews classification decisions in certain circumstances and can provide a fresh classification decision.

CLASSIFICATION

Under the Commonwealth Classifications Act, the following matters are taken into account when classifying films, video games and publications:• the standards of morality, decency and propriety generally accepted by reasonable

adults;• the literary, artistic or educational merit (if any) of the publication, film or computer

game;• the general character of the publication, film or computer game, including whether it

is of a medical, legal or scientific character;• the persons or class of persons to or amongst whom it is published or is intended or

likely to be published.

CLASSIFICATION

Classification decisions are made according to the following principles:• adults should be able to read, hear and see what they want;• minors should be protected from material likely to harm or disturb them;• everyone should be protected from exposure to unsolicited material that they find

offensive;• the need to take account of community concerns about: depictions that condone or incite

violence, particularly sexual violence; and the portrayal of persons in a demeaning manner.In Australia, there are a number of classification categories, including: G, PG, M15+, MA15+, R and X. If a film, computer game or publication is deemed inappropriate by the Classification Board, it is refused classification and prohibited from sale in Australia.

The Australian Media and Communication Authority

The ACMA is a government body responsible for regulating broadcasting and online content in Australia. Its responsibilities include:• promoting self-regulation and competition in the communications

industry, while protecting consumers and other users• fostering an environment in which electronic media respect community

standards and respond to audience and user needs• managing access to the radio frequency spectrum• representing Australia ‘s communications interests internationally.

The ACMA has developed codes of practice for television and radio in conjunction with the industry FreeTV Australia and Commercial Radio Australia. These codes govern the content of television and radio in Australia.The ACMA also helps to regulate the ownership of commercial media organisations in Australia through a register of controlled media groups. This is to avoid unacceptable changes to media diversity.Under current media ownership laws in Australia:

• cross media ownership is allowed providing that there are no fewer than five independent media groups in metropolitan markets and four in regional markets

• foreign investment in the Australia media is permitted but the mass media is considered a ‘sensitive sector’ and any foreign investment, regardless of its size must be approved by the Treasurer

• a person may only control one commercial television licence or two commercial radio licenses in a license area

• a person may not control a commercial television license reaching an audience of more than 75% of the Australian population.