Investigation into better deal for regional media outlets

Wednesday, 28 September 2011

The Victorian Government will undertake a full scale review of its current regional advertising policy to examine how media outlets in regional and rural communities can be better supported now and in the future.

Making the announcement today, Acting Premier and Minister for Regional and Rural Development Peter Ryan said the Government was committed to improving its relationship with regional and rural media outlets.

"The Government has asked for a full scale review of our Regional Communications Policy to reassess whether it is delivering the best possible outcomes for our local communities," Mr Ryan said.

Mr Ryan said the current regional media policy had not been reviewed since it was implemented in 2005, even though the media landscape had changed considerably.

Current policy encourages government advertisers to spend a minimum of 10 per cent of all advertising in regional newspapers, radio and television.

The Government believes a complete review of our current policy will lead to broader community engagement and better support for our grassroots media outlets.

Mr Ryan said the Government had already begun consulting key regional media providers seeking their expert opinion. "It is critical that all media outlets, particularly newspapers, radio and television are utilised to the best possible capacity as they are the main source of information for people living in our country and regional areas," Mr Ryan said.

"These businesses are not only the voice of regional and rural Victoria but they are also the primary source of information for their local communities and we want to ensure critical government information is reaching these publications."

The review should be completed by the end of the year.