Digital Media l Broadcasting

Australian media deals with government underfunding : :

Source: Channel News: Australia (News.smarthouse.com.au) 2008

Moving ahead, the fast-changing platforms of communication methods today forces the world to embark onto a new level in digital technology, including digital media broadcasting and resources. Undoubtedly, media holds the ‘power’ after the government and the authorities; the power to move people, to connect, contradict and to change.

Nonetheless, the power in public media broadcasting is currently confronts with the era of cyber world which requires innovation of content to fit into the digital media platform, thus, it is the cost that matters.

Based on the article “The minister and public broadcasting” posted by Antony Funnell of ABC Radio Channel on November 6, 2008, the Australian media faces a dilemma of ‘not catching-up’ due to current Australian economic downturn and the impact it might have on the likelihood of the SBS.

This caused the ABC and SBS to massively under-funded and cut back by the previous government. However, the new government of Australia claimed their commitment to public broadcasting, since the challenge of the borderless world is very serious, including broadcasting into the crossroads along the movement into the digitalised world.

Clearly, I think the ABC and SBS really need funding to meet those challenges. Based on research by comScore MediaMetrix in August 2008, the total number of Internet audience is 188.9 million worldwide. The number may have been increasing ever since, thus this demonstrate the power, seriousness and the essential of the Internet.

Obviously, the ABC and SBS need to stabilize its financial core and funding basis before stepping up onto the phase of digitalization.


Reference
Antony F, 2008, “The Australian minister and public broadcasting”, ABC Radio Channel – The Media Report, November 6, <http://www.abc.net.au/rn/mediareport/stories/2008/2411100.htm>, online, accessed 8 November 2008.

Branko, M 2008, 'ABC Buys Canadian Tech For PNG Radio', Channel News: Australia, <http://news.smarthouse.com.au/images/shared/20080917040834a8214.jpg>, online, accessed 8 November 2008.