Communications Minister Anika Wells says Australian stories help shape the national identity and should be on all streaming platforms. Photo: Facebook.
Streaming services with more than a million subscribers will be required to produce specified quotas of Australian content under new laws proposed by the Federal Government.
Labor has reignited the issue, with Ministers saying legislation will be introduced this week to require services such as Netflix, Amazon Prime, and Disney+ to channel 7.5 per cent of their revenue to Australian drama, children’s shows, education programs, documentaries, and the arts.
That would equate to at least 10 per cent of their local expenditure being committed to Australian content.
The government had temporarily shelved the plans due to concerns that they might adversely affect Australia’s free trade agreement with the United States.
However, as the relationship between the two countries has improved in recent weeks, Labor feels confident that the time is right to revisit the issue.
Arts Minister Tony Burke said streaming services should be subject to similar obligations as free-to-air and pay television services to produce Australian content.
“These platforms are having no problem getting their content into Australia. With this legislation, we’ll be able to ensure that no matter which remote control you’re holding, Australian stories will be at your fingertips,” he said.
“We should never underestimate how important it is for Australians to see themselves on screen. It helps us to better understand ourselves, our neighbours and allows the world to see us.
“We have Australian content requirements on free-to-air television and pay television, but until now, there has been no guarantee that we could see our own stories on streaming services.
“Since their introduction in Australia, streaming services have created some extraordinary shows. This obligation will ensure that those stories – our stories – continue to be made.”
Once in place, the new laws will give support to our domestic screen sector and arts workers by ensuring quality local stories continue to be produced in Australia.
The commitment forms part of the government’s national cultural policy agenda, Revive, which recognises the cultural asset of Australia’s people and their stories.
Communications Minister Anika Wells said Australian stories help shape the national identity, define who we are as Australians and make us recognisable on the international stage.
“We want to make sure no matter which platform people are watching, Australian stories are part of their experience,” she said.
“Many streamers are already producing great Australian shows like Apple Cider Vinegar, The Narrow Road to the Deep North and Boy Swallows Universe. This announcement makes sure shows like these continue to be part of our national identity.
“I’ve been to Ludo Studios, where Bluey, a Brisbane and Australian icon, is produced, and I spoke with the co-founder of Ludo Studios and Screen Producers Australia about the importance of locally produced content.
“Real Australian content like Bluey matters; it connects us to who we are and shares it with the world, which is why these laws are so important.”
The Australian arts sector has been urging the government to do more to safeguard jobs in the industry, and has welcomed the news.
Screen Producers Australia said the announcement follows more than a decade of advocacy and was a “landmark day” for the Australian screen industry.
“For too long, our local production sector has operated in an uneven environment where global streaming services could reap the benefits of doing business in Australia without contributing fairly to the creation of Australian stories,” CEO Matthew Deaner said.
“The monumental effort to ensure streaming platforms are regulated in line with commercial free-to-air, cable and satellite subscription services has faced years of challenges, delays, and global complexities.
“With streaming platforms now deeply entrenched in our industry, this task has only grown more difficult over time.”
The Media, Entertainment & Arts Alliance described the announcement as a “vital lifeline” for the industry. The Australian Writers’ Guild said the legislation would ensure streaming services “invest in the importance of Australian storytellers telling Australian stories”.
The Greens have also welcomed the development, saying they will scrutinise the legislation before offering complete support.
Senator Sarah Hanson-Young said the Greens have long campaigned for local content quotas on streaming platforms.
“Big tech companies like Netflix, which make massive profits from Australians, should be required to have Australian content,” she said.
“A country that invests in its community and democracy invests in its own cultural assets and storytellers.
“We will look carefully at the detail of the bill and reserve our position until we know it is strong enough to ensure a strong future for our screen industry, including children’s content.
“Australian kids deserve to see themselves reflected on our screens, and not just be fed American rubbish day in day out.”
Original Article published by Chris Johnson on Region Canberra.
