Regional TV networks cop Facebook backlash over reach rule

A marketing blitz dubbed ’Save The Voices of Regional Australia’ has met with a hostile reaction on social media.

A multi-million-dollar advertising campaign calling for the removal of the reach rule has provoked a backlash from online communities in ­another setback for the regional TV broadcasters backing the controversial push.

A TV, radio and online marketing blitz dubbed ‘‘Save The Voices of Regional Australia’’ has met with a swift and unforgiving reaction from social media users, with many questioning the real motives of Prime Media Group, WIN Corporation, Southern Cross Austereo and Imparja ­Television.

An ominous voiceover in the ads warns that regional news services and jobs were at risk unless the government urgently changes media ownership and concentration laws. But a dedicated Facebook page to drum up support for the campaign has been stung by a barrage of negative sentiments, with half the comments surveyed by The Australian accusing the networks of pushing a corporate agenda or showing hypocrisy by cutting back on local news services to save money.

“So your big campaign to “Save our voices!” is all about allowing mergers with metros?”, said Facebook user James Purser.

Facebook member Peter Mobbs said: “You killed this industry yourself. Now you are crying poor and using social media to push another agenda. Get stuffed. Hope you crash and burn.”

Facebook user Mark Grivell said: “So what was WIN TV’s ­excuse when they merged South East SA and Riverland news ­service, and then a little after that scrapped the whole service ­completely?”

Facebook member Mike ­Harris said: “They culled staff since the start of aggregation under the guise of providing regional Australia with more variety. They ended up culling regional Australia’s voices, communities, jobs and opportunities.”

Regional networks are throwing considerable resources at the campaign, even producing a series of pro-reform news stories on their TV channels. But while the campaign appears to be failing to gain traction among online users, the scare tactics are having an impact on regional MPs.

On Thursday, independent MP Cathy McGowan raised the issue in Parliament, asking Tony Abbott to clarify the “way forward” for “the 120,000 of my constituents who rely on regional TV services” for local news and information.

However, in a blow to the regional networks, the Prime Minister reaffirmed his commitment to a cautious approach, underscoring the importance of a balanced set of media laws that did not favour one commercial interest over ­another.

“The trouble with the regulation of the media is that to change one thing is to impact on everything,” Mr Abbott said in response to Ms McGowan.

“The government are reluctant to make a change in this area until we are confident that the changes that we have in mind are right.

“The best way to be confident that the changes that we have in mind are right is if we have secured a measure of consensus in the sector.

“That is what the Minister for Communications is working to achieve. Without a measure of consensus in the sector, the risk is that, were we to make a change, we would simply be taking sides in a commercial dispute — and that is the last thing any sensible government would want to do.”

Deep splits have emerged in the media industry over plans to remove the reach rule, which would enable takeovers of regional TV networks.

Seven West Media and News Corp, publisher of The Australian, believe the government should only entertain reform as part of a whole package that needs to pass through both houses.

They believe the regional players, which have posted record profits, are overstating their plight to engineer corporate deals and enrich their ­owners.