Applauding the ACCC’s digital platforms inquiry, Frangopoulos said its outcome would be “absolutely critical”, not just for Australian media companies, but for Australian culture.

“This is about Australian stories being told by Australians,” he said, suggesting advertisers will reap broader benefits by investing in quality, local media over unprofessional content in uncontrolled environments.

“Australian media agencies and advertisers are part of Australian society.

“It is really important that they consider the impact of their investment choices on the ability of media organisations to deliver Australian stories to Australians,” added Frangopoulos.

Watch the full interview below: