A delegation from Australia’s leading commercial television networks, including the CEOs of Seven, Nine, Ten and WIN, will descend upon Parliament House to lobby the Prime Minister Anthony Albanese, Opposition Leader Sussan Ley and a host of politicians about challenges facing the sector.
These include permanently abolishing the commercial broadcast tax, extending provisions in anti-siphoning laws to take into account sports streaming rights and mitigating the commercial impacts of a gambling advertising ban that was proposed in the 2023 Murphy report.
Free TV’s ‘Shaping a Nation’ aims to highlight the value of free commercial television services for all Australians at a time when broadcast TV is in structural decline, advertising revenue is being diverted to digital rivals and decades old regulation places a financial burden on TV broadcasters while global streamers operate with few barriers in place.
“Commercial free-to-air television relies entirely on advertising revenue to fund the production of news, sport, and Australian content that our communities depend on,” Seven West Media CEO and managing director Jeff Howard said.
“Any further regulation of advertising must be carefully considered and take this into account. If restrictions are imposed, it is critical that there are appropriate mitigations to offset the impact on free-to-air commercial broadcasters.”
Howard is referring to a looming ban on gambling advertising, which has already taken a hit since the Murphy report was released.
In 2022, the gambling industry spent $310 million on advertising, according to Nielsen. In the first half of 2022, gambling accounted for 5 per cent of TV ad sales, which was down to 3.2 per cent in the first half of 2025, according to SMI figures.
Anti-siphoning & CBT
Nine CEO Matt Stanton warned that the anti-siphoning laws that ensure Australians have access to big ticket sports—such as the Olympic Games, NRL and AFL, Australian Open tennis and summer of cricket—are not fit for purpose in a digital age. Under the current rules, a loophole exists that allows streamers to outbid local TV broadcasters for the digital rights, which could place streamed sports behind a paywall.
“Right now there’s nothing to stop big tech and global streamers swiping up all streaming rights for our favourite sports,” Stanton said. “They’re unregulated, unaccountable and have no interest in what unites us. Let’s close the loophole and keep sports free on your TV.”
Another bone of contention is the commercial broadcast tax that TV and radio companies pay to use the publicly-owned spectrum.
Earlier this year, the Albanese government provided broadcasters with a reprieve from paying the tax, saving the industry $50 million.
The TV industry would like the tax to be abolished, arguing that global streamers are not taxed for using the National Broadband Network to distribute their content.
“As we approach 70 years, our industry invests $1.62 billion annually in local content. The continued viability of free-to-air television is facing unprecedented challenges, making government recognition of our essential role, as well as the recent measures to address regulatory inefficiencies, especially significant,” Network 10 President, Beverley McGarvey said.
“We welcome the current suspension of the Commercial Broadcasting Tax and encourage its permanent removal to ensure the long-term sustainability of this vital service.”
Regional funding
WIN Corporation CEO Andrew Lancaster wants the government to invest more in regional broadcast TV infrastructure, particularly at a time when the viability of operating regional TV stations has come under the microscope. In the past year, Southern Cross Media has pulled out of regional TV, selling its TV stations to Seven West Media amid a challenging advertising market in many regional centres.
“It is vital that these communities (where 36 per cent of Australians live) have equal access to free television services. Government support for infrastructure costs to maintain their connection is urgent and critical,” Lancaster said.
Amy Graham, the CEO of Imparja Television, added: “Broadcasting in remote and very remote communities is a unique challenge, but is an essential service for communities outside metropolitan and regional centres. Infrastructure and skills investment will ensure that these audiences continue to stay connected and actively participate in Australian cultural and democratic life.”
Another issue that is likely to be discussed on the sidelines is the government highly-anticipated discussion paper on the News Media Bargaining Incentive, which is due to be released within weeks. It is likely to outline how the government believes Google, Meta and other platforms should compensate media companies for using their content.
Free TV CEO Bridget Fair points out that 20 million viewers watch free TV services every week and commercial TV broadcasters spend $1.62 billion on Australian content annually, including 25,000 hours of home-grown content, and 390 news bulletins.
She said that the future of these services is not guaranteed.
“We need the right policy settings to protect Australians’ right to free television services,” she said. “As Australians cut household budgets, there is one line item that won’t change – the zero cost of free TV.”
Tonight’s event will be hosted by A Current Affair’s Ally Langdon, Sunrise’s Matt Shirvington and I’m A Celebrity… Get Me Out Of Here!’s Julia Morris and features a host of TV network stars, including Michael Usher, Johanna Griggs, James Bracey, Sylvia Jeffreys, Scotty Cam, Sandra Sully, Andy Allen and Matilda’s star Michelle Heyman.
They will court Prime Minister Anthony Albanese, Communications Minister Anika Wells, Opposition Leader Sussan Ley and other parliamentary leaders.
