Page 178 - Communication Cultural and Media Studies The Key Concepts

NEW MEDIA POLICIES

NEW MEDIA POLICIES

Newmedia technologies such as the Internet are proving to be a
challenge to once reliable policy mechanisms imposed by governments
within their national territories. Because of media convergence,
content and competition, regulatory concerns are not restricted to the
Internet. For example, interactive television services are capable of
giving viewers access to the World Wide Web through their television
set. This not only presents concerns in the area of content regulation
and classification processes, it may also complicate existing ownership
and competition safeguards. Through broadband technology, the
broadcaster may be able to direct viewers to additional (Internet)
channels. Alternatively, the new technology may allownewplayers
into the broadcasting market surreptitiously through the Internet.
In the past, media policy has been directed at ensuring universal,
affordable access to media communications and upholding principles
of democracy, opportunity, fairness and security (Collins and Murroni,
1996). Media businesses have enjoyed monopoly, or market
dominance, only in exchange for meeting government public interest
requirements (sometimes termed ‘quid pro quo’). These policies have
been industry specific, often with separate regulatory agencies
overseeing their application.
Some policy analysts maintain that with convergence, the only
regulatory measures required for the media should be generic (rather
than industry specific) competition policy. In this scenario, a single
regulator with a directive to ensure competition and prevent
dominance by one or fewplayers would act as a watchdog on all
aspects of economic activity (and not simply the media industry).
Collins and Murroni maintain that ‘competition policy is not sufficient
to establish a robust civil society animated by vigorous debate. Nor
will it establish easy access for citizens to the information necessary to
fully participate in political and social life’ (1996: 167). Much of the
debate around newmedia policies centres on these concerns: whether
the role of government is actively to provide and nurture a diverse,
universal and healthy mediasphere, or whether the market is more
capable of achieving this if left to its own devices.
Deregulation of the media industry could arguably be justified as a
result of media convergence and the newissues of whether regulation
is possible in all cases. However, it is more likely that the forecasted
economic rewards of media deregulation in the new media
environment are driving newmedia policies, as many of these

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