Topics: smart TVs, prominence, streaming, television, screen policy, Netflix, ABC
Associate Professor Ramon Lobato
“The prominence legislation introduced today will require TV manufacturers to preinstall local broadcaster apps – ABC iview, SBS On Demand, 7Plus, 9 Now and 10Play – on connected TV devices.
“The purpose of the prominence law is to ensure a minimum degree of visibility for local broadcaster services within smart TV interfaces, which at present are ‘pay for play’ environments that prioritise advertiser apps.
“Our research on smart TV interfaces has found that local apps are substantially less visible, less integrated, and less frequently preinstalled than the US streamers like Netflix and Prime Video.
“Local services – especially public broadcasters – cannot compete fairly in this environment.
“If we leave the design of smart TVs entirely to the market, our national investment in public-service broadcasting will be significantly compromised.
“There is no point having a local content policy if local services cannot easily be found when you turn on your TV.”
Associate Professor Ramon Lobato is an expert on television and video distribution. His research investigates smart TV software and its implications for television distribution and consumer access to content.
Dr Alexa Scarlata, Research Fellow
“Smart TV interfaces are increasingly complex. Not all users know how to download apps from their TV’s app store.
“Our research found that a quarter of Australians are likely to be using their smart TV on its default settings. They might not realise that they have a suite of free local apps available to them.
“Smart TV users are comfortable with the idea of prominence. Our research found a majority of Australians support a must-carry rule for local broadcasters.
“The prominence legislation does not dictate the order that apps must be delivered, or control what users watch.
“Users will remain in control of their devices and can always delete or move the apps if they don’t like them. But at least they will be offered the choice.”
Dr Alexa Scarlata’s research examines internet distributed television, content production and national screen policy.
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