What is 'Australian content' on TV, and why is it important?

In Plain English

Australian content on TV refers to programs made in Australia, involving Australian talent and creative control. The government sets rules to make sure a certain amount of what you see on TV is Australian. This is important because it supports Australian culture, gives local actors and filmmakers jobs, and ensures that our stories are told on our screens. For advertising, it ensures the majority of ads shown on commercial television are Australian-made. For streaming services, it ensures that a minimum amount of money is spent on new Australian programs.

Detailed Explanation

The definition of "Australian content" varies depending on the specific context, but generally refers to programs with significant Australian involvement in their creation. Here's a breakdown based on the provided legislation:

1. Australian Program Definition (Broadcasting Services (Australian Content and Children's Television) Standards 2020)

A program is considered Australian if it meets specific criteria related to creative control and key personnel:

  • Producer: The producer(s) must be Australian.
  • Director or Writer: Either the director(s) or writer(s) must be Australian.
  • Leading Actors/Presenters: At least 50% of the leading actors, including voice actors, or on-screen presenters must be Australian.
  • Supporting Cast (Drama): For drama programs, at least 75% of the major supporting cast must be Australian.
  • Production Location: The program must be produced and post-produced in Australia.
  • Animated Programs: For animated programs, at least 3 out of 5 key creative roles (production designer, character designer, supervising layout artist, supervising storyboard artist, key background artist) must be filled by Australians.

The Broadcasting Services (Australian Content and Children's Television) Standards 2020 also specifies that a New Zealand program, an Australian/New Zealand program or an Australian official co-production can be deemed to be an Australian program.

2. Australian Content in Advertising (Broadcasting Services (Australian Content in Advertising) Standard 2018)

In the context of advertising, "Australian produced advertisement" means an advertisement:

  • Wholly pre-produced, filmed and post-produced in Australia or New Zealand, or partly in Australia and partly in New Zealand; or
  • Where, if the above does not apply, Australians have exercised direction over the creative and administrative aspects of pre-production, filming and post-production, within the meaning of section 6 of the Broadcasting Services (Australian Content in Advertising) Standard 2018.

Section 6 of the Broadcasting Services (Australian Content in Advertising) Standard 2018 specifies that Australians are taken to exercise direction over the creative and administrative aspects of pre-production, filming and post-production of an advertisement if the advertisement meets at least 6 of 10 criteria related to key personnel and creative roles.

3. Australian Content for Subscription Video on Demand (SVOD) Services (Communications Legislation Amendment (Australian Content Requirement for Subscription Video On Demand (Streaming) Services) Act 2025)

For SVOD services, the focus is on expenditure on "eligible Australian programs". An "eligible Australian program" must be an "eligible program" (drama, children's, documentary, arts, or educational) and also be one of the following:

  • An Australian program (as defined above)
  • A New Zealand program
  • An Australian/New Zealand program
  • An Australian official co-production

Why Australian Content is Important:

  • Cultural Identity: Australian content reflects and promotes Australian culture, values, and stories.
  • Industry Support: It supports the Australian film and television industry, providing jobs and opportunities for local talent.
  • Diversity: It ensures a diversity of voices and perspectives on screen, reflecting the multicultural nature of Australian society.
  • Economic Benefits: It contributes to the Australian economy through production, post-production, and related industries.
  • Accessibility: The Communications Legislation Amendment (Prominence and Anti-siphoning) Act 2024 ensures that audiences throughout Australia are able to access free-to-air television content.

The legislation aims to maintain a balance between supporting local content and recognizing the realities of the global media market.