The 2022 Budget through a PR lens

With the release of the much anticipated 2022-23 pre-election budget last night, we know our media contacts will be interested in how the new budgetary allocations will affect the broadcast industry. So, what does the budget mean for media stakeholders?

In general, the government affirmed its commitment to Australia’s National Broadcasters by increasing funding across the board. Until 2025, The ABC and SBS will see $4.5 billion dollars land in their coffers to support the work they do in connecting Australians to reliable television, radio, and digital media.
To counter the rise in media skepticism the ABC was set an increased ‘trust’ measurement that will see trust in the service improve by 10% (currently at 80%). The government expects the SBS will continue to remove barriers for Australia’s multicultural population by ensuring at least 90% of their radio and tv content will be in languages other than English.

Community broadcasting saw an indexation change, which despite an initial increase, will decline steadily after 2022. It’s expected that the community broadcasting sector will seek further support, in the upcoming election, to maintain funding levels and ensure growth and development. The sector would still like to see their CBF Development & Operations grant program further supported by an additional $5m per annum.

Our neighbours in the Pacific (Papua New Guinea, Fiji, Vanuatu, Solomon Islands, Kiribati, Tuvalu and Nauru) have been given a boost, with an additional $5.7m allocated to support the delivery of Australian media content through Free TV Australia’s PacificAus services. At home, media telecommunications will be reinforced through $1.3b worth of regional, rural, and remote telecommunications infrastructure initiatives. Other noteworthy mentions include a funding increase of $200,000 for the Australian Film Television & Radio School and a $1m increase for the National Film & Sound Archive.

At this time, when national, and international events impact Australians swiftly and severely, the government has used the budget to show it recognises that quick, clear, and trustworthy media content is a priority. The recent floods in Australia’s east have highlighted the necessity of up-to-date emergency directives that can be delivered to targeted communities. Similarly, the government has relied on media outlets to regularly adapt and innovate their content so that frequently changing health mandates connect with Australians.

Here at MediaCast, we hope that these budget increases will lead to a continually transformed and improved Australian broadcast industry. One in which our clients can operate effectively and with impact.

The 2022 Budget through a PR lens

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