Broadcasting: turning audiences into consumers

In its April 2008 Review of Australia's Consumer Policy Framework, the Productivity Commission identified problems with the coverage of the various schemes for handling consumer complaints about communications services. It raised a number of longer-term possibilities, including 'a single consumer entry point for communications services complaints', or an 'umbrella arrangement encompassing all individual dispute resolution services in this area'. Drawing on a study of future broadcasting consumers for the newly-established Australian Communications Consumer Action Network, ACCAN, this paper explores the issues that might be addressed by such a 'one-stop shop'. It identifies them in three ways. First, we create a compendium of the many issues about TV and radio services that are currently covered by legislation, co-regulation and self-regulation. These issues are summarised into five categories. Second, we summarise complaints data to see what issues TV and radio audiences complain about and where broadcasters fall short of the standards set for them or which they set for themselves. Third, we examine the terms and conditions set for the video download services now offered by all free-to-air television broadcasters, a relatively new kind of service that blends broadcasting and telecommunications. These provide an indication of the issues that are already significant for consumers of rapidly-developing services. Finally, we look at whether and how these issues are addressed under telecoms regulation and industry practice, before making some brief concluding comments about the implications of the transformation of broadcasters' audiences into consumers.