REGIONAL and rural media outlets have been recognised as the voice for local communities by the Victorian Government, which is seeking ways to better support them.
The State Government announced last week it would undertake a full scale review of its current regional advertising policy to examine how media outlets in regional and rural communities could be better supported now and into the future.
Regional and Rural Development Minister Peter Ryan said a complete review of the current policy would lead to broader community engagement and better support for grassroots media outlets.
“These businesses are not only the voice of regional and rural Victoria but they are also the primary source of information for their local communities and we want to ensure critical government information is reaching these publications,” he said.
Mr Ryan said the current regional media policy had not been reviewed since it was implemented in 2005.
Gembrook MP Brad Battin said the current policy encouraged government advertisers to spend a minimum of 10 per cent of all advertising in regional newspapers, radio and television.
“We want to support the regional and rural media’s survival because most people get their information in relation to local issues from their local media,” he said.
Seymour MP Cindy McLeish said the review would be important to ensure that media outlets remained viable and engaged with the community.
“I think sometimes people in rural and regional areas think they’re forgotten about and don’t get information, but in smaller places like Healesville or Yea, they need to be assured someone’s looking seriously at the policies surrounding media outlets in their areas.
“People do listen to these local stations and read their local papers very much.”
Victorian Country Press Association president and managing director of Star News Group, Paul Thomas welcomed the review on behalf of the largest group of independent media operators across Victoria.
“The advertising for smaller papers is an extremely important part of their existence and their ability to communicate to those small regional towns,” he said.
“The communities we all serve are vitally interested in the efforts of the government.”
Mr Thomas said the VCPA was committed to enhancing the strength and relevance of communities across the state that aspire to be the backbone of Victoria’s long-term future.
“This will be far better achieved by continued and consistent dialogue with those communities,” he said.
Mr Ryan said the review would be completed by the end of the year.
The Pakenham Gazette is a member of the VCPA.
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