Research conducted by the Australian Communication and Media Authority (ACMA) shows that Australians expect similar standards of content quality across all forms of media.

 

The Digital Australians – Expectations about media content in a converging media environment research report, examined the impact of increasing use of digital media on the attitudes and expectations about media content.

 

‘Regardless of delivery platform, familiar media brands are expected by most consumers to meet community standards for taste and decency,’ said ACMA Chairman, Chris Chapman. ‘They also expect news stories from reputable news organisations to meet the same journalistic standards for accuracy and fairness, whether in print, broadcast, or online.’

 

Participants in the research had additional concerns for children using digital media and placed a high priority on protecting children. Parents were more concerned about the internet than were other adults.

 

Australians have a high awareness of the ongoing changes in media and communications and regard the developments positively,’ said Mr Chapman. ‘While traditional media like television and radio are still dominant for most, the internet is expanding the media experience for Australians.’

 

The findings of this community research will contribute to the ACMA’s understanding of what convergence of media and communications means for Australians and the possible implications for regulation and provision of advice to consumers and citizens.

 

The research was conducted for the ACMA by GfK Bluemoon and comprised 13 focus groups held in metropolitan and regional areas across three states between 20 April and 11 May 2011, followed by an online survey of 1,250 Australians aged 18 years and over between 8 and 22 July.

 

The report is available on the ACMA’s website and a summary of the findings is available on the ACMA’s engage website www.engage.acma.gov.au.