The media landscape has changed almost beyond recognition in the 20 years since the last major UK regulation around media. Viewers today watch less broadcast TV and more streamed content, and it is in response to these changing preferences that the UK has passed a major new law — the Media Act 2024. The law brings in a number of provisions, with some designed to level the playing field between OTT services and public service broadcasters (PSBs), and others aimed at improving accessibility for people with disabilities.
Regulating streaming services
One of the most significant changes is that streaming services such as Netflix, Amazon Prime Video and Disney+ must follow the same Ofcom regulations that apply to traditional broadcasters, around accuracy, harmful content, impartiality and accessibility. This measure is designed to protect viewers from misinformation and harmful content, and ensure that all content providers are held to the same standard. It sets out to make streamed content more accessible for deaf and blind people, and people with sight and hearing loss by requiring that tier 1 video services provide subtitling, audio descriptions and signing, as is required on traditional linear broadcasts.
The Act aims to bring consistency across broadcast and OTT services, but it could also present challenges for global streaming services who may face stricter regulations in the UK than in other countries. It may also potentially impact how quickly some shows or movies are made available to UK viewers.
Safeguarding public service broadcasters’ role
As streaming platforms continue to grow in dominance, there’s a risk that the availability of public service broadcasters’ content could be overshadowed. The Act seeks to address this by requiring that PSB on-demand services, such as BBC iPlayer, ITVX and All 4, be made more prominent and easier for viewers to find on smart TVs and connected devices.
The Act also ensures that key national sporting events, like the Olympics and Wimbledon, will remain accessible to all on free-to-air TV by requiring that they continue to show adequate live coverage. Additionally, Channel 4 will be allowed to produce its own shows so that it can compete more effectively with other broadcasters and streaming services. Previously, the broadcaster acted as a commissioner, broadcasting content produced by independent companies. Understandably, there’s concern among the independent production sector about what impact this will have because it has long relied on commissions from Channel 4.
Media industry impact
There’s no doubt that the Media Act is going to have some profound consequences on the media industry. While traditional broadcasters may welcome these changes as a way to safeguard their relevance, streaming platforms might see the new rules as a challenge to their operating models. Ultimately, the success of the Media Act 2024 will depend on how effectively the industry can adapt to the evolving landscape, balancing regulatory requirements with viewer demand for flexibility, accessibility and diverse content. Quite how it will play out and what impact it will have remains to be seen.
Helen Weedon is the Managing Director at Radical Moves (www.radicalmoves.co.uk), a specialist marketing and PR agency covering media & entertainment and space & satcoms.