Lexi Webster
Australian television networks have been observed to favour US programming due to a variety of factors. Firstly, the US boasts a much larger media market, allowing for higher production budgets that result in more appealing content. This is particularly evident in genres like drama and science fiction, which are popular in Australia. Additionally, US programming offers a diverse range of shows that cater to different tastes, from the widely popular *NCIS* to the locally successful *Bluey*. While Australia has implemented content quotas for local programming, commercial networks have argued that these quotas are restrictive and costly, especially for children's content, which has seen a decline in viewership. These factors contribute to the appeal of US programming for Australian television networks, providing them with a broader selection of content that can attract larger audiences.
| Characteristics | Values |
|---|---|
| Lower budget of Australian shows | "They feel so cheap" |
| Less investment in local content | Lack of funding and the rise of digital platforms |
| US content is more appealing | High-budget American content is widespread |
| US content is more diverse | Australian TV is underrepresented in certain genres |
| US content is more readily available | US content is not subject to Australian content quotas |
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What You'll Learn
US programming has higher budgets
US programming is appealing to Australian television networks due to its higher budgets, which result in a higher-quality product. The increased investment in US productions allows for more expensive talent, better production quality, and greater marketing capabilities, all of which contribute to their success and appeal in the Australian market.
In contrast, Australian television networks have faced challenges due to a lack of funding and the rise of digital platforms. This has resulted in a decrease in investment in local content, with Australian productions struggling to compete with the high-budget American content that is widely available.
The Australian government has attempted to address this issue by implementing content quotas and regulations. The Australian Communications and Media Authority (ACMA) enforces regulations on television programming to promote Australian identity and cultural diversity. Commercial networks must adhere to content quotas, including a requirement to broadcast a minimum of 55% Australian programming during prime time hours.
However, these quotas have faced opposition from some commercial free-to-air networks, who argue that the quotas are too restrictive and costly. In 2020, the government updated the local content requirements, removing sub-quotas on drama and documentary programs and adopting a points-based system that rewards higher-budget productions. This change was intended to provide more flexibility to networks and encourage investment in higher-quality local content.
Despite these efforts, Australian TV audiences have noticed the lower budgets of Australian shows, commenting that they "feel so cheap" in comparison to high-budget American content. This highlights the ongoing challenge faced by Australian television networks in balancing the appeal of high-budget US programming with the need to promote and support local content.
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Australian networks import popular US programmes
Australian television networks import popular US programmes due to a variety of factors. Firstly, the US has a much larger media market than Australia, allowing for high-budget productions that can be more appealing to audiences. The lower budgets of Australian shows have been criticised by viewers, who contrast them unfavourably with expensive US imports.
In addition, US programmes are often in demand by Australian audiences. For example, the drama "Succession" was especially popular in Australia, ranking higher than in any other market. Similarly, "NCIS" ranked 12.5 times the average series demand in Australia, and the spin-off "NCIS: Sydney" further increased its popularity.
Australian networks are required by law to broadcast a minimum of 55% Australian content. However, this leaves a significant portion of airtime for imported programmes. The ABC, one of the three commercial networks in Australia, also imports popular programmes from Britain, such as "Doctor Who" and "Death in Paradise".
The high demand for US programmes in Australia can also be attributed to their widespread popularity and cultural influence. US content has a broad appeal that transcends national boundaries, and Australian networks capitalise on this by importing and broadcasting popular US shows.
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US shows are in demand in Australia
US shows are in high demand in Australia, with American content outperforming local productions. Several factors contribute to this popularity. Firstly, the sheer volume of high-budget American shows easily accessible in the Australian market sets a high standard for local content to compete with. The production quality and financial backing of US shows are significantly higher than their Australian counterparts, which can make local shows seem "cheap" in comparison. This disparity in resources has led to a decrease in investment in Australian content by networks, further widening the gap.
Additionally, the success of US shows in Australia can be attributed to their broad appeal and ability to "travel" across markets. Certain US productions, such as "Succession," inspired by the Murdoch family, may find an even higher appreciation in Australia due to their cultural relevance. US shows also benefit from their extensive range of genres, filling gaps in the Australian market. For example, the sci-fi drama "The 100" was the most in-demand series in Australia between July and September 2020, showcasing how US productions cater to diverse audience tastes.
While Australia has implemented content quotas to promote local programming, these regulations have faced opposition from commercial networks due to the high costs involved. The removal of sub-quotas on drama, documentary, and children's programming in 2020 further reduced the incentive for networks to invest in Australian productions. The introduction of a points-based system, rewarding higher-budget shows, also favors US productions with larger financial backing.
It's worth noting that despite the dominance of US shows, there are successful Australian productions that have gained traction, such as the local children's series "Bluey." However, the overall trend suggests that US shows are in higher demand in Australia, shaping the preferences and viewing habits of Australian audiences.
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US content is widespread and easily accessible
The accessibility of US content in Australia is evident through various platforms. The Special Broadcasting Service (SBS), for example, broadcasts a variety of English-language current affairs programming, including repeats with subtitles in Arabic and Mandarin. Additionally, the Australian Broadcasting Corporation (ABC), the third most-watched television network in the country since mid-2012, imports popular programmes from Britain, such as "Doctor Who" and "Death in Paradise".
The impact of US content on Australian audiences is significant. For instance, the sci-fi drama "The 100" was the most in-demand drama in Australia between July and September 2020. Similarly, "Succession", a show inspired by the Murdoch family, ranked higher in Australia than in any other market. The demand for US content has also influenced local productions, as seen with the expansion of the "NCIS" franchise with "NCIS: Sydney" in 2023, which has driven demand for the franchise in Australia.
While there have been efforts to promote Australian content, such as the "Make it Australian" campaign, the prevalence of US content remains strong. The Australian government has updated content quotas, requiring 55% of Australian content on primary networks and introducing a points-based system to encourage higher-budget productions. However, the removal of obligations to produce Australian drama and documentary programs during the COVID-19 pandemic and the lack of quotas for streaming services have contributed to the continued accessibility of US content in the Australian market.
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US programming is shown on Australian speciality channels
Additionally, Australian networks have an incentive to include US content due to the country's regulations on television programming. Commercial networks in Australia must adhere to content quotas that promote Australian identity and cultural diversity, with a minimum requirement of 55% Australian content on primary channels. However, these networks have argued that producing local content is costly and unsustainable, especially in the case of children's programming, which has led to a decrease in investment in local content.
US programming, therefore, becomes an attractive option for Australian networks to fill their schedules and meet their content quotas without incurring high production costs. This is especially true for genres like drama and documentary, where obligations to produce Australian content have been suspended or replaced with a points-based system that rewards higher-budget productions.
Furthermore, US programming has a proven track record of success in Australia. For example, the drama series "Succession", inspired by the Murdoch family, ranked higher in Australia than in any other market. Similarly, "NCIS" ranked 12.5 times the average series demand in Australia, and the expansion of the franchise with "NCIS: Sydney" in 2023 has further driven demand for the franchise in the Australian market.
In conclusion, US programming is shown on Australian speciality channels because it is widely appealing, helps meet content quotas, and has a history of success in the Australian market.
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Frequently asked questions
US programming is often high-budget and appeals to a wider audience. Australian networks have to compete with this by producing cheaper content, and so they may choose to air US programming to ensure maximum viewers.
Drama and sci-fi are popular genres in Australia, with sci-fi drama "The 100" being the most in-demand series in the country between July and September 2020. US programming that is heavily inspired by Australian culture, such as "Succession" (inspired by the Murdoch family), also ranks higher in Australia than in any other market.
Yes, commercial networks must adhere to content quotas of Australian programming, including children's content quotas. In 2017, Seven Network, Nine Network, and Network 10 argued that children were moving away from Australian content and toward alternative television services, and so the quotas should be abolished or transferred to public broadcasters.
