The UK's Media Act of 2024 has ushered in a transformative era for the country's media landscape, introducing a groundbreaking online prominence framework. This framework aims to ensure that designated public service broadcaster (PSB) TV apps and content receive appropriate prominence on specific TV platforms, solidifying the role of PSBs in the digital age. The government's policy thinking, informed by industry engagement and data analysis, has laid the foundation for this new prominence regime, setting the stage for a more equitable and future-proof media ecosystem.

Empowering Public Service Broadcasters in the Digital Frontier

Defining the Prominence Framework

The Media Act has established a new online prominence framework, which will require certain TV platforms – those provided in connection with 'internet television equipment' – to carry and prominently feature designated PSB TV apps and their associated content. This framework is designed to support the delivery of PSBs' remits, ensuring that their vital role in the media landscape is upheld in the digital realm.

Identifying Internet Television Equipment

A crucial aspect of the new prominence framework is the determination of which devices should be considered 'internet television equipment.' The Secretary of State is empowered to set out the descriptions of devices or categories of devices that fall under this designation, with the flexibility to amend the list as technology and viewing habits evolve.

Industry Engagement and Data Analysis

The Department for Culture, Media & Sport (DCMS) conducted extensive engagement with industry stakeholders, including PSBs, device manufacturers, pay-TV operators, and game console providers. This process aimed to gain a comprehensive understanding of the devices available in the market, their usage patterns, and the ways in which consumers access TV content. The data collected and analyzed has informed the department's policy thinking on which devices should be considered internet television equipment.

Defining the Scope: Smart TVs, Set-Top Boxes, and Streaming Sticks

Based on the data and industry feedback, the DCMS has determined that smart TVs, set-top boxes, and streaming sticks should be considered internet television equipment for the purposes of the new prominence framework. These devices are widely used by UK households as their primary means of consuming TV content, including PSB programming, making them a natural fit for the new regime.

Excluding Smartphones, Laptops, Tablets, and PCs

While smartphones, laptops, tablets, and PCs can be used to access TV content, the DCMS has concluded that it would not be proportionate to designate these devices as internet television equipment. The data suggests that these devices are primarily used for other purposes, such as communication, email, and internet browsing, with TV viewing being a secondary function.

The Uncertain Role of Video Game Consoles

The DCMS has acknowledged that some viewers do access TV content through their video game consoles. However, the available data does not conclusively indicate that the delivery of TV is a primary function of these devices. The department has decided not to specify video game consoles as internet television equipment at this stage, but has left the door open for future consideration should viewing habits change significantly.

Emerging Devices and the Evolving Landscape

The DCMS has also identified newer devices, such as home cinema projectors and portable lifestyle screens, that can be used to access TV content. However, due to the relatively recent introduction of these devices and the lack of definitive data on their usage patterns, the department has chosen not to include them in the initial designation of internet television equipment. The department recognizes the need to remain vigilant and adaptable, as the landscape of devices used to consume TV content is likely to continue evolving.

Ongoing Review and Adaptation

The DCMS acknowledges the dynamic nature of the media landscape and the need for the new prominence framework to remain responsive to changing trends. The department has committed to reviewing the list of internet television equipment one year after the full implementation of the new regime, and it expects Ofcom to maintain ongoing monitoring and evaluation of the framework as a whole.

Conclusion

The Media Act's new online prominence framework represents a significant step forward in ensuring the continued prominence and relevance of public service broadcasters in the digital age. By designating specific devices as internet television equipment, the framework empowers PSBs to reach and engage with audiences across a range of platforms, solidifying their position as cornerstones of the UK's media ecosystem. As the landscape continues to evolve, the DCMS's commitment to regular review and adaptation will be crucial in maintaining the effectiveness and future-proofing of this landmark legislation.