Commercial free-to-air television has been named Australia’s most trusted news source, with almost 90 per cent of people surveyed saying they place greater trust in it than in social media, AI-generated content and most other sources.
The findings were unveiled in Canberra on Tuesday in a Deloitte report commissioned by Free TV Australia, which also said the sector contributes $2.4 billion to the Australian economy.
Television figures travelled to the capital for the report’s release, including Sunrise presenter Matt Shirvington, who reflected on the power of shared national moments.
“To watch a young up-and-coming athlete called Cathy Freeman to run in her 400 metre final … for me, it was so inspiring,” Mr Shirvington said.
Free TV Australia chief executive Bridget Fair said commercial television allowed millions of Australians to experience events and information collectively.
“This report puts hard numbers behind something we’ve always known – free television is cultural infrastructure for this country,” Ms Fair said.
“It gives Australians shared stories, shared facts and shared values.”
Ms Fair warned that commercial television’s future could not be assumed, calling for action on competition in advertising technology, protection for Australian content from AI theft and continued free access to major moments for people across the country.
