Big news day, but not for people with three university degrees

Today (give or take an hour or two) one or two new (or one new and one recycled) media outlets came on stream here.

The Punch , not to be confused with its Nigerian namesake , is a News Corp website. Its editor David Penberthy says:

The Punch is a new opinion website aimed at every Australian with a love of ideas, discussion and debate.

It’s not a fancy, la-di-dah site aimed at people with three university degrees, nor is it a site for yobbos who want to engage in mindless abuse.

It’s a place for spirited, sleeves-up, energetic, engaging commentary, written by people who enjoy writing, for people who enjoy reading.

As today’s spread of topics illustrates, The Punch is just as happy covering politics as it is covering TV, crime, music, social trends, sport, business, economics, food and fashion. Every day it will present diverse opinions from its own small team, and a rolling roster of almost 100 outside contributors, to give you real-time commentary and analysis of news and current affairs. Many of their names are published below; you will see them and others roll out over the coming fortnight.

SBS TWO (upper case) on channel 33 is the former SBS World News with some additional news, drama, documentary and (we are promised) sport content in the evenings. My EPG still confusingly lists "SBS 2" which is in fact, with channels 31, 34 and 350, an alternative SBS 1 (or ONE) : I hope the rebadging is completed soon though will visit the channel more often than I did in its previous iteration.

Several other media related stories are also worth a mention (and perhaps a post another time).

Foremost among them is Mr Murdoch's affirmation of the subscription model for online newspaper content , rather than the iTunes pay per item model which he lauded in his Boyer Lectures last year:

Rupert Murdoch has reaffirmed subscriptions, rather than pay-per-view, as his preferred future business model for online newspapers.

In an interview on the Fox Business Network, Mr Murdoch predicted newspapers would be completely digital within the next two or three years, and widely consumed on a mobile electronic device, updated every hour or two.

The chairman and chief executive of News Corporation, which owns The Weekend Australian, said newspapers would have to stop giving most of their content away online.

His comments came as two dozen or so top American newspaper executives met in Chicago this week to discuss possible online business models and the future of the troubled industry.

"There's a case that newspapers rushing on to the web to try and get a bigger audience and get more attention for themselves have damaged themselves," Mr Murdoch told Fox. "Now they're going to have to pull back from that and say, 'Hey, we're going to charge for this'."

He said one-off charges to read individual newspaper articles was not the way forward.

"I believe newspapers will be selling subscriptions on the web," Mr Murdoch said. "A (newspaper) website will be vastly improved, much more in them and you'll pay for them."

Even the sleeves up Mr Penberthy echoes the great man's voice: "If we ever did decide to charge a subscription, the fee would be reasonable, and would involve offering additional premium content, rather than blocking readers from accessing the existing site."

And another thing: The Australian's Media section reports another round in the ABC v Sky TV News war. Won't say much now except that IMO Sky has won more battles/ skirmishes than I'd have thought. More later.

Is SBS in breach of its own advertising guidelines?

Tonight I began to watch "Race to the Pole", a program on SBS TV about the 1911 race between British and Norwegian expeditions to the South Pole . It looked and sounded reasonably interesting (despite being filmed in Greenland because dogs aren't allowed in Antarctica) though I was put off by the number of commercial breaks - three in the first half hour - which (1) disturbed the flow of the narrative and (2) seemed to take up an inordinate amount of time. I didn't time the breaks but my perception was that the SBS Advertising Guidelines were, if not not broken, stretched to the limit.

The Guidelines were introduced about six months ago when SBS effectively became almost a fully commercial network. The preamble to them states:

Section 45 of the Special Broadcasting Services Act, 1991 (SBS Act) provides that SBS may broadcast advertisements and sponsorship announcements before or after programs and during natural breaks and that run in total for not more than five minutes in any hour of broadcasting.

All decisions regarding commercial revenue are subject to the overriding principle that the integrity of the SBS Charter and SBS’s editorial independence are paramount and shall not be compromised in any way.

Decisions about the placement of advertisements in programs will be considered on a case-by-case basis and will have regard to program content and context. SBS will exercise sensitivity in the placement of advertisements. All advertisements will be clearly distinguished from SBS programming content.

The relevant sections state:

1.2 Natural breaks in documentaries and information programs

A break may be taken when:

(i) there is a change of topic, or

(ii) there is a change of method or treatment, or

(iii) recorded inserts occurring in live programs, or

(iv) new participants in a discussion program are introduced.

.....

2.1 Identification of breaks

SBS will assess programs to determine where, and if, there are natural breaks in content according to the definitions under section 1 of these Guidelines.

SBS will then decide which of these natural breaks will be used to carry advertising based on the five minute per hour limit and other considerations, including viewer experience.

2.2 Placement of breaks

Editorial considerations and the interests of viewer experience will be taken into account when considering the placement of breaks.

Within the definitions of natural breaks and the individual context of the program, the following schedule provides an indicative guide for the placement of internal breaks:

Scheduling Slot	Program Length	Parts/Breaks
Up to 10 minutes		No Break
30 minutes	25 minutes	3 Parts / 2 Breaks
45 minutes	40 minutes	3 Parts / 2 Breaks
60 minutes	52 minutes	4 Parts / 3 Breaks

Where the interests of viewers would be better served by a different format, for example to fit in with a particularly suitable interruption of continuity, there may be deviation from this guide. This will be assessed on a case-by-case basis applying these Guidelines in relation to natural breaks in accordance with the SBS Act.

How are "the interests of viewer experience" determined? By examining the entrails of a chicken? SBS is trying hard to sell its decision to increase advertising within programs : it's now prefacing some programs with an explanation along the lines of more ads, better programs, which is an indication that it's failed to convince viewers.

If it wants to "suceed" (as its on-screen announcement says) it should rethink its practices. Frequent breaks do have one advantage for viewers: they provide an opportunity to change channels or switch off, which is what I did tonight.