‘Let us be equitable’, is Primedia’s challenge to the global digital giants

Primedia Broadcasting made a significant contribution at the public hearing of the
Competition Commission's Media and Digital Platforms Market Inquiry (MDPMI). As a leading
voice in the media landscape, Primedia addressed critical issues affecting the media landscape
in South Africa.

The MDPMI, driven by Section 43B(1)(a) of the Competition Act No. 89 of 1998, delves into
the dynamics of media content distribution on digital platforms and the Adtech markets
driving digital advertising transactions. At the core of the Competition Commission’s
mandate lies the examination of digital platforms' impact on South Africa's news media
sector and its pivotal role in upholding democratic principles.

Primedia Broadcasting, a cornerstone of multimedia and news publishing reaching over 36
million consumers underscored the paramount importance of credible news in today's digital
era. With Eyewitness News (EWN) as its news flagship, Primedia reaffirms its unwavering
commitment to delivering reliable journalism amidst the proliferation of misinformation.

During the hearing, Primedia highlighted the challenges facing local content creators and
journalists, particularly in light of the dominant presence of digital giants in the advertising
market. The company shed light on the staggering outflow of funds from South Africa's
economy going to the global digital giants, emphasising the urgent need to be equitable in
the flow of revenue. Instead of it flowing out of the country to the global digital
platforms that do not invest in the local content they greatly benefit from.

In its opening remarks, Primedia reiterated its support for digital platforms while stressing the
imperative for transparency and equity in revenue sharing. Emphasising the reliance on digital
platforms for content distribution, Primedia called for fair revenue agreements and accurate
reporting of traffic statistics and revenue data.

Primedia's proposed outcomes include equity in the share of ad spend revenue and transparency
of measurement, as well as a fair and appropriate attribution of revenue for content utilised
across various digital platforms, with a crucial call for retrospective measures to ensure fair
compensation for past content usage. Also establishing fair and governed content producer,
distributor and advertiser relationships. Moreover, the creation of fair and appropriate
revenue share agreements.

These steps, as advocated by Primedia, are pivotal in addressing the economic disparities
between local news providers and international digital media players in South Africa.
In conclusion, Primedia Broadcasting's active participation in the MDPMI underlines its
commitment to nurturing a fair and sustainable digital media ecosystem in South Africa. The
company remains steadfast in upholding journalistic integrity while championing equitable
practices in the digital advertising landscape.