Commercial free-to-air television has been confirmed as Australia's most trusted source of news, with a new report finding the sector not only commands the confidence of nearly nine in ten Australians but also contributes $2.4 billion to the national economy.
The findings were unveiled in Canberra on Tuesday, drawn from research conducted by Deloitte on behalf of Free TV Australia. Industry figures travelled to the nation's capital for the occasion, lending weight to the report's call for stronger policy protections for the sector.
Australians back free-to-air TV over social media and AI
The survey results are striking: almost 90 per cent of respondents said they trust free-to-air television more than social media, AI-generated content, and the majority of other news sources. The findings arrive at a time of growing public concern about misinformation online and the rapid rise of artificial intelligence in content creation — concerns that appear to be driving audiences back toward established broadcast media.
Sunrise presenter Matt Shirvington was among the industry identities who attended the Canberra launch, reflecting on the unique power of live television to unite the country. He recalled watching a young Cathy Freeman compete in her 400-metre final as a formative, inspiring moment — one only possible through the shared experience free-to-air television provides.
A call for policy action to protect 'cultural infrastructure'
Free TV Australia chief executive Bridget Fair said the report validates what the industry has long believed — that commercial television functions as essential cultural infrastructure for the nation.
"This report puts hard numbers behind something we've always known – free television is cultural infrastructure for this country," Fair said. "It gives Australians shared stories, shared facts and shared values."
But Fair also issued a clear warning: the sector cannot be taken for granted. She called for decisive policy intervention across three key areas — addressing competition failures in advertising technology, protecting Australian content from being exploited by artificial intelligence, and guaranteeing free universal access to major national moments regardless of where Australians live or how they choose to watch.
The push for tougher rules around tech firms and their obligations to the news industry has gained momentum in Australia in recent years, with legislators increasingly scrutinising the relationship between digital platforms and local media. Separately, concerns about the impact of artificial intelligence on Australian industries have prompted growing debate about how to safeguard local content and livelihoods.
Economic contribution underlines sector's significance
Beyond the trust figures, the Deloitte research highlights the broader economic footprint of commercial free-to-air television, placing its contribution to the Australian economy at $2.4 billion. That figure is likely to strengthen the industry's case as it lobbies for a policy environment that ensures its long-term viability in an increasingly competitive and fragmented media landscape.
