Competition Commission officially launches probe into media content on digital platforms
The Competition Commission on Tuesday officially launched its Media and Digital Platforms Inquiry to probe the distribution of media content in the digital space in South Africa.
The commission says the inquiry will look at imbalances between digital platforms like Google, Facebook, TikTok, YouTube and others and news media.
"After 15 months, the commission hopes to make requisite recommendations on what appropriate remedies are needed to ensure the sustainability of the sector,” the commission's spokesperson, Siyabulela Makunga, said at the launch on Tuesday.
James Hodge, Chief Economist and Acting Deputy Commissioner of the Commission, will lead the inquiry.
Hodge said one of the key elements of the inquiry will be advertising technology and the integration of artificial intelligence tools into digital platforms.
"We have seen a massive transition in how news consumption has evolved in the digital era from what it was traditionally. AI may present that next moment and time where news consumption moves to chat box and other forces," he said.
The commission will also look into the potential distortion of competition between digital platforms and traditional news media.
"Both digital platforms and news media use an advertising-funded model predominantly, and that puts them potentially in competition, not just for the advertising revenue but also the consumer data that is required to support that advertising process.
"This part of the inquiry will examine the extent to which those digital platforms as the first gateway for consumers are starting to control the traffic to the news media sites and how they seek to retain the attention engagement of consumers on their own sites," said Hodge.
The inquiry will also seek to understand how users currently consume online news and how this will evolve over time, including mainstream and fringe publications such as community news and vernacular publications.
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