Following consultations with media bosses, communications minister Mitch Fifield has sent his clearest message yet that he will act to have the "reach rule" and "two-out-of-three-rule", junked.
Fifield told Sky News yesterday that he would "like there to be significant reform" and would work with crossbench senators to make that a reality.
His comments come weeks after Fifield told The Australian that he was going out to canvass media operators on the reach rule specifically. Closed door meetings with media bosses were said to have been held in early October.
"There is a lot of support for change, there is growing momentum, and I'm not someone who wants to let the grass grow on this issue," Fifield told Sky News, in the wake of the talks.
However, the minister also indicated that pursuing this goal will take time, pointing out that enacting change is not something he can do alone.
"Ultimately it will be the parliament in the form of the Senate that will determine...what is to be done," he told Sky News.
The "reach rule" prohibits a commercial broadcaster from making its content available to more than 75% of the population. It is seen to have blocked the merger of Seven West Media, Nine Entertainment Company and Ten Network with their regional affiliates, Southern Cross Media, WIN Corporation and Prime Media.
The launch or planned launch of live streaming apps that would provide broadcasters' content anywhere and anytime to their audiences is perceived to be set to make the rule redundant.
Seven went through with a soft launch of its live streaming app on Tuesday while Nine has indicated plans to live stream content in the coming year.
The "two-out-three rule" prevents any one company from gaining ownership of more than two of the traditional media platforms - print, radio and TV.
Nine and three regional TV networks have supported a repeal of the rule.
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