Over time, it has become increasingly important that as consumers, we consider where we get our information. Considering that Australia has one of the most concentrated media markets in the world, it is important that we begin to consider exactly who is delivering our information, where their values lie and exactly how big of an influence they have on the media we consume. 

9 News Australia, one of the country’s largest news networks, is owned by Nine Entertainment Co. This major Australian media company not only owns the 9 network, they also own major publishing brands such as The Sydney Morning Herald, The Australian Financial Review and The Age as well as the popular streaming service Stan. Nine Entertainment Co is a public company listed on the Australian Securities Exchange (ASX), meaning that anyone can buy shares in the company. Although anyone can buy shares in this company, its shares are mainly owned by institutional investors who currently hold 33.39% of the shares. Currently the largest shareholder in Nine Entertainment Co is Birkteu Pty Ltd, owned by Australian billionaire Bruce Gordon and his media company WIN Pty Ltd. Bruce Gordon is one of the very few individuals who is linked to multiple media giants in Australia. 

It is currently not clear how much influence the major shareholders, like Bruce Gordon, have on the media that 9 Entertainment Co publishes, so it is important for us as consumers of this media to be aware of the fact that the media we are consuming could potentially be biased. This is particularly important because of how concentrated Australian media is overall. If all of us are only getting information from very few select individuals, there is a lack of diversity which leaves plenty of room for bias. 9 News claims that Australians can trust in them ‘to deliver accurate, authentic and reliable reporting’. 

Exactly how true is this?

In Australia, media giants such as 9 Entertainment Co, are required to have editorial policies which include principles and standards. The 9 Entertainment Co. Pty Ltd Online News and Current Affairs Editorial Policy’s Standards state that material facts are required to be presented accurately. They also state that factual material must be distinguished from commentary and analysis. 

Is this legally binding? 

According to the Australian Law Reform Commission, failing to adhere to codes of conduct or editorial policies is in fact not a criminal act. This means that whilst it isn’t ethical, it is not entirely illegal for companies such as 9 Entertainment Co. to publish biased media.

Therefore, it is important that we as consumers think twice before believing all the information we see online, especially considering the potential for bias specifically in concentrated media markets.

Bibliography

Australian Law Reform Commission 2010, Media Privacy Standards,  Australian Law Reform Commission, Victoria, viewed 30 March, < https://www.alrc.gov.au/publication/for-your-information-australian-privacy-law-and-practice-alrc-report-108/42-journalism-exemption/media-privacy-standards/#:~:text=news%20media%20websites.-,Journalists,journalist%20members%20of%20the%20MEAA. >

LIDBERG, J 2019, ‘The distortion of the Australian public sphere: Media ownership concentration in Australia’, AQ (Balmain, N.S.W.), vol. 90, no. 1, pp. 12–20. <https://www.jstor.org/stable/26563019?sid=primo&seq=6> 

Matrix BCG, 2025, ’Who owns 9 Entertainment Company’, BCG Matrix, viewed 30 March, <https://matrixbcg.com/blogs/owners/nine>

9 Entertainment Co. Pty. Ltd., 2024, ‘Editorial Standards’, viewed 30 March 2026 <https://help.9now.com.au/hc/en-au/articles/34293304453785-Editorial-Standards#:~:text=Nine%20Entertainment%20Co.,Standards>Clinton, M 2020, Channel 9 Newsroom, image, viewed 30 March 2026, <https://enterprisearchitectural.com.au/portfolio-item/channel-9-newsroom/>