THE Media Development Authority of Singapore (MDA) now looks unlikely to go ahead with a number of proposed changes to the media competition rules - rules which are aimed at ensuring a level playing field in the media industry, following an extensive review.

The media and content regulator was set to overhaul the rules to address the entry of new players such as Interent TV and non-media companies such s telecom companies, into the broadcast market as they grow in prominence.

The changes would include extending the media competition rules to include digital media like Internet TV, and requiring media companies to seek its approval before changing prices, when it revises its Media Market Conduct Code later this year.

The Code, which was first introduced in 2003, is designed to 'promote fair market conduct and effective competition in Singapore's media industry'.

In March, the MDA, which receives about 10 complaints on media competition-related issues every year, announced that it would revise the Code, and seek public feedback on the proposed revisions.

Other changes proposed then would bar media firms from 'leveraging' on the resources of associated firms that are dominant in non-media sectors, and opening access to feeds of 'events of national significance' like National Day Parades to other media players here.

Six companies, Singapore Press Holdings (SPH), MediaCorp, Singapore Telecommunications (SingTel), StarHub Cable Vision, Star Group and law firm Wong Partnership, submitted their written views.

Most of the respondents, said MDA's director of media policy Ling Pek Ling, were 'supportive' of the proposed revisions. A number of objections were raised, with the key concern being that that the changes would lead to higher compliance costs and some of the proposals were counter-productive and unnecessary.

Following the review, the MDA felt that the 'revised scope will be sufficient to address the blurring of boundaries between previously distinct traditional and new media markets', said Ms Ling.

For instance, she noted that Internet TV is covered under the category of subscription TV under the revised Code.

She was also confident the Code, as proposed, would be sufficient to protect new entrants from unfair competitive pressures like predatory pricing or being locked out of necessary resource.