Follow along please....
A prominent Australian recognizes that "consumers are demanding more extensive online, video-based entertainment" and that "we are the 'what, when and how we want it' generation."
He then says that require circa-1960s rules that require that 55 per cent of all programs broadcast on free-to-air TV between 6pm and midnight to be Australian are outdated.
The punch-line has to be that he views the TV content content rules as so archaic in a networked world that they should be struck down?
Instead, he is calling for these types of "Made in Australia" rules to be extended to the Internet.
Oh, and I suppose it is relevant that the man making this pronouncement is the head of the Australian public television network -- ABC-TV.
"It is likely that existing regulatory arrangements to deliver local drama, documentaries, comedy, children's, news, current affairs and other programming may have diminishing effects on the market as the existing business models of broadcasters are challenged and the content offered becomes, increasingly, foreign.
"It is time to reassess and reshape the Australian content policy framework.
"By making new connections between the previously distinct fields of communications, media and cultural policy, the Government can address the issue ofensuring Australian content ismade available in the digital environment."
What happened to consumers getting what they want, when they want?
After all, Australian TV viewers consistently watch Desperate Housewives, Lost, CSI and Law & Order more than most any homegrown products. And, the most popular locally produced shows are generally bastardizations of American or European created shows like Australian Idol, the Australian Big Brother and Who Wants to Be a Millionaire.
Nothing wrong with that. But, pretending that you are going to save Australian culture by getting government involved to force people to watch your network's programming on all mediums is a bit, uh, problematic.
Fortunately, the reaction in Australia was not positive.
Today, The Australian ran reactions. Here is one...
John Lindsay, the carrier relations manager for Internode -- one of the country's largest internet service providers -- said the call was hypocritical.
"This used to be the same Australian media industry that refused to make Australian TV available online," Mr Lindsay said. "You can't regulate it. It connects everyone to everyone. Are they really going to stop people watching YouTube and CNN?"
He said attempts to try to restrain or direct people's use of the internet would be met with fierce resistance by consumers.