The Secretary of State and Minister for Media have taken to X (Twitter) to discuss the need for enhanced local media in the UK. At face value, this sounds like a positive development. After all, the erosion of genuinely local media has left many communities underserved and disengaged. But as with so many of these discussions, the real question is: who was in the room, how were they invited, and what was the purpose of the meeting?
Our vision is a
thriving local media that reflects local perspectives and tells an
inclusive national storyCulture Secretary @lisanandy
and Media Minister @Steph_Peacock
discussed the Local Media Strategy with journalists, publishers and
figures from local TV and radio pic.twitter.com/EEVZ1Lb3mg—
Department for Culture, Media and Sport (@DCMS) March
13, 2025
There is no publicly available information about who took part in these talks. Was it large media corporations that have been centralising local news output for years? Was it commercial radio groups that now produce ‘local’ content from centralised hubs? Or were independent, community-led media organisations—those truly embedded in the places they serve—invited to contribute? Without transparency, it’s impossible to tell whether this conversation is about strengthening local media or simply repackaging corporate interests under a local banner.
The DCMS Has No Clear Definition of ‘Local’
One of the fundamental problems with UK media policy is that there is no agreed definition of ‘local’. The Department for Culture, Media and Sport (DCMS) has never established a meaningful standard for what qualifies as ‘local media.’ Instead, we have an ambiguous system that allows large-scale media operators to pass off nationally produced content as local by inserting a few regional references or broadcasting a minimal amount of local news.
This lack of clarity is not just a regulatory oversight—it’s a loophole that media corporations exploit at the expense of genuine local journalism and community engagement.
A Protected Designation of Origin Scheme for Local Media?
If DCMS is serious about protecting local media, it should take inspiration from the Protected Designation of Origin (PDO) scheme used in the food and drink sector. Just as a food product cannot be called ‘Stilton Cheese’ unless it is made in a specific place using a recognised method, a media outlet should not be able to claim ‘local’ status unless it meets defined criteria, such as:
- Production within the claimed locality – The majority of content should be made by local producers and journalists.
- Locally rooted ownership or governance – Media that serves a place should have decision-making power located within that place.
- Authentic local engagement – Local media should actively respond to the needs of the community, not just repackage national content.
This would create a clear distinction between genuinely local media and extractive media corporations that use ‘local’ branding while funnelling advertising revenue away from the communities they claim to serve.
Time for DCMS to Open Up the Conversation
For local media to thrive, discussions about its future must be transparent, inclusive, and accountable. That means:
- Clearly defining what is meant by ‘local media’.
- Requiring transparency in decision-making processes.
- Ensuring community media, independent local journalism, and civic society groups have a seat at the table.
If the UK Government wants to protect local media, it must protect its integrity. A PDO-style scheme for local media could be a step in the right direction. But first, DCMS must be open about who is making these decisions and why.
Would you like to see a genuine local media system in the UK? Let us know what ‘local’ means to you.