The shake-up of the Australian media scene currently under consideration by the federal government may be less seismic than expected.

The Australian Competition and Consumer Commission says it will step into the breach if rules on cross-media ownership are relaxed.

ACCC chairman Graeme Samuel says his organisation will ensure competition is maintained and consumers continue to have choice in the way they get news and see advertising, despite the ongoing convergence of print and electronic media outlets.

Says Samuel: "The ACCC could well be a major brake on cross-media acquisitions particularly in the context of the way convergence now is starting to blur traditional lines of market definition that we had in the past."

Data sourced from Sydney Morning Herald; additional content by WARC staff