There is a depressing familiarity in the ‘news’ that the Assembly's presiding officer feels a lack of coverage of Welsh affairs in the London-based media is damaging democracy.
Rosemary Butler is quoted in a prelim piece for Sunday Politics Wales that too many people are getting their news from organisations outside Wales, which she feels leads to "English-centric” content.
"Very few people relatively watch BBC Wales or ITV Wales compared with UK news and Sky television. Therefore they are not getting a full flavour of what's happening here in the National Assembly”, she says.
Influencing the preferences of Welsh viewers sounds like a tough call. Even Ms Butler admits to being stumped on the best way forward. Nonetheless they’re going to have this big seminar to find solutions and what’s the betting that someone calls for greater state aid for Welsh language broadcasting.
The thing is that no one has yet admitted to the essential nature of problem; which is that your average viewer is basically averse to politics and politicians. This is why most current affairs shows are broadcast just before the Sky at Night.
In Wales, once all the post-devolution novelty wore off and the commercial realities set in, the business of reporting political village life in Cardiff Bay quickly became a costly indulgence. Most broadcasters decamped from Crickhowell House leaving only the comparatively well-heeled Beeb and their S4C sub-tenants on site.
Between them, the Welsh Government, the Assembly and their various arms-length agencies employ enough press and PR staff to fill the Millennium Centre a few times over. If the Welsh public is not getting the Welsh perspective then maybe that it where the work needs to begin. Of course, that’s assuming that the presiding officer is not confusing a need to be understood with a need to be loved. That’s never going to happen to politicians – not even in Wales.