The Hibiscus Coast community, along with the rest of New Zealand, may soon see changes in how and when traditional media outlets can advertise.

Legislation introduced to Parliament this week aims to repeal restrictions on advertising for broadcasters on Sundays and public holidays.

Media Minister Paul Goldsmith announced the proposal, highlighting its potential benefits for the media sector.

"Traditional media outlets are operating in an extremely difficult environment, and as the Government, we must ensure regulatory settings are enabling the best chance of success," Goldsmith said.

The Minister estimated that the proposed change could generate approximately $6 million for the broadcasting industry.

He emphasised that lost revenue opportunities are particularly significant given the current financial pressures facing the sector.

Goldsmith pointed out that the restrictions, initially designed for traditional linear broadcasting, no longer align with how audiences consume content.

He noted the growing shift toward digital streaming platforms, which are not bound by the same advertising limitations.

"This will level the playing field by ensuring local media companies are not disadvantaged," he said.

The New Zealand media sector has long advocated for this reform.

Goldsmith remarked, "The New Zealand media sector has been calling for this change for a long time, and this Government is listening."

The proposal reflects broader efforts to support the sustainability of local media amid technological changes and financial challenges.

If passed, it could provide a financial boost to traditional broadcasters while addressing inequities in advertising regulations.