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Image: Taylor Hill / Getty Images

Digital publishers are fed up with Google and Facebook hosting their content without paying for it. Several are calling for, or predicting, a relationship between web platforms and digital content providers that mimics the carriage relationships between TV networks and cable and satellite companies.

Why it matters: Platforms are looking to host more premium content, especially long-form video, as people migrate away from traditional TV. Their push for those ad dollars is empowering content creators with video expertise to demand premiums for the content they can provide.

Bottom line: The pendulum is swinging in content companies' favor.

Rupert Murdoch, CEO of News Corp and 21st Century Fox and a longtime opponent of Google and Facebook's media dominance, released a statement Monday calling for Facebook to pay trusted publishers a carriage fee for their content — similar to the model adopted between cable companies and TV networks.

    • "Carriage payments would have a minor impact on Facebook’s profits but a major impact on the prospects for publishers and journalists," Murdoch writes.

Henry Blodget, CEO of Business Insider, told Axios Thursday, "The way [social media platforms] interact together I would suggest is the same way that cable TV companies and cable programmers interacted. You had to build the cable connections first, then you had to add the content on top of it. And ultimately, they are very symbiotic."

    • "Cable operators need good content or people won't watch, and they won't want to buy the service. It's exactly the same with Facebook and LinkedIn and everything else. If there's not good stuff on there that people want, they're not going to use it."

Ben Lerer, CEO of Group Nine Media to Axios on Monday: "The mechanism of having premium publishers participate in more meaningful way is absolutely coming. Inevitably, it will be in Facebook's best interest to support great content because it's a requirement for any kind of ad product they need to build around premium video."

Go deeper

Updated 6 hours ago - World

UK government: Kremlin has plan "to install pro-Russian leadership" in Ukraine

British Foreign Secretary Elizabeth Truss. Photo: Gints Ivuskans / AFP via Getty Images

The United Kingdom's Foreign Secretary on Saturday night said the government has "information that indicates the Russian Government is looking to install a pro-Russian leader in Kyiv as it considers whether to invade and occupy Ukraine."

Driving the news: U.S. National Security Council spokeswoman Emily Horne called the intelligence "deeply concerning" in a statement to Axios. The Biden administration has said Russia is actively manufacturing a pretext for invasion and warned that Putin could use joint military exercises in Belarus as cover to invade from the north.

Updated 7 hours ago - Science

This powerful new accelerator looks for keys to the center of atoms

Illustration: Eniola Odetunde/Axios

Nuclear physicists trying to piece together how atoms are built are about to get a powerful new tool.

Why it matters: When the Facility for Rare Isotope Beams begins experiments later this spring, physicists from around the world will use the particle accelerator to better understand the inner workings of atoms that make up all the matter that can be seen in the universe.

Updated 7 hours ago - Politics & Policy

Omicron dashboard

Illustration: Aïda Amer/Axios

  1. Health: FDA OKs antiviral drug remdesivir for non-hospitalized COVID patients — Walensky: CDC language "pivoting" on "fully vaccinated" — Pfizer and Moderna boosters overwhelmingly prevent Omicron hospitalizations, CDC finds.
  2. Vaccines: The case for Operation Warp Speed 2.0 — Teens and adults missed 37 million vaccinations during COVID — Team USA 100% vaccinated against COVID ahead of Beijing Olympics — Kids' COVID vaccination rates are particularly low in rural America — Annual COVID vaccine preferable to boosters, says Pfizer CEO.
  3. Politics: Arizona governor sues Biden administration over COVID funds tied to mandates — Biden concedes U.S. should have done more testing — Arizona says it "will not be intimidated" by Biden on anti-mask school policies.
  4. World: American Airlines flight to London forced to turn around over mask dispute — WHO: COVID health emergency could end this year — Greece imposes vaccine mandate for people 60 and older — Austria approves COVID vaccine mandate for adults — Beijing officials urge COVID-19 "emergency mode" before Winter Olympics.
  5. Variant tracker