The importance of having more than one Welsh television broadcaster has been highlighted by Paul Davies AM.
Mr Davies was a member of the Welsh Assembly's Broadcasting Committee which has just completed a report on the future of public service broadcasting in Wales.
He spelled out how vital broadcast media is in Wales, especially as there are so few newspapers that purely cover the Principality.
"Broadcasting plays an important part in our lives, as citizens, we may not always appreciate how important it is," the Preseli Pembrokeshire AM told the Senedd.
"The broadcasting media plays a key part in defining and fashioning who we are as a nation, especially in a country where there is a lack of Welsh press."
However he stressed how vital it is that there is competition for BBC Wales and added that it is going to have to change the way it is funded.
"Unfortunately, we have a lack of information in Wales when it comes to news and the portrayal of life in Wales, and that is why plurality is important.
"In order to ensure plurality in the future, it is important that there is real competition. That is why it is vital that ITV continues with its public service broadcasting obligations, in order to compete with the BBC.
"One institution alone cannot be responsible for public service broadcasting, although the service that the BBC offers is excellent.
"In order to ensure plurality post 2012, we must acknowledge that the present situation is not sustainable. That is why we will have
to look at a different funding formula for public service broadcasting after that time."
