Southern Cross Media boss Rohan Lund has thrown down the gauntlet to big tech urging the industry to “do the right thing” by paying for news content. In his first public comments about the Federal Government’s proposed News Bargaining Incentive, which pushes tech giants to pay media businesses for content, Mr Lund said tech should “pay fairly” for the journalism it uses. “We’re ready and willing to partner with big tech if it wants to do the right thing. AI has added urgency to the issue with tech giants scraping the web for the enormous amount of data needed to train their systems. “Tech giants cannot keep dodging their obligations.