Three markets in regional Australia are set to lose access to Network 10's free-to-air channels as negotiations between it and its distributor reach a stalemate.WIN Television provides television services to 29 regional markets across Australia and signs deals with free-to-air networks to broadcast into those areas.The company's deals with Network 10 to broadcast in the Mount Gambier and Riverland regions in South Australia, and the Griffith region in New South Wales, are set to end on June 30.Viewers in affected regions would lose access to Network 10, as well as its secondary channels, as part of the deal lapsing. (ABC News: Jak Rowland)WIN announced today that if a deal with Network 10 could not be struck, the three markets would lose access from July."As of 30 June, 2026, WIN Network's Program Supply Agreement with Network 10 for the Riverland, Mount Gambier and Griffith markets will end," a spokesperson said."WIN has made the Communications Minister and the Department of Communications aware of this."A spokesperson from Network 10 said while aerial transmission in the affected areas was "outside our control", viewers could still stream its services online. "We know this change is a real and unfair disruption for many regional viewers, especially those with limited internet access or less familiarity with streaming technology," the spokesperson said. "We are disappointed by WIN's decision to stop broadcasting Network 10 in the Riverland, Mount Gambier and Griffith markets. "As more advertising shifts to digital platforms, it is important for the government to continue to support regional broadcasters so essential local services communities rely on can be maintained."'Torn the heart out'It is not the first time WIN Mount Gambier, the Riverland and Griffith have faced losing access to a free-to-air service at the end of a broadcast agreement.Last year, the Seven Network disappeared from televisions for four days when it and WIN failed to renew their expiring agreement.In the Victorian town of Mildura, Channel 10 is unavailable after Mildura Digital Television, which was owned by WIN and Seven West Media, was shut down.Riverina media veteran Peter Mahoney has worked in the industry for 40 years, and said the decision represented an ongoing decline in regional media.Peter Mahoney says financial pressures are biting regional media everywhere. (ABC Riverina: Jessica Clifford)"I refer back to the 80s when I was at 2WG [in Wagga Wagga], there were 40 on the staff," he said."When I was at the Daily Advertiser, there were 150. There's lucky to be 20 at the Advertiser now."There are just not the people; they've just torn the heart out of regional media."Barker MP Tony Pasin, whose electorate covers the Riverland and Limestone Coast regions, said it was another case of businesses pulling out of regional Australia.Tony Pasin says reducing free-to-air television services in regional areas will create a "disconnect" with cities. (ABC South East SA: Eugene Boisvert)"WIN Television will tell you … their business model is getting harder and harder to sustain, less and less regional advertising, populations are shallow," he said."It's a similar problem, a completely different sector … but a similar problem to the problem around regional airlines."A loss to cultureAdelaide University media lecturer Cameron McTernan said online services have taken advertising revenue away from traditional media."There isn't a lot of money left going around at the moment," he said."Television, I think, is facing a bigger threat now than they have in previous years.Cameron McTernan says Network 10 and WIN failing to strike a deal will be "a bit of a disaster". (ABC News: Ashlin Blieschke )"While newspapers and radio kind of had to suffer first before, we've got to this point where now television is also starting to struggle to make significant revenues and profits."Mr McTernan added that losing access to media was also a loss to local culture.He said future deals needed to consider that loss."I think the long-term answer is media in Australia needs better avenues for funding," he said."They need to become more sustainable and resilient to the influence of the technology sector that's come in, and just being able to draw away a huge amount of profits from them.The WIN Network office in Mount Gambier. (ABC South East SA: Eugene Boisvert)"But I think in the short term, I think there needs to be a better consensus between the media companies about the short-term survival, and making deals that are going to guarantee that it's a win-win for everyone."