efficiency gains

Hi,

Could anyone help me with the underlined sentences?

Such voices -including those in the labour movement, trade unions, feminists, anti-racists, environmentalists, anti-poverty activists and other groups committed to progressive social change-are routinely characterized as representing a threat to the interests of market senitive news organizations. Thus the implications of reducing news to just a commodity form like any other are profound, particularly when these types of critical voices are struggling just to be heard within the confines of ideological parameters conditioned by the drive for 'efficiency gains.

Thanks a lot.

[Tdol]

It means that these voices are finding it hard to be heard in a society driven by capitalist values. Efficiency gains are reducing costs by making things more streamlined, so I assume that the author means that the media focus on a narrow range of views to keep costs down and these fringe voices are excluded from the mainstream.