Fairfax Media is set to be taken over by Nine Entertainment under a deal that has the support of the current prime minister but not by former prime minister, Paul Keating.

Nine's chief executive, Hugh Marks, vowed to maintain Fairfax's independence after his company announced the merger on Thursday morning, but his words were dismissed by Keating, who accused Fairfax's board of management of selling out.

Mr Turnbull told Tasmanian radio that bringing both together enables two strong Australian brands, with great, long transitions, to be able to be more secure.