No change in the rules, Ned. Only tightening up on sticking to the existing ones.
Media can fly but HEMS crew may not then use their AOC HEMS exemptions from the UK ANO. (which would mean only normal CAT Flights and landings.)
This has always been the case though in the past I have heard that certain operators blatantly ignored this rule, for
PR purposes.
Any media flying on HEMS these days in the UK will be trained medical pax (or even HEMS crew), approved by the relevant charity and with their media job as a 'secondary' role.