Public Broadcasting Role in the New Environment icon

Public Broadcasting Role in the New Environment



НазваниеPublic Broadcasting Role in the New Environment
Дата10.05.2013
Размер445 b.
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  • Public Broadcasting

  • Role in the New Environment


CURRENT VIEWPOINTS

  • Nearing extinction ?

  • “Needs protection”

  • “No need”

  • Privatise ?



POLITICO - ECONOMIC ENVIRONMENT

  • Liberalisation, Privatisation, Globalisation

  • Ideology of “marketisation”

  • Cut government spending

  • Decreasing role of the State

  • More power with elites

  • “Open skies”; free flow of information



TECNOLOGICAL ENVIRONMENT OF BROADCASTING

  • Advances in digital/compression technologies

  • Progress in satellite technology

  • Satellite and cable TV distribution

  • Direct-to-home broadcasting

  • Internet revolution; new technologies

  • Unlimited choice, low costs



COMPETITIVE ENVIRONMENT

  • No monopoly; proliferation of channels/choice

  • Global channels; companies with vast resources

  • Very high technical and presentation standards

  • Fragmentation of audience

  • “Seductive” content

  • Unprecedented commercialisation



JUSTIFICATION

  • Private channels catering to the consumer, not to citizens

  • Vast number of channels, but many unmet needs

  • Private channels may have their own agenda

  • PSB could set the benchmarks

  • Need to look at issues from the perspectives of citizens, not merely consumers or audience

  • Means of fulfilling the “entitlement” of all citizens to information, culture and entertainment



PSB : OVERALL ROLE AND POSITIONING

  • Autonomous, independent of government

  • Not driven by commercial considerations

  • Creating and enlarging the public sphere

  • Vital component of civil society

  • Empowering the people, with focus on the disadvantaged



PSB : SPECIFIC ROLES (1)

  • Reaching the unreached

    • geographically isolated: universal access
    • economically deprived
    • disadvantaged minorities
  • Meeting unmet needs

    • of the non-marketised
    • of minorities
    • for specific content/genres of programmes


PSB : SPECIFIC ROLES (2)

  • Setting standards: technical, aesthetic, and content

  • Credible, prompt, available source for information/news

  • Giving voice to the voiceless: reverse flow and public access

  • Providing a platform for horizontal communication



PSB : SPECIFIC ROLES (3)

  • Agenda-setting, and reflecting/provoking informed debate

  • Catalyst and accelerator of socio-economic development

  • Contributing to progressive societal and structural changes



PUBLIC BROADCASTER: ADVANTAGES

  • Widest reach

  • Free-to-air

  • Generally more localised

  • Easier and priority access to events/information

  • Need not be commercially-driven



PSB: IMPERATIVES FOR SUCCESS

  • Decentralise; localise content

  • Relevant, need-based content

  • Better presentation

  • Creative, effective, right-sized organisation

  • Research; responsive system

  • Exploit the power of market mechanisms

  • Keep abreast of new technologies



ISSUES

  • Structure: ensuring autonomy, accountability and flexibility

  • Financing: grant, license fee, advertising, cess

  • Performance indicators: ratings, impact, “brand image”

  • Infrastructure: own, lease/privatise/corporatise, expand

  • New technology: DTH, DBS-Audio, DTT, Interactive TV

  • Cross-service synergy: radio, TV, Net





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