Report E21 Gr37 Version 2

Europe 21 Group 37

Jeremy van Lierop (13022318)Martin Zvada (12018201)Anna Latumahina (13048767)Esther Joosen (13068725)Erik Gielisse (13097334)Ana Carolina Campera de Rezende Soares (15119726)

European StudiesThe Hague University of Applied Sciences

Assignment Provider 1: Blerjana BinoAssignment Provider 2: Peter SzőllősSupervisor: Andrew Beute

1

2

EXECUTIVE SUMMARY

This report researches the future prospects of Public Service Broadcasting in Europe. Two countries were chosen – Slovakia and the United Kingdom (UK). Public Service Broadcasting is an instrument to promote “access to education and culture, developing knowledge, and fostering interactions among citizens” (UNESCO, 2004). There are many challenges faced by Public Service Broadcasting nowadays and the most important are how it will deal with globalization, digitalization or overall public interests in the future.

The main goal of this research was to find out how Public Service Broadcasting in the UK and in Slovakia will have to reinvent themselves in order to be prepared for future developments and challenges, while still serving the unique role in society as the medium for citizenship, culture, education and being the provider for programmes that the market does not provide.

The research question of this paper is: What key policy recommendations can prepare Public Service Broadcasting in the UK and Slovakia for the future? Research was conducted on this research question but also on five different sub questions which gave a better understanding of the main research question and to structurize the report. The sub questions are: 1. What are the features of PSB in Europe? 2. What are the differences in the current development of PSB’s between Slovakia and the UK? 3. What are the differences in challenges of PSB’s between Slovakia and the UK? 4. What are the possible future prospects of PSB’s in country Slovakia and the UK? 5. How shall PSB be reformed in order to survive the digital age? During the research different methods to conduct the research have been used. The methods used

were desk research, comparative research and conducting interviews.

To conclude, it is important that insufficient public funding and external control do not weaken broadcasts. In some countries, PSB is becoming less relevant to citizens and therefore, losing market shares. On the other hand, most citizens still highly value PSB, therefore it is still legitimized today. One of the strongest features of PSB is the news. It can be concluded that there are various differences in developments of PSB between Slovakia and the UK. The current development of Public Service Broadcasting in the UK involves new ways of entertaining and fulfilling the needs of current viewers. The level of satisfaction on Public Service Broadcasting in the UK has been increased, in Slovakia the level of trustworthiness of Public Service Broadcasting is slightly increasing. New trends in television consumption, convergence and funding change the media landscape. Public Service Broadcasting, therefore needs a transformation in order to increase dynamicity and to provide a wider scope of performances and of topics, at the same time as serving its’ original purpose of promoting education, culture and democratic values. One way to do this is through the technological advances.

Europe 21 Group 37 – The Future Prospects of Public Service Broadcasters in Europe – 03/06/2016

2

TABLE OF CONTENTS

Executive Summary............................................................................................................................................2

Table of Contents...............................................................................................................................................3

Introduction.......................................................................................................................................................4

Methodology.....................................................................................................................................................5

Results...............................................................................................................................................................7

Analysis............................................................................................................................................................26

Conclusion........................................................................................................................................................28

Recommendations...........................................................................................................................................31

Reference list...................................................................................................................................................34

Appendix..........................................................................................................................................................44


2

INTRODUCTION

This research paper has been written since the traditional model of Public Service Broadcasting (PSB) is faced with a series of strategic dilemmas regarding its positioning in the market nowadays. The biggest concern resides in the transition of the model with the liberalization of media markets and the increasing competitiveness with the commercial providers and new digital platforms. Not only globalization brought transformations in technological instruments - which gave birth to the ‘digital-era’ - but society has also been impacted with a new culture of transnationality. Therefore, this research has been about exploring the future prospects of the PSB in Europe. The goal is to find out how PSB in the United Kingdom (British Broadcasting Cooperation, BBC) and in Slovakia (Rozhlas a Televízia Slovenska, RTVS) will have to reinvent themselves in order to be prepared for future developments and challenges, while still serving a unique role in society as the medium for citizenship, culture, education and being the provider for programmes that the market does not provide. In order to answer this, the main research question is: What key policy recommendations can prepare PSB in the UK and Slovakia for the future? Besides that, five different sub questions have been made to provide an answer to this question. Some questions include information for a general understanding of the topic, whereas other

questions are comparative. The different sub questions will be answered under results but to have a glimpse of the research’s guidelines, these are also displayed underneath:

What are the features of PSB in Europe?

What are the differences in the current development of PSB’s between Slovakia and the UK?

What are the differences in challenges of PSB between Slovakia and the UK?

What are the possible future prospects of PSB’s in Slovakia and the UK?

How shall PSB be reformed in order to survive the digital age?

For this comparative research, Slovakia, as a post communistic country and the UK have been used. The countries were chosen because the UK is possessing one of the best-known PSB and Slovakia is a post communist country which seemed interesting to compare a Western European model of media policy with one from a post communistic country. The research was realized by conducting interviews with experts in the field of broadcasting, desk research and a comparative research. However, it should be mentioned that finding sources about Slovakia was a challenge within this research. By having a student speaking Slovakian and an interview with a Slovakian professor this limitation has been solved. Most of the reliable sources found provided information about the UK.


Logos of both the British PSB as the Slovakian

2

METHODOLOGY

Different types of methods were used. For the sub questions mainly desk research was used but in some cases also field research through interviews with specialists. Following is explained what methodology was used for each sub question:

1) What are the features of PSB in Europe? With this question, general understanding of the features of PSB and the unique role PSB plays in society was investigated. Desk research was used because there is a lot of information available about how PSB are different from commercial broadcasts, what distinguishes PSB and what kind of national and European regulations apply to them. Field research was not used because there was a limited timeframe and the information needed to answer this sub question could be found by desk research. The sources that were used are both primary sources, such as scientific journals, reports and official statistics from the EU and secondary sources, such as journal articles, news articles and textbooks. The secondary sources were meant to use for background information and analysis. The information was gathered and analyzed, subsequently the relevant parts of a source were edited into meaningful information.

2) What are the differences in the current development of PSB’s between Slovakia and the UK? To answer this sub question, the current developments in Slovakia and the UK were analyzed. With this comparative research, it was aimed to find out if different countries face the same development process, such as convergence and digitalization and if PSB in one country are more successful than

in another country. Desk research was used in this case because it allowed finding all the information about the aspects that influence the current development state. In order to make an accurate comparison, primary sources were found and then compared with each other. This means that comparative data where both countries were investigated or separate sources which use the same categories and definitions had to be found. Secondary sources were used for background information about the elements that influence the current development of both countries. Eventually, the relevant parts of a source were edited into meaningful information. One of the limitations was the lack of affordable sources about Slovakia. Within the EBSCO database which gave more than 3000 search results on PSB, only a few sources could be found about Slovakia. There are very good reports made by consultancy firms about the media market in Slovakia, but with a price of 1300 euro, they are too expensive for our budget. The articles of Dr. Skolkay and sources in Slovak were used to compare Slovakia with the United Kingdom.

3) What are the differences in challenges of PSB between Slovakia and the UK? For this comparative sub question the same research methods as for sub question 2 were applied.

4) What are the possible future prospects of PSB’s in Slovakia and the UK? This question is also a comparative question but instead of comparing both countries, the future prospects were investigated separately. Analyzing the future prospects separately in this case was better because


2

they are too dependent on the unique characteristics of a country. To answer this question, both desk research and field research were used. Primary data shows trends which trends are expected to continue, whereas secondary data were used for background information and analysis. It was expected that it would be harder to find reliable information on the future prospects of PSB’s in Europe. Therefore, expert opinions were included in this research. Experts were selected and interview questions were sent in advance. The interview with Dr. Professor Donders and Dr. Professor Skolkay was conducted by E-mail. The interview with Dr. Professor Larsen was recorded and, from the transcript of the interview, the most meaningful information was integrated in the report.

5) How shall PSB be reformed in order to survive the digital age? In order to answer this question, information was needed about the current development, the challenges and the future prospects. This research needed to include all the information of the report in order to answer the last sub question and to come up with a recommendation.

Interviews were conducted with the following experts: Dr. Skolkay, Dr. Professor Karen Donders and Dr. Larsen. Dr Andrej Školkay has been in charge of the School of Communication and Media in Bratislava since its establishment in 2008. He has published widely at home and abroad. He has written a book about the Media Law in Slovakia in 2013 and a book about Media and Globalization in

2009. Dr. Školkay is currently the lead national researcher in international projects ANTICORRP, NewMedLit and EMEDUS. Between 2006 and 2011, Dr. Professor Karen Donders was a senior researcher at SMIT (Studies on Media, Information and Telecommunication). She is specialized in European media, media policy and public service broadcasting. Her research focuses mainly on public service broadcasting in a digital society, restrictive trade practices within the European media sector and the relation between media policy and the media economy. Between 2006 and 2016 she has written more than 60 publications on media and public service broadcasting. Currently she teaches communication sciences at the Vrije Universiteit Brussel. Dr. Håkon Larsen is a postdoctoral and works at the Department of Sociology and Human Geography at the University of Oslo. His research includes cultural sociology, media and communication, and cultural policy. He has published several articles in international and Norwegian journals. In 2013 he published a book in Norwegian on cultural sociology. His PhD thesis in sociology in 2011 at the University of Oslo was on the legitimation of public service broadcasting in Norway and Sweden during the 2000s.

Different methods to conduct the research have been used. The methods used were desk research, comparative research and conducted interviews in order to find an answer on the research question: What key policy recommendations can prepare Public Service Broadcasting in the UK and Slovakia for the future?


2

RESULTS

1. WHAT ARE THE FEATURES OF PUBLIC SERVICE BROADCASTERS IN EUROPE?

PSB strive to serve the interests and informational needs of the public, serving them in their best interest. This can be shown by the percentage of revenue spent on this type programming which is over 60%, whereas the percentage of a commercial player is under the 40%. (Enders, 2016). Often PSB need to justify its existence, in particular its expenditures of public funds. In some countries with state or government controlling, PSB is becoming less relevant to citizens and is losing market shares due to a pro-government character. However, there are PSB that have a strong support of the citizens and which maintain high market shares. It is important to make sure that the broadcasts are not weakened by insufficient public funding and external control. The organization UNESCO has shown support for PSB around the world by making efforts to learn from well-established broadcasters, particularly in funding aspects, legal framework and their status. (Mendel, 2000) Around 95 percent of these broadcasts consist in television news viewing. News is still the most important genre of PSB. (OFCOM, 2015)

The European Union law has also contemplated the situation of PSB, enhancing legal certainty for public and private broadcasters and also providing a clear foundation for the development. The amendments made to the law in 2001 focus on effective control on a national level and accountability. There has been an increase in competition within the PSB market and with

the new available media services as well. In order to compete, the broadcasters had to differentiate themselves by expanding its services and coming up with new ideas. However, these measures have resulted in complaints by other players on the market. Therefore, new amendments have been added to the European Union Law on State Aid for Public Service Broadcasting. Article 107 and 108 of the Treaty on the Functioning of the European Union states that aid must be granted by a European Union country or state resources and it must be liable to affect trade between EU countries (Ooik van & Vandamme, 2013). Naturally there are exceptions to these articles, which say that when an undertaking is providing a service of a general economic interest, there is no ban on state aid for them. This is when the service is defined as a service of general economic interest and when the undertaking is acknowledged by the EU country with the provision of this service.

The European Commission believes that the PSB should take advantage of the new digitalization and emerging internet markets by offering its services on these markets. However, the countries must consider which of these new services will follow the conditions of serving social, cultural and democratic needs of the society without being in offense with the law. (Union, 2011)

Coming back on the EU funding of the PSB market, it needs to be said that the use of


2

public funding has to be checked on a regular basis. Broadcasters are forced to search for new sources of financing, caused by the evolution of the broadcasting market. This means that broadcasters will turn to online advertising or the provision of services for payment. One could argue that when the PSB are financed by advertisements, it will not be distinguished from commercial activities anymore. However, if the financing condition does not compromise the benefit to society, PSB cannot be accused of providing commercial activities. (Union, 2011)

PSB can be important and define certain cultures within Europe. In Scandinavia, the PSB are considered to have an important role in maintaining, creating and communicating some important values in the society, and therefore, in creating and maintaining the feeling of a national culture. The public has been informed, educated and entertained by the programs, which is the actual goal of PSB. Unfortunately, also in Scandinavia where the PSB are highly appreciated, they have to compete with the digitalization of the market (Larsen, 2014). In countries where PSB is present, the populations tend to be more trusting of other people who are better informed about politics and the government, more likely to engage in democracy and have greater confidence in democratic institutions. This shows that PSB has a positive effect on the personal political development of the population. Therefore, it can be concluded that PSB is an important tool for society and it cannot be missed (Newton, 2016).

Another factor which shows that PSB cannot be eliminated is shown by the case in Greece. In the late 1980’s, PSB was deregulated which ended the monopoly of Public Service Broadcasters. This has caused that the Greek media can be characterized by more supply

than demand nowadays. Instead of having a couple of licensed Public Service Broadcasters, Greece now has an overload of private channels and stations, some of which are not officially licensed. The Greek political system is characterized by the interdependence between media and political elites, which causes the ineffective broadcasting regulatory policies. Closing down the broadcaster ‘ERT’ made Greece one of the few Western European countries without a PSB channel, which makes the public dependent on the private media in order to reach entertainment, information and education. This is a danger for the freedom of speech and has created a standstill that divided the Greek nation. PSB bring people together and enhance the educational, cultural and informational knowledge of its audience. Therefore, possessing a PSB is important for a country especially for countries, such as Greece, where the social tension is increasing and PSB can be used for positive purposes and outcomes. (Iosifidis & Katsirea, 2015)

According to Dr. Professor Karen Donders, “there is evidence that PSB institutions deliver added value to society and markets and that most citizens also still highly value PSB institutions. These legitimize the existence of public broadcasters today” (Donders, K. e-mail interview, 2016).

Overall PSB are legitimized by the public that demands for the provision of media services independently from the State and market. Subventions for institutions that want to deliver public services are a topic of discussion as well. But in general it is proven that PSB institutions deliver added value to society and markets and that most citizens still highly value the role of PSB institutions. This is the support and legitimization channel for PSB today. (Donders K., email-interview, 2016)


2

2. WHAT ARE THE DIFFERENCES IN THE CURRENT DEVELOPMENT OF PSB’S BETWEEN SLOVAKIA AND THE UK?

A comparison between the PSB of the UK and Slovakia shows that the BBC is the largest Public Service Broadcaster in the world, whereas RTVS (Rozhlas a televízia Slovenska – Radio and Television Slovakia) was established in 2011 after a merger of Slovenská televízia (Slovak television) and Slovenský rozhlas (Slovak Radio). PSB has a long history in the UK. The largest and first corporation in the UK is the BBC which is the core of the Public Service Broadcasting system.

The level of investment in the UK shows the importance of PSB in the UK. According to a research of OFCOM, “between 2008 and 2014 total levels of investment in new UK-originated content by the PSB channels fell by over £400 million in real terms” (Ofcom, 2015). The current development of PSB in the UK involves finding new ways of entertaining audience and fulfilling the needs of current viewers.

Development of satisfaction of the PSB in the UKTrustworthiness and satisfaction are two important factors for every TV or Radio PSB station. In the UK the satisfaction of PBS increased significantly, namely “69% of respondents were satisfied in 2008 while 79% were satisfied in 2014. The sense of satisfaction is reinforced by the continuing high levels of viewing to PSB channels and services” (Ofcom, 2015).

The current situation of trustworthiness of the main public service broadcasting TV station is slightly increasing. In 2015, the RTVS placed as second in the ranking of most trustworthy

evening news show in the country (Teraz.sk, 2015).

BBC is well known for its accurate and fast news and information. The director of the BBC World Service Group, Fran Unsworth explained why:

“In times of crisis and in countries lacking media freedom, people around the world turn to the BBC for trusted and accurate information. Thanks to our digital innovation we now have more ways than ever before of reaching our audience – from the WhatsApp Service we set up during the West Africa Ebola outbreak to our pop-up Thai news stream on Facebook following the military coup” (BBC, 2015).

Rating shareEvery television broadcaster or radio station wants to attract as many viewers as possible. Rating share is an estimated percentage of all TV households or people who tuned and viewed to a TV or Radio station.

According to BBC Audience Information document covering months of April to June 2015, an average weekly reach was 45.9 million people of all BBC TV (BBC, 2015). An average reach of all BBC Radio was 35 millions. These numbers make BBC the most viewed TV channel in the UK in 2015.

On the other hand, the situation in Slovakia is remarkably different. The leading role on the market is holding by private TV. During the same time, the rating share of RTVS was only 12% among all TV stations in Slovakia. This result ranked RTVS on 3rd place (Hnonline.sk, 2015).


2

Digitalization/New projects/InnovationsOne of the latest innovations of the BBC is a new digital innovation unit, the Guerrilla Group. The unit has a goal “to explore the next-generation of BBC content” (BBC, 2014). The project has its own focus on “engaging younger, more diverse audiences” (BBC, 2014). The project started to run up fully in 2015. The team of experts creates programmes and services that are run by using the latest technological approaches.

RTVS, Radio and Television Slovakia, put their focus on digitizing audio and video collections of cultural objects from archive. There were 49,853 audios that were digitized, of which 2000 were video objects. (Denník SME, 2015). “The main objective of the project is to preserve and at the same time make the audiovisual heritage of the general public and future generations. The digitization of archives RTVS is among one of the most important strategic objectives of the current RTVS management and is an important part of creating and broadcasting RTVS” (Operačný program Informatizácia spoločnosti, 2015).

Globalization

As mentioned before, the UK has a long history of Public Service Broadcasting and BBC is one of the biggest public television broadcasters in the world. Therefore, it is very wide, large but also complex as a system. BBC has a huge impact and reach in the whole world. There are many TV shows produced by BBC that are broadcasted to the world. By doing this, it creates an amazing opportunity for the UK to show and promote the culture and habits of the UK. This is one of the ways to enter the global market. This can be confirmed with a comparison of BBC’s portfolio nowadays with 20 years ago. Diversification was the key word in the period of 20 years wherein 16 new services were added to the portfolio (includes TV, radio and online), whereas the British inhabitants have to pay less - £153.21 per household and 0.23% of GDP 20 years ago versus £145.50 and 0.21% of GDP nowadays. Where the BBC gets bigger in absolute numbers, the organization gets smaller relatively as the market has grown. The relatively decreasing figures of BBC can be seen in the table below. In this period of 20 years ITV and Sky grew relatively and tend to be the main competitors of BBC. This can be seen in the figures below for both radio channels as TV channels:

According to Prof. Donders K., in order to develop PSB in Slovakia, the country needs


BBC radio channels

22%

UK radio channels

78%

Radio channels in 1995

BBC radio channels

14%

UK radio channels

86%

Radio channels in 2016

Figure 1: 50 BBC radio channels, 226 UK radio channels

Figure 2: 56 BBC radio channels, 413 UK radio channels

Figure 3: 2 BBC TV channels, 61 UK TV channels

Figure 4: 9 BBC TV channels, 536 TV channels

2

different approach and reforms than the UK. “At the level of organization and relations with politicians but also commercial media players, the context is so completely different. You cannot copy-paste recipes from one country to another and certainly not from the UK, which is in fact a highly atypical European media market, to other countries with less inhabitants, a smaller language, little export

potential, a low GDP” (Donders K., e-mail interview, 2016)

In Slovakia, the PSB corporations are increasing their funding by setting up higher fees paid for Public Service Media. According to Prof. Skolkay A. “there are some probably similar issues here present, like financing (it has been just announced plan to increase fees paid for Public Service Media service up to 50%)” (Skolkay A., e-mail interview, 2016).

3. WHAT ARE THE DIFFERENCES IN CHALLENGES OF PSB’S BETWEEN SLOVAKIA AND THE UK?

After investigating the features of the PSB’s in Europe and analyzing the differences between the PSB’s in the UK and Slovakia its current developments, it is clear that there are different challenges of PSB’s in the two countries. First the challenges for the British PSB will be explained and then the challenges for the Slovakian PSB.

The United Kingdom

In the British media landscape, both the PSB promoted by BBC and the commercial media organizations have an active role in offering a wide range of programs and channels. The

commercial competitors make programs in the same level as the BBC does. Therefore, the British PSB claims to have the duty to serve everyone but with specific content. Its distinctiveness policy is what should clearly distinguish the public media organization from the commercial media organizations in general. Programs produced by the BBC should be unique and the best in its genre, if not, the BBC fails and this demonstrates the organization’s perfectionism, always striving for the best. In its report about the future from 2015 onwards, the BBC stated: ‘’ We do not start with a gap in the market, and try to


BBC TV channels3%

UK TV channels

97%

TV channels in 1995BBC TV channels

2%

UK TV channels

98%

TV channels in 2016

2

fill it. We start with the idea and then make it happen.’’ and this shows their innovative and pioneer quality in the sector (BBC, 2015).

The BBC recognizes their weaknesses and opportunities as well. One of them is the need to renew and develop its online services because of the market’s evolution with the digitalization. Nobody know what will be the trends in the future, hence all companies are sitting first-row to follow what will come out of the process of digitalization. The three main challenges for the British government concerning its PSB:

How is the UK going to react to digitalization? It is a worldwide trend that the younger generation makes less use of TV and radio than older people do. In other words, the audience is declining and ageing as a consequence of the digitalization process, in which video-on-demand platforms (i.e. Netflix), social media services and music services (i.e. Spotify or downloading music) are on the rise. These services are more popular and more accessible on other electronic devices, therefore attracting the younger audience. People do not need to wait to access some content because with systems such as Netflix, it is always available immediately. The same goes with new music services; songs the audience wants to listen are very easily found and can be accessed whenever desired. New players with new technologies on the market are more popular, especially among the early adopters generation (Ofcom, 2015). To react to this development, the BBC launched its equivalents BBC iPlayer and Channel 4 to reach the youngsters but whether it will be a successful attempt is a matter of time. Internet and other online services might be the key in this more converged digital world because of the decline on traditional means such as radio and television. At the moment, the BBC does not offer its audience an

alternative for streaming services, the traditional means of production are getting old-fashioned and it will be a challenge to innovate the services into modern, more customized and attractive services in order to survive in the market (Meek, 2008) (Ofcom, 2015).

Another point where the UK could work on is the funding. Nowadays, the British PSB is mainly funded by the British government and the license fee, which has to be paid by all who use the services of the organization. This is quite problematic as they are very dependent of those resources. When the British economy takes a hit, the government tends to cut its budget to the BBC and probably low income households cannot afford paying the license fee. Less revenues means less budget for the programs, which will have their quality lowered or even, get eliminated. In order to avoid financial problems in economic recessions, the BBC should drive new commercial deals to increase revenues and build a stable pathway to the future, especially considering its’ worldwide status, which can easily attract external funds (Duff, 2014).

Last challenge to work on for the BBC is its internal ambiance. In a letter of Greg Dyke, former Director-General of the BBC 2000-2004, about the BBC published on the internet, he found out that many of the staff in his working period felt unloved, unwanted and unnoticed. As a Director-General, Dyke was convinced that he had to change the working culture at the BBC to get a good cohesion on the working floor, as it is important that the entire staff supports the brand’s mission. The organization had to be more friendly, open and less hierarchal. When Dyke started at the BBC, a staff survey revealed that only 28% of the staff was content about their working circumstances. Two years later the number increased to 58%


2

of staff who felt valued by the organization. It is already been 12 years ago since Dyke left the BBC, and currently they have 25,000 employees, which demonstrates the importance of a good and friendly working climate in a big organization as BBC. It seems a cliché but it illustrates how important it is to have a staff which goes to work with a smile and feels appreciated (Dyke, 2012).

In conclusion, the British PSB has a unique character, being able to take risks in the market at the same time as providing a wide range of unique programs, which are not available at the commercial organizations. It is also capable of reflecting the British culture. The points which BBC needs to improve and are challenging consists in attracting the younger generation with new modern and customized services, such as TV-on-demand and online platforms accessible on different electronic devices, a higher independence of government funds and license fees, and creating a friendly working atmosphere.

SlovakiaComparing to the BBC, one of the biggest PSB’s in the world, the Slovakian PSB is relatively new and small. There are some national media groups but the most important media outlets are owned or co-owned by foreign companies. The public equivalent is RTVS (Rozhlas a Televizia Slovenský). In 1993 after the dissolution of the Czech and Slovak Federal Republic, Slovakia became an independent country and had to go through major transformations, especially after the entrance in the EU and in NATO in 2006. Between 1993 and 1998 there was a so-called media war in Slovakia, where all press not funded by the government was against the ones funded by the government, which were functioning as propaganda channel for the government by then. After a new government was settled in 1998, there was more press freedom in the country but it was still

problematic for reporters to write about the government. Before 1998 it was not possible for privately owned organizations to officially present political news. Although it is true that some reporters and media organizations act rather unprofessionally, the prime ministers and various government members are oversensitive when criticized. Courts became the common place for confrontation between politicians and media organizations, where most of the time the politicians win the case and demand compensation for causing non-material damage. Slovakia has a score of 24 out of 100 in the Press Freedom Score (0=best, 100=worst), which means that there is freedom of press but not at its finest level (Freedom House, 2015).

The Slovakian PSB currently faces a competitive battle with the commercial organizations. Like in the UK, it has also a young generation disconnected from TV and radio. However, those who make use of TV and, in particular, radio prefer the private organizations more than the former state controlled public one. The public radio channel was not popular among the Slovakian population due to the media war, which caused to many listeners turn to the private radio channels. Research from the Research Department of Slovak Radio in 2005 found out that the public radio channel is the most popular in the country. Another research of Market & Media & Lifestyle suggested that it was not the public radio channel which had a higher audience share but the commercial one Rádio Express, this means that public radio is losing to its commercial equivalent. Both surveys were hold in 2010 and are the most recent data available. The public TV services of RTVS are also not the market leader. Commercial channel Markíza has a market share of 26-27%, being the most popular TV channel in Slovakia, while Jednotka, one of the three public channels of RTVS, is at the third


2

place with a small market share of 13%. This illustrates the popularity of commercial organizations services in comparison with the ones produced by the public organization. Moreover, RTVS only produced its services in Slovakian language, which means that minority groups, such as Hungarians and Czechs, are rather watching programs from other sources. This is a missed opportunity for RTVS because these groups represent 20% of the 5.4 million inhabitants of Slovakia, and the RTVS programs are unable to engage them, even though they understand the Slovakian language (Školkay, 2010). The relatively new country Slovakia with its PSB suffered from the start when it separated from Czech Republic. The country started with a media war which lasted five years due to abuse of RTVS for political goals.

The situation has improved but public channels are still not the most popular in the country, with commercial ones taking the lead. Press freedom is a reality but critical programs or reporters still risk being sued by the government. Also, RTVS does not devote its programs to the 20% minorities in the country. So, it can be said that the challenges for the Slovakian PSB could be the less governmental interference when faced with critics and the use of public channel for other content than political propaganda. Furthermore, RTVS should pay more attention to the minorities in the country, i.e. making programs in their languages instead of only programs in Slovak language.

In short, the challenges for both the UK as Slovakia:

Challenge UK Slovakia

Digitalization

(reaching the

younger generation)

Staying front-row in following the

processes going on concerning

digitalization. The BBC should have an

innovative and modern image to attract

more and especially younger audience to

avoid a declining and ageing trend. TV-

on-demand and music playlist services

and services which can be used on other

electronic devices are the future for not

losing the younger audience to the (new)

competitors which are stealing share. It

can be called the main challenge of the

UK and its PSB.

The same problem occurs for Slovakia,

plus the fact that the younger generation

rather uses the commercial services than

the public services. So, the same

challenge for Slovakia as for the UK, plus

to be more attractive than the

commercial competitors (further

elaborated in Positioning in the country in

this table).

Positioning in the

country

The distinctiveness policy of the BBC

makes sure that the organization only

The problem in Slovakia is that the

younger generation rather uses the


2

produces high quality programs with a

concept which is not seen at the

competitors. Furthermore, the British PSB

is a pioneer in its market and innovative.

The BBC is market leader, so positioning

in the country is not a challenge for the

UK.

services of the commercial organizations

than the public ones and the same goes

for the many minorities in the country. It

can be said that the challenge for Slovakia

would be to approach more people by

being more neutral, diverse (also in used

language) and innovative in its programs

and dare to be a pioneer in its market to

come up with something which was not

shown before at one of the commercial

channels.

Government

interference

The British government is not interfering

with its PSB, the government is only

funding it and the UK has an open market

environment. So, this is not a challenge

for the British PSB

Used to be a propaganda tool of the

Slovakian government. Nowadays not but

(too) critical reporters get sued by the

government. This is something where

Slovakia should work on.

Funding The BBC only has two ways of revenues,

namely the governmental funds and

license fees. This means that the BBC

should find more ways to gain revenues

in order to be too dependent of the

government.

RTVS its incomes are via governmental

funding, license fees and advertisements.

So, there is no challenge for Slovakia

concerning funding (RAI, 2014).

Internal matters Former director-general Greg Dyke

revealed that in his period there was no

good cohesion at the BBC among the

employees and leadership teams. The

BBC should strive to a good cohesion at

its workspace. The better the cohesion,

the more productive the workers will be.

No internal matters known but the

Slovakian PSB should also strive to a good

cohesion at the workspace.

In short, the challenges for the UK are finding a solution to reach the younger generation, looking for new incomes instead of being too

dependent of the government and license fees and maintaining a good cohesion on the workspace. For Slovakia the challenges are


2

finding a solution to reach the younger generation, being more distinctive than the

competitors and less government interference.

4. WHAT ARE THE POSSIBLE FUTURE PROSPECTS OF PSB’S IN SLOVAKIA AND THE UK?

Worldwide the media landscape is subjected to substantial technological change. In the foreseeable future, television will show new patterns of use, the gradual merging of television and internet, personalization and narrowcasting rather than broadcasting. It is expected that globalization, digitalization and convergence will considerably change the media landscape. These changes will bring opportunities and threats for public service broadcasters. It is important that they are prepared to use these changes to their advantage so that they will keep or even increase their viewers’ base and are able to maintain their unique role in society. In this section, the future trends will be explained and compared. Due to globalization, future trends in the media landscape will have a worldwide impact. The future trends discussed in this section are expected to affect the PSB in the UK and Slovakia.

Trends in television consumption On average, EU citizens watch 234 minutes of television a day and there is little sign of change (Farncombe & Plum, 2014, p. 21). According to Statista, British and Slovakian citizens spend more or less the same time in front of the television with 221 and 228 minutes respectively (Statista, 2014). Time spend in front of the television shows little signs of change. However, the way television will be watched in the foreseeable future will change considerably. A study from Farncombe and Plum prepared for the European Commission shows how audio-visual

consumption in the European Union will change over the next 15 years:

There will be a rapid take-up of portable devices with good video-viewing capability, such as smartphones and tablets. These portable devices will become increasingly important as a way of watching videos either directly via a livestream or via on-demand. For these devices a growing consumption of video content out of the home and on the move is expected (Farncombe & Plum, 2014, p. 21).

Internet is becoming a more popular source of news, especially for young people. Ofcom, the communications regulator in the United Kingdom, calculated that in 2014, the youth’s viewing hours to TV news have dropped by 29% since 2008. Half of them now use the internet as their most important source of news about the UK (Ofcom, 2015, pp. 3-4). For public service broadcasters this is worrisome, since overall PSB still account for 95% of TV news viewing (Ofcom, 2015, p. 3).

A higher resolution for televisions is a trend that will continue to grow. Both the percentage of households as the number of High Definition channels show a steady growth within the European Union. The next figure shows the growth in the number of


2

HD channels in the European Union (Farncombe & Plum, 2014, p. 64).

As most households in Europe already have changed to HD, the demand for flat panel TV’s with Full HD and Ultra HD is rising. This graph from Statista shows the share of flat TV panels demand by resolution worldwide from 2013 to 2016 (Statista, 2016a).

Not only there is a move towards higher resolution, also the screen size is increasing. A study from Farncombe and Plum shows that the proportion of screens smaller than 19 inch fell from 40% in 2004 to 10% in 2013. The big-screen TV sets with screens bigger than 33 inches increased from 40% to 70% in the same period (Farncombe & Plum, 2014, p. 63).

3D-TV will probably remain a niche market. In 2013 most broadcasters, including the BBC, suspended 3D broadcasts because of lack of interest from the public (Farncombe & Plum,

2014, p. 262). There might be some revival for 3D-televisions as television screens are getting bigger. But for the near future there is little sign that 3D technology will leave the cinema.

Wi-Fi is expected to play a growing role in the distribution of video content (Farncombe & Plum, 2014, p. 15). Wi-Fi can both substitute and complement the content offered by PSB. The use of the Web and TV at the same time increased considerably. There seems to be a need for having additional information during the TV-experience (Z_Punkt, 2012, p.4) A report by the European Interactive


Figure 6: Share of flat panel TV demand by resolution worldwide

2

Advertising Association (2011, pp. 1-9) shows that the use of the Web and TV at the same time increased with 38% since 2006. In 2011, 22% of all Europeans were multitasking or multi-gazing between the television and their smartphone, tablet or laptop (Z_Punkt, 2012, p.4). The following source shows the distribution of screen minutes across countries. In comparison people in the UK watch a lot of television, whereas the laptop and PC are more popular in Slovakia.

Trends in convergenceAccording to Z_Punkt, the foresight company: “Television is upgrading and changing into a super medium: highly networked, social and interactive, occasionally in 3D, ubiquitous, multi-functional, and individually tailored” (2012, p. 2) Convergence is the keyword for the television to reach this super medium status. Currently, content is watched by:

Live TV Time-shifted TV Catch-up TV Non-broadcasting video

Time-shifted TV is the recording of programming on a storage device, so it can be can be viewed after the live broadcasting. Nowadays, more often, these recordings are stored digitally on a DVD-recorder or on a set-top box. Catch-up TV allows users to view TV-programs they missed on their PC, tablet or smartphone. The website which provides users with access to catch-up content may also have a life-streaming service. Non-broadcasting videos are not life, this means that it can be started, paused and played at any time. Watching a DVD on your television is an example of non-broadcasting video. Also the BBC iPlayer allows users to watch content on demand.

Time-shifted TV, video on demand and IP simulcasting are all parts of IPTV (Internet Protocol Television). This is content which is streamed to your television through a fast internet connection (Woodford, 2016, para. 4). The advantage is that content can be watched whenever and wherever the viewer wants to. With IP simulcasting, Live TV programs are also being sent across the internet, so it can be streamed on a smart phone, tablet or laptop. Simulcasting is the broadcasting of media at the same time which allows the signal being picked-up my multiple devices. Simulcasting would allow a group of people to watch a movie together and when one person leaves the room to hand over a tablet, so this person can stream the content and continue watching. Among Anime fans (Japanese hand-drawn computer animations), there is excitement because new episodes are now simulcast, so instead of waiting months, they can watch the animations from Japan as it is broadcasted and join in on conversations about the latest episodes (May, 2015). At the same time IPTV can offer a more interactive experience in which information flows both ways. Viewers can ask the host of a talk show


2

questions, or democratically choose the end of a TV soap.

That the merging of TV and the Web will expand can be seen by the steady rise in the number of connected TV sets worldwide. This graph of Statista shows that at the end of

2018, there will be around 759.3 million connected TV-sets worldwide (Statista, 2016b).

“More and more, broadcasted programs are watched online and online content is watched on the television. Convergence makes new services possible and leads to a comprehensively transformed media experience” (Z_Punkt, 2012, p. 5).

The convergence of television with the worldwide web offers many advantages for consumers, but at the same time challenges for broadcasters. One of those challenges are the limited number of frequencies that can be used to broadcast content. A solution for this is sending different programs over the same frequency. This is another kind of simulcasting, where instead of sending the same program through different frequencies,

different programs are sent over the same frequency. The European Union is investigating if there is a merit in moving to a converged platform in which mobile and terrestrial TV broadcast services share

common infrastructure (Farncombe & Plum, 2014, p. 15). In order to do this, a spectrum below the 700 MHz needs to be reserved. The implementation of this converged platform is unlikely to happen before 2025. European countries still need to decide if they want to free-up this spectrum and to examine if the benefits are higher than the costs of transforming the network.

Luckily, convergence does not necessarily have to happen over a convergence platform. Convergence is happening right here, right now and will change the way viewers use their television. It also changes the way broadcasters need to distribute its programs.


2

Hence, for public service broadcasters it is important to have an internet TV platform which offers on demand viewing and other features like the BBC I-player. On top of that, PSB need to do research on the costs and benefits of simulcasting.

Trends in fundingConsumers spend a considerable amount of their disposable income on television. As technology and the distribution platforms of media are changing, so are the funding models of public service broadcasters. Traditionally, PSB is a creation of the state and was also funded by the state. When commercial broadcasters entered the market, PSB’s expanded its budget with TV advertisement. The license fees, or other contributions from citizens became the topic of debate, since government funding in the form of license fees is in fact a form of a compulsory subscription. Commercial broadcasters raised the question: “Does public service broadcasting distort the market with their government support?” and “Should PSB be banned from competing with commercial programs since it were created to provide only the programming that the market does not. Newspapers were complaining as well since PSB receives funding for bringing online news to the people, which is in their view unfair competition.

With this debate taking place, one would expect that the government funding of PSB would fluctuate. This graph from Farncombe & Plum (2014, p. 66) shows otherwise:

The graph shows that government funding in European Countries between 2007 and 2012 remained more or less the same. TV advertising and other commercial funding like sponsoring and merchandising show a decline. What is worth to notice is that there is a steady rise in consumer spending for Pay-Tv services.

If PSB want to offer quality programming and keep their unique role in society, it needs adequate funding to realize that. Now with the quick digitalization of the media landscape and the competition of HBO and Netflix, the question arises: How should PSB be funded to be prepared for the future?

Firstly, PSB should seek to maintain the license fee. According to of Dr. Professor Karen Donders, research shows evidence that systems paid by a license fee know much more stable funding, are more independent from government. She suggests implementing a progressive system, where higher incomes pay a higher license fee than lower incomes. (K. Donders, e-mail interview, May 18, 2016)


2

Another suggestion comes from Dr. Andrej Skolkay. According to him the best way of financing PSB will vary per country, however for all countries applies that diverse ways of financing could be the safest option. (A. Skolkay, e-mail interview, May 26, 2016)

Dr. Håkon Larsen insists that independence from the state and independence from the market is of high importance. The future financing model of PSB needs to maintain the distance from the state so it can stay objective and will not be victim of fluctuations in the state budget. PSB financing, therefore would be better off with independent tax revenue. As an example he gives the household tax system in Germany, where everyone who owns a TV-set pays tax to finance public services. (H. Larsen, Skype interview, May 12, 2016)

Another way of having adequate funding in the future is exploiting the rights abroad by producing high quality series and documentaries, which can be easily exported to other countries. In order to do so, these programmes need to have a broad international appeal. If these programmes turn out to be successful, they could potentially open new revenue streams.

“The PSB system continues to deliver high-profile, big-budget dramas, such as Sherlock, Doctor Who and Downton Abbey. These are successful both in the UK and abroad, with audience appreciation rising” (Ofcom, 2015, p. 12)

Personalization It can be stated that society has been impacted by the media. Technology is developing rapidly like never before and media users feel comfortable within this new digital age environment as if it was always there. Most platforms want to be involved in

this new environment and continue developing as much as possible, to suit the new media landscape and stay attractive for the users. However, PSB feel the struggle with keeping up with this digital age sensation. The struggle comes with the traditional commitment of creating ‘’a common resource and a common knowledge that excludes none" (Scannell, 1992, p. 337). Meanwhile it is necessary to change towards more individual broadcasting in order to continue existing. The competitors of PSB, Social Media platforms, focus more on the individual needs, and that is where personalization comes in. Personalization is all about the individual and giving the viewers a voice.

Reorientation for PSB is seen a necessity, and personalization is considered as one of these future developments within this reorientation. However, PSB always stood for entertaining, educating and informing the public within the national boundaries, attending the goal of unifying the country and the collective. This focus stands in contrast to the concept of personalization, which focuses on the individual. However, personalization is considered the solution for PSB. One can state that Social media is at least one step further at personalization than PSB, establishing a many-to-many model, which gives the users the space to fill in the content themselves. Social media is a network which adjusts itself to the viewers’ interest, customizing content to suit their taste and needs. This also means that users of social media indirectly entertain, educate and inform themselves. A good example is YouTube, which consists in users and viewers who construct a vicious cycle. As long as there are YouTube users who continue posting videos, there will be viewers and as long there will be the demand, there will be offer. In addition, YouTube is again a good example as a platform that customizes the content towards their users. It remembers the


2

content you have viewed before on YouTube and it then tries to find content likewise, which might be interesting for the user to watch as well. According to Tanya Kant this kind of personalization could be a directive within the reorientation of PSB as it will attract more viewers, delivering a more customized content, suiting to everyone’s interests. (Kant, 2014, pp. 381 - 399)

Furthermore, the many-to-many model as applied on the social media platforms has been proven as the most effective way for business to reach highly specific target audiences. The users then receive content which is only suitable to their needs and interests. PSB, on the other side, applies a one-to-many model and distinct itself by delivering a more diverse content. It has been decided for the viewer what he or she is going to watch. Therefore, PSB gives a limit on viewers’ voice according to Tanya Kant. (Kant, 2014, p. 382).

Various organizations, such as Re-Visionary Interpretations of the Public Enterprise (RIPE) and Voice of the Listener and Viewer (VLV), encourage the reorientation of PSB by making a transition from Public Service Broadcasting to Public Service Media (RIPE, 2016). The main difference is in the role of the viewer, which will turn into a simultaneous viewer and user, also defined as ‘’viewser’’ (a blend of the word user and viewer) (Kant, 2014, p. 383). According to Karen Donders, (Donders, K. e-mail interview, 2016) the public will no longer be a passive audience but rather an active participating audience, which means giving the viewers a voice. Public Service Broadcasters in the United Kingdom, BBC and Channel 4, have shown its eagerness towards the engagement between them and the audience. They already established a connection with their audience through social media networks, such as Twitter, Facebook and YouTube. This opens up the dialogue

between the broadcaster and the viewer. Furthermore, it will ensure that PSB still keeps up with the digital age environment (Kant, 2014, pp. 381 - 399).

PSB is still seen as a collective concern rather than a personal concern, which is one of the main goals of Facebook and other social media platforms. This also explains the success of Facebook, which lies mainly on the ability to provide the user highly customized content. This explanation also applies to YouTube, as they provide their users exactly what they want and when they want it, even delivering content which can be unexpectedly interesting for their viewers. YouTube users receive information of which they would never think of searching for in the first place. This is done by the ‘’Recommended’’ section on the homepage of YouTube. Therefore, these platforms are suggesting that success lies in customizing content. Companies take the advantage of choosing and crop their consumers, who finance these platforms in order to access only the content they prefer (Kant, 2014, pp. 386 - 387).

BBC iPlayerFocusing on personalization by giving the consumer ‘’what they want’’ goes against the traditional commitment of PSB on providing commonness through a collective, informed public. BBC then attempts to be interactive with their audience by providing an ‘’on demand’’ service, which is the iPlayer shown below the page (BBC, 2016). It is similar to the personalization aspect on Social Media platforms, therefore creating conditions for the BBC to compete with them. By including this “on demand” service, BBC competes with personalized Social Media networks. By using iPlayer, one is able to choose what they want to see and when to want to see it. Although it might be a successful and effective tool, it often creates tension concerning the engagement of universalism, the traditional


2

PSB value, and the pluralism through iPlayer. (Kant, 2014, pp. 392 - 393)

Personalization criticismsNevertheless, personalization is not the only solution for PSB. Jannick Kirk Sørensen, post-doctoral researcher, analyzes personalization and criticizes this concept. He questions whether personalization by PSB is threatening the ‘’Public’’ part of Public Service Broadcasting, which is the traditional focus. Furthermore, personalization also benefits media organizations, as they will receive more customer loyalty, and a better exposure of products and marketing (Sørensen, 2013, p. 44). However, the viewer and the user do not always want to see products or content related to previous searches. This might bother the consumers rather than attracting them.

In addition, Researchers Zeeshan Khawar Malik and Colin Fyfe believe that “Personalizing users’ needs is a much better way of selling items without wasting much time ’’ (Malik & Fyfe, 2012, p. 287). This argument shows a side of personalization focused on quantity, failing on delivering quality. In addition, one fears that

“personalized news might lead to weakening of society’s democratic structure by limiting people’s exposure to diverse and opposing viewpoints” (Harper, 1997) (Sunstein, 2001) (Sørensen, 2013, p. 46). In this case, if PSB wants to go towards a more personalized focus without facing these failures, it needs to distinct itself by offering a more diverse content. This means delivering content which makes viewers step out of their comfort zone and show them what else is interesting and yet relevant. Therefore, instead of offering more of the same, it needs to deliver a more extensive diverse content.

Public Service NavigatorAs a result of the consideration of the transition of Public Service Broadcasting into Public Service Media, one contemplates the existence of a “Public Service Navigator” (PSN). This model answers the benefits and the critics of personalization by providing personalized content and simultaneously delivering a diverse content. Therefore, it is further into the concept of personalization. PSN has as main purpose: “link users with content in a way that advances conventional media objectives, particularly exposure


2

diversity” with algorithms and databases as the main actors, (Burri, 2015, p. 2).

Furthermore, the PSN model also influences the media governance, aiming to transform the policy of traditional command-and-control regulation into a more diverse policy. Exposure diversity is the key term when speaking of the PSN model. One can still argue

whether exposing a broader diversity to the audience might be at the expense of the quality of the content (Napoli, 2011, pp. 246 - 259) (Valcke, 2011, pp. 287 - 320). Nevertheless, the PSN continues developing by improving its intelligence, so it will be able to advance the predicting of the audience’s taste, interest and needs with the aim of delivering a personalized, yet diverse, content.

5. HOW SHALL PSB BE REFORMED IN ORDER TO SURVIVE THE DIGITAL AGE?

Public Service Broadcasting is facing several challenges in today’s globalized world. Not only globalization has promoted enormous advances in technological instruments, which contributed to the establishment of the current ‘digital-era’ but society has been affected by these changes. There is now a culture of trans-nationality, in which the world became so interconnected that the concept of frontiers has been modified to something permeable, especially considering information, which can be shared instantly across the globe.

The concept of PSB has been confronted with issues, such as the lack of financing and the decreasing audience. The communication arena became extremely competitive with the introduction of new technologies and the values that support the neoliberal economic model. Profit became the main objective of broadcasters, who seek to establish a transmission based on economic gains, which is not the guidance for PSB ideals.

People have very little time to reflect about information, which promotes a culture of fast and impacting headlines. Therefore, broadcasts should be able to attract and conquer the general public. This is a particular issue when considering the new interests and

orientations of society, especially among the younger generation. Therefore, PSB needs a transformation in order to increase dynamicity and to provide a wider scope of performances and of topics, at the same time as serving its’ original purpose of promoting education, culture and democratic values. In this aspect, another issue can be perceived due to the need of financing in order to create quality content for several different focus groups.

Therefore, PSB finds itself today in a new environment ruled by competition. Some characteristic aspects of PSB have changed completely, such as the presence of a greater scope of public taste and choice, the public interest, public identity and representation, the possibility public funding, among others. (Price & Raboy, 2003, p.167)

Public funding is the main discussion topic when analyzing the future of PSB in Europe. This current trend revolves around the claim that by providing aid to the PSB the state is promoting unfair competition among the providers, therefore harming the European common market. (European Commission communication, 2008, p. 9). This discussion has been intensified after the World Trade Organization (WTO) added the category of services in its competences. This funding aid


2

given to public broadcasters is now contested not only by private broadcasters but by countries like the United States, which interprets this as an unfair subsidy that harms the chances of American broadcasters in the European market. (Banerjee & Seneviratne, 2006)

Society has transformed itself in the last centuries and will continue in this transformation process with the further development of global relations, the access to new information and the exchange of experiences. Consequently, the media broadcasters have to follow these changes and adapt to new demands and new needs. One way to do this is through the technological advances, which became a fundamental part of the everyday life. The integration of an electronic system is vital for the survival of PSB because commercial providers are successful on their online branches by also targeting goals related to the spread of content worldwide and on interconnecting people, which stimulates the exchange and production of social and cultural content (Kant, 2014, p.382).

In the UK, BBC has seen this scenario and has developed a new dynamic digital platform. This can be seen in their own iPlayer, a new online archive in which documentaries, series, events coverage, among several other types of content is made available to the public (BBC, 2016). Another BBC initiative was the development of a new specific innovation unit, the Guerrilla Group, which focus on creating fresh and diverse subjects and services, therefore attending especially the younger audience generation. (BBC, 2014).

While BBC is seen as the most successful public service broadcaster, with 45.9 million in weekly reach just from April to June 2015 (BBC, 2015), other broadcasters have prioritized other elements. In Slovakia, RTVS

(Rozhlas a televízia Slovenska – Radio and Television Slovakia) has chosen other direction, focusing instead on digitizing their archives. (Operačný program Informatizácia spoločnosti, 2015).

Although it is noticeable the different challenges and particularities of each Public Service Broadcast the need of a reform in this changing environment is a decisive factor. The audiences become even more valuable due to the wide range of choices and options available. One of the main traces in PSB that should be changed is how the audience is targeted. Instead of merely informing several facts to a supposedly uniform group, these broadcasters should invest in a personalized service. Catering to personal needs and desires, besides giving the tools for the viewers to decide the content they want to access, is the pathway to success in a scenario of audience empowerment and in order to keep engaging them (Kant, 2014, p.386). This reflects a transition inside the own model, in which decisions are not imposed on the consumer but rather made by them.

Despite the noticeable success seen as BBC has partially incorporated the personalization quality, as many commercial broadcasts have as well, there is the risk of losing focus to a mass-media centered perspective (Sørensen, 2013, p.56). This happens due to the mechanism that provides content only based on past accesses, generalizing the audience’s interests and creating a loop of information provision, limited to a certain topic. A new broadcast model emerges then as the fusion among the personalization model and the main prospects of PSB, which is the Public Service Navigator (PSN). This is the pathway BBC appears to be following, which consists in being able to supply the consumer with the subjects related to existing interests but also to ‘nudge’ them into other topics that are considered relevant as it relates to society’s


2

interests (Burri, 2015, p.209). This power of suggestion is important once the supplier is able to attract people and also get them to inform themselves with the traditional public service content.

Consumers became aware of their power in relation to the media outlets, and furthermore recognize their role as active participants by using online resources to express their views. In this matter, broadcasters should be able to establish connections with this group, which happens through penetrating spheres of their social lives, such as participation on Facebook, Twitter and YouTube (Kant, 2014, p.385). The use of these instruments is helpful in order to perpetuate PSB ideals, such as bringing content a universal and inclusive manner. Should PSB still only focus on these three aspects

or should it broaden its focus?

ANALYSIS

Public Service Broadcasters are legitimized by the public that argues for the provision of media services independent from the State and market. Subsidies for institutions that want to deliver public services are also possible to argue for. But in general there is evidence that PSB institutions deliver added value to society and markets and that most citizens also still highly value Public Service Broadcast institutions. PSB educates the public and make them more politically aware. This makes it that these legitimize the existence of Public Service Broadcasters today.

However, Public Service Broadcasting faces many issues in order to survive in a heavily technology oriented reality. The main challenges to the traditional model are the lack of funding and the decreasing popularity among the younger generation. Also, the communication market has become even more competitive, especially with the

commercial broadcasters that support the neoliberal economic model, which praises profit above the real content. This has lead to a transformation in PBS, seeking to include a more personalized platform that is capable of engaging the individual by assessing his personal needs and, at the same time, of suggesting important content that isn’t necessarily related to his interests. The combination of these two elements consists on the Public Service Navigator, exemplified by the new innovative departments of BBC in the United Kingdom such as the iPlayer. Further challenges on PSB are, for the UK: finding a solution to reach the younger generation, looking for new incomes instead of being too dependent of the government and license fees, and maintaining a good cohesion on the workspace. For Slovakia: finding a solution to reach the younger generation, being more distinctive than the


2

competitors and less government interference.

The research shows that both countries, the UK and Slovakia, do invest money and time to improve the public service broadcasting. However, the research shows that the UK has better financial situation what might seem as a logical fact, since BBC is the world leader among televisions and it is world widely respected institution. Nevertheless, Slovakia is increasing the quality of their public service broadcasting as well by digitizing their archives and investing money in the development, so they can reach the level of foreign public service broadcasters and the level of digitalization these days.

Future trends like the rapid take-up of smart phones and tablets, Wi-Fi which complements and substitutes programming, higher resolution screens, the merging of TV and the Web and a decrease in advertising revenues, all demand a transformation of the public service broadcaster to keep or even increase their viewers base. The trend of larger TV sets with a higher resolution indicates that for the near future, TV’s will remain the most popular device for viewing. For public service broadcasters, this is good news, but it also means that they need to deliver their content in HD and in the future in Ultra HD. Convergence changes the way broadcasters need to distribute their programs. For public service broadcasters it is therefore important to have an internet TV platform which offers on demand viewing and other features like the BBC i-player. They also need to do research on the costs and benefits of simulcasting.

A trend which will offer an opportunity to PSB is personalization. Personalization is something you have to do to increase the comfort of users, and also to meet their expectations. Personalization, means that the

content is customized to suit the needs and interests of the viewer. Therefore, the audience will no longer be a passive audience but rather an active participating audience. This makes PSB more attractive. The main Public Service Broadcaster in the United Kingdom, BBC, has already done an attempt to create a more personalized environment through the creation of iPlayer. Although, there are many positive comments on personalization within PSB, some still question whether personalization by PSB is threatening the ‘’public’’ part of PSB, which is the traditional focus. Furthermore, personalization is being considered as monotonously, meaning that the content provided is only focused on the viewer's interests and needs and therefore, does not exposure diversity. A Public Service Navigator, on the other hand, does provide a personalized and diverse content and is in that matter, a suitable instrument for PSB.


2

CONCLUSION

When answering the research question: what key policy recommendations can prepare Public Service Broadcasting in the UK and Slovakia for the future? One first needs to be aware of the features of Public Service Broadcasting. The main purpose of PSB is to serve the interests and informational needs of the public. However, with the increase of competition within the PSB market and new media services, it is important that broadcasts are not weakened by insufficient public funding and external control. Broadcasters are forced to search for new sources of financing, as a result of the evolution of the broadcasting market. In some countries with state or government controlling, PSB’s are becoming less relevant to citizens and therefore, losing market shares. However, most citizens still highly value PSB institutions and therefore the existence of PSB is being legitimized today. A strong feature of PSB is the news, this is considered as the most important genre of PSB. Besides that, PSB are considered as an important factor in defining certain cultures with Europe. Furthermore, the European Union has also been concerned about the PSB by providing a law, enhancing the legal certainty for public and private broadcasters and provides a foundation for development.

However, it can be concluded that there are various differences in developments of PSB between Slovakia and the United Kingdom. It is important to keep in mind that the British Broadcasting Corporation (BBC) is the largest PSB in the world, while Rozhlas a televízia Slovenska - Radio and Television Slovakia - (RTVS) was established in 2011. The current development of PSB in the UK involves new ways of entertaining audience and fulfilling the needs of current viewers. When looking at the current developments within the PSB of the UK, trustworthiness and satisfaction are

the main factors. The level of satisfaction on PSB in the UK has been increased, in Slovakia the level of trustworthiness of PSB is slightly increasing. Furthermore, BBC is the most viewed TV channel in the UK in 2015, while in Slovakia, the leading role on the market is being held by a private broadcaster. When comparing both countries, it can be concluded that the UK and Slovakia both invest money and time to advance the PSB. Although the UK has a better financial situation, Slovakia is increasing the quality by focusing on digitizing audio and video collections of cultural objects from archive, being one of the most strategic objectives of the current RTVS management. Besides that, RTVS invests money in development so it can reach the level of foreign PSB and the level of digitalization these days.

Furthermore, it can be concluded that both countries encounter challenges, mainly based on the new digital age environment with as main focus: the younger people. As for the UK these challenges are the following: first, the decline of audience share (mainly the younger people) through digitalization. The current trend is that the younger generation rather uses on-demand service, where they can see what they want at all times and therefore, makes less use of TV and radio. Second, being old-fashioned in the way of producing services. The PBS’s have to compete with the new way of serving the needs of their viewers, by being modern, provide more customized content and staying attractive for the younger people. Third, being dependent on the government with regard to funding. The two main revenues of the BBC are the governmental funds and license fees. This means that the BBC needs to search for more external revenues in order to not be dependent on the government only. However,


2

since the BBC is the worldwide leader in television, this challenge might be considered as easily feasible. Finally, the internal ambiance. According to the former director-general Greg Dyke, the internal ambiance used to be far from good, he successfully changed into a pleasant ambiance. Although it has been 12 years ago since he left, it remains important that the employers feel valued by the organization, as it will result in better quality of producing as well. For Slovakia the following challenges are relevant: first, the competition against private broadcasters. The younger people seem to prefer private broadcasters rather than – the former state controlled – public broadcasters. Second, the decline of audience share (mainly the younger people) through digitalization. This challenge counts as much for the UK as it does for Slovakia, both encounter the challenge of the use of on-demand services by younger people. Third, diversity. RTVS only produced its services in Slovakian language, meaning that minorities as Hungarians and Czechs are excluded as a viewer. Finally, the use of PSB by the government for propaganda. This challenge is about the interference of the government with regard to criticism and using PSB for delivering propaganda.

Furthermore, it can be concluded that most future prospects are related to both countries and includes the following: first, television consumption. The way television will be watched in the foreseeable future will change considerably. These changes are the following: (1) there will be a rapid take-up of portable devices with good video-viewing capability, such as smartphones and tablets, (2) internet is becoming a more popular source of news, especially for young people, (3) higher resolutions for televisions will continue to grow, (4) 3D-TV will probably remain a niche market, (5) Wi-Fi is expected to play a growing role in the distribution of video content.

Second, convergence. Convergence is the keyword for the television to reach a super medium status. Currently content is being watch by live TV, Time-shifted TV, Catch-up TV and Non- broadcasting TV. Furthermore, Convergence makes new services possible and leads to a comprehensively transformed media experience. Third, personalization. Personalization is about the individual and provides customized content to suit the taste and needs of a viewer. By the transition from Public Service Broadcasting to Public Service Media, the audience will have a rather active role instead of passive. BBC and Channel 4 have shown their eagerness towards the engagement of personalization by their presence on social media networks and providing an on-demand service, called BBC iPlayer. However, this service often creates tension concerning the engagement of universalism, the traditional PSB value, and the pluralism through iPlayer. Furthermore, the critics on personalization are: (1) PSB is threatening the “Public” part of PSB, (2) Personalization also benefits media organizations, resulting in a better exposure of products and marketing and therefore, the viewer will only see the products and content considered as relevant for the viewer, in this way, diversity is being excluded, (3) Personalization is more focused on quantity, and therefore fails to deliver quality instead. In order to distinct itself as a PSB it needs to offer a more diverse content, a Public Service Navigator (PSN) could be the outcome for that. PSN answers the benefits and the critics of personalization by providing personalized content, and simultaneously deliver a diverse content. Therefore, exposure diversity is the key term when speaking of the PSN model.

Moreover, this research considers the answer to the question on how PSB should be reformed in order to survive the digital age. PSB needs a transformation in order to


2

increase dynamicity and to provide a wider scope of performances and of topics, at the same time as serving its’ original purpose of promoting education, culture and democratic values. One way to do this is through the technological advances. The integration of an electronic system is vital for the survival of PSB because commercial providers are successful on their online branches by also targeting goals related to the spread of content worldwide and on interconnecting people, which stimulates the exchange and production of social and cultural content. BBC has seen this scenario and has developed a new dynamic digital platform. This can be seen in their own iPlayer. Another BBC initiative was the development of a new specific innovation unit, the Guerrilla Group, focusing on the younger audience generation. One of the main traces in PSB that should be changed is how the audience is targeted. Instead of merely informing several facts to a supposedly uniform group, these broadcasters should invest in a personalized service. Catering to personal needs and desires is the pathway to success in a scenario of audience empowerment and in order to keep engaging them. However, there is the risk of losing focus to a mass-media centered perspective. This happens due to the mechanism that provides content only based on past accesses, generalizing the audience’s interests and creating a loop of information provision, limited to a certain topic. That is where the PSN comes in, which consists in being able to supply the consumer with the subjects related to existing interests but also to ‘nudge’ them into other topics that are considered relevant as it relates to society’s interests. Furthermore, consumers became aware of their power in relation to the media outlets and also recognize their role as active participants by using online resources to express their views.

Taking everything into consideration, an answer will be given on the main research question: what key policy recommendations can prepare Public Service Broadcasting in the UK and Slovakia for the future? However, one needs to keep in mind that discussing the future prospects of Public Service Broadcasting in both countries is rather complex, whereas no one is able to predict the future. Nevertheless, after analyzing the features of PSB in Europe, the differences in the current development of PSB between Slovakia and the UK, the differences in challenges of PSB between Slovakia and the UK, the possible future prospects of PSB in Slovakia and the UK, and how PSB shall be reformed in order to survive the digital age, this research report finds itself able to provide an answer on the research question:

What key policy recommendations can prepare Public Service Broadcasting in the UK and Slovakia for the future?


2

RECOMMENDATIONS

The United Kingdom

1) Personalize the BBC i-Player and use algorithms to incorporate editorial recommendations making it a public service navigator; Personalization would allow content to be customized to suit the needs and interests of the viewer. On this internet-TV platform, viewers can watch what they want and when they want it. The website recognizes their interests and recommends them programs in their field of interest. The downside of this personalization is that viewers are getting served the same kind or the same genre of programming every time they log in on the internet-TV platform. Basically they are trapped in a filter bubble. This can be avoided by adding editorial recommendations. The editorial recommendations serve the purpose of a Public Service Broadcaster by presenting the viewer a window on the world with programs that they would otherwise not have watched (Burri, 2015. Pp. 1-20). The right mix between personalization and editorial recommendations would use algorithms to link the right editorial recommendations with the personalized page of the user.

2) Explore if a progressive system for license fees increases the willingness for people to pay for the provision of the BBC; According to Dr. Professor Donders a progressive system where the higher income households pay a higher license fee then the lower income household fee is be preferred over a license fee where all household pay the same amount (K. Donders, e-mail interview, May 18, 2016).

Research should be conducted to see if higher-income households watch PSB programs more often than lower-income households and if a progressive system would increase the willingness for people to pay for the BBC services.

3) Watching live television on the BBC i-Player (simulcast) should be free, since UK residents already paid for the license fees; As a public service broadcaster, the BBC is financed by public funding, advertising and other commercial funding like sponsoring and merchandize. According to Dr. Larsen, PSB should not try to mimic commercial broadcasters too much (H. Larsen, Skype interview, May 12, 2016). With regard to funding he states: “If the public broadcasters are funded by the people via a tax system, then I don’t think they should pay additional for watching the content produced by the public service broadcasters” (H. Larsen, Skype interview, May 12, 2016)

4) Invest in high-quality documentaries and series with an international appeal which can be easily exported to other countries; New commercial players like Netflix and HBO, show an impressive growth with its high-quality series. The PSB could learn from their success by investing in high-quality series and documentaries which can be sold abroad. With the introduction of time-shifted TV and on-demand viewing, viewers nowadays can easily catch up if they missed the beginning of a series or documentary. Productions like Sherlock and Wallander show that good quality series can be a success both at home and abroad. Exporting series might be a good opportunity for PSB to open up new revenue streams.


2

5) Mixed funding is the safest option to ensure that PSB can also offer high quality programming in the future; As the income from TV advertising is declining and public funding can be influenced by political debate. The best option for PSB to offer high quality programming is to have a mixed financing model.

6) Follow trends like Ultra-HD TV and simulcasting; Since households in Europe are quickly upgrading their TV-sets from a normal flat panel TV to a HD TV a Full HD TV and in the future to Ultra HD TV, it is important for PSB to offer content in high resolution as it otherwise might lose viewers. Simulcasting is the broadcasting of media at the same time which allows the signal to be picked up by multiple devices. With the rise of secondary viewing on smartphones and tablets, PSB needs to be able to offer simulcasting to their viewers.

Slovakia:

1) Expand the internet TV platform of PSB with IPTV (internet protocol television) services and explore the possibilities to incorporate personal settings and editorial recommendations; For the Slovakian public service broadcaster Rozhlas a televízia Slovenska (RTVS) it is important to expand their Web site with IPTV services like on-demand viewing, catch up TV and live streams to have a stronger position against competitors. RTVS should also explore the possibilities of combining consumer preferences with editorial recommendations by using

algorithms like the BBC is doing.

2) Create or to keep common neutral platform for discussion about common issues; According to Dr. Skolkay, there is a need to create a common neutral platform like a common agora to bring citizens together and letting them read other’s opinions instead of being part of tribal subgroups, which show no other opinions only confirmation of their own prejudices (A. Skolkay, e-mail interview, May 26, 2016). It lies in the purpose of to create such an agora.

3) Ensure independence from markets and the state; As stated by Dr. Larsen, PSB should be truly independent from the state and market in order to function well (H. Larsen, Skype interview, May 12, 2016). With the issue in Slovakia that critical reporters can be sued by the government, it is recommended to increase the distance between the media and the state.

4) Invest in quality programming that can easily be translated and explore export opportunities in order to open new revenue streams; Investing in quality will ensure a stronger against commercial broadcasters and new international players like HBO and Netflix. Exporting documentaries and series would be considerably more difficult for Slovakia than for the United Kingdom, since there is only a small market for programs in Slovak. Furthermore, RTVS Slovakia has only a fraction of the budget that the BBC has. Still it is worth exploring export opportunities as it can bring in new revenue streams. Quality programs or nice formats do not necessarily have to be a high-budget product but they do need


2

to have international appeal and should be easy to translate.

5) Mixed funding is the safest option to ensure that PSB can also offer high quality programming in the future; As the income from TV advertising is declining and public funding can be influenced by political debate. The best option for PSB, in order to offer high quality programming in the future, is to have a mixed financing model.

6) Follow trends to be prepared for the future; The future trends discussed in this report will change the market and the preferences of consumers. As public service broadcasters are faced with fierce competition from commercial broadcasters, new international players and a young audience which is difficult to engage, it is recommended for PSB to follow future trends.


2

REFERENCE LIST

Banerjee, I. & Seneviratne, K. (2006). Public service broadcasting in the age of globalization.

Singapore: Asian Media Information and Communication Centre.

This source is reliable because it is a publication supported by Nanyang Technological

University and the Asian Media Information and Communication Centre, which contributes for

its credibility as an academic source. It is used to establish a panorama of the PSB discussion

inside the WTO, approaching specifically the subsidies to the broadcasters and the legality of

this aid.

BBC. (March 2014). BBC announces new digital innovation unit in Birmingham. Retrieved from

bbc.com website on May 13, 2016:

http://www.bbc.co.uk/mediacentre/latestnews/2014/digital-innovation-unit

This is the same source as used already before. BBC provides trustworthy information. This

article is related to digitalization and development within the BBC.

BBC. (April 2015). BBC Audience Information – Data Tables (document I). Retrieved from bbc.co.uk on

May 10, 2016:

http://downloads.bbc.co.uk/aboutthebbc/insidethebbc/howwework/accountability/pdf/

summary_audience_information_april_june_2015.pdf

BBC published this document; therefore it is reliable source. It is related to BBC Audience

Information. The document includes information such as Quality Measures of BBC TV, BBC

Radio. It includes also information about reach of the two mentioned earlier (BBC TV, BBC

Radio) and also of Digital Media Services. It is important to know what is the quality and reach

of the institution for our research since it covers the important part of the whole paper –

whether it is able to compete with the digital age and also how the public service broadcasting

is developing.

BBC. (May 2015). BBC’s combined global audience revealed at 308 million. Retrieved from BBC

website on May 10, 2016: http://www.bbc.co.uk/mediacentre/latestnews/2015/combined-

global-audience

This source is used from BBC website. We consider it as a reliable source. The source provide

us information about how large is the weekly audience of BBC. It combines information of


2

international BBC reach of both news and entertainment.

BBC. (September 2015). British Bold Creative. Retrieved on May 2016, from BBC:

http://downloads.bbc.co.uk/.../pdf/futureofthebbc2015.pdf

Report made by the BBC about how the current situation is and how it will be in the next five

years. Reliable source as it is a analyze of what should better in the future of the company.

BBC. (2015) BBC Audience Information Data Table. Retrieved May 2016 from BBC’s website:

http://downloads.bbc.co.uk/aboutthebbc/insidethebbc/howwework/accountability/pdf/

summary_audience_information_april_june_2015.pdf

This source is extracted from the BBC website. It is a reliable source used to inform the

evaluation of BBC in terms of quality of content and reach (how many people watch BBC

programs and for how long) on all of the broadcaster’s platforms such as BBCTV, Pan-BBC, BBC

Radio and Digital Media Services

Burri, M. (2015). Public service broadcasting 3.0 : legal design for the digital present. New York, New

York London England: Routledge.

This source is reliable because the author has contributed with several renowned institutions

in order to produce her research such as the World Trade Institute of the University of Bern

and the Swiss National Centre of Competence in Research. This source was used to establish

the concept of a Public Service Navigator and its characteristics as neither a PSB nor a

commercial broadcast.

Coyle, D. & Siciliani, P., R.G. (2013). The Economics of Public Service Broadcasting: A Research

Agenda. In Picard, R.G. & Siciliani P. (eds.). Is there Still a Place for Public Service Television?

Effects of the Changing Economics of Broadcasting. Retrieved on April 13, 2016 from University

of Oxford’s Reuters Institute: https://reutersinstitute.politics.ox.ac.uk/sites/default/files/Is

%20There%20Still%20a%20Place%20for%20Public%20Service%20Television_0.pdf

Considering that this source is from the Reuters institute for the study of journalism, we can

assume that it is a reliable source. This secondary source is suitable for a background analysis

about the development and the challenges of PCB. For our research, this source is very usable,

since it covers most of the topics of our research. This report is written by 9 authors, each

answer a different sub question about the place that PCB has and will have in the United

Kingdom.


2

Donders, K. (2016, May). Public Service Broadcasting. (J. Van Lierop, Interviewer) Retrieved on 16

May 2016

This source has been an interview conducted with professor Karen Donders who wrote the

book on Public Service Media and Policy's in Europe, which has been relevant for our research.

The source is reliable since the interviewee is an expert in Public Service Media in Europe, and

is not biased.

Duff, O. (2014, September 1). i Editor's Letter: The 5 biggest challenges facing the BBC's first

chairwoman. Retrieved May 11, 2016, from Independent:

http://www.independent.co.uk/voices/i-editors-letter-the-5-biggest-challenges-facing-the-

bbcs-first-chairwoman-9702749.html

An article on the news web page Independent about the first BBC chairwoman who is telling

what the five main challenges are for the BBC in 2014 onwards.

Dyke, G. (2012, May 15). Change or die: the future of the BBC. Retrieved May 11, 2016, from Open

Democracy: https://www.opendemocracy.net/ourbeeb/greg-dyke/change-or-die-future-of-

bbc

A letter of former director-general of the BBC Greg Dyke published on the web page of Open

Democracy. The article wants to show the audience that change was needed in 2012. Dyke

gave in his letter a good view on how it is going on at the BBC workspace.

EIAA. (2011). EIAA European Mobile Internet Use. Retrieved May 1, 2016 from European Interactive

Advertising Association Web site: file:///C:/Users/jeremyvanlierop/Downloads/EIAA

%20Mobile%20Internet%20Use.pdf

The European Interactive Advertising Association (EIAA) was formed in 2001 to act as a

common, pan-European voice for the interactive advertising industry. The association has

made significant investment in research in the fields of media use and advertising efficiency.

One of their key projects is Mediascope Europe, which is a study to map the media

consumption in Europe.

Enders, C. (2016, January 21). Current and future threats to public service broadcasting. Retrieved

from Open Democracy on 12 May 2016:


https://www.opendemocracy.net/ourbeeb/greg-dyke/change-or-die-future-of-bbc

https://www.opendemocracy.net/ourbeeb/greg-dyke/change-or-die-future-of-bbc

http://www.independent.co.uk/voices/i-editors-letter-the-5-biggest-challenges-facing-the-bbcs-first-chairwoman-9702749.html

http://www.independent.co.uk/voices/i-editors-letter-the-5-biggest-challenges-facing-the-bbcs-first-chairwoman-9702749.html

2

https://www.opendemocracy.net/claire-enders/current-and-future-threats-to-public-service-

broadcasting-0

The electronic source written by Claire Enders provides information about the percentage of

revenue spent on programming by Public Service Broadcasters. The source can be seen as

reliable since the author has no benefits of providing biased analyses.

European Commission (2008). Communication from the Commission on the Application of State Aid

Rules to Public Service Broadcasting. Retrieved May 2016, from

http://ec.europa.eu/competition/state_aid/reform/broadcasting_communication_en.pdf

This source is reliable because it is part of the European Commission’s resolution about the

conditions of Public Service Broadcasting in Europe. It is important in order to construct the

accurate scenario about the need of funding and the conditions of this financing by the state in

order to preserve the social-orientated content.

Farncombe & Plum. (2014). Challenges and opportunities of broadcast-broadband convergence and

its impact on spectrum and network use. Retrieved April 13, 2016 from the European

Commission Web site: https://ec.europa.eu/digital-single-market/en/news/challenges-and-

opportunities-broadcast-broadband-convergence-and-its-impact-spectrum-and-0

This study prepared for the European Commission examines three main questions: 1) How will

audio-visual (AV) consumption in the European Union change over the next 15 years? 2) How

will broadcast-broadband services develop in that period? 3) Is there merit in moving to a

converged platform in which mobile and terrestrial TV broadcast services share common

infrastructure and UHF spectrum? This source has provides us with accurate information about

the future prospects of Public Service Broadcasting. To read the full-report, go to the Web site

and click on the link “study report”.

Freedom House. (2015). Slovakia. Retrieved May 12, 2016, from Freedom House:

https://freedomhouse.org/report/freedom-press/2015/slovakia

The analysis of the freedom of press in Slovakia after was done in 2015. The Freedom House

has analyzed in all countries of the world the situation of press freedom.

Iosifidis, P., & Katsirea, I. (2015). Public Service Broadcasting in Greece: Back to the Future or Point of

No Return? Global Media Journal: Mediterranean Edition 10. Retrieved on 12 May 2016

file:///C:/Users/Series/Downloads/PSB-greece%20(4).pdf


https://freedomhouse.org/report/freedom-press/2015/slovakia

https://www.opendemocracy.net/claire-enders/current-and-future-threats-to-public-service-broadcasting-0

https://www.opendemocracy.net/claire-enders/current-and-future-threats-to-public-service-broadcasting-0

2

This rapport has provided information about what will happen to a country when a Public

Service Broadcaster is absent. The information is reliable since it has been published for official

purposes in the Global Media Journal.

Krasko I. (June 2015). Týždenná sledovanosť: Ako uspela Markíza, Joj, RTVS a ich programy. Retrieved

from stregie.hnonline.sk on May 14, 2016:

http://strategie.hnonline.sk/spravy/media/tyzdenna-sledovanost-ako-uspela-markiza-joj-rtvs-

a-ich-programy

The website hnonline.sk is reliable source that is widely used in Slovakia. This particular article

talks about rating share among Slovak TV stations. The article is very informative about weekly,

monthly and seasonal results of each TV station.

Larsen, H. (2014). The Legitimacy of Public Service Broadcasting in the 21st Century; The Case of

Scandinavia. Nordicom Review. Retrieved on 12 May 2016

http://web.b.ebscohost.com.ezproxy.hhs.nl/ehost/pdfviewer/pdfviewer?

vid=4&sid=1e58b018-0fc8-4289-9251-3a8203fc390c%40sessionmgr107&hid=102

Dr. Larsen has written this report and has thereby provided information about what positive

influence Public Service Broadcasters can have on a culture. The information is seen as reliable

since the author is not biased and the source is retrieved from Nordicom Review.

May, C. (2015). What On Earth Is A Simulcast?. Retrieved May 26, 2016 from Animelab Web site:

https://www.animelab.com/blog/what-on-earth-is-a-simulcast/

This source was used as an example to show how simulcasting can be a great benefit for

people who enjoy foreign series. This source is not an academic source.

Meek, R. F. (2008, November). PUBLIC SERVICE BROADCASTING IN THE UK - A Longer Term View.

Retrieved May 2016, from SMF:

http://www.smf.co.uk/wp-content/uploads/2008/11/Publication-Public-Service-Broadcasting-

in-the-United-Kingdom-A-Longer-Term-View.pdf

Report made by an independent organization in order to analyze the long term future of Public

Service Broadcasting in the UK. It analyses the threats and opportunities for PSB's.

Mendel, T. (2000). Public service broadcasting: a comparative legal survey. In M. Toby, Public service

broadcasting: a comparative legal survey. UNESCO. Retrieved on 13 May

https://books.google.nl/books?


http://www.smf.co.uk/wp-content/uploads/2008/11/Publication-Public-Service-Broadcasting-in-the-United-Kingdom-A-Longer-Term-View.pdf

http://www.smf.co.uk/wp-content/uploads/2008/11/Publication-Public-Service-Broadcasting-in-the-United-Kingdom-A-Longer-Term-View.pdf

http://web.b.ebscohost.com.ezproxy.hhs.nl/ehost/pdfviewer/pdfviewer?vid=4&sid=1e58b018-0fc8-4289-9251-3a8203fc390c@sessionmgr107&hid=102

http://web.b.ebscohost.com.ezproxy.hhs.nl/ehost/pdfviewer/pdfviewer?vid=4&sid=1e58b018-0fc8-4289-9251-3a8203fc390c@sessionmgr107&hid=102

2

hl=nl&lr=&id=wPH2AgAAQBAJ&oi=fnd&pg=PT4&dq=Public+service+broadcasting:

+a+comparative+legal+survey.&ots=4WokVYmmN7&sig=fihXF4szCpy3GshLERLYJrUyvFQ#v=on

epage&q=Public%20service%20broadcasting%3A%20a%20comparative%20legal

%20survey.&f=false

This book has made clear that UNESCO has a past in supporting Public Service Broadcasters

and protects them from insufficient funding. The source could be biased in some way, since it

is published by UNESCO. However, the rest of the book is reliable and findings of researches.

This makes the source reliable.

Newton, K. (2016). Public Service and Commercial Broadcasting: Impacts on Politics and Society.

United Kingdom: The Political Quarterly. Retrieved on 12 May 2016

http://stakeholders.ofcom.org.uk/binaries/consultations/psb-review-3/statement/

PSB_Review_3_Statement.pdf

This source is from the Political Quarterly and has provided information about the fact that

Public Service Broadcasting provides the public with political knowledge. It can be seen as

reliable since the information has been based on research.

News Cooperation. (2010, December 31). Report on public interest test on the proposed acquisition of

British Sky Broadcasting Group plc. Retrieved on May 2016, from Ofcom:

http://stakeholders.ofcom.org.uk/binaries/consultations/public-interest-test-nov2010/

statement/public-interest-test-report.pdf

As mentioned before, Ofcom is an authority that relates to the broadcasting and it is approved

authority by government of the United Kingdom. This report is related to public interest test. It

provides clear information that is reliable for our research.

OFCOM. (2015, July 2). Ofcom publishes public service broadcasting review. Retrieved May 11, 2016,

from Ofcom: http://media.ofcom.org.uk/news/2015/psb-review-statement/

Announcement of the organization Ofcom that published a report and explanation with it

about, namely the evolving of the online world. Ofcom is an independent regulator and

competition authority for the UK communications industry

OFCOM. (2015). Public Service Broadcasting in the Internet Age. United Kingdom. Retrieved on 13

May 2016 http://stakeholders.ofcom.org.uk/binaries/consultations/psb-review-3/

statement/PSB_Review_3_Statement.pdf


http://stakeholders.ofcom.org.uk/binaries/consultations/psb-review-3/statement/PSB_Review_3_Statement.pdf

http://stakeholders.ofcom.org.uk/binaries/consultations/psb-review-3/statement/PSB_Review_3_Statement.pdf

http://stakeholders.ofcom.org.uk/binaries/consultations/public-interest-test-nov2010/statement/public-interest-test-report.pdf

http://stakeholders.ofcom.org.uk/binaries/consultations/public-interest-test-nov2010/statement/public-interest-test-report.pdf

2

This source is reliable and includes many related information about how public service

broadcasting compete and survive the Internet age. It is an authority that relates to the

broadcasting and it is approved authority by government of the United Kingdom. The

document consists of the current effectiveness of the system, changes in PSB and potential

consequences of the changing landscape.

Ooik van, R., & Vandamme, T. (2013). European Basic Treaties. Amsterdam: Kluwer. Retrieved on 13

May 2016

This source is a book where all European Union treaties can be found in. The rules on the

funding of Public Service Broadcasting can be found in here. This source is very reliable since it

includes all laws and rules approved by the European Union.

Operačný program informatizácia spoločnosti. (June 2015). RTVS plánuje zdigitalizovať viac ako

57.000 archívnych diel. Retrieved on May 13, 2016 from opis.gov.sk website:

http://www.opis.gov.sk/rtvs-planuje-zdigitalizovat-viac-ako-57000-archivnych-diel/

OPIS is website run by the Slovak government that offers information for citizen of Slovakia

about new projects, documents and many other things happening within TV stations. This

article talks about future plans of RTVS in terms of digitalization.

Price, M. & Raboy, M. (2003). Public service broadcasting in transition: a documentary reader. The

Hague New York: Kluwer Law International.

This source is reliable and has academic value because the authors have dedicated themselves

to years of research and are able to provide clear explanations about the current status of PSB

across the globe, the legal dimension and the social consequences, besides having analyzed

the framework on specific countries such as Germany, Canada and the United Kingdom.

RAI. (2014, December 31). Reports and Financials. Retrieved May 21, 2016, from RAI:

http://www.rai.it/dl/docs/Report_31_12_2014_check.pdf

Organization which did research about the financials of both public as private media

organizations in various European countries.

SITA. (May 2015). Digitalizácia v RTVS napreduje, predĺži sa do novembra. Retrieved from sme.sk

website on May 13, 2016: http://domov.sme.sk/c/7818350/digitalizacia-v-rtvs-napreduje-

predlzi-sa-do-novembra.html


http://www.rai.it/dl/docs/Report_31_12_2014_check.pdf

2

TASR and SITA are two most respected and reliable sources in Slovakia. SITA is Slovak news

agency. The article brings information about current development of RTVS and looks closely at

digitalization process.

Školkay, A. (2010). Slovakia. Retrieved May 12, 2016, from European Journalists Centre:

http://ejc.net/media_landscapes/slovakia

An organization which analyses all media landscapes in Europe. For Slovakia 2010 was the

most recent report.

Scannell, P. (1992). Public service broadcasting and modern life. In P. Scannell, P. Schlesinger, & C.

Sparks, Culture and Power: A Media, Culture & Society Reader (p. 337). SAGE.

This academic article is written by someone who is specialized in Public Service Broadcasting,

and provides his view on Public Service Broadcasting in various articles. This article focuses on

PSB within the modern digital age environment.

Sørensen, J. K. (2013). Public service broadcasting goes personal: The failure of personalized PSB web

pages. Journal of media and communication research, 46.

This article discusses the other sides of personalization in relation to Public Service

Broadcasting, it discusses the failure of a personalized PSB. Furthermore, this article is an

academic article from a journal, specialized about media and communication

Sørensen, J. K. (2013). Public service broadcasting goes personal: The failure of personalized PSB web

pages. Journal of media and communication research, 44.

This article is an academic article written by a journal, which is specialized in media and

communication. The article shows the failure of personalization in relation to Public Service

Broadcasting

Statista. (2014). Average time spent watching television daily in European countries in 2014 (in

minutes). Retrieved May 3, 2016 from Statista Web site:

http://www.statista.com/statistics/422719/tv-daily-viewing-time-europe/

Statista offers clear statistics which are derived from more than 18.000 sources. Since their

database bundles these 18.000 sources it is relatively easy to find statistics about virtually

everything. As a source for their statistics, Statista uses exclusive 25% internal statistics, 45%

exclusive secondary sources and 30% secondary sources open to public.


http://ejc.net/media_landscapes/slovakia

2

Statista. (2016a). Share of flat TV panels demand by resolution worldwide from 2013 to 2016.

Retrieved May 7, 2016 from Statista Web site: http://www.statista.com/statistics/485280/flat-

panel-tv-area-demand-by-resolution/





Statista. (2016b). Number of connected TV sets worldwide from 2010 to 2018 (in millions). Retrieved

May 7, 2016 from Statista Web site: http://www.statista.com/statistics/247160/forecast-of-

the-number-of-connected-tv-sets-worldwide/





Sun stein, C. (2001). The Daily We. Boston Review. Retrieved from http://bostonreview.net/cass-

sunstein-internet-democracy-daily-we

This article discusses the development whether internet is a good development for democracy.

This article is a reliable source, since it is written for a professional journal. It gives reviews on

the development of internet technology and online media

TASR. (January 2015). Najobjektívnejšie spravodajstvo má TV Markíza, polepšuje si RTVS. Retrieved

from teraz.sk on May 15, 2016: http://www.teraz.sk/kultura/najobjektivnejsie-spravodajstvo-

ma-tv/114601-clanok.html

TASR is the News Agency of the Slovak Republic. It is a public service, national and

independent institution that provides information in the area of news coverage in accordance

with the public interest. Therefore, TASR is one of the most important and reliable sources in

Slovak Republic. The institution writes articles about current issues that are happening. This

particular article was used to get a data about the current popularity of RTVS in Slovakia,

comparing with other TV stations.

The Atlantic. (2014). How the World Consumes Media—in Charts and Maps. Retrieved May 15, 2016

from the Atlantic Web site: http://www.theatlantic.com/business/archive/2014/05/global-

mobile-media-smartphones-tv-maps/371760/


2

This chart from the Atlantic Web site shows how the world consumes media. The distribution

between television, pc, tablet and smartphone is shown per country. The Atlantic is an

American magazine known and rewarded for its high quality articles and its moderate

worldview.

Union, E. (2011, July 15). State aid for public service broadcasting. Retrieved from EUR-Lex on 12 May

2016: http://eur-lex.europa.eu/legal-content/EN/TXT/?uri=URISERV%3Acc0014

This website gives access to European Law, which means that the content published on this

website is approved and in correspondence with the laws of the European Union. This makes it

that this source is reliable for the sub question.

Woodford, C. (2016). IPTV. Retrieved May 25, 2016 from Explain that Stuff Web site:

http://www.explainthatstuff.com/how-iptv-works.html

All the articles on the Web site “Explain that Stuff” are written by one author: Chris Woodford.

The author is a British science writer with over 25 years of experience in explaining science and

technology. The author explains science and technology like a teacher would do; with good

examples and building on familiar knowledge.

Z_Punkt. (2012). TV 2020. Retrieved May 15, 2016 from Z_Punkt Web site:

http://www.z-punkt.de/uploads/files/115/tv2020.pdf

Z_Punkt the foresight company is a German consultancy company specialized in trends and future

research. They guide multinationals and small and medium sized enterprises with their future

strategy. Considering that they have been developing foresight projects for more than 20 years

and have built up a good reputation, this can be considered a trustworthy source.

APPENDIX

INTERVIEW WITH DR. PROF. ANDREJ ŠKOLKAY VIA MAIL:


2

Hello,

To your key questions:

Does an Eastern-European country like Slovakia needs to reform (PSB) in other way, than for

example the United Kingdom?

Well, first, I believe there are already some given difference which should be taken into account. For

example, smaller market vs. bigger one (and, in fact, international one in the UK) Second, there are

differences how PBS is organized - for example, how supervisory board works and how can the

director general be recalled from his post. There are also some other issue which are seen differently

here - see bellow but maybe, with regard to content, by and large, expectations may be similar

What legitimizes the existence of PSB?

In my view, (and I should add that I was rather skeptical about the role of PSB or rather PSM a few

years ago, including possibility to reform it - and I was wrong), it is

a) Increasing tendency towards oligarchisation of key local agenda-setting and intermedia

agenda setting media.

b) A need to create or to keep common neutral platform for discussion about common issues

(common agora, if you wish). As you know, more often than not, the Internet creates tribal

subgroups, i.e. those which confirm their own prejudices).

c) All those PSM missions or tasks we are discussing constantly (e.g. audiovisual archive of

national heritage, etc)

What are some of the trends and challenges which PSB in Europe is faced with today?

I would not like to talk about a Europe -wide issues, I do not really have sufficient overview here, but

there are some probably similar issues here present, like financing (it has been just announced plan


2

to increase fees paid for PSM service up to 50%). There is not so much discussion here about for

example, PSM (unfair) competition in online services

What are the future prospects of Public Service Broadcasting in Europe in terms of globalization,

digitalization, convergence, and positioning?

I am afraid this is too broad question. Just a minor comment on digital switch-over here - while in the

Czech Republic majority of TV population watches PSM via DVB-T, in SK majority receives a signal

from cable/satellite networks. I guess not many expected such differences between countries before

digital switch-over.

How can PSB reform in order to survive the digital age?

The reform here is actually ongoing - to become more efficient, unbiased, delivering a good value for

money

What would be the best way of financing PSB?

I think this depends on country/PSM, but probably a diverse way of financing could be a safe way

What do you think of the idea of PSB offering personalized content such as the BBC I-player, in

combination with editorial recommendations which diversifies the content and avoids looping

back the same content all the time? (This is a combination of ideas of Tanya Kant and Mira Burri. I

attached their articles to this e-mail) In other words: having a platform such as the BBC I-player,

where the content is personalized. For example I like motorcycles, the website recognizes my

interest, and every time I'm on the website it will suggest motorcycle documentaries. To avoid me

from watching the same kind to content all the time and to educate me, the website, the public

service navigator, will recommend me on this platform to watch a nice documentary from sir David

Attenborough or some more in-depth content)

It should be tried experimentally first. It sounds a bit elitist. This is how the Google works, right?

However, I do not see a problem here as it is today. Considering plurality of sources (for example, I

receive some 50 TV channels of which I watch on a weekly basis maybe 10), each viewer can mix his

or her own "personalized content". Plus do not forget that especially younger generation watches

increasingly even TVs on their smartphones or laptops.

I hope it helps. Keep me informed

Best wishes,

Andrej Školkay


2

School of Communication and Media, n.o.

Bratislava, Slovakia

Phone: +421-2-20325878

www.skamba.sk

Projects: ANTICORRP.eu, Media Regulator and Administrative Courts in V-4,

Conference: European impacts on the development of the media systems in Central- and Eastern

Europe,

Budapest, Hungary, June 20-21. 2016

INTERVIEW WITH MRS. PROF. KAREN DONDERS VIA MAIL:

Dear students, please find my answers below. Good luck with the assignment. Kind regards, Karen

Donders On 17/05/16 19:30


This question is of a factual nature, whereas the legitimization of PSB/M is of a highly ideological

nature. If you set out from the assumption that markets cater for diversity, pluralism, quality, etc.

you will find little value in a comprehensive PSB/M project. In case you disagree and argue for the

provision of media services independent from State and market, you will probably support PSB/M.

Having said that we do know, based on empirical evidence, that there is an under-provision of certain

services (e.g., local children's content, investigative journalism, documentary) by the market, that

public broadcasters invest more in local content in general, ... That does not however mean you have

to support PSB/M as an institutional system. You could also argue for subsidies to whomever wants

to deliver public services. Overall, I would argue that there is evidence that PSB/M institutions deliver

added value to society and markets and that most citizens also still highly value PSB/M institutions.

These legitimize the existence of public broadcasters today.


2


I always say there are several fields of tension public broadcasters are confronted with. There is

tension between:

Public broadcasters and their audiences: some audiences, specifically younger ones, are

disconnecting from PSB/M.

Public broadcasters and technological developments: evolving from a top-down mass media

player towards a media company that also bottom-up involves consumers.

Public broadcasters and commercial competitors: lots of uncertainties for commercial

players, which makes them criticize public broadcasters more.

Public broadcasters and governments: an increase in several countries of government

intervention, a more hostile government attitude towards the necessity of public

broadcasting.

Public broadcasters and themselves: bureaucracy, inefficiency and difficulties to adapt to an

environment that asks for more flexibility.



This question is overly broad. It is like asking 'what is the future of PSB in Europe?'? Overall, PSB/M is

incredibly resilient as an institution. We should not underestimate how much it is intertwined with

many Western and Northern European countries. Of course public broadcasters need to adapt as a

largely national institution to an environment that is becoming increasingly internationalized. That

might in fact become its unique selling proposition towards governments.


1. Invest in content. Quality always matters. You can deliver it in a variety of ways, but content is key

to multi-platform distribution. 2. Invest in collaboration. Work together with others (not everyone),

both in the public domain as in the commercial sector. Use your position to help others always with

an eye on the realization of public purposes. 3. Put audiences’ first, politicians second. That means:

PSB is there to serve audiences, not to please politicians. 4. Re-organize and adopt modern

management processes.


2

Does an Eastern-European country like Slovakia needs to reform in other way, than for example

the United Kingdom?

Yes, absolutely. At the level of organization and relations with politicians but also commercial media

players, the context is so completely different. You cannot copy-paste recipes from one country to

another and certainly not from the UK, which is in fact a highly atypical European media market, to

other countries with less inhabitants, a smaller language, little export potential, a low GDP, etc.


A license fee or any other type of direct contribution from citizen to PSB, preferably a progressive

system, meaning not the same for everyone (which is the case in most countries right now). We

know based on evidence that systems paid by a license fee know much more stable funding, are

more independent from government, etc.



back the same content all the time? (this is a combination of ideas of Tanya Kant and Mira Burri. I

attached their articles to this e-mail). (In other words: having a platform such as the BBC I-player,





Attenborough or some more in-depth content).

I think this is a good idea. Personalization is something you have to do to increase the comfort of

users, and also to meet their expectations. Having said that you should avoid audiences being

trapped in a filter bubble, where they only see content they might have a pre-set interest for

according to algorithms. After all, PSB/M is still meant to be a window on the world. If you only

personalize on the basis of consumer preferences and not on the basis of citizen needs, you will end

up with very closed communities and no empowerment of citizens at all.


2

INTERVIEW WITH DR. PROF. HÅKON LARSEN VIA SKYPE:


PSB is a very important media institution in any liberal democracy and it has had a very important

role in the history of Western European countries. In Scandinavia it has had stronghold and a very

important position in the media landscape.

PSB in Norway shows both educational programming and also broad entertainment programs. So

they base their legitimacy on content that commercial broadcasters don’t provide, but also by being

the best at entertainment. They are the biggest channel on Friday night. Although there is some

overlap between public service broadcasters and commercial broadcasters, the public service

broadcasters argue that their broad content has public service value; it differs from commercial

channels. It is not always easy to see how it differs.

PSB is daring to do this programming that are not guaranteed to make a profit and also to make

programs that are not just targeted to a specific audience in order to sell commercials. Instead they

make programs for all audiences.

There is discussion if public service broadcasters should spend a lot of money on buying the rights to

big media events like the Eurovision Song Contest, The Olympics or the World Cup or if the

commercial broadcasters might as well have them. The argument for public service broadcasters is

that these events are so important for people, so that they should be free for everyone to watch.


2

These global events are important for bringing people together across borders, but also they become

very national events.

Independence is very important ; independent from the market, so that they don’t have to rely on

advertisements and also independence from the state. So that the state doesn’t get involved with

the content production. PSB should keep their editorial freedom. In Scandinavia, PSB is a body at an

arms-length from the state, meaning that the state makes sure that PSB has funding and that they

also have editorial freedom. If the minister of culture say’s something critically about the content of

something that the public service broadcasters have aired, she would get into trouble. There are

several incidents in Scandinavia where the minister of culture has tried to interfere with how the

public service broadcasters have used their money for content production. It has not turned out well

for the minister.

The basic idea of PSB as originated in the BBC is independence from the state and the market; it is

very fundamental.

I think that the public service broadcasters will survive for a long time, because they are still a very

much trusted organization within society. That is very important for their legitimacy, which is also

related to their independence. I read in a Norwegian newspaper today that the NRK was the most

trusted media organization. Way more trusted than the biggest newspaper. The Norwegian case is

very unique because I think the NRK might be the most trusted public broadcaster in the world, or at

least one of the most trusted public broadcasters in the world. Citizens have a long-term relation

with this organization.


The big question is the funding system for these organizations. The independence was originally

secured by this media tax for everybody who owns a TV-set, which ensures that PSB remains

independent from the state because it is paid citizens directly to the broadcasting organizations. This

system is difficult to uphold because a lot of people don’t use the TV for watching the broadcasting

channels. They just use it to stream Netflix and HBO. It is hard to uphold the legitimacy of this

system. Several countries are changing this funding system to make it into a household or media tax

as they use in Germany. This is independent weather you have a TV or not. It is one tax per

household. In Finland and Iceland it is funded directly from the state budget, so it is not like an

independent tax, or a tax that you pay regularly.




2

I don’t think there is an immediate threat for PSB. I think at the moment it is harder for print media

in this new digital environment, because they are struggling to find a business model to survive. They

are trying out different models like pay per article or online subscriptions. The public service

broadcasters still have a more secure funding. The most important aspects is for the cultural policy to

uphold this funding system it is a political question and if the politicians find it important to maintain

this institution, then they will find a funding system that is adapted to the new environment. The

print media on the other hand have to find their own business model because they are independent

from the state. They don’t get public funding in the same way.


With regard to reform they should remain their presence on TV and radio as they have always done,

but in addition of course they have to find good solutions online. It also depends if the website of the

public service broadcasters is more like a news website or whether if more of a supplement to

content on the radio and television. The other media organizations, I mean the newspapers argue

that the public service broadcasters should not be a news website online, because it is unfair since

they have this public funding and they take up a lot of space from the commercial actors.

If digitalization takes place, this is no problem as long as PSB has a high quality and is independent

form commercial interests. If they try to not mimic the commercial channels to much, but try to

maintain their unique role and position in society.

Does an Eastern-European country like Slovakia needs to reform in other way, than for example

the United Kingdom?

It’s hard for me to say something for Slovakia, because I don’t know the details of the media system.

As you said, Slovakia has a lot of advertisement as funding, so that will make it more difficult to

maintain as a public service broadcaster, because they are to close to the commercial broadcasters.


It has to be some form of system which remains the distance from the state. Therefore I think that an

independent tax system like the household tax system they have in Germany is a good idea. This is a

better idea, than funding it directly over the state budget. If you fund it directly over the state

budget, this will make it hard for organizations to plan many years ahead, because the politicians

might just want to spend the money on other things from year to year.


2

With regard to pay TV, I think that if the public service broadcasters are funded by the people, via a

tax system, then I don’t think they should pay additionally for watching the content produced by the

public service broadcasters. I think that this paying for watching content produced by the public

service broadcaster is a good way to go.



back the same content all the time? (this is a combination of ideas of Tanya Kant and Mira Burri. I

attached their articles to this e-mail). (In other words: having a platform such as the BBC I-player,





Attenborough or some more in-depth content).

One aspect of the public service broadcasters, originally was for getting people to watch something

that they would otherwise not watch, so PSB would put a documentary after a big entertainment

program, so people would keep on watching and learn something. It doesn’t sound like this would

maintain this aspect if it comes similar to You Tube recommendations, but if it indeed takes you out

of your comfort zone and makes you watch something what you otherwise would not have watched,

then it is a good idea.


Report E21 Gr37 Version 2

Documents

Transcript of Report E21 Gr37 Version 2