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Public Broadcasting Role in the New Environment

PSB: FUTURE DIRECTIONS. Public Broadcasting Role in the New Environment. AIBD – UNESCO - FES Seminar on PSB for Central Asian Republics Bishkek, July 2002. Kiran Karnik. CURRENT VIEWPOINTS. Nearing extinction ? “Needs protection” “No need” Privatise ?. POLITICO - ECONOMIC ENVIRONMENT.

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Public Broadcasting Role in the New Environment

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  1. PSB: FUTURE DIRECTIONS Public Broadcasting Role in the New Environment AIBD – UNESCO - FES Seminar on PSB for Central Asian Republics Bishkek, July 2002 Kiran Karnik

  2. CURRENT VIEWPOINTS • Nearing extinction ? • “Needs protection” • “No need” • Privatise ?

  3. POLITICO - ECONOMIC ENVIRONMENT • Liberalisation, Privatisation, Globalisation • Ideology of “marketisation” • Cut government spending • Decreasing role of the State • More power with elites • “Open skies”; free flow of information

  4. TECNOLOGICAL ENVIRONMENTOF BROADCASTING • Advances in digital/compression technologies • Progress in satellite technology • Satellite and cable TV distribution • Direct-to-home broadcasting • Internet revolution; new technologies • Unlimited choice, low costs

  5. COMPETITIVE ENVIRONMENT • No monopoly; proliferation of channels/choice • Global channels; companies with vast resources • Very high technical and presentation standards • Fragmentation of audience • “Seductive” content • Unprecedented commercialisation

  6. JUSTIFICATION • Private channels catering to the consumer, not to citizens • Vast number of channels, but many unmet needs • Private channels may have their own agenda • PSB could set the benchmarks • Need to look at issues from the perspectives of citizens, not merely consumers or audience • Means of fulfilling the “entitlement” of all citizens to information, culture and entertainment

  7. PSB : OVERALL ROLE AND POSITIONING • Autonomous, independent of government • Not driven by commercial considerations • Creating and enlarging the public sphere • Vital component of civil society • Empowering the people, with focus on the disadvantaged

  8. PSB : SPECIFIC ROLES (1) • Reaching the unreached • geographically isolated: universal access • economically deprived • disadvantaged minorities • Meeting unmet needs • of the non-marketised • of minorities • for specific content/genres of programmes

  9. PSB : SPECIFIC ROLES (2) • Setting standards: technical, aesthetic, and content • Credible, prompt, available source for information/news • Giving voice to the voiceless: reverse flow and public access • Providing a platform for horizontal communication

  10. PSB : SPECIFIC ROLES (3) • Agenda-setting, and reflecting/provoking informed debate • Catalyst and accelerator of socio-economic development • Contributing to progressive societal and structural changes

  11. PUBLIC BROADCASTER: ADVANTAGES • Widest reach • Free-to-air • Generally more localised • Easier and priority access to events/information • Need not be commercially-driven

  12. PSB: IMPERATIVES FOR SUCCESS • Decentralise; localise content • Relevant, need-based content • Better presentation • Creative, effective, right-sized organisation • Research; responsive system • Exploit the power of market mechanisms • Keep abreast of new technologies

  13. ISSUES • Structure: ensuring autonomy, accountability and flexibility • Financing: grant, license fee, advertising, cess • Performance indicators: ratings, impact, “brand image” • Infrastructure: own, lease/privatise/corporatise, expand • New technology: DTH, DBS-Audio, DTT, Interactive TV • Cross-service synergy: radio, TV, Net

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