PSB: FUTURE DIRECTIONSPSB: FUTURE DIRECTIONS

Public Broadcasting

Role in the New Environment

Kiran KarnikAIBD – UNESCO - FES Seminar on PSB for Central Asian Republics

Bishkek, July 2002

CURRENT VIEWPOINTS

Nearing extinction ?

“Needs protection”

“No need”

Privatise ?

POLITICO - ECONOMIC ENVIRONMENT

Liberalisation, Privatisation, Globalisation

Ideology of “marketisation”

Cut government spending

Decreasing role of the State

More power with elites

“Open skies”; free flow of information

TECNOLOGICAL 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

COMPETITIVE ENVIRONMENT

No monopoly; proliferation of channels/choice

Global channels; companies with vast resources

Very high technical and presentation standards

Fragmentation of audience

“Seductive” content

Unprecedented commercialisation

JUSTIFICATION

Private channels catering to the consumer, not to citizens

Vast number of channels, but many unmet needs Private channels may have their own agenda PSB could set the benchmarks Need to look at issues from the perspectives of

citizens, not merely consumers or audience Means of fulfilling the “entitlement” of all citizens

to information, culture and entertainment

PSB : OVERALL ROLE AND POSITIONING

Autonomous, independent of government

Not driven by commercial considerations

Creating and enlarging the public sphere

Vital component of civil society

Empowering the people, with focus on the

disadvantaged

PSB : SPECIFIC ROLES (1)

Reaching the unreached• geographically isolated: universal access• economically deprived• disadvantaged minorities

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

PSB : SPECIFIC ROLES (2)

Setting standards: technical, aesthetic, and

content

Credible, prompt, available source for

information/news

Giving voice to the voiceless: reverse flow and

public access

Providing a platform for horizontal

communication

PSB : SPECIFIC ROLES (3)

Agenda-setting, and reflecting/provoking

informed debate

Catalyst and accelerator of socio-economic

development

Contributing to progressive societal and

structural changes

PUBLIC BROADCASTER: ADVANTAGES

Widest reach

Free-to-air

Generally more localised

Easier and priority access to events/information

Need not be commercially-driven

PSB: IMPERATIVES FOR SUCCESS

Decentralise; localise content

Relevant, need-based content

Better presentation

Creative, effective, right-sized organisation

Research; responsive system

Exploit the power of market mechanisms

Keep abreast of new technologies

ISSUES

Structure: ensuring autonomy, accountability and flexibility

Financing: grant, license fee, advertising, cess Performance indicators: ratings, impact, “brand

image” Infrastructure: own, lease/privatise/corporatise,

expand New technology: DTH, DBS-Audio, DTT,

Interactive TV Cross-service synergy: radio, TV, Net