WRTVC General Assembly, Montréal, 21.11.2003

Une organisation soutenue par l'UNESCO et la Fondation Hoso-Bunka (Tokyo)

Last update: 11.12.2002

 

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  public broadcasting: why I understanding I programming I reconciling I conclusion  
  PUBLIC BROADCASTING, AN ORIGINAL VOICE: BACKGROUND  
  Who should be responsible for broadcasting? How should it be financed? What should be the State's role in this regard? What purpose should broadcasting serve? These were all issues raised in the early days of radio, when it was a new communication technique, little known and as yet unstructured. Three main models were developed, reflecting the societies that produced them, and in most cases still determine the evolution of broad-casting: the commercial model, the State model and public-service broadcasting, the latter born out of the weaknesses of the former two models and the concerns they raised, as well as the vision and the dreams some entertained for the new media of the day.

In the United States, after many debates, it was deemed that the public good would be better served if broadcasting were left in the hands of private entrepreneurs wishing to offer listeners, it was claimed, what they wanted to hear. The market principles governing other business sectors were generally applied to broadcasting. Supply and demand were expected to serve the interests of both the audience and private broadcasters. Advertising as a means of financing broadcasting, it was believed, ensured that private broadcasters would seek to meet public demand at all times-after all, the rate paid by advertisers for commercials was linked to the broadcaster's ability to reach the widest possible audience. And if the audience tuned in, it was assumed that the public was satisfied overall with the programs offered.
 
  The commercial model, therefore, sprang from a strong belief in the ability of market mechanisms to respond to consumers' tastes, and an equally strong reluctance to let the State dominate a mass medium believed to have a great potential for information and influence. Direct State involvement in broadcasting was seen as dangerous.

This distrust of the State, like trust in market mechanisms, was not felt everywhere, however. In other countries, the State model developed in response to an interventionist concept of the role of broadcasting. Although the State could have exercised some control over private broadcasting, it was decided most often to entrust broadcasting to direct government responsibility. This centralized and monopolistic model of broadcasting rested on the notion that the State is justified in using the media for its own purpose. The State, in this context, was seen as the guarantor of public interest-an interest that the State itself defined.

The public-service model, while it stems from the vision some had for radio, was also based on mistrust: mistrust of the ability of market mechanisms to fulfill certain goals, and mistrust of the State's ability to achieve the same objectives, generally grouped under the broad expectations that still apply to public broadcasting today, that is, to inform, educate, and entertain. This vision of the role and importance of public broadcasting required a public organization, at the service of citizens, culture and democracy.

Some countries rejected the notion that public interest, in broadcasting, could be served by the interests of private entrepreneurs primarily looking for profit. At the same time, however, people were suspicious of the State in these countries. Because of broadcasting's social, cultural and political potential, it was felt that direct State involvement in a field related by and large to thought and expression was not desirable. This is generally the least obvious distinction between public and State broadcasting when the different models are compared. A basic notion reflecting this difference is well known in Great Britain, namely the "arm's-length" relationship between the State and the public broadcaster. Rather than putting broadcasting directly under State authority, it was decided to entrust it to an organization that would act in the public interest and enjoy sufficient independence to prevent political or bureaucratic interference.

The public-service model, then, was based on the idea that neither the market nor the State could adequately meet the public-service objectives of broadcasting and act in the public interest; indeed, it was felt that the public interest does not coincide either with private interests or the interests of the political powers that be.

These three models, developed in the early years of radio, carried on into the television era-with varying degrees of success. The commercial model has become dominant, while since the 1990s the State model has been losing ground. Public-service broadcasting, for its part, while faced with an increasingly commercial environment, is staying afloat. It remains widespread and the solution preferred by those concerned about the limits of commercial broadcasting.

 
     
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