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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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