Public Service Broadcasting Online

A Comparative European Policy Study of PSB 2.0

verfasst von: Benedetta Brevini

Verlag: Palgrave Macmillan UK

Buchreihe : Palgrave Global Media Policy and Business

Enthalten in: Springer Professional "Wirtschaft+Technik" , Springer Professional "Technik" , Springer Professional "Wirtschaft"

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Über dieses Buch

This book investigates the extent to which a Public Service Broadcasting (PSB) ethos has been extended to the online world in Europe. It examines the most significant policy initiatives carried out by PSBs in Europe on online platforms, and analyzes how the public service philosophy is being reinvented by policy makers.

Inhaltsverzeichnis

Frontmatter

1. Introduction

Abstract

In January 2011, the BBC announced that it was to cut its online budget by 25% by 2013. A total of 360 staff in the corporation’s online operation would lose their jobs, editorial policies would be redefined and several news blogs as well as local sites would be ditched. Overall, the BBC promised to close half of its 400 Internet domains.

Benedetta Brevini

2. The European and Global Policy Framework of Public Service Broadcasting

Abstract

This chapter sets the context of the European and global policy framework of PSB. It describes how the European institutions have recognized and supported the role of PSB in European democracies. It also reviews the most important resolutions that have encouraged PSBs’ expansion into the online world. Finally, it focuses on global media governance and on debates on PSB in multilateral policy venues including the WSIS, UNESCO, WTO and Council of Europe.

Benedetta Brevini

3. Theorizing Public Service Broadcasting Online

Abstract

The field of media and communication policy research encompasses a variety of theoretical approaches derived from traditional disciplines, such as political science, sociology, economics and law. Hence, each of these fields has contributed to diverse theoretical accounts of how media policies are shaped and developed. This chapter highlights the main concepts of these literatures and sets out the analytical categories for explaining and understanding the policies of PSB online in Europe. Furthermore, the following chapter revisits and explores democratic theories shaping PSBs’ values on the internet. It then sets out normative criteria in order to add a new dimension of policy critique.

Benedetta Brevini

4. A Normative Framework for PSB Online: The Idea of PSB 2.0

Abstract

By adding a normative component to the policy analysis, the theoretical framework has been complemented with another important tool to interpret the empirical findings. In fact this study seeks to take on board and develop Born’s (2006) suggestion that:

From a policy perspective, we need to take political philosophies seriously to realize that they offer tangible bases on which to construct institutional arrangements; but also to acknowledge that our existing institutions embody political philosophies that themselves deserve scrutiny and updating. (Born, 2006: 119)

In taking up this challenge, this book aims to stimulate a debate around the importance of PSB in the online world and enhance a reflection on the extent to which the principles traditionally enshrined in Public Service Broadcasting in Europe have translated into the new online environment. This chapter therefore aims to establish a normative framework for PSB online, which has been named PSB 2.0.

Benedetta Brevini

5. Comparing Histories of PSB in Denmark, France, UK, Spain and Italy

Abstract

Before setting out to discuss and analyse the commonalities and differences of public service broadcasting histories in the European countries considered, it is necessary to describe historical developments in broadcasting and technology in all the countries as well as their Internet and technological take-up.

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6. The Impact of Historical, Political and Cultural Legacies on PSB Online in Europe

Abstract

This chapter aims to analyze the national and institutional policies on PSB online in the countries selected. It highlights how the historical, political and cultural factors that characterize the ethos of each PSB framework have dictated the development of PSB online in each case considered.

Benedetta Brevini

7. European Union Influence on PSB Online

Abstract

The European regulatory framework on Public Service Broadcasting was sketched out in Chapter 2 above. The present chapter aims to explore the European Commission’s policies on the online activity of PSBs — and to assess the impact of those policies at the national level. In particular, it will summarize relevant decisions on State Aid and examine the adopted Communication on State Aid to Public Service Broadcasters, issued on 2 July 2009. This document, hereafter referred to as Communication 2009, departs from its 2001 forebear, which encouraged online and new media initiatives by PSBs, by imposing strict controls on their expansion. Finally, the analysis turns to the national and institutional policies of BBC online, whose parent organization remains one of the most influential PSBs in Europe. The influence of the BBC’s policy framework on Brussels’ policy-making is assessed and the possibility of a policy transfer between the UK and Brussels that might lead to ‘bottom-up’ Europeanization is explored (Harcourt 2002).

Benedetta Brevini

8. Commercial Pressure from Rival Competitors: The Impact on PSB Online

Abstract

This chapter examines the impact of the pressure of the commercial world on the policies of PSB online in European Member States. In particular, it aims to find out what are the most important entities contesting the expansion of PSB online; to what extent these entities have succeeded in moulding PSB online policies; and whether we can detect a process of ‘marketization’ of these policies.

Benedetta Brevini

9. Conclusion

Abstract

This study has examined to what extent the principles traditionally enshrined in Public Service Broadcasting in Europe have translated into the new online environment. It has investigated the most significant policy initiatives carried out by PSBs in Europe on the new platforms, and analysed how the public service philosophy has been reinvented by policy-makers at the national and European level, by PSB institutions and by their competitors. It has explored how historical and nation-specific factors, the European framework and commercial pressures have moulded these policies and practices. Finally, it has established — and discussed — a normative framework for PSB online in Europe (PSB 2.0).

Benedetta Brevini

Backmatter

Titel: Public Service Broadcasting Online
verfasst von: Benedetta Brevini
Verlag: Palgrave Macmillan UK
Electronic ISBN: 978-1-137-29510-1
Print ISBN: 978-1-349-45173-9
DOI: https://doi.org/10.1057/9781137295101