Francisco Rui Càdima
Department of Communication Science FCSH – New University Nova of Lisbon
Legitimation of public service media in the digital era
i) Public service television in the European framework:
From our point of view an observation on the redefinition of the public service mission intended in the terms of a major approach with reference to building a European project is lacking and requires to be examined.
First of all, the relationship between the public service television and the Idea of Europe, and how the public service television can build a way to fortify the European project are decisive factors to take into consideration;
Secondly and consequently, it is necessary to encourage a major understanding and agreement between public service member countries and a new strategy of European communication well aimed towards the idea of a “message” and not a “massage”;
Lastly, we believe that a felt and serious agreement between the European Audiovisual and the citizens of Europe is useful and important. This subject could become a proposal to establish a detailed and standing debate, involving and uniting the European institutions (Commission, European Council, European Parliament, but also the UER), experts, the universities, operators, and associations, etc...
ii) Migration towards the digital world:
Firstly, the redefinition of the public service television mission in this territory, on the new Web “environments”, should be linked at first on the consolidation of the standard model of radio-broadcasting, because of content quantity and quality originating from Europe;
The presence of public operators on Web must be fully guaranteed in different forms than those that camouflage already existent initiatives ( as contents, news and information, etc...), this brings us to question ourselves on the way to reach a prospective founded on the new agreement, and on the Idea of Europe, and on the cultural heritage of Europe, but at the same time on a model of “public media” that is clearly alternative/complement to the marketing operators offer (in standard radio broadcasting like in “on demand” in internet);
Secondly, we propose to examine the new dynamics of the digital concept and practice in public service television and on how much it relates to the coherence of the model, its aim (in relation to the context in general of the European Union Policies ),and on a clear evaluation of the global impact of the new media services financed thanks to the recourse to public funds, like the one just obtained by the Europe Commission.
iii)It is important to examine in depth the debate on the new role of the public service television and on the features of its receivers in the digital environment, and ask ourselves, once again, the following question... “should they be considered citizens or users”?
The subject on the concepts of pluralism, diversities and citizenship in the digital context must surely be revised. These are core questions and are also decisive to justify the continuation of the model, and if I may say, even the future of a public service television. Various aspects should be faced and dealt with – for example the clarification in the digital competitive context:
What European programme contents should be promoted in public televisions and offered to the audience in the new digital competition context? Do we agree with Daniel Dayan's point of view that “ the audience represents the contrasting or the hidden side of the public”? Are national audiovisual contents still essential and adequate enough to meet the European Production quota required by the EC regulations?
Furthermore, do we agree that the public broadcasting service should be evaluated for its performance against the commercial market standards, or would it be more appropriate to carry out periodical surveys based on quality indicators (following the recent experience adopted by the French and Spanish model).
And as a conclusion, we should consider the work of the public service television in relation to a new audience reached by the social media and also the role of the public service television in strengthening a European cultural and social cohesion, with particular attention to the groups of cultural minorities. And to guarantee access, to give space and voice to all components of society. In other words, the “public value” of the public broadcasting service should aim towards a European project based on social cohesion, on cultural diversity so as to build a more active and participative European Society.
- Sumário Executivo do Relatório de Regulação 2008
- Texto completo em versão digital do Relatório de Regulação 2008
ERC preocupada por RTP continuar a imitar SIC e TVI