Public Service Under Pressure EBU Radio Assembly Copenhagen 2005 Public Service Under Pressure - Squeezed between market and politics Christian S. Nissen © christiannissen.com

The PSB nun - a subjective tale of fiction and facts The PSB nun - a subjective tale of fiction and facts in Public Service Broadcasting. © christiannissen.com

Public Service Broadcasting in the old days of monopoly The PSB-nun in the cathedral was easily accessible for the audience. PSB was a cultural cornerstone of European society. © christiannissen.com

But the PSB-nun met challenging competition ! $ $ $ $ ? $ $ Public Service Public Service $ In the 90’ties: The PSB-nun took some risky steps into the media marketplace to meet the audiences – and her political/cultural obligations. What did she do ? © christiannissen.com

- and the result can be seen in the markets ! What did the PSB-companies do to meet the competition – and their obligations ? Clarified their cultural, societal and political mission Developed their programming, stressing “full-scale PSB” - new channels and new interactive media-services - quality, innovation and responsiveness - professional scheduling Reorganised and rationalised their businesses Trained and educated their employees Spearheaded the introduction of digital technology Fought to secure open standards in delivery systems These and other elements of a PSB strategy have been analyzed and described in the EBU report “Media with a Purpose” (obtainable through EBU in Geneva) - and the result can be seen in the markets ! © christiannissen.com

The dual European TV Model: ”Andersen Analysis” for the EU-commission The dual European TV Model: PSB-companies have kept their position in the market

The European radio market 2003: Audience share: PSB Radio & Commercial Radio Commercial Radio audience share Public Service Radio audience share Source: EBU/DR

Radio audience share in the Nordic markets 1992-2004 PSB Radio is dominating the Nordic markets Source: DR

$ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ The PSB-nun has had a remarkable success $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ -may be too much of a success ! © christiannissen.com

- a success so big, that strong forces are now trying to push the PSB-nun back into the monastery! Commercial media EU commission $ Public Service Cultural elite - and in several states the governmental archbishop is placing her gospel under a tighter control. © christiannissen.com

Commercial media and the cultural elite wants PSB radio to be shut of from the mass audience OK to competition as a principle but PSB should stay away from “new media” and popular programming (music, entertainment sport, etc.) - at least in primetime ! wants PSB radio as their own cultural temple OK to collective financing but why use the money to popular programming? when opera, poetry and “high brow” commentary is what we want ! - very different points of departure, but a serious challenge to PSB © christiannissen.com

Public Service – the balance between reach and distinctiveness (*. High Low 1) The impossible ideal 2) Rash kamikaze PSM position Reach 4) Giving up all PSM ideals and obligations 3) Heroic hara-kiri *) “Distinctiveness” defined as percentage of content in categories such as national culture and language, current affairs, documentaries, programmes for children and minorities etc. (see chapter 5.2) © christiannissen.com

McKinsey study 2000 !

The strange alliance is putting the PSB nun under pressure National political decision makers EU Commission DG IV Commercial media Cultural elite The PSB-nun – threatened to be placed behind bars in the monastery – is looking round for god advice constructive criticism - and understanding support © christiannissen.com

Better tools for evaluation and measurement of programme quality. What can the PSB-nun do herself ? What can she ask of her friends ? - a shortlist from her evening prayers: “Compass” and “maps” for the difficult navigation between the Scylla of populism and the Charybdis of elitism. Better tools for evaluation and measurement of programme quality. The development of ways to more innovation and creativity in concept- and programme making. Some advice on how PSBs can be better to tell their story and explain their cultural and political obligations and importance in society. Active participation in the public debate on the role and mission of PSB. - and what can the PSB-nun give in return ? © christiannissen.com

On her behalf I can only say - not very much ! She has no authority to pardon, nor to give salvation for all your sins. On her behalf I can only say Thank you for your attention and your patience ! www.christiannissen.com