1. INFOCIVICA SEMINAR EUROPEAN IDENTITY AND DIVERSITY: EU INTEGRATION IN THE CROSS- MEDIA PUBLIC SERVICE PERSPECTIVE Turin, 21.10. 2010 Beata Klimkiewicz Institute of Journalism and Social Communication, Jagiellonian University, Kraków, Poland PUBLIC SERVICE PROVISION: THE CASE OF POLAND

2. INTRODUCTION implementation of PSM mission has been increasingly criticised in Poland 2009 draft Act on Public Tasks in the Area of Audiovisual Services proposed ‘institutional’ division for PS provision aiming at limiting Polish Television’s exclusive position in this area commercial and private broadcasters can receive public funds to produce public service programming

3. PUBLIC SERVICE REMIT IN POLAND directly linked to the Polish Television (TVP) and Polish Radio (PR) The Article 21 (1) of the 1992 Broadcasting Law “Public radio and television shall carry out their public mission by providing (...) the entire society and its individual groups with diversified programme services and other services in the area of information, journalism, culture, entertainment, education and sports which shall be pluralistic, impartial, well balanced, independent and innovative, marked by high quality and integrity of broadcast.”

4. UNIVERSALITY AND REPRESENTATION both public television and radio have increasingly recognized groups and communities that were ‘invisible’ during the communism and shortly afterwards “programme services of public radio and television should respect Christian system of values, being guided by the universal principles of ethics.” (Article 21.2.6)

5. FRAGMENTATION Winfried Schulz: new media services substitute social activities and institutions and thus change their character ‘Participatory architecture’ of these new activities and communities however does not support cohesion

6. QUALITY AND HIGH STANDARDS can quality of media performance be viewed as a commodity? Supporting factors: relative institutional stability cumulative professional experience co-operation with other public institutions (educational, research, etc.)

7. CULTURAL UNIVERSE (CULTURAL EXCELLENCE AND CREATIVITY)  development of digital services is largely guided by global forces  Chris Nissen: COPE paradigm (Create Once – Publish Everywhere)  privileges programming that can be traded in many countries and localised more easily in multiple versions, thus reducing cultural specificity and profound diversity  a potential to create cultural universes and establish new axes of cultural value

8. the draft Act on Public Service Media (2010) emphasises a cultural role of the PSM establishment of a specific regulator for the PSM PSM Council to be nominated by the PSM Committee representing producers’ and journalists’ associations, universities and non- governmental organizations cultural excellence and accountability to civil society rather than representative politics

9. COMMUNITY OF VIEWERS Paddy Scannell: PSB based on asymmetrical relations between the audience on the one hand and the broadcaster, cultural elite and the state on the other Criticism of TVP: detached from its audiences and despite relatively high viewing rates, not being able to build stable relations with its users and generate a common understanding of PSM public value

10. CONCLUSIONS There is certainly a demand for public service media in forthcoming future Is this really a ‘new demand’ or demand centred around those aspects of public service remit that have long been neglected by PSM for financial or other reasons?

11. THANK YOU! beatakl@hotmail.com