The digital and multiplatform scenario implies important changes in the structure, the business models and the reception patterns of the media. It sets a clear inflection point concerning the position and the role of Public Service Broadcasting. Divergent opinions coexist: On the one hand, free market and competition are considered sufficient to guarantee those values and functions that once legitimized PSB. On the other hand, the new possibilities resulting from digitalisation and the convergence of distribution platforms are seen as ways to improve the performance of public operators. This research aims to investigate the impact of those facts on PSB and what strategies are implemented in order to redefine its remit and to reposition its operators in the new media context. First, the current transformations affecting the media are analysed. New tendencies and operational logics will be identified. As a result, a theoretical model concerning the opportunities and challenges for PSB in the digital scenario will be designed and contrasted with the selected national cases. Next, the research is focused on the PSB adaptation strategies. The articulation of their elements –network of agents, procedures and goals– varies depending on the particularities of each national media market, on the political tradition and on the perception of the new communication context. Considering this diversity within the EU, an international comparison of these strategies will be carried out. The analysed countries are Germany, Spain and Poland. The final objective of this project is double. First, it has a strong theoretical ambition, wanting to contribute to the development of the PSB studies. Secondly, it aims to produce valuable pragmatic knowledge by means of detecting best practices among the adaptation strategies implemented in Europe and drawing a list of recommendations for the different players involved in the redefinition and repositioning of PSB.
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