Public broadcasting

The digital era has revolutionised our perspective of media communication and broadcasting in general. Public broadcasting in particular is facing the major challenge of the digital era. Is it a question of survival?

The importance and relevance of public broadcasting towards society in general have not been suffocated by the technological advancement, although there are critics who argue to the contrary. Not even the rather competitive market constraints and its restructuring imposition will ever threaten the future of public broadcasting and its function. The scope and value of public broadcasting are still valid today, and will remain so in future, notwithstanding the rapid technological change that is taking place. The fact that, within the context of a global media system, digital technology is causing undue commercial pressures, justifies the ever increasing demand for public broadcasting.

Public broadcasting may be subjected to drastic changes in order to reach its targets.

Strategies are redesigned; policies are reviewed; objectives are revised but surely there is no need to re-establish or contest, for that matter, its legitimacy. Its valuable mission towards society is there to stay.

Public broadcasting is sustained upon three fundamental values: democratic, social and cultural.

The power, control and manipulation that we experience in this sphere under the pretext of value for money are threatening the basic rights of the freedom to inform and to be informed, the access to accurate, balanced and pluralistic information and free communication and participation within the society at large.

The existence of democracy itself depends heavily on how well informed the citizens are. In this respect, the public broadcasting function is indispensable in promoting a culture whereby the citizens will keep abreast of social, political and cultural issues in order to create a healthy debate within the community and not as isolated individuals.

The social value of public broadcasting needs to be safeguarded in no uncertain terms.

The idea that broadcasting is there for the individual consumer and not for the audience or society is facilitating the emergence of social exclusion among segments of the population. We are already experiencing a new form of inequality caused by the media. The citizen's dignity, privacy and diversity of opinion are only respected if broadcasters are made accountable to the public and not to the shareholders running the media stations. The cultural value makes public broadcasting a source of creativity and innovation.

It also promotes the cultural differences within society and sustains the cultural heritage of the nation. It is obvious that private or commercial broadcasting has drastically failed in this respect. It could be that this genre does not fit within the philosophy of doing business for profits. Consequently, we are heading towards a culture of what is termed "economic individualism", where everything has got a price but no value, where everyone is treated as a consumer but not a citizen. Public broadcasting should address itself to the ideal of excellence, not the idea of acceptability which is what keeps commercial broadcasting from climbing the staircase.

Our national broadcasting station needs to go through another phase of restructuring.

It has nothing to do with early retirement schemes or financial subsidies. The politician's intervention does not feature in this exercise. It is about mission accomplishment, status recognition, quality standards and management performance.

PBS house is not yet in order. Constructing a new site comprising all facilities with adequate space for state of the art studios, newsrooms, editing and technical areas and other offices is a must. The decision to go ahead was taken a long time ago but somehow it has been shelved time and again. Further delay would only cause unnecessary hardship and would bring about additional restrictions in producing high quality programmes.

The poor state of the television and radio equipment and machinery has to be addressed immediately. It is only through the sheer dedication and competency of the technical personnel that the programmes, whether live or recorded, could be transmitted. It's beyond belief how digital technology has not even reached the precincts of PBS when the funds allocated for such investment had already been granted.

The people on screen and those behind the scenes are also encountering problems that require immediate attention. The management and staff at PBS are highly qualified and competent but due to lack of resources and facilities they cannot demonstrate their personal qualities and professional potential. The newsroom is a case in point. It consists of a mixed team of experienced and young journalists under the charge of a professional manager but their production output has not reached the standards of professional broadcasting.

In-house productions, including analytical documentaries, current affairs discussion programmes, foreign and business news follow-up features, are a rarity nowadays! It is a heresy, within the context of public broadcasting, to allow the selling of air time and to adopt farming-out policy in this specialised field.

Quality and excellence are the key words for any public broadcasting station worth its name. The PBS is no exception. However, although PBS is considered a non-profit making organisation, it is obliged to generate its own funds to cover most of the general expenses. In this respect the role of the marketing department, responsible for advertising, is of paramount importance. It shall act as the driving force to motivate and attract new clients to promote their products and services on the national broadcasting stations. The impact of lack of government subsidies could only be minimised through the success achieved by this department.

PBS is responsible for public broadcasting. It is therefore accountable to the public in general. It should never be perceived as a government publicity agency. It is neither a public commercial entity. It has a mission to accomplish, that of producing high quality productions aiming at the enrichment of our society's educational, social and cultural values.

It deserves the continuing support of the public but only when, and if, the PBS management proves they are worth their salt!