In What Ways Have the Recent Technological And Institutional Developments Shaped Public Service Broadcasting In the UK - Essay Example

? In what ways have the recent technological and al developments shaped public service broadcasting in the UK? Introduction Public servicebroadcasting or PBS has an important part within a country’s cultural policies, which helps the political order in ensuring that the citizens have ready access to diverse form of free and unbiased information and viewpoints on different issues. It helps in the creation of a national identity amongst its viewers or listeners; promotes social values like democracy, equality etc.; while also providing high standard informational and quality programming for helping minority groups (Grant and Wood, 2004). In UK, Ofcom regulates and controls PBS and it is obligatory for a radio or television group to fulfil certain specifications, in order to obtain a working license. PBS helps to “develop knowledge, broaden horizons and enable people to better understand themselves by better understanding the world and others” (World Radio and Television Council, Why public broadcasting? 2002). This form of broadcasting, which initiated in the early twentieth century UK, is intended primarily for public benefit and does not take into account interests of a commercial nature. However, PBS in UK and elsewhere is presently facing a major dilemma as regards modern technological innovations and institutional developments that are significantly affecting the nature of the broadcasting services in UK. The paper will examine how the recent technological revolution and the development of institutions have affected the PBS in UK. Discussion UK PBS and technological innovations: Constant modification has been a characteristic of UK PBS for many years, but now for the first time, amidst technological innovations, decreasing public funds, and fragmentation of public viewership owing to new competitors in the market, there is a strong pressure for it to change its present mode of operations or be removed from the market scenario (Collins et al., 2001). The world is experiencing a fast transition to digital technology while multiple platforms are rapidly generating through which one can receive broadcast programs (like radio, television, cellular phones, and computers). In order to comprehend the changes UK PBS that face must to be at par with the technological innovations observed within patterns of public communication, it is necessary to track the change procedures. In such a market with a large number of private players (with large funds and new technologies to back them), the PSBs with their obligatory roles as public service broadcasters which disallows them to focus on earning revenues, are finding it increasingly difficult to survive in this fragile economic scenario (Shooshan and Cave, 2000, 71-83). In this context, Singer opined that, “increased number of TV services means that audiences are getting fragmented. Where once a show on the publicly owned BBC, or its commercial rival ITV, regularly commanded audiences of 20 million, now a good audience is under half this” (Singer, Getting over our public service broadcasting addiction, April 2010). Along with this, the Internet has now emerged as large threat, taking away a large portion of UK audience, where“70% (80% in urban areas) are on the internet; there are movies on your Xbox, and assorted forms of catch-up TV” (Singer, ibid). In the internet, the most popular arenas are the social networking sites (like, Facebook, Twitter., etc.,) that allow open interactions between various users, thus making it necessary that the UK PBS in order to modernise itself must look towards allowing a greater scope for interactions amongst its recipients. In this context, in the 2005 Ofcom review, Richards, Foster and Suter give us a fair idea of the extent of technological invasion, where they state, “Fifty per cent of households already have digital television, and take-up has been extremely rapid…Other digital technology is increasingly competing for viewers’ attention. Ownership of DVD players has exploded – reaching 45% of households in 2003 from a near standing start in 2000. A similar number of UK homes now have internet access and broadband connections are rising rapidly” (2005, 62). The technological revolution signified adopting large-scale changes within the media, including PBS, in order to survive in the highly competitive and free broadcasting market. Here Richards, Foster and Suter (2005) discussed problems that PBS (and any other broadcaster) may face in the arena of free economy and new age technology, which may eventually lead to its failure. In an open market, programs are turned into products created for the public, and when these are aired and seen by the new viewers at an almost negligent cost for the company that is broadcasting them, it creates issues within the economic structure. It translates into an unwanted situation, where programme prices are made to make-up for the high costs acquired during a production, and viewers are not allowed see it, even if it is valued more than the actual low costs of allowing them to see it (Richards, Foster and Suter, 2005). Besides, unless PBS includes the modern technology of conditional access and encryption, it cannot work towards restraining the number of viewers for a specific programme. Therefore, the broadcaster also fails to charge its audience for the programmes that they had specifically viewed, thus bringing in the concept of licence fee (Richards, Foster and Suter, 2005). In their review, we further find the authors contending that advertiser-based broadcasting programs also fail to provide for the right spectrum of program, necessary for all kinds of viewers. This is owing to the fact that advertisers being more interested in using the broadcasting medium to increase their sales, tend to advertise and fund for programs that target a specific group of audience, which limits the range of programs aired (ibid). The authors further contend that in an unregulated market there are chances of a monopolistic market build up, where the viewers are deprived of quality programs or they end up paying more, than within a regulated and competitive market arena. In keeping with the core philosophy of UK PBS, it must be remembered that the viewers must also be shown programs that are of social relevance, which would work produce an overall positive effect on the community. In the graph below (fig 1), we find relevant information which shows us what viewers’ expect from their broadcasters (especially, from PBS). The graph clearly shows that amongst the category of Purposes, UK viewers, consider “informing our understanding of world” (86%) as the most important, followed by Purpose 3 (reflecting UK cultural identity- 78%). Both are socially relevant purposes, thus making viewers’ choice quite clear. In the category of Characteristics, high quality (84%) and engaging (programs that people want to watch specifically) (81%) are considered as most significant criteria (Ofcom, 21st January 2009, 21-22), Thus, while modifying to suit a new digital age technology PBS must keep these viewers’ choices in mind. Fig 2: Ofcom’s 2007-2008 survey “into the consumers’ views on the public service purposes and characteristics shows that audiences of all types continue to find each of these purposes and characteristics important” (Ofcom, 21st January 2009, 21-22). To remain active within the competitive market in this new age, PBS must work towards upgrading their technology where they are able to air programmes which the consumers wish to view (‘engaging’ – as in fig 1) or there must be an option where the consumer can view the program if he/she wishes to do so. They must also be able to broadcast quality and socially relevant programs (as revealed in fig 1) for as many viewers as possible, in order to secure greater community related objectives by allowing larger number of viewers to watch programs having a broad spectrum of support all across the nation. Thus, it is necessary for UK PBS to make an analogue to digital switchover, in order to add the modern technological features to its present framework. To modify its present shape that would be better suitable for the modern digital age, UK PBS must bring the technology of conditional access and encryption, which would make way for a direct charge to be levied on the viewers. A more intricate form of policy for pricing should be created, which would show the varying values that each viewer tends to attach with specific programmes of their choice. With a greater number of channels and programs becoming available, it would also decrease the dependence of PBS on advertisers, while in turn also helping the advertising companies in targeting specific viewers over a wide spectrum, instead of all aiming for one specific already overcrowded channel or program (Richards, Foster and Suter, 2005). In this age of information and communication there are various ways in which viewers become aware about a programme even before actually viewing it. As for example, viewers are able to read reviews on the program in the print media or from Internet. In such a scenario, PBS can opt for an ‘electronic programme guides’ or EPGs, which gives access to the viewers to locate and try out various kinds of new viewing experiences, making the entire process more interactive and user-friendly with time. Various experts have predicted that in the future there may not be any free channels, and the electronic media may be unsuccessful in providing its viewers with programs based on diverse local or cultural content, that rate high in viewers’ choice (fig 1). Furthermore, with “the mediatization of the Internet and internetization of the mass media” (Fortunati, 2005, 41), the PBS in terms of shaping itself and giving a new form must come with diverse forms of user experiences through interactive sessions. Using Internet to broadcast television services and including the users as project agents right from inception is necessary to create an useful alliance between PBS and the public (ibid, 41-42). From the above discussion, it is quite evident that PBS needs to upgrade its technological framework and change from analogue to digital mode. Even though UK citizens are still willing to continue with PBS, provided they continue receiving purposes 1 and 2 presented in an attractive manner (‘engaging’), with high standard content matter (Ofcom, 21st January 2009, 21-22). Thus, UK PBS to survive in this modern technological entertainment market, must focus on all the aforementioned points, and shape its organisational and developmental processes accordingly. In UK, it is still acknowledged PBSs as an institution form the primary TV broadcasting channels (terrestrial), comprising of channels funded by BBC’s licence-fee, Channel 4ITV1, Five and S4C (Schlesinger, nd., 1). To upgrade these channels and switch over to digital mode, Ofcom must bring in various types of changes in its present institutional format. Here Schlesinger, in his review, further points out some of the necessary institutional changes that UK PBS must undergo: First, the move from analogue TV to digital format is bound to affect the present receiver pattern. Secondly, the future of public fund support for PBS remains uncertain with the UK government decreasing the allocated funds each financial year, and with a rising demand for the removal of the license fee, UK PBS must look for other sources of funds (Schlesinger, nd., 1). Therefore it is clear that even though switchover and technological modifications are necessary, the changeover cannot be made overnight. Changing from analogue to digital and make suitable institutional changes to meet the viewers’ demands, match market requirements and arrange for adequate funding is a long term process and Ofcom must select a proper framework to shape UK PBS in a modern manner. UK PBC as an institution must make modifications where it can adjust itself to the declining fund resources, increasing competition, and rapidly growing technological innovations. Conclusion PSB has always been at the core of UK cultural development, and in the Ofcom’s research it has been seen that despite changing consumption patterns, public support for the main objectives of PSB (quality, diversity, range, social values and balance) remain unchanged. Thus, it is necessary that Ofcom, while making suitable change to shape the present PSB that would be more suitable to the present context, must keep the traditional institutional values intact within the UK PSBs. It should create a suitable status for the PSB operating in the digital environment, create specific superscriptions for PSB, and allow them to make use of the new technological innovations to fulfil the superscriptions and adjust to the modifications in the present media landscape and modifications in the listening and viewing patterns of the recipients. The UK must make provisions in their legislations to formulate specific superscriptions for PSB, which would cover the new mode of communication and technology services, thus allowing PSB to make optimal use of their potential in advocating democracy, social values and wider cultural participation, using the new form interactive media. The government also must allow the PSB media to respond completely in its own way, to the hurdles arising from the networking society, taking part in market competition, while keeping in mind various legal issues that dominate the public/private structure of the electronic world. The UK government must give ready access to the PSB for all its citizens including the disadvantaged social groups and the minorities, using diverse modern technology. References Collins, R., Finn, A., Mcfadyen, S., and Hoskins, C. 2001. Public Service Broadcasting Beyond 2000: Is There a Future for Public Service Broadcasting? Canadian Journal of Communication, Vol. 26, No 1. Retrieved from, http://www.cjc-online.ca/index.php/journal/article/viewArticle/1192/1128 [Accessed on 23rd November 2011] Fortunati, L., 2005. Mediatization of the Net and Internetization of the Mass Media. Gazette, 67(1): 27-44. Grant, P., and Wood, C., 2004. Blockbusters and Trade Wars: Popular Culture in a Globalized World. Toronto: Douglas & McIntyre. Ofcom, 21st January 2009. Putting viewers first. Ofcom’s Second Public Service Broadcasting Review, 21-22. Accessed at, http://www.ofcom.org.uk/consult/condocs/psb2_phase2/statement/psb2statement.pdf Richards, E., Foster, R., and Suter, T., 2005. Ofcom review of public service television broadcasting- pahse 1. Ofcom. Retrieved from http://stakeholders.ofcom.org.uk/binaries/consultations/psb/summary/psb.pdf Shooshan, H., and Cave, M. 2000. “Media and telecoms regulation in converging Markets.” In, S. Barnett, et al. E-Britannia: The Communications Revolution. Luton: University of Luton Press, 71- 83. Singer, A., April 2010. Getting over our public service broadcasting addiction. Retrieved from, http://www.allvoices.com/news/5675573-getting-over-our-public-service-broadcasting-addiction-adam-singer [Accessed 23rd November 2011] Schlesinger, P., nd. Do Institutions Matter For Public Service Broadcasting? Retrieved from,  http://stakeholders.ofcom.org.uk/binaries/consultations/psb2/annexes/wp2schles.pdf. [accessed on 23rd November 2011] World Radio and Television Council. 2002. Why public broadcasting? Accessed at, http://www.cmrtv.org/documents/radio-publique-en.htm World Radio and Television Council. 2002. Why public broadcasting? Accessed at, http://www.cmrtv.org/documents/radio-publique-en.htm World Radio and Television Council. 2002. Why public broadcasting? Retrieved from, http://www.cmrtv.org/documents/radio-publique-en.htm [accessed 23rd November 2011] Read More