PSB 2.0 and social television: The case of ABC’s #7DaysLater
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Co-written with Benedetta Brevini, this presentation was part of a panel that explored non-European public service media at the International Association of Media and Communication Research (IAMCR) conference, July 2015, Montreal Canada.
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PSB 2.0 and social television: The case of ABC’s #7DaysLater
- 1. Dr Benedetta Brevini Dr Jonathon Hutchinson University of Sydney PSB 2.0 and social television: The case of ABC’s #7DaysLater
- 3. AIMS OF THE PRESENTATION • PSB 2.0 : A MEDIA POLICY INSTRUMENT • THE 4 NORMATIVE CRITERIA OF PSB 2.O • CITIZENSHIP • UNIVERSALITY • TRUST • QUALITY
- 4. #7DaysLater Has social television as developed by the ABC fulfilled PSB 2.0?
- 5. • A policy toolkit that brings public service broadcasting ethos in the online media • Policies developed by Member States • Policies developed by PSBs
- 6. PSB ETHOS “the objective of fulfilling the democratic, social and cultural needs of a particular society and guaranteeing pluralism, including cultural and linguistic diversity.” http://europe.eu.int/comm/avpolicy/
- 7. CITIZENSHIP FOR PSB 2.0 • Danger of reducing citizens to consumers when developing media policies • “a status in relation to a given community determined by law, in that the law will set out the qualifications required for entry to that community” (Harrison and Woods, 2001) • “a citizen is one who governs and is governed and equality could be reached just through political participation” (Aristotle’ s Politics)
- 8. CITIZENSHIP FOR PSB 2.0 • Marshall (1949): combined the political-republican approach with the legal-liberal, since the acquisition of rights became an endless renegotiation of legal rights trough political activity • Adding to Marshall’s construction the Communication rights dimension (WSIS,2003)
- 9. UNIVERSALITY OF CONTENT • universality of basic supply on generalist channels • universality across the full portfolio of services, some of them specialized or tailored for specific audiences • (EBU,2002) • Universality of content and services
- 10. UNIVERSALITY OF ACCESS Media literacy discoverability Access to content (copyrights- Must curry rules) Access to networks
- 11. • trust as the process through which citizens perceive PSB online as trustworthy. • A culture in which we avoid deception in communication. (Kant, O’Neill) • issues of impartiality, transparency and accountability • “Participatory lighthouse for the web”?
- 12. QUALITY • Strong relation with trust • Originality, innovation • Quality as opposed to “marketization” and commodification
- 14. Challenges • The Audience • Visibility • Cut Through • Growing Digital • Experiment • Think Titles • Invest Opportunities
- 15. Does PSB 2.0 work, or not? • PSM is ill-equipped to deal with audience contributions • Cultural intermediaries: Lack of agents in the middle to integrate the normative characteristics with the audience contributions • Potentially top-down perspective • Not the same perspectives of ABC staff and
- 16. Richard Huddleston, Supervising Executive Producer ABC Entertainment, Television “I spent the majority of my time ensuring the contributions And communication across multiple platforms aligned with ABC regulations”