Post-Doctoral Research Project funded by a Marie Curie Intra-European Fellowship for Career Development
Researcher in charge: Dr. Roberto Suárez Candel
Host Institution: Hans Bredow Institute for Media Research (Hamburg – Germany)
Scientific Supervisor: Prof. Dr. Uwe Hasebrink
Starting date: February 1st, 2010
Duration: 2 years
The configuration of a new digital and multiplatform scenario implies important changes in the structure, the business models and the reception patterns of the media system. In the case of Public Service Broadcasting/Media, the new context sets a clear inflection point concerning its position within the market and its role with regard to the society. In this sense, divergent opinions coexist: On the one hand, free market and competition are considered sufficient to guarantee not only the protection of those values that once legitimized PSB but also the fulfilment of its attributed functions. On the other hand, the new possibilities resulting from the digitalisation and the convergence of distribution platforms are regarded as an opportunity to improve the performance of public operators and thus offering a better service to the society.
This research project aims to investigate to what extent the mentioned transformation processes together with the pointed debate have an impact on Public Service. The main goal is identifying and analysing what strategies are implemented in order to redefine its remit and to reposition its operators in the new context.
Consequently, in the first part of the project, the current transformations affecting the media will be studied. New tendencies and operational logics will be identified. As a result, a theoretical model concerning the opportunities and challenges for public service broadcasters in the multiplatform scenario will be designed and contrasted with the current situation at the national cases selected for the international comparison (Germany, Poland and Spain).
Next, the research will be focused on the PSB adaptation strategies to the multiplatform scenario. The articulation of their elements – network of agents, goals and procedures – varies depending on the particularities of each national media market as well as on the political tradition of each state. Considering this diversity within the EU, the definition and development of these strategies in the selected countries will be compared.
Regarding the final objectives of this project, first of all, 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. As a result from the analysis carried out, a list of recommendations for the different players involved in the redefinition and repositioning of PSB will be drawn.
Communication sciences, Media studies, Television studies, Public Service Broadcasting/Media, Digitalisation, Convergence, Multiplatform, Comparative Analysis, European Union, Germany, Poland, Spain
First part: “The Transformation of the Media Market and its Repercussions on PSB”
Second part: “Redefining and Repositioning PSB: Agents and Strategies”
As final outcome of the project and the international comparison carried out: