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Digital media and public service broadcasting – New models and relationships

Digital media is now integral to everything we do. It is not an add-on, it is not a novelty, it is the present reality as well as the future," Mark Scott, Managing Director, ABC, 7 February 2007

Digital media delivered across platforms such as podcasts, satellite and mobile telephony are central to the work of today's media organisations. Australia's public service broad­caster, the Australian Broadcasting Corporation, initiated and continues to make a leading contribution to Australia's role in the new digital media. In this world, the role of public service broadcasting (PSB) is being dramatically reconfigured, most significantly through changing relationships between producers and their audiences: the professional identity of producers who work across media platforms is unstable, and relations with their audiences are undergoing challenging transformations. This situation raises profound questions about the fundamental nature and role of PSB: Is the traditional PSB model appropriate to the new relationship with audiences? What is the best role for PSB in Australia in the digital era? The implications of these questions resonate beyond PSB to the roles of all digital media in developed democracies (Given 2003).  This paper considers these questions and proposes a new model for PSB that will position it to foster innovative and creative use of the new media.

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