PSB 2.0 and social television: The case of ABC’s #7DaysLater

Dr Benedetta BreviniDr Jonathon Hutchinson

University of Sydney

PSB 2.0 and social television: The case of ABC’s #7DaysLater

AIMS OF THE PRESENTATION

• PSB 2.0 : A MEDIA POLICY INSTRUMENT

• THE 4 NORMATIVE CRITERIA OF PSB 2.O

• CITIZENSHIP• UNIVERSALITY• TRUST• QUALITY

#7DaysLater

Has social television as developed by the ABC fulfilled PSB 2.0?

• A policy toolkit that brings public service broadcasting ethos in the online media

• Policies developed by Member States

• Policies developed by PSBs

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/

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)

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)

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

UNIVERSALITY OF ACCESS

Media literacy

discoverability

Access to content (copyrights-Must curry rules)

Access to networks

• 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”?

QUALITY

• Strong relation with trust

• Originality, innovation

• Quality as opposed to “marketization” and commodification

Challenges

• The Audience• Visibility• Cut Through• Growing Digital

• Experiment• Think Titles• Invest

Opportunities

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

Richard Huddleston, Supervising Executive ProducerABC Entertainment, Television

“I spent the majority of my time ensuring the contributionsAnd communication across multiple platforms aligned

with ABC regulations”

Benedetta [email protected]

Jonathon [email protected]@dhutchman