Responsibility of Public Service Broadcasting
What is the responsibility of public service broadcasting? In short, their responsibility is to act responsibly. Their responsibilities are many; they are diverse and complex; they are frequently challenged and always challenging. Their mission may not always popular with the masses, but decades of social experience show the social worth and importance of keeping faith with that mission. Public service broadcasting is about many things for many people because itís about serving a public comprised of many publics and a cultural life created by many cultures.
Their ideals and practices have been rightly defined as the ďsocial responsibilityĒ approach to broadcasting and electronic media. Their approach to broadcasting has always been defined as a service to the public. That is the soul of legal obligations and the heart of practical operations.
Public service broadcasting has the responsibility to provide services to a public comprised of so many individuals with polyglot culture, languages, wide ranging differences and broad similarities. Of all the identities that are important for defining oneís self in modern society, the most important for political democratic process is oneís identity as a citizen. Good citizenship is the decisive requirement for a society at peace with itself and with each other. The ability to effectively exercise oneís identity as a good citizen depends on the quality and variety of information that is necessary to make informed decisions about social policy, political scenario and civic life. Public service broadcasting is obligated to act responsibly in all news and current affairs programming as an essential service to the public in the duties and privileges entailed in the exercise of citizenship. It is a social responsibility.
Public service broadcasting has the responsibility to provide services that celebrate social diversity but also facilitate social cohesion. Public service broadcasting is obligated to act responsibly in programmes dealing with the many dimensions of cultural identity, cultural life and cultural practices. They should provide a forum for public discussion and debate, a platform for cultural sensitivity and social tolerance, and a medium for recognizing commonality as well as pluralism. .
Public service broadcasting has the responsibility to provide services to a public that is more than a market and consumers. Private Broadcasters views listeners and viewers as consumers only ,But Public Service Broadcaster should consider them as the dignified Citizens of their country. Commercial media are obligated to pursue material objectives and market-driven interests. For-profit media are nourished
by commercial principles and that is where their operational values are necessarily rooted. But there is ample evidence that economic dependencies shape the form and substance of content, govern the definition and targeting of audiences, and color the tint and tone of values. Public service broadcasting is obligated to act responsibly in monitoring market practices,
and serving social and cultural concerns related to that. And it is obligated to focus on essential ingredients of public and private life that are not primarily market-based or market-driven. Thatís why public service broadcasting should serve communities that arenít commercially attractive and produce types of programming that arenít always popular or profitable. Itís the reason public service broadcasting support
universal service, educational programming, and developing new media services to widen and deepen open-access to compliment free-to-air broadcasting.
But fulfilling these responsibilities also requires responsible policies and clear support. It is a two-way street; a relationship of shared responsibilities. Public service broadcaster require proper conditions in which they can fulfill their remits and act responsibly in relevant dimension.
Public service broadcasting has the responsibility to use the publicís money in ways that are efficient, effective and transparent. Although public service broadcaster is not supposed to be market-driven enterprise, they are essential actors in a market-driven media environment. Public service broadcaster should be supported by public money . Public service broadcasting should be obligated to use that money wisely and in ways that provide the greatest value for their owners.
Public service broadcaster's owners are all the tax payers of our country. Since the times are tough and the money is tight, public service broadcasters should become increasingly efficient and productive in the coming years.
Public service broadcasters entails obligation to the nation. And this trust must be earned every day. It can never be taken for granted. Public service broadcasting is a duty that demands integrity; it is a privilege that demands responsibility.
To continue that in the future, and thereby remain relevant to the tax payers, paying the costs and using all the possibilities technology provides in increasingly personalised ways, public service broadcasters must be given by the societies in which they operate proper possibilities to serve citizens with all media technologies they choose to use, and under adequate and predictable economic conditions.
In India now we have dual broadcasting systems in which public service and market controlled private broadcasters co-exist. The Public service broadcaster need to be strengthened so that the balance between the public and the market controlled private broadcasters will be preserved. This of course requires that public broadcasters receive fair and adequate funding for the fulfillments of their public service responsibilities.
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