Abstract
In the post-broadcast era, public service media (PSM) organizations have to innovate, stay up-to-date with new ways of consuming content, and experiment with the manifold opportunities that interactivity offers for audience engagement. At the same time, they are still obligated to achieve their public service remit and guarantee that services comply with values such as universality, diversity, creativity, and innovation. This article analyzes the innovation policies and strategies of PSM to understand if these are shifting from a technology-centric to a user-centric approach. It evaluates what areas of innovation are prioritized by both policy-makers and public broadcasters and whether these areas correspond with the innovation goals entrusted to PSM organizations by scholars. To this end, we adopted a multi-case study approach. The focus is on three public broadcasters of varying size and situated in different political, cultural, and economic backgrounds: RTVE (Spain), RTÉ (Ireland), and VRT (Belgium). Based on a qualitative document analysis, we conclude that innovation remains largely technology-centric. Strategies are oriented to the implementation of new technologies, the digital distribution of the content, and the collaboration with external partners. However, these public broadcasters have not yet promoted concrete actions to encourage the participation of their audiences.
Article Note
The opinions expressed in this article do not represent an official standpoint from the Vlaamse Radio- en Televisieomroeporganisatie.
About the authors
Sabela Direito-Rebollal is a PhD candidate at Universidade de Santiago de Compostela. She was a visiting scholar at the University of Hull and the Vrije Universiteit Brussel. Her research focuses on innovation, audience trends, and programming strategies in European public service media.
Karen Donders is Director of Public Value and Human Resources at Flemish public broadcaster VRT. She is a guest professor at the Vrije Universiteit Brussel, research group imec-SMIT.
Acknowledgment
This research was funded by the Ministerio de Universidades (Gobierno de Espana), Grant Number: FPU15/02557.
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