edition-dw-akademie-in-the-service-of-the-public-functions-and-transformation-of-media-in-developing-countries-pdf

Part I Definitions and ConceptsAround these areas a ring is placed: “digital change” (Figure 2.).This stands for the fact that in all four strategic areas new developmentsrelated to digital technologies need to be takeninto account. For example: Regulation of the media sector certainlyconcerns the internet and mobile phones. And mediaoutlets, universities as well as other actors from civil societyneed to deal with the challenges and opportunities, which thenew technologies offer. All these different areas need to beconsidered when developing strategies and planning projects.Activities in each of them can help foster access to informationand freedom of expression. Often true progress can onlybe achieved through the interplay and synergies betweenthese areas.This model can now be applied to projects around PSM andtheir transformation. The bottom area in the model “Professionalismand economic sustainability of the media sector” iswhere the functional elements related to content and organizationcan be placed. Many projects try to improve the organizationalstructure and economic model of the broadcaster aswell as the content it provides.But also the other areas need to be considered. The politicaland legal framework for public service media is of courseof particular importance and needs special attention. Equallyrelevant, the question of capacity building of media expertswithin the public broadcasting system but also in journalismschools and universities should not be neglected. And anotherkey area is the role civil society plays in participating in thedifferent programs as interviewees, protagonists and participantsin discussion – but also as actors in observing, steering,and advancing public media as such.These elements all contribute to a Public Service MediaSystem and they should be part of establishing a public serviceethos. Thus we can integrate many elements needed byPSM to fulfill the principles discussed above into this strategicmodel. All the elements mentioned above are assembled intable 2. In our case studies they will be assessed for each of theselected media.Public Service Media SystemKey Areas in theStrategic ModelPolitical and legalframeworkMedia Development towardsa Public Service Media System– Media laws– The application of these lawsin daily practice– Bodies controlling the media– Ethics codices, newsroomguidelines set up by the mediaQualifications – Journalism education, offeredto the staff of the media– General structures for capacitybuildingProfessionalismand economic sustainabilityof themedia sectorSocialparticipation– Sources of revenue of thebroadcaster– Payment of staff– Organization of the broadcaster,newsroom structure (includingregional offices)– Technological situation of themedia, coverage (includingservice in rural areas)– Human resources management– Civil society organizationsengaged in a public serviceethos, and PSM– Participation, voice, empowerment(minorities, disadvantaged)Change in thedigital age– Innovation (technical as wellas content-related)Edition DW Akademie In the Service of the Public 31