city university london school of social sciences convergence of ...

emergence of convergence concept, the question of how to reshape the concept ofpublic interest in UK became important. As Shin (2006) states, OFCOM assumesthat „the concept of public interest should be approached as a process, not as anentity or destination that is subject to definition‟ (p.54). OFCOM‟s approach is toprovide public interest by creating a competitive environment in electroniccommunications sector where consumers can benefit many different choices.OFCOM highlights the importance of content regulation in a convergingenvironment, where internet is becoming an important way of supplying content. It isstated that existing model of content regulation will need to evolve taking intoaccount convergence but „devising means to respond to citizens‟ interests in this arearepresents a considerable challenge‟ (Ofcom:2008a p.2). At the moment content isbeing regulated differently than carriage in UK as part of the horizontal approach.Content regulation is under the responsibility of Content Board within OFCOM.According to Communications Act plurality and diversity in relation to contentshould be safeguarded. In order to ensure these goals OFCOM imposes somerequirements on the main networks to show significant amounts of high qualityfactual programming, new drama and comedy. OFCOM also obliges public serviceprovider channels to show UK originated programs in order to maintain nationalcultural identity and social cohesion. (Ofcom:2008b p.4 ) Besides public servicebroadcasting content, online public service content also becomes important withemergence of convergence. However OFCOM (2008b) states that „it does notcurrently constitute a substitute for public service broadcasting‟ since its reach andimpact is limited (p.9). Besides all these efforts regarding content, OFCOM‟s aim tocreate a competitive communications environment across UK can be claimed tocontribute to the aim of plurality and diversity as well. As many players to representmany different opinions and thoughts can find a chance to take place in the marketthis has a positive effect on plurality and diversity of content.Another aspect that is analyzed in relation to the UK regulatory framework isuniversal service. As many new services are being offered in many different ways ina converging environment, this raises the question of which services should beavailable to society in UK, like it is the case in many different countries. At presentBT and (Kingston in Hull) has a universal service obligation regarding the provision33