As the review of the BBC's governance kicks off, a Leeds researcher argues that values of universality, diversity and independence must be kept at the heart of reforms.
The Government announced the once-in-a-decade BBC Charter Review on 16 December, putting forward a Green Paper that focuses on financial sustainability, public trust and regional growth.
Experts reacting to the review include Professor Catherine Johnson from the School of Media and Communication at the University of Leeds, who recently led a major research report on international public service media providers.
Universal public funding, not tied to specific services, is essential to maintain the BBC's accountability to all audiences.
Professor Johnson said: "It's great to see the Green Paper place trust and accountability at the heart of BBC Charter Review. Our research shows that political interference in the management and funding of public service media not only damages trust but also reduces innovation, which is critical at a moment when audiences are moving from broadcast to internet-delivered television.
"However, it is disappointing to see the Green Paper consider the introduction of advertising and subscription funding for the BBC. With increased competition from largely unregulated global commercial competitors, a well-funded national public service broadcaster like the BBC is more important than ever.
"Introducing advertising or subscription, even in part, shifts the BBC's strategy towards serving those that can afford to pay, moving further away from the fundamental principle of universality. Universal public funding, not tied to specific services, is essential to maintain the BBC's accountability to all audiences."
Fragmented audiences and fierce competition
Increasing audience fragmentation and lack of brand awareness are among the challenges identified by the 'Public Service Media in the Age of Platforms: Challenges and Recommendations for the Future' report, which was funded by the European Union's Horizon 2020 Research and Innovation Programme. The report argues that public service media globally is struggling to cut through to all audiences, which is limiting its democratic, cultural and educational role.
Younger people in the UK are spending more time on YouTube than with broadcasters, leading the Green Paper to consider empowering the BBC to make better use of external video-sharing platforms to reach these audiences.
Professor Johnson said: "Our research shows that public service media will not be able to thrive on video-sharing platforms without wider regulation to address prominence and regulation, revenue and data sharing, and algorithmic transparency."
More oversight needed on streaming
The researchers are calling for greater integration of platform and public service media policymaking, recognising global platforms such as YouTube, Netflix and Disney+ as key players in media markets that can impede the ability of public service media to fulfil vital social and cultural functions.
The shift towards online viewing has also transformed commissioning practices, according to the report. To secure clicks and sustain engagement, broadcasters are prioritising high-profile genres such as drama, entertainment and documentary at the expense of traditional broadcast news and current affairs. Meanwhile, limited funding and opaque platform algorithms make it difficult for public service media to compete with commercial players or uphold their founding principles of universality, diversity and independence.
'Vital national asset'
Professor Johnson added: "There is no doubt that the BBC faces significant challenges in adapting to the age of platforms. Yet, as a regulated and publicly funded national broadcaster, it is a vital national asset which, if properly regulated and funded, can ensure ongoing access to high quality British culture and news for all, and present an invaluable bulwark against rising polarisation and mis- or disinformation.
"To respond, however, the BBC needs to be properly funded. It is disappointing to see the Green Paper consider the introduction of advertising and subscription funding for the BBC. The UK's ad-funded public service broadcasters such as ITV, Channel 4 and Channel 5 are already struggling with a shrinking TV ad market and an increasingly competitive online ad market."
The report, which was authored by an international research team, makes these recommendations:
- integrating platform and public service media policymaking, recognising that global platforms affect public service media's ability to fulfil vital social and cultural roles
- updating public service remits to be technology-neutral
- incentivising innovation in the public interest, such as ethical algorithms
- regulating public service media distribution on social media to ensure visibility and fair revenue
- developing transparent metrics for evaluating public service media performance online
- guaranteeing independence from political interference
- securing sustainable funding to keep public service media competitive and relevant.
The report, Public Service Media in the Age of Platforms: Challenges and Recommendations for the Future, was co-authored with Hanne Bruun (Aarhus University, DK), Michal Głowacki (University of Warsaw, PL), Catalina Iordache (Vrije Universiteit Brussel, BE), Julie Münter Lassen (Aarhus University, DK), Dan Martin (University of Leeds, UK), Antonio Nucci (Università Cattolica del Sacro Cuore, IT), Tim Raats (Vrije Universiteit Brussel, BE), Massimo Scaglioni (Università Cattolica del Sacro Cuore, IT), and Filip Świtkowski (University of Warsaw, PL).
