PSB 2.0 and social television: The case of ABC’s #7DaysLater

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Co-written with Benedetta Brevini, this presentation was part of a panel that explored non-European public service media at the International Association of Media and Communication Research (IAMCR) conference, July 2015, Montreal Canada.

Education

Dr Benedetta Brevini
Dr Jonathon Hutchinson
University of Sydney
PSB 2.0 and social television:
The case of ABC’s #7DaysLater

AIMS OF THE PRESENTATION
• PSB 2.0 : A MEDIA POLICY
INSTRUMENT
• THE 4 NORMATIVE CRITERIA
OF PSB 2.O
• CITIZENSHIP
• UNIVERSALITY
• TRUST
• QUALITY

#7DaysLater
Has social television as developed by the ABC
fulfilled PSB 2.0?

• A policy toolkit that
brings public service
broadcasting ethos in
the online media
• Policies developed by
Member States
• Policies developed by
PSBs

PSB ETHOS
“the objective of fulfilling the democratic, social and cultural
needs of a particular society and guaranteeing pluralism,
including cultural and linguistic diversity.”
http://europe.eu.int/comm/avpolicy/

CITIZENSHIP FOR PSB 2.0
• Danger of reducing citizens to consumers when
developing media policies
• “a status in relation to a given community
determined by law, in that the law will set out the
qualifications required for entry to that
community” (Harrison and Woods, 2001)
• “a citizen is one who governs and is governed and
equality could be reached just through political
participation” (Aristotle’ s Politics)

CITIZENSHIP FOR PSB 2.0
• Marshall (1949): combined the political-republican
approach with the legal-liberal, since the
acquisition of rights became an endless
renegotiation of legal rights trough political activity
• Adding to Marshall’s construction the
Communication rights dimension (WSIS,2003)

UNIVERSALITY OF CONTENT
• universality of basic supply on generalist
channels
• universality across the full portfolio of services,
some of them specialized or tailored for
specific audiences
• (EBU,2002)
• Universality of content and services

UNIVERSALITY OF ACCESS
Media
literacy
discoverability
Access to content (copyrights-
Must curry rules)
Access to networks

• trust as the process through which citizens
perceive PSB online as trustworthy.
• A culture in which we avoid deception in
communication. (Kant, O’Neill)
• issues of impartiality, transparency and
accountability
• “Participatory lighthouse for the web”?

QUALITY
• Strong relation with trust
• Originality, innovation
• Quality as opposed to “marketization” and
commodification

Challenges
• The Audience
• Visibility
• Cut Through
• Growing Digital
• Experiment
• Think Titles
• Invest
Opportunities

Does PSB 2.0 work, or not?
• PSM is ill-equipped to deal with audience
contributions
• Cultural intermediaries: Lack of agents in the
middle to integrate the normative
characteristics with the audience
contributions
• Potentially top-down perspective
• Not the same perspectives of ABC staff and

Richard Huddleston,
Supervising Executive Producer
ABC Entertainment, Television
“I spent the majority of my time ensuring the contributions
And communication across multiple platforms aligned
with ABC regulations”

Benedetta Brevini
benedetta.brevini@sydney.edu.au
Jonathon Hutchinson
Jonathon.hutchinson@sydney.edu.au
@dhutchman

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