Sbs ica pre conf 2010-flew


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Presentation to ICA pre-conference event, "Cultural Research and Political Theory: New Intersections", Singapore, June 22, 2010

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Sbs ica pre conf 2010-flew

  1. 1. Public Broadcasters, Online News Media and Questions of ‘Voice’: Developments at Australia’s Special Broadcasting Service<br />Cultural Research and Political Theory: New Intersections Preconference at International Communications Association <br />60th Annual Conference, Singapore, 22 June, 2010<br />Professor Terry Flew<br />ARC Centre of Excellence for Creative Industries and Innovation<br />Queensland University of Technology<br />Brisbane, Australia<br />
  2. 2. SBS: Australia’s multicultural public broadcaster<br />Established in 1978 - began TV in 1980<br />SBS ‘has given cultural diversity visibility in the media and in the process it has made Australian culture richer, more varied and more inclusive’ (IenAnget. al., 2008: 4).<br />2<br />
  3. 3. SBS and Multicultural Citizenship<br />Challenges for SBS in the 2000s<br />Did it go too far down the path of popular multiculturalism (populism – Top Gear, South Park)?<br />How does it reconnect with newer ethnic communities in Australia?<br />Can it still claim distinctiveness in a multi-channel universe?<br />3<br />
  4. 4. Rapid growth of Internet as a site of media consumption<br />
  5. 5. The wider picture<br />
  6. 6. Review of National Broadcasting (2008) Issues for SBS<br /><ul><li>The principal function of SBS is to provide multilingual and multicultural broadcasting services for all Australians, reflecting our multicultural society. Is this an appropriate function for SBS in a 2020 media environment and, if so, how should it harness the available digital technologies to fulfil this function?
  7. 7. Are there opportunities for the national broadcasters to more effectively fulfil the objectives of universal access and the provision of local content by utilising new delivery platforms such as broadband internet?</li></li></ul><li>Review of National Broadcasting (2008) Issues for SBS (cont.)<br /><ul><li>Should the charters of the national broadcasters be amended to more clearly define their broad programming directions and priorities? Should such priorities take into account the nature and reach of particular delivery platforms?
  8. 8. What opportunities do new digital broadcasting and other platforms provide for the national broadcasters to more effectively deliver programming in languages other than English?
  9. 9. Are there ways of better harnessing new media and broadcasting technologies to enhance the value of the national broadcasters services to migrant groups, particularly those that are newly arrived?</li></li></ul><li>Findings from 2007 YouDecideproject on Australia Federal election: New types of media work (Flew & Wilson, 2010)<br />Content work<br />Contribution management<br />Site moderation<br />Seed content<br />Networking<br />How to get attention<br />Multi-platform strategies<br />Community work<br />Building and maintaining a user community <br />Harnessing “super-contributors”<br />Technical work<br />On site tech work<br />Off site tech work<br />Meta-tech work<br />8<br />
  10. 10. Findings from QUT-SBS MA partenrshipon user-created content<br /><ul><li>UCC can be one response to SBS’ heavy reliance on international news agencies
  11. 11. Potential for SBS to lever links to Australia’s ethnic communities for new perspectives
  12. 12. UCC could never be the primary solution to diversifying news content - importance of perceived quality and SBS ‘brand’
  13. 13. UCC increases the importance of editorial functions in news selection
  14. 14. Focus of user comments needs to balance 99% engaged ones with 1% problematic ones</li></li></ul><li>Opening up SBS Online for user-created content<br />WEAKNESSES<br />Accusations of bias/lack of balance<br />Not expected to be an ‘opinion’ outlet<br />Risks to brand and reputation<br />Balance between editorial standards and opening up to user participation<br />STRENGTHS<br />Scope to move beyond being ‘re-broadcaster’ of agency news material (CNN, BBC etc.)<br />Reputation as trusted news source<br />Multiple links to Australia’s diverse ethnic/language communities<br />Educated and informed audiences<br />Scope to be ‘honest broker’ between communities in conflict <br />10<br />
  15. 15. Opening up SBS Online for user-created content<br />OPPORTUNITIES<br />Harnessing cultural diversity as a productive resource<br />New sources of news agenda-setting<br />New forms of participation/public sphere<br />Engaging disenfranchised communities (e.g. young)<br />Telling different stories/new forms of identification with SBS<br />THREATS<br />Credibility and quality/regularity of output from non-SBS sources<br />Site moderation and legal risks<br />Editorial management of site<br />Scope for conflict between SBS professional and UCC ‘pro-ams’ <br />11<br />
  16. 16. A decade online<br /><ul><li>2000</li></li></ul><li>A decade online<br /><ul><li>2005</li></li></ul><li>A decade online<br /><ul><li>2009</li></li></ul><li> 2009: A year in review<br /><ul><li>Total visitors: 196,000</li></li></ul><li> 2009: A year in review<br /><ul><li>Total visitors: 196,000
  17. 17. WNA: 1,157,000
  18. 18. Insight: 186,000
  19. 19. Living Black: 32,000</li></li></ul><li> 2009: A year in review<br /><ul><li>Where from?
  20. 20. 60% from Australia (118,000)
  21. 21. 40% from overseas (80,000)</li></li></ul><li> 2009: A year in review<br /><ul><li>Potential language hubs?</li></li></ul><li> 2009: A year in review<br /><ul><li>Potential language hubs?</li></li></ul><li> 2010: The year so far<br /><ul><li>Total visitors: 109,700 (as of May 24)</li></ul>This time last year: 95,400<br />
  22. 22. 2010: The year so far<br /><ul><li>Engagement</li></li></ul><li> 2010: The year so far<br /><ul><li>Engagement</li></li></ul><li> 2010: The year so far<br /><ul><li>Live chat</li></li></ul><li>UCC @ SBS and future of public service media<br />From Public Service Broadcasting to Public Service Media:<br />Reforming the legislative Charter<br />Renewing the funding base (no funding for online)<br />Rethinking the pubic service remit<br />Not just multi-platform but new modes of engagement<br />Scope to be innovators in changing the media form<br />Opening up - moving beyond the media professionals and ‘transmission model’<br />Challenges of multicultural citizenship<br />