Digital Natives and Public Service Media - Attitudes, evaluations and expectations on PSM in Austria

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Young audiences seem to be hard to reach for Public Service Media [PSM] in an increasingly fragmented media landscape. This paper contributes to the necessity to examine attitudes, eval-uations and expectations of young recipients towards PSM.

Considering national media specif-ics of Austria, 50 qualitative interviews with Austrian digital natives are analyzed. By catego-rizing the interviewees into three groups of PSM-supporters, PSM-neutrals and PSM-non-sup-porters a more complex total picture concerning the image of PSM can be drawn. In sum, the relevance of PSM has to be communicated more clearly for digital natives.

Furthermore, polit-ical and economic influence are main reasons for refraining from PSM offerings. Regardless of the basic attitude towards PSM, the provision of information rather than entertainment and a general ban on commercials are aimed.

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