Value / values

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This paper analyses managers’ perceptions and strategic responses to increasing media competition in three European countries with strong public broadcasting traditions. Of particular interest is how the historic public service mission is being refined, redefined, or rejected in today’s highly competitive contexts.

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This empirical paper examines the issue of willingness to pay (WTP) for public service media (PSM) in Austria and neighboring Germany. Therefore, a non-representative quantitative online survey (N = 1,633) was conducted in June and July 2016 in both countries.

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Although dramatic changes and serious challenges are numerous in the media environment, the political will and/or capability in the traditional public media strongholds of North Western Europe to make corresponding reforms of the prevailing PSM systems have been absent. Why? Is it because reform ideas are caught in a stalemate between opposing political coalitions?

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This paper raises questions as to how we can rethink and talk about participation in the media. Specifically, it examines the role taken by public media in facilitating audience engagement and involvement in a context where a major political event as the Scottish independence referendum debate is to be held.

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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.

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The Public Broadcasting Service (PBS) to a large extent reflects an ideal aspect of the public sphere, which has the responsibility to communicate culture and information, create and maintain diversified values, and preserve its independence by opposing any political intervention.

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Almost two decades ago, public service broadcasters discovered the internet (see e.g. Moe 2008a). By implementing online platforms, they crossed the boundaries of radio and television as their traditional channels. Today, public service broadcasters in European countries have successfully established online platforms (see e.g. Brevini 2013) and therefore became public service media (PSM).

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There is wide concern that democratic practice as evident primarily in voter turnout during elections has been waning in many parts of the world. The mass media is thought to be part of the problem as they fall short in their performance of their roles in a democracy.

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During the last two decades, the media environment has changed dramatically due to the rise of digital media. Broadcast television has been affected by technological transformations such as digitisation, which enables media convergence and is making the flow of content across multiple media platforms inevitable.

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The historical constitution of broadcasting as a combination of a certain technology and a related social and cultural institution is the background against which my paper will discuss the critical relationship between broadcast media and network communication in the development of public service media.

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