The Running of Public Service Broadcasting and “Commitments”
to their Audiences

A Case Study in some Public Broadcasters in the UK, Ireland and Germany

March 2006

More and more public service broadcasters are making direct “commitments” to their audiences regarding their services and reporting how much they have achieved.

1. The British Broadcasting Corporation (BBC) of the United Kingdom: In 1996, the BBC released 52-page “Statement of Promises” consisting of 230 specific items of commitment based on an agreement with the government. The BBC’s “commitments” still remain in the Communications Act 2003 after the promises were integrated into the provisions.

2. Radio Television of Ireland, or Radio Telefis Éireann, (RTÉ): In 2002, Ireland saw a national debate on how public service broadcasting should be, and finally RTÉ was approved of raising the license fee in return for announcing its “commitments” with approximately 50 items and accepting the government assessment on the achievement level from 2003.

3. Alliance of the Public Broadcasters of Germany (ARD): Three public service broadcasters in Germany (ARD, ZDF and Deutschlandradio) also released their first “commitments” in October 1, 2004. Just like the BBC did for their first promises, ARD submitted their “commitments” of about 60 pages with 103 items in 10 fields including both abstract and specific commitments ranging from “news programs” and “culture programs” to “service to minority groups”

Thus, public service broadcasters one by one have adapted a system to publish “commitments” to their audiences as well as to analyze and report the achievement levels. Main reason for such movement is an issue on securing revenue sources facing public broadcasting in this digital era. In order for public broadcasters to sustain their operation, license fee payers’ understanding and supports on the following aspects, which are intertwining each other and inseparable, are indispensable:
1. Broadcasters’ “independence” of political or commercial interests,
2: License fee system as a revenue source,
3: Validity of the license fee price.

Public service broadcasting in an “audience-sovereignty age” have no other way to survive than calling for wide public understanding and supports on revenue sources, which are necessary for stable and sustainable operation of public broadcasting, through “commitments,” highlighting the following missions:
1. Making broadcasts available for every audience in the country,
2. Conveying fundamental information related to daily lives of people,
3. Being independent of political and commercial powers,
4. Providing quality programs,
5. Serving every audience group,
6. Providing services deserving the license fee.

The NHK Monthly Report on Broadcast Research