PSM-AP: Public Service Media in the Age of Platforms

For almost 100 years, public service media (PSM) have played a central role in European culture and society. However, over the past decade the rise of global platforms and streaming services has transformed the environment within which PSM operates. PSM organisations have to compete with global streaming services, such as Netflix and YouTube, for audiences, revenue and talent. And they have had to develop new on-demand services and online content that can only be delivered through the online systems owned by global platforms such as Google, Apple and Amazon. PSM-AP asks how PSM organisations, and the regulators and policymakers that legislate for and enforce their remits, are adapting to this new platform age, and how their responses might be altering the social and cultural values of PSM and its ability to operate in the public interest. It focuses on television, which remains at the heart of PSM. It asks how the new environment within which PSM organisations are operating might affect the values that underpin the production and distribution of TV programmes by PSM organisations, and the policy debates and regulatory structures that shape the remits and structures within which PSM organisations operate.

The project will compare data gathered within and across six countries and 12 PSM organisations: Belgium (RTBF, VRT), Canada (CBC), Denmark (DR, TV 2), Italy (RAI), Poland (TVP), UK (BBC, Channel 4, S4C, ITV, Channel 5). We will look at policy, regulatory and trade debates/documents, undertake interviews with commissioning, channel/service, curation, marketing and audience research teams within the selected PSM organisations, and analyse the linear schedules, video-on-demand interfaces and programmes of those PSM organisations. Comparing this data across each country will enable us to understand how different factors, such as language, size of nation and legitimacy and funding of PSM, might affect the ways in which PSM organisations, regulators and policymakers are adapting to the platform age. Knowledge exchange with PSM organisations, regulators, policymakers and civil society groups will be used to identify what actions might be needed to ensure that PSM operates in the public interest. The project includes the European Broadcasting Union (EBU) and the European Platform of Regulatory Authorities (EPRA) as project partners and will generate industry and policy briefs, reports, blogs and press articles aimed at securing the public value of PSM.

KEYWORDS:

public service medi, platformisation, public value, comparative media studies, regulation and policy, working practices and organisational cultures, narratives and aesthetics, personalisation

CONSORTIUM

  • Project Leader: Catherine Johnson, University of Leeds, School of Media and Communication, United Kingdom, e-mail
  • Tim Raats, Vrije Universiteit Brussel, Centre for Studies on Media, Innovation and Technology, Belgium
  • Hanne Bruun, Aarhus University, Media and Journalism Studies, Denmark, e-mail
  • Michal Glowacki, University of Warsaw, Faculty of Journalism, Information and Book Studies, Poland, e-mail

COOPERATION PARTERS

  • Emmanuelle Machet, European Platform of Regulatory Authorities (EPRA)
  • Sasha Scott, European Broadcasting Union (EBU)
  •  Serra Tinic, Faculty of Arts, University of Alberta
  • Massimo Scaglioni, Universita Cattolica del Sacro Cuore

EFFECTS & ACHIEVEMENTS

Project website

Project achievements:

For almost 100 years, public service media (PSM) have played a central role in European culture and society. However, over the past decade global platforms and streaming services have transformed the environment within which PSM operate. PSM organisations are having to compete with global streaming services, such as Netflix and YouTube, for audiences, revenue and talent, while developing new on-demand services and content that can only be delivered through the online systems owned by global platforms. PSM-AP asked how PSM organisations, and the regulators and policymakers that legislate for and enforce their remits, are adapting to this new platform age, and how their responses might be altering the social and cultural values of PSM and its ability to operate in the public interest. It focused on television, which remains at the heart of PSM. The project compared data gathered across six countries and 10 PSM organisations: Belgium (RTBF, VRT), Canada (CBC), Denmark (DR, TV 2), Italy (RAI), Poland (TVP), UK (BBC, Channel 4, ITV). We undertook policy analysis, interviews within the selected PSM organisations, and analysed the linear schedules, video-on-demand (VoD) interfaces and programmes of those PSM organisations.

Comparing this data across each country revealed that the challenges of platformisation are transformational for PSM. We identified four major challenges faced by all PSM organisations in our study, regardless of size, media market or digital transition. First, the fragmentation of audiences is making it harder for PSM to fulfil its core mission: universal access. To keep up, PSMs are prioritising ‘hero genres’, like high-end drama, entertainment and documentary that perform well on VoD, with news and current affairs largely left to broadcast channels, presenting a risk to the provision of diverse content for minority audiences. Second, the value of PSM brands is declining, particularly among younger audiences, making distribution on social media and video-sharing platforms (VSPs) more important. However, this risks PSM organisations becoming dependent on platforms that operate according to commercial, rather than democratic, values, with little regulation or accountability. Third, PSM organisations are undergoing organisational transformation, but face specific challenges in aligning digital ways of working with public service values. Forth, all of these challenges require investment at a time when funding for PSM is declining.

These challenges play out in different ways across our case study countries, determined by political context (e.g. media capture in Poland makes organisational transformation and innovation harder), audience behaviours (e.g. greater dependence on broadcasting in Italy makes digital first strategies more incremental than revolutionary), funding (e.g. ad revenue funding can increase the dependence on broadcasting) and infrastructure (e.g. greater uptake of high-speed internet and online TV in the UK, Belgium and Denmark is driving digital first strategies). Combined, these challenges threaten the ability of PSM to fulfil their core socio-cultural values. These findings have already had an impact on media policy, particularly in relation to the development of prominence legislation, altered the digital strategies of PSM organisations, informed civil society, and stimulated public debate about PSM across Europe.

Publications:

  • Johnson C., Martin D., Universality: A Battleground for UK Public Service Media in the Platform Age, The Political Quarterly, 2023, https://doi.org/10.1111/1467-923X.13342
  • Iordache C., Martin D., Mejse Münter Lassen J., Raats T., Świtkowski F., Gajlewicz-Korab K., Johnson C., People, personalisation, prominence: A framework for analysing the PSM shift to digital portals and interrogating universality across contexts, International Journal of Cultural Studies, 2024, https://doi.org/10.1177/13678779241296556
  • Bruun H., Raats T., Mejse Münter Lassen J., Świtkowski F., Nucci A., Johnson C.,
    Publishing Public Service Media on Demand: a comparative study of Public Service Media companies’ editorial practices on their VoD-services in the age of platformisation, Journal of Digital Media & Policy (in press)
  • ORF articles
  • Raats T., (2024) Preserving and extending universality in the platform age, In TEXTE 28: Public Service Media in Europe, ORF, pp. 14–18, https://zukunft.orf.at/show_content.php?sid=147&pvi_id=2415&pvi_medientyp=t&oti_tag=Texte
  • Glowacki M. (2024) Public service, no deliberation, In TEXTE 28: Public Service Media in Europe, ORF, pp. 37–41, https://zukunft.orf.at/show_content.php?sid=147&pvi_id=2415&pvi_medientyp=t&oti_tag=Texte
  • Mejse Münter Lassen J., (2024) Danish public television in digital transition: A range of dilemmas, In TEXTE 28: Public Service Media in Europe, ORF, pp. 119–122,
    https://zukunft.orf.at/show_content.php?sid=147&pvi_id=2415&pvi_medientyp=t&oti_tag=Texte
  • Policy Briefs
  • Głowacki M., Świtkowski F., Johnson C., (2025) Adapting Public Service Media for the Age of Platforms: Balancing legacy, technology and audience needs for future development. Report. University of Leeds, https://doi.org/10.48785/100/305
  • Bruun H., Münter Lassen J., (2025) Streaming af public service-tv i platformenes tid, Report, University of Leeds, https://doi.org/10.48785/100/300
  • Iordache C., Raats T., (2025) Streaming Public Service Television in the Age of Platforms: Lessons from a comparative analysis of VoD publishing and personalisation in the Belgian market, Report, University of Leeds, https://doi.org/10.48785/100/301
  • Bruun H., Münter Lassen J., Johnson C., (2025) Streaming Public Service Television in the Age of Platforms, Report, University of Leeds, https://doi.org/10.48785/100/298
  • Scaglioni M., Nucci A., Galli M., (2024) Italian policy brief: La transizione digitale del Servizio pubblico in Italia, Report, University of Leeds on behalf of PSM AP, https://doi.org/10.48785/100/260
  • Głowacki M., Świtkowski F., Gajlewicz-Korab K., Mikucki J., (2024) Polish Policy Brief – Media publiczne w erze platform: Telewizja czy Platforma? Report, University of Leeds on behalf of PSM AP, https://doi.org/10.48785/100/259
  • Raats T., Catalina I., Van der Elst P., (2024) Belgian Policy Brief: Een online first publieke omroep als voorwaarde voor een toekomstbestendige publieke omroep? Report, University of Leeds on behalf of PSM AP, https://doi.org/10.48785/100/258
  • Bruun H.,(2024) Fremtidssikrede public servicemedier i Danmark? Report, University of Leeds on behalf of PSM AP., https://doi.org/10.48785/100/255
  • Johnson, Catherine; and Martin, Dan (2024) Future-proofing the UK’s Public Service Media Lessons from a comparative analysis of seven media markets. Report. University of Leeds on behalf of PSM AP.
    https://doi.org/10.48785/100/257
  • Raats T., Iordache C., Johnson C., (2024) Policy brief: Towards a Future-Proof Public Service Media? Lessons from a comparative analysis in seven media markets, Report, University of Leeds on behalf of PSM AP, https://doi.org/10.48785/100/256
  • Johnson, C., Raats, T., Martin, D., Iordache, C.-M., Mejse Münter Lassen, J., Świtkowski, F., Gajlewicz-Korab, K., People, Personalisation, Prominence: A Framework for Analysing the PSM Shift to Digital Portals and Interrogating Universality across Contexts, International Journal of Cultural Studies, Sage, vol. 28, 2024, https://doi.org/10.1177/13678779241296556
  • Johnson, C., Raats, T., Bruun, H., Mejse Münter Lassen, J., Świtkowski, F., Nucci, A., Publishing Public Service Media on Demand: A Comparative Study of Editorial Practices on VoD Services, Journal of Digital Media & Policy, Intellect, 2025, https://doi.org/10.1386/jdmp_00167_1
  • Bruun, H., The Impact of Commissioning and Content Strategies in Online Public Service Media Programming, VIEW Journal of European Television History and Culture, 2025
  • Johnson, C., Martin, D., Iordache, C.-M., Public Service Algorithms: Balancing the Scales between Public Mission and Market Pressures at the BBC and VRT, Journal of Media and Communication Research, MedieKultur, vol. 41(78), 2025, https://doi.org/10.7146/mk.v40i78.147182
  • Martin, D., Iordache, C.-M., Mejse Münter Lassen, J., Mikucki, J., Gajlewicz-Korab, K., Nucci, A., Public Service Programming in the Age of Platforms: Innovation, Impact, and Identity, Convergence, 2025
  • Johnson, C., Raats, T., Glowacki, M., Mejse Münter Lassen, J., Świtkowski, F., Nucci, A., Structures, Silos and Skills: Adapting Public Service Media Organisations for the Age of Platforms, Media, Culture and Society, 2025
  • Bruun, H., Glowacki, M., Martin, D., Iordache, C.-M., Świtkowski, F., Nucci, A., The Self-Positioning Perspective on the Role of European PSM in the Age of Platforms, Convergence, 2025
  • Johnson, C., Raats, T., Bruun, H., Comparative Approaches to Public Service Media in the Age of Platforms, Convergence, 2025
  • Johnson, C., Bruun, H., Martin, D., Iordache, C.-M., Mejse Münter Lassen, J., Świtkowski, F., Nucci, A., Not That Personal: A Qualitative Study of Personalization Practices on Six European Public Streaming Services, Television and New Media, 2025
  • Johnson, C., Martin, D., Rethinking the BBC’s Future in the Platform Era, Public Service Media: Funding and Governance Options, The British Academy, 2025
  • Bruun, H., Mejse Münter Lassen, J., Commissioning Content for Online Public Service Media, Public Service Media Innovation and Sustainability, Westminster University Press, 2025
  • Mejse Münter Lassen, J., Funding, De-Politicisation and Regulation on Digital Terms, Public Service Media: Funding and Governance Options, The British Academy, 2025,
  • Mejse Münter Lassen, J., Nordic PSB and the Media Welfare State, The Handbook on Public Service Broadcasting, Routledge, 2025
  • Johnson, C., Glowacki, M., Świtkowski, F., Adapting Public Service Media for the Age of Platforms, University of Leeds, 2025, https://doi.org/10.48785/100/321
  • Johnson, C., Bruun, H., Mejse Münter Lassen, J., Streaming Public Service Television in the Age of Platforms, University of Leeds, 2025, https://doi.org/10.48785/100/298
  • Johnson, C., Raats, T., Bruun, H., Glowacki, M., Martin, D., Iordache, C.-M., Mejse Münter Lassen, J., Świtkowski, F., Scaglioni, M., Nucci, A., Public Service Media in the Age of Platforms: Challenges and Recommendations for the Future, University of Leeds, 2025, https://doi.org/10.48785/100/362
  • Bruun, H., Mejse Münter Lassen, J., Public Service Media in the Age of Platforms (Danish Report), University of Leeds, 2025, https://doi.org/10.48785/100/321
  • Raats, T., Iordache, C.-M., Adapting Public Service Media in Belgium, University of Leeds, 2025, https://doi.org/10.48785/100/322
  • Johnson, C., Martin, D., Adapting Public Service Media in the UK, University of Leeds, 2025, https://doi.org/10.48785/100/325
  • Scaglioni, M., Nucci, A., Adapting Public Service Media in Italy, University of Leeds, 2025, https://doi.org/10.48785/100/344
  • Glowacki, M., Świtkowski, F., Mikucki, J., Gajlewicz-Korab, K., Reorganizacja Mediów Publicznych: TVP w Erze Platform, University of Leeds, 2025, https://doi.org/10.48785/100/345
  • Glowacki, M., Świtkowski, F., Mikucki, J., Gajlewicz-Korab, K., Media Publiczne w Erze Streamingu, University of Leeds, 2025, https://doi.org/10.48785/100/311
  • Bruun, H., Mejse Münter Lassen, J., Streaming af Public Service-TV i Platformenes Tid, University of Leeds, 2025, https://doi.org/10.48785/100/300
  • Raats, T., Iordache, C.-M., Streaming Public Service Television in Belgium, University of Leeds, 2025, https://doi.org/10.48785/100/301
  • Johnson, C., Martin, D., Streaming Public Service Television: Lessons for the UK, University of Leeds, 2025, https://doi.org/10.48785/100/316
  • Scaglioni, M., Nucci, A., Streaming Public Service Television in Italy, University of Leeds, 2025, https://doi.org/10.48785/100/324
  • Johnson, C., Raats, T., Iordache, C.-M., Towards a Future-Proof Public Service Media?, University of Leeds, 2024, https://doi.org/10.48785/100/256
  • Johnson, C., Martin, D., Future-Proofing the UK’s Public Service Media, University of Leeds, 2024, https://doi.org/10.48785/100/257
  • Bruun, H., Future-Proof Public Service Media in Denmark, University of Leeds, 2024, https://doi.org/10.48785/100/255
  • Raats, T., Iordache, C.-M., Online-First Public Service Media in Belgium, University of Leeds, 2024, https://doi.org/10.48785/100/258
  • Glowacki, M., Świtkowski, F., Mikucki, J., Gajlewicz-Korab, K., Media Publiczne w Erze Platform: Telewizja czy Platforma?, University of Leeds, 2024, https://doi.org/10.48785/100/259
  • Scaglioni, M., Nucci, A., La Transizione Digitale del Servizio Pubblico in Italia, University of Leeds, 2024, https://doi.org/10.48785/100/260
  • Raats, T., Stay Together for the Kids? Analyzing Public Service Media’s Strategic Dependencies of Global Platforms, Convergence, 2025

 Start date

1 November 2022

Project duration

36 months

 Project budget

€ 1 335 910

Funding organisations