559 KB57 KB199420242003Jakubowicz, Karolletnik:10številka:3str. 45-61ISSN:1318-3222COBISSID:22400861URN:URN:NBN:SI:doc-7QWLUZLIenEvropski inštitut za komuniciranje in kulturoJavnost (Ljubljana)konkurencamass mediamedijska politikamedijski trgmnožični medijiradiotelevisiontelevizijaEndgame?| contracts, audits, and the future of public service broadcasting|Public service broadcasting (PSB) in its traditional form is the product of a long gone era. Social, technological, ideological and cultural change has altered the entire context within which public broadcasting operates. Also media policy has evolved, moving beyond its "public service" phase to a new paradigm, devoted primarily to economic goals. With these changes, attitudes to PSB are changing, too. It is increasingly treated as an exception to the "normal" market-based rules governing broadcasting, indeed an anomaly. In thispaper we will seek to ascertain the effects of these changed attitudes, especially in terms of efforts to develop a precise definition of public broadcasting, and of evolution from "autonomy" to a "controlled public service" model of PSB. This involves a multitude of accountability systems, designed to ensure that PSB remains true to its remit and performs the service it was created to deliver. Defining public service broadcasting is notoriously difficult, all the more so that at least 9 models appear in European debates. Also developing accountability systems for PSB is far from easy because of the many contradictory views of the "product" that PSB is expected to "deliver." The question of auditing is part of a much wider debateon what public broadcasting needs to do to become more relevant to society today and how it needs to safeguard its own future. The main problem, however, is that imposition of "box-ticking" accountability systems based on outdated concepts to an institution in the midst of redefining itself could stop its modernization and thwart its ability to find a new identity in a much-changed contextJavna radiotelevizija je nastala v družbenih, tehnoloških in ideoloških okoliščinah, ki so se odtlej povsem spremenile. Spremenila se je tudi medijska politika in postavila v ospredje ekonomske cilje, prav tako pa stališča do javne RTV, ki je vse bolj obravnavana kot izjema ali celo anomalija v odnosu do "normalnih" tržnih pravil, ki veljajo v radiodifuziji. Članek obravnava posledice tako spremenjenih stališč zlasti z vidika oblikovanja jasne definicije javne radiotelevizije ter njenega razvoja iz "avtonomije" v model "nadzorovane javne službe". V Evropi obstaja več sistemov odgovornosti in vsaj devet modelov javne radiotelevizije, kar otežuje postavitev enotne definicije in ima za posledico protislovne poglede na "proizvod", ki naj bi ga ustvarjala javna RTV. Vprašanje nadzora je del širše razprave o tem, kaj storiti z javno RTV, da bi postala bolj relevantna za družbo in si zagotovila bodočnost. Ključni problem pa je v tem, da vsiljevanje administrativnih "odkljukovalnih" sistemov odgovornosti, ki temeljijo na zastarelih pojmovanjih, lahko zaustavi modernizacijo institucije v preobrazbi in ji onemogoči najti novo identiteto v spremenjenih okoliščinahTEXTznanstveno časopisjejournalsSlovenian National E-content AggregatorNational and University Library of SloveniaEvropski inštitut za komuniciranje in kulturo - EURICOM