475 KB48 KB199420242003Bardoel, Joletnik:10številka:3str. 81-95ISSN:1318-3222COBISSID:22401373URN:URN:NBN:SI:doc-KEFJIDLRenEvropski inštitut za komuniciranje in kulturoJavnost (Ljubljana)konkurencakvalitetamass mediamedijska politikamedijski trgmnožični medijiNizozemskaodgovornostradiotelevisiontelevizijaBack to the public?| assessing public broadcasting in the Netherlands|New responsibility and accountability mechanisms for public broadcasters (PSB), such as the broadcast audits recently introduced in the Netherlands, are meant to modernize the relationship between public broadcasters and their audiences. These new ways of organizing public broadcasting's social responsibility are a response to recent trends in broadcast policies - e.g. the advent of dual broadcast systems and therefore stricter legitimation needs and competition rules for PSBs - as well as more general trends in society - e.g. the end of stable ideologies, individualization processes and the emergence of more self-conscious citizens. Consequently the mission statements of public broadcasters have become much more explicit in recent years, and the same holds for the ways in which they accept public obligations and report about their performance in public. The tradition of political responsibility, based on explicit law and regulation but in practice often a tango of political and broadcasting elites, is now being supplemented by new forms of public accountability in which PSBs try to establish a more direct feedback with the public. The article, finally, looks at the present broadcast assessment process in the Netherlands. Based on both research evidence and personal experience of the author, questions are raised such as: how does it work, what are the first experiences and does it seem to be a viable model for other countries? Despite risks of politicization and bureaucratization, public broadcast assessments promise to offer a useful new instrument for both internal quality control and external legitimationNovi mehanizmi uveljavljanja odgovornosti javne radiotelevizije, ki so bili nedavno sprejeti na Nizozemskem, so namenjeni posodobitvi odnosov med javno radiotelevizijo in občinstvom. Nove poti organiziranja odgovornosti javne RTV so odgovor na nove trende v radiotelevizijskih politikah, kot so uvedba dualnega sistema in zato strožjih konkurenčnih pravil, pa tudi na splošnejše trende v družbi, kot so konec trdnih ideologij, procesi individuacije in vzpon bolj samozavednih državljanov. Tradicijo politične odgovornosti, ki je temeljila na zakonu in predpisih, a je bila v praksi pogosto le stvar političnih in medijskih elit, sedaj dopolnjujejo nove oblike javne odgovornosti, s katerimi javna RTV poskuša ustvariti neposrednejši stik z javnostjo. Kljub tveganjem politizacije in birokratizacije ocenjevanje javne RTV ponuja uporabne instrumente tako za interno kontrolo kakovosti kot za eksterno legitimizacijoTEXTznanstveno časopisjejournalsSlovenian National E-content AggregatorNational and University Library of SloveniaEvropski inštitut za komuniciranje in kulturo - EURICOM