Can Public Service Broadcasting be competitive in the digital age? The challenges for the management and the case of the Greek Public Television, ERT

For decades, public service broadcasting has played an essential role to the functioning of democracy in many countries in Europe. Today, however public service media are confronted with serious challenges, including their new legitimate role in a growing digital environment. This research using an international comparative approach, examines the challenges of the management in the public service broadcasting and analyses the case of the Greek public television. The aim of the thesis is to identify the decisive influence of the Greek political authorities to the public service broadcasting, in crucial issues which affect ERT’s performance in the market. Α qualitative research with interviews in Canada, USA and Greece was contacted which has provided insightful answers on the main research issues. Overall, the findings show that the managements in public broadcasters are in an effort of transformation to the digital environment in order to change their organization and to develop new strategies that will allow them to be competitive in the market. Technology moves rapidly and the smartphone will be the device of the future. It is evident that the digitalization, increases the need for public service media since they have a critical role to be accessible and prominent, across digital media for all citizens. Furthermore, it is identified that public broadcasters have prioritized the content in digital platforms, creating a strategy ‘digital first’ while the trend for content has moved from scheduled programs to ‘what people need’ and ‘when they want it’. Regarding the case of the Greek public television, it was identified that the tight regulations and limitations of the state does not allow ERT to be competitive regarding basic activities that are essential in business terms, such as advertising revenues, ratings and sports rights. The platform ERTflix which is ERT’s flagship project, even though is very popular, has very poor impact in the market, in terms of advertising revenues and marketing. ERTflix is an example of the ERT’s strategy and function. The management of ERT has to consult, first, with the government which decides the role of ERT in the market and directs its advertising quota and strategies for ratings and sports rights. Therefore, there is a conflict of interest for the government which controls the Greek public television, while puts limitations on its business activities in order ERT not to affect the competition with commercial media. Furthermore, it was pointed out in our findings that ERT does not provide in prime-time zone, in depth reports and political talks shows, since there is an overall apolitical line in the media, not only in the state controlled ERT. In our thesis it was suggested that a supervising board with representatives of public institutions which will have the authority to appoint the management and the board of ERT, it could limit the political interference and create a new operations framework, allowing the Greek public broadcaster to fulfill its constitutional role across the board on the digital era.

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