Distributed public service broadcasting as an alternative model for public service broadcasting in South Africa

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The purpose of this article is to propose/justify a new model for South African public servicebroadcasting, namely, distributed public service broadcasting. The justification is done againstthe background of a description of the changed and converged new media environment broughtabout by technological developments with the concomitant new production, content anddistribution challenges and with interactivity as the new foundation of communicator-audiencerelationships. It is argued that the new media environment requires new thinking about publicservice broadcasting (PSB). The need for a new model is further justified against the backgroundof the continued governance, managerial and financial problems the South African BroadcastingCorporation (SABC) has been experiencing for more than a decade, which has led to a new butcontroversial Public Service Broadcasting Bill (2009/2010) in an attempt to address the problems.It is argued that the problems will not be resolved. Instead, a new broadcasting model should ratherbe considered. It should, however, be emphasised that distributed public service broadcasting asa new model is only introduced in this article. Detail about the model is the topic of additionalresearch that has yet to be done. Finally, the article should be read against the background ofwhat were, at the time of writing in 2010, a number of serious governmental threats to freedomof expression with government proposing, inter alia, the introduction of a controversial Bill on theProtection of Information and also of a Media Appeals Tribunal – both of these constituting furtherthreats to the autonomy of the public broadcaster and which makes it even more urgent that anew broadcasting model be considered. The above topics are addressed in separate parts of thearticle dealing with context, problems besetting South African public service broadcasting, pastand present efforts to address the problems, a justification for a new model – one focusing on thenew converged and digitised media environment – new thinking about regulation, the changednature of social responsibility, a semiotic justification,