Online Media Within the Public Service Realm?

Abstract

Public service media are no longer limited to radio and television as new media genres emerge. Among others, the online medium has supplemented radio, television and the press since the mid-1990s and has become a medium in its own right. Moreover, online media have become essential elements of media consumption patterns. Public service media compete not only with private radio and television broadcasters but also with the press. The question arises, whether such competition in the online field results in more diversity and higher output quality, serving the public interest better. In Europe, there are at least two different schools of thought. One line of argument accepts the public service expansion into online media and regards online media as a necessary and important field for public service activities. Another line of argument suggests limiting the public service remit strictly to radio and broadcasting and considers online media as an emerging market subject to competition among private companies only. Based on the results of a comparative empirical analysis of online media provided by public service broadcasters and print publishers in Switzerland, Germany and Austria (from 2006) this article shows that the achieved results in media output are disappointing. Only few online media live up to the expectations. The article finally argues that the extension of the public service remit to online media might enhance quality and diversity.