The role of the BBC training programme in transformation of Radio-Television of Serbia into public broadcasting service

Abstract

The legislation in Serbia establishes the highest democratic standards as the basis of foundation and functioning of Public Broadcasting Service. Radio Television of Serbia, as the state mandated public service broadcaster, is in the unique position to contribute to the ongoing process of the society's democratization, by acting as a vector of the social and political activism, social cohesion, as well as political and economic development. The BBC's training programme, titled 'The technical assistance to RTS' was organized to encompass all aspects of RTS' activities and its entire staff, in order to aid its transformation into a Public Broadcasting Service by strengthening its professional capacities, technical enhancement, human resource development, and the diversity of programme's production. The project's premise, with an accent on technical-craft skills and learning culture, stated that these qualities will guarantee the credibility of the Serbian Public Broadcasting Service in the public eye: for the entire auditorium as an entity, as well as special audiences it consists of. The empirical research based on surveying techniques such as questionnaires and interviews, with the analysis of the results' content, revealed mostly positive attitudes of respondents regarding the value of training that they received. The RTS project was conducted as a part of a wider media reform in Serbia, aimed to contribute to the development of a universal ethos of the public broadcaster. The project also represents a contribution to a strategic partnership between Serbia and the European Union, which conditions its further support with the continuation of democratization process in all segments of governance and society.