New working paper looks at the role of public service broadcasters in challenging times
Dr David Levy, Director of the Reuters Institute, has written a working paper on the role of public service broadcasters (PSB). Focusing on the Australian Broadcasting Corporation (ABC), the paper examines how the corporation is meeting the challenge of reaching diverse, younger audiences through digital media without alienating loyal audiences or antagonising commercial providers.
The paper focuses on the ABC's first year under a new Managing Director, Michelle Guthrie, against the backdrop of the organisation’s recent and often turbulent history, and makes comparisons with the BBC along the way. It explores Guthrie’s new strategy of establishing partnerships with third-party digital platforms, as a way of extending the organisation’s reach from 70% to 100% of Australia’s population.