|What's the role of Public Service Broadcasting in Governance?|
|Public service broadcasting is a broadcasting made, financed and controlled by the public, for the public.|
It is neither commercial nor state-owned and is free from political interference and pressure from commercial forces.. Universality, independence and diversity are the ingredients of public service broadcasting....Today, Public Service Broadcasting is not only challenged by political interests of the party in ruling, but also by increased competition from commercial media..... With its specific remit, which is essentially to operate independently of those holding economic and political power, public service broadcasting provides the whole of society with information, culture, education and entertainment; it enhances social, political and cultural citizenship and promotes social cohesion...... Public broadcasting organisations have always been at the forefront of innovation in the broadcasting field, both on the technical side and in terms of diversifying their programming offer.
For example, AIR has played a pivotal role in the Green Revolution and even paddy crops grown in Tamil Nadu were given the name of Radio Rice....As the media environment has changed public service broadcasting has to redefine itself to stay true to its mission of public service.
Besides, the growth of multi-channel TV,interactive services and new multi-media technologies did not herald an end to quality broadcast and telecast.
Public Service Broadcasters should forget about chasing audience share and concentrate on quality programmes.
This means that the public service broadcasters have to engage in a creatively ambitious, risk-taking, and very large-scale programme enterprises.