Lecture 7: Public Media: Old News or the next big thing?

I recently watched the TV Week Logies on Channel Nine and learnt something which I had never considered before. Many of the awards were presented to programs which I had hardly heard of, let alone seen. I realized eventually that these programs were presented on the ABC or SBS, channels which I rarely watch except for the nightly news. So, it was quite fitting that in the next lecture of the JOUR1111 course, we learnt why ABC and SBS are often dominated in the ratings by channels such as 7, 9 and 10.

Image sourced from: http://thiang.wordpress.com/2010/10/23/commucation-in-the-media/

 

In the nightly news, the ABC, as a public media station, does not advertise their other programs and, as such I had never heard about their other programs unless I watched the channel more often. So, with this being the general basis on which public media is built, is it detrimental not advertising their own channel during other programs? After last week’s lecture we learnt that, while consumers would prefer not to be interrupted by ads during their favourite program, commercial media has shaped the way in which we watch television today. Nigel Milan, former Managing Director of the SBS, effectively describes the distinction between both Public and Commercial media:

“The difference between commercial broadcasting and public broadcasting is the difference between consumers and citizens.”   

Public media exists to support both public and demographic processes and should have “Public Value”. However, there is evidence that suggests Public Media may be surrendering to the pressure of commercialization. For example, the establishment of ABC stores around Australia is an element of commercialism entering the sphere of public media. Perhaps the pressure has amounted from the general consensus that public media is said to be "boring and elitist". Public media however, does demonstrate strong values when relating to its general function and communications styles including: ‘The Press’, entertainment, utility, social and propaganda.  

Image sourced from: http://www.cartoonaday.com/media-blackout-on-wall-street-protest-cartoon/

 

Like commercial media, there are many challenges which public media faces such as producing quality on a low budget, making their programs relevant to mass audiences as well as informing the public; to name a few. Public media is not owned by the government however, they do face political pressures different from commercial media which faces commercial pressures.   

Learning about both forms of media has made me more aware of the reasoning behind their operation, presentation and content. I think it is safe to say that, regardless of your favoured media form, television would not be the popular entertainment form it is today, if it wasn’t for the competition and variety presented by the media.