n Communicare : Journal for Communication Sciences in Southern Africa - Distributed public service broadcasting as an alternative model for public service broadcasting in South Africa
|Article Title||Distributed public service broadcasting as an alternative model for public service broadcasting in South Africa|
|© Publisher:||University of Johannesburg|
|Journal||Communicare : Journal for Communication Sciences in Southern Africa|
|Publication Date||Dec 2010|
|Pages||1 - 25|
|Keyword(s)||University of South Africa|
The purpose of this article is to propose / justify a new model for South African public service broadcasting, namely, distributed public service broadcasting. The justification is done against the background of a description of the changed and converged new media environment brought about by technological developments with the concomitant new production, content and distribution challenges and with interactivity as the new foundation of communicator-audience relationships. It is argued that the new media environment requires new thinking about public service broadcasting (PSB). The need for a new model is further justified against the background of the continued governance, managerial and financial problems the South African Broadcasting Corporation (SABC) has been experiencing for more than a decade, which has led to a new but controversial Public Service Broadcasting Bill (2009/2010) in an attempt to address the problems. It is argued that the problems will not be resolved. Instead, a new broadcasting model should rather be considered. It should, however, be emphasised that distributed public service broadcasting as a new model is only introduced in this article. Detail about the model is the topic of additional research that has yet to be done.
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