lecture notes week 6

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The ABC and SBS as Public Broadcasters

1) So what the hell is a Public Broadcaster?

A public broadcaster is ideally thought to have universal reach and
appeal. It should be a broadcaster for the entire community.
At the same time, it should also cater to minority groups, reflecting
their interests when other broadcasters won't.
It should serve as a public sphere, allowing the nation to speak to itself.
It should play and informative and educative role, in addition to its
entertainment roles.
It should have a commitment to "quality" programming, although who
decides what quality is?
It should keep some distance between itself and vested interests.
Importantly, this includes both the government and commercial operators.

2) The ABC: A Little History

Established in 1932 as the Australian Broadcasting Commission- was
answerable to the Minister.
Was based on the BBC, and its "Reithian" ideals.
This meant that the ABC had to be:
- independent from government
- non-commercial
- feature diverse programming
- be a "servant of culture"
- give the public what "we think they need".
However, some have argued that the BBC model may not have been the best
one for Australian needs.
Radio was already operating in Australia, leading to the emergence of a
dual system.
The population was smaller and more diverse.
Notions of diversity and comprehensiveness would always be problematic.
Australian culture was very different to that of Britain.

3) The ABC: Then and Now

In 1983, the ABC moved from being a Commission to a Corporation, with
the release of the ABC Act. This was a very important change of focus for
the broadcaster.
As part of the restructuring, the ABC was given a formal charter, in
order to cure a perceived lack of direction. The Charter called on the ABC
to be:
- innovate and comprehensive.
- provide services of a high standard.
- contribute to national identity.
- inform and entertain
- reflect Australia's cultural diversity.
- provide material of an educational nature.
The result is the ABC we see today, a multi-faceted broadcaster with
other interests:
- One national television service
- Radio Networks with 58 metro and regional stations.
- Symphony orchestras.
- Radio Australia.
- ABC Enterprises and ABC Online.
But does this make it a "bloated" broadcaster?

4) The ABC: Influences and Issues.

Throughout its history, the ABC has been subject to a number of
influences on its operation. These include:
- Its relation to commercial broadcasters, and the need to demonstrate its
worth.
- The standards set by the ABA.
- Most importantly, the need to balance wide appeal and specialised
programming has always been a major problem.
The broadcaster has also been subject to a number of recurring issues:
- Autonomy from/accountability to the government of the day.
- Political coverage and "objectivity"
- Balancing national networking with regional obligations
- Balancing "quality" and "minority" programming with broad appeal.
- Managing bureaucratic complexity.
In combination, all these factors have produced a broadcaster charge with
a lot of obligations, but incapable of pleasing everyone. However, it still
has a strong, and vocal base of supporters.

5) The SBS: A little History

The SBS was formed in 1979 in recognition of Australia's multi-cultural
character. During its early period, its emphasis was almost entirely on
reaching ethnic audiences.
As a broadcaster, SBS TV is characterised by several features, including:
- heavy use of subtitling for foreign programs combined with large amounts
of English-language material.
- A targeting of niche audiences (eg. Art-house cinema).
- An emphasis on supply-driven programming.
- A trend toward counter-programming as an attempt to counter commercial
broadcasters.
However, the broadcaster has also undergone several changes since its
inception, including:
- Strengthening of news and current affairs
- Introduction of themed programming
- Introduction of indigenous programming
- Increasing emphasis on experimental programming
- Introduction of a 50/50 English/LOTE programming split.
- Introduction of advertising in 1991.

6) Challenges Facing Public Broadcasters

Governments are under increasing pressure to cut funding so that money
can be spent elsewhere.
Political pressures. John Howard calls the ABC news "Labor's Home Videos".
There a general trend toward favouring market economics and choice over
Public interest.
There is a decline in tradition. People no longer watch the ABC news
because their parents did.
The audience is becoming increasingly fragmented - there is simply so
much media available to audiences.

7) Strategies for Survival

Faced with these problems, both the ABC and SBS have sought new
audiences. While the SBS has increasingly moved toward more radical
programming, the ABC has established a strong online presence. However, it
remains to be seen if either strategy will be successful.

Mark J. Finn
Associate Lecturer
School of Film, Media and Cultural Studies
Griffith University
Nathan, Qld, 4111.

Email: m.finn@mailbox.gu.edu.au
Room: 2.44, Level 2 Humanities Building
Phone: 3875 7434
Mobile: 0412 248 150