Now, let's take a look on the public media regulation policy, which was also very important issue and is important issue of the policy in the field of culture and the media. What is the public service media? The general idea of public service media is based on five main principles. First, is the form of particular public accountability. So, the public accountability means that there is a particular way administration of such broadcasting is dependent on the public. So, there are few forms of such dependence but it's not market dependence. It's not the dependence which is based on ratings, which is based on audience figure, but this dependence is based on particular councils, trusts, boards etc. where the members of public, well say, entering or could be elected inside etc. So, it means that this television is governed by the board or by the trust or by council which is, well say, made by public, publicly made. So, which means that such television is not the television which perform purely commercial logics, the logics of the commercial owner, but it means that this television is there representing a particular interest of the whole public or the whole society. The second is the element of public finance. It means that any profit coming also from commercial activities of such television, is used for the programming and service-oriented purposes. So, there is no profit of such television. This television is a non-profit organization. This television is the public television, is the television where all the money coming from different sources are used for the broadcasting by itself. Because, this television it's not to earn the money for the owner, is the television for whole society. The third is the regulation of content. A particular requirement or commitment that such television channels or radio broadcasters should have. So, and there is a wide range of commitment. If we'll take a look on such commitments which are regulated in different countries by different documents. But, we'll take a look on I don't know qaeda szasz. It's the particular documents in France where such commitments for the public TV is defined. It's a very very big documents with a very detailed to you, what should be broadcast at what thematics, what the issues should be covered, etc. So, it could be a requirement of particular balance between social groups, it could be a requirement of minority respect so, you should have not less than three programs about a particular minority for example, the ethnic minority in a particular state for example. A particular quota policy for example, to broadcast not exceeding a particular number of percentage of program about a particular issue. Then it is a universal service. So, it should be accessible to people in general and audience is addressed more as a citizens at pluralistic principle, and known as the consumers. So, all people should have an access, even technical access, technical coverage. And finally, the regulated entrance. It means that no any company can enter the market for free. So, it means that there is a limits for number of competing channels in these public service media real, we'll say. What main challenges for public service media and especially, for public service broadcasting we can observe right now? So, there are a few challenges of course. And such challenges are destroying, we'll say, a particular balance including the financial balance for the public service media and public service broadcasting. For example, if we'll take a look on a public service broadcasting, the historical principle of the financing it, was a licence fee. It means that each people possessing a TV set, should pay annually the licence fee. They cannot avoid the payment of these fees. It's a kind of market tax which is enforced by the state. The state enforce you to pay because this is for everyone so, this is for public good and such televisions consider it as a public good. In other form of financing it could be a centralized state budget. It could be for example, the taxes for the commercial broadcasters, when commercial broadcasters contribute to the financing of the public service broadcasting. So, these model are changing due to three main challenges. First challenge, is the convergence of channels. Means that regulatory barriers don't work because any content can reach any audience by any channel. It means that you can reach the minority audience by means of internet or by means of internet broadcast, by means even of the mobile application on your mobile phone. So, it means that finally, minority can be reached every time and you don't need to regulate this. And this is one the argument of the people which are appealing to changing this policy in field of public service broadcasting. The second challenge is the globalization of course. Because, the using of the regulation that implies the national level is very limited, becomes very limited. You can place your internet site outside the national domain and you can broadcast what you want of course. So, it means that globalization is changing the normative basis for this kind of broadcasting. And finally, the third point is the privatization and commercialization. During last 20 years, these failed especially, the field of broadcasting, but not only, was becoming progressively more commercialized. And even public service broadcasters are built in order to gain the money with a particular kind of productions for example, by producing films for example, and selling these films outside their own broadcast. So, and from this point of view, there is a particular distortion of the competition from the part of public broadcasters of course, if we have the commercial channels around, but public broadcasters could at the same time reach the commercial revenues and at the same time, can obtain the license fee and some other public funds. Of course, they are much more competitive or could be considered as much more competitive in terms of the amount of money, concentration of money than commercial broadcasters. And of course, such changes, such challenges for public service media drives the changes in the policy in this field.
