Public Media in Digital Age

Abstract

While the reason for the existence of Public Media was not in dispute to most Europeans for many years as they were the only provider of the radio and television channels their role was questioned with the emergence of private, commercial media and the appearance of genuine media market in Europe. This is what we call the dual media system. Today the emergence of new digital technology and the Internet changes completely public and private communication in all European societies. Going digital opens up a whole range of new media cervices to the public, it brings new kind of freedom of choices to the individuals. It also brings new challenge to the very concept of public service media as to the civil society itself and to the way one differs citizens as something different from the simple consumer.
The aim of this text is to describe some of the key developments, trends and controversial issues confronting Public Service Electronic Media. I still believe that our societies need the Public Broadcasting though the questions are plenty and the clear answers are still rare.