This book analyzes the challenges facing public service media management in the face of ongoing technological developments and changing audience behaviors. It connects models, strategies, concepts, and managerial theories with emerging approaches to public media practices through an examination of media services (e.g. blogs, social networks, search engines, content aggregators) and the online performance of traditional public media organizations. Contributors identify the most relevant and useful approaches, those likely to encourage creativity, interaction, and the development of innovative content and services, and discuss how such innovation can underpin the continuation or expansion of public service media in the changing mediascape.
Foreword Jan Malinowski Editors' Introduction Michał Głowacki and Lizzie Jackson Part 1: The Changing Mediascape: Implications for Public Service Media 1. Remixing Public Media’s Remit: The Implication of Networks for Public Service Media Jessica Clark and Minna Aslama Horowitz 2. The Value of Change, or How to Manage Uncertainty in Contemporary Communications Auksė Balčytienė 3. Moveable Media: Mobile Internet and New Policy Modes Gerard Goggin, Tim Dwyer and Fiona Martin 4. Strategies for Stakeholder Management and Crowdsourcing Matthias Karmasin and Daniela Kraus Part 2: Public Service Media Management Face Old and New Challenges 5. Organisational Culture and Structures in Public Media Management – In Search of a Model for the Digital Era? Christian S. Nissen 6. Key Managerial Steps towards a Public Service Mixed Platform Offer Roberto Suárez Candel 7. Governance, Accountability and Transparency of Public Service Media in a Contemporary Mediatised World: The Case of Bulgaria Bissera Zankova 8. Funding Models for Online News Andra Leurdijk 9. The Mass, The Audience, and The Public: Questioning Pre-Conceptions of News Audiences Heikki Heikkilä, Laura Ahva, Jaana Siljamäki and Sanna Valtonen Part 3: Repositioning the Public in Public Service and Other Media Enterprises 10. New Public + New Media = New Leadership? The Council of Europe`s Approach to Governance in Public Service Media Michał Głowacki 11. Public Service Content Provision: New Models, New Partnership, New Skills Charles Brown 12. Managing Spontaneity: User-Generated Content in the Media Ecology Karol Jakubowicz 13. Participating Publics: Implications for Production Practices at the BBC Lizzie Jackson 14. Managed not Edited: How Participative Platforms Operate Ren Reynolds Conclusion Michał Głowacki and Lizzie Jackson