The future of public service media in Northern Ireland and beyond

Ulster University (UU) held an important discussion on the role and future of public service media. Key speakers included Phil Ramsey (lecturer in media studies (UU), Siobhan Walsh (director of content policy (Ofcom)), and Catherine Johnson (professor of media and communication (University of Leeds)). They were joined by various other industry professionals, academics, and political representatives. The event covered multiple facets of public service media, including funding, regulation, and its cultural significance in Northern Ireland and beyond.

Professor Duncan Morrow (professor politics; director of community engagement (UU)) set the stage by discussing his multitasking roles at the university, underlining the importance of communication, consistency, and integrity in higher education and its relationship with the government and community. He mentioned the university’s efforts in expanding educational opportunities in Derry/Londonderry, highlighting the political and social complexities involved: “The question of truth, public service, and how we communicate are very live issues for me.”

Siobhan Walsh from Ofcom gave a forward-looking talk on the regulator’s ongoing and future efforts to support public service media amid significant financial and competitive challenges: “We want to look ahead to see how we can make necessary changes and support the system.”

Walsh highlighted several critical areas of their current review, focusing on the need for financial sustainability to address declining advertising revenues and the additional costs that public service broadcasters (PSBs) face as they invest in new digital services: “Audiences are benefiting from a huge expansion in services and content, but PSBs are struggling to keep up with the pace of change.”

She also pointed out the importance of news and the risk to local news provision, particularly in the nations and regions outside of London. She pointedly remarked: “In Wales, without the BBC, there is essentially no local news.” 

Finally, Walsh advocated for greater media literacy, underscoring that PSBs should play a role in educating the public on navigating the complex media landscape: “This is not just a young person’s problem; it’s an issue that affects all age groups, and PSBs must help audiences understand and navigate the digital world.”

Dr Phil Ramsey addressed key issues specific to Northern Ireland, underscoring the region’s unique circumstances in the public media landscape. He pointed out the necessity for local production that resonates with local communities. Ramsey also mentioned that while the BBC exceeds its mandated spend in Northern Ireland, concerns about balanced and representative content remain pertinent.

Professor Catherine Johnson provided a comparative international perspective, analyzing how six different countries, including Canada and various European nations, are addressing the challenges of the digital age. She pointed out that while some nations, like Italy and Poland, still rely heavily on linear broadcasting due to lower broadband penetration, others like the UK and Denmark are rapidly moving towards a digital-only future. “The direction of travel is to become digital-only,” she noted, elaborating on how this shift necessitates new strategies in content commissioning and distribution.

She highlighted the tension between traditional public service values, such as universality and quality, and the new demands of a fragmented digital audience: “We are seeing a prioritization of content that can attract and retain viewers on VOD [video-on-demand] services, often at the expense of traditional genres like news and current affairs.”

As managing editor of Shared Future News, I asked Johnson if their research examined the framing of programme content — traditional, conflict-driven narratives versus alternative, constructive and solutions oriented approaches in news and current affairs — in any of the markets (countries) in their study. She replied that they didn’t have the time and space for this, “but it’s a really good question”.

Several audience members asked about the Belgian media companies’ participation in the research project, noting similarities with Northern Ireland in regards to different culture and language across a small country. Johnson explained that in Belgium there are two separate media markets — a Dutch/Flanders one and a French/Wallonia one: “They’re actually located in the same building, but with a long corridor separating them. It’s quite difficult to get them to speak with each other.” While the French-language broadcaster gets much of its content from France, the Dutch-language broadcaster doesn’t have the same relationship with the Netherlands, so it produces more of its own content, ever more so in cooperation with the French-language broadcaster. Phil Ramsey remarked: “I have visions of the BBC and RTÉ sharing a building joined by a long corridor!”

Next was a panel discussion with political representatives, reflecting on the future of public service media in Northern Ireland.

Matthew O’Toole, from the SDLP, emphasised public service media as a bulwark against misinformation and a platform for a shared civic space. He mentioned how Brexit exposed flaws in news reporting, especially in the treatment of economic forecasts. “It’s a real risk that our source of reliable news is diluted,” he warned. O’Toole also criticised the BBC for occasionally featuring extreme viewpoints that lacked broad community representation.

David Honeyford from the Alliance Party reiterated the importance of creating shared spaces, particularly in a divided society like Northern Ireland: “There’s a need for coverage that can be trusted and that reflects all communities.” Honeyford acknowledged that while the BBC remains generally well-regarded, the landscape is changing, and with it, the sources of news and information.

Lord Reg Empey brought a different perspective to the discussion, warning of the financial and political threats facing public service media. Drawing attention to declining advertising revenues and issues with the current license fee model, he advocated for funding reforms: “The current government is sympathetic, but we need to act before circumstances force drastic changes.” Empey’s experience provided a poignant reminder of the need for robust, enduring solutions.

Luke McCullough, representing the BBC, offered a comprehensive response to the day’s discussions. He argued that the BBC’s future depends on its ability to maintain independence, financial sustainability, and agility: “We need to be able to move at the speed of the audience.” McCullough also discussed the BBC’s principles regarding artificial intelligence, stressing that any use of AI in content must not diminish trust.

The Q&A sessions brought forward several critical points. One attendee highlighted the broader role of public service media beyond news, mentioning programs like “True North” and the importance of diverse content. Matthew O’Toole responded by affirming that such content is vital and something commercial broadcasters are unlikely to produce: “Shows like ‘True North’ reflect our community back to us in ways that Netflix will not.”

Another question addressed by David Honeyford concerned the balance between entertainment and information in PSBs. He noted the difficulty but stressed the need for editorial integrity: “It’s critical to maintain a balance between what’s entertaining and what’s informative, while ensuring the editorial control remains robust.”

A more specific inquiry from Matthew O’Toole focused on the BBC’s cross-border issues, particularly in Northern Ireland where audiences often engage with RTÉ. McCullough acknowledged technological challenges but also highlighted the complexities of content availability: “The BBC must navigate technological and rights-related issues to better serve cross-border audiences.”

The matter of AI came up again, with questions about how public service broadcasters can responsibly integrate AI without sacrificing trust. Catherine Johnson stressed the importance of transparency and accountability, urging for “algorithmic transparency” to maintain public trust. Luke McCullough added that the BBC is acutely aware of these concerns: “We are committed to ensuring that AI is used responsibly and that a human element is always involved in content creation and verification.”

Dr Helen Jackson (research director (Communication, Cultural & Media Studies, Ulster University) gave closing comments, including the call to save public service media — more than the news — within 10 years’ time. She spoke about the importance of speaking up to keep this conversation going forward: “The cultural history and the brand of public service media — how it is organised and kept relevant for our citizens — has raised considerable questions here today, and we are concerned for its future.”

Throughout the day, several common themes emerged, including the necessity of a well-funded, independent public service media, capable of serving diverse communities and fostering a shared civic culture. The risks posed by financial instability, changing viewer habits, and the rise of digital platforms were heavily discussed. As Morrow aptly put it, “Everybody has a stake in this, and we must all work together to ensure the future of public service media.”

NOTES

See also “What’s next for public service broadcasting in Northern Ireland”, by Karen McCallion (21 June 2021).

Cross-published at Mr Ulster.

Peacebuilding a shared Northern Irish society ✌️ Editor 🔍 Writer ✏️ Photographer 📸 https://mrulster.com