Public broadcasters encourage access to and participation in all aspects of public life. They develop knowledge, broaden horizons and enable people to better understand themselves by better understanding the world and others.
Public service broadcasting is a meeting place – where all citizens are welcome and considered equals. It is an information and education tool, accessible to all and meant for all, whatever their social or economic status. Public service broadcasting ensures the public’s right to receive a wide diversity of independent and non-partisan information and ideas. Its mandate is to promote information exchanges and cultural development. It can also help to promote a sense of national identity, foster democratic and other important social values and serve the needs of minority and other specialized interest groups. Public broadcasting must also appeal to the imagination, and entertain. And it does so with the utmost concern for quality broadcasting.
The challenge for the public service broadcaster is to place the audience at the centre of its universe. The audience comes first. This includes believing and trusting in the audience. It means engaging with the audience through different programs but also engaging in direct dialogue with them, being close to their minds and hearts, knowing their priorities, helping them understand the decisions that are made and defending their right to information.
There’s no single international standard or set of guidelines when it comes to public service broadcasting but at least six characteristics have emerged over the years.
1. Universality – services are available and accessible to the entire population in terms of content (languages) and technology, be it radio or television.
2. Diversity – offering a broad program range providing a consistent level of technical and editorial quality that’s educational and informative. Diversity in programming ensures that the public has access to information about a wide variety of issues and concerns.
3. Independence from both the State and commercial interests - programming decisions should be made on the basis of professional criteria, news value and the public’s right to know, rather than by pressure from political or commercial interests.
4. Impartiality of programs - Impartiality is closely related to independence. A public service broadcaster does not promote a certain position or support a particular political party. Exceptions to this impartiality guideline are made on important development issues such as health, education, security and democratic principles.
5. Concern for national identity and culture – in part, the role of public service broadcasters is to build a sense of national identity, belonging and participation. All cultures, past and present, tribes and ethnicities should be reflected in the multicultural nature of broadcasting in Sierra Leone.
6. Financed directly by the public – public service broadcasters must maintain their independence and focus on the public interest. Funding must be public and not tied to editorial decisions or political persuasions. Public broadcasters must be open, transparent and accountable.
Public service broadcasters should also be setting standards – offering a higher standard of journalism, production, programming and editorial content, which contributes to media development throughout the community.
There are some clear and succinct ideas, which can be made about public service broadcasting:
- It is for everyone
- It has a cultural value
- It guarantees a fuller choice
- It serves citizens not shareholders
- Its character is reflected in comprehensive schedules, not in individual programs
- It reflects and supports democracy.
Thus, the programming schedules of a public broadcaster must have:
- news, which is independent, comprehensive and authoritative
- a commitment to current affairs and investigative programming
- a range of documentary programs
- drama which reflects the reality of life in the community
- entertainment which also reflects the reality and interests of people
- sport, as an important part of the cultural expression of the people
- programming for children, recognizing their particular needs and concerns
- educational content
- material which reflects the differences of urban and rural life and addresses regional distinctiveness
- acknowledgement of the traditions and beliefs of the audience
- recognition and active reflection of the language traditions among the people
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