This document discusses challenges facing public service media in the digital era and opportunities for public service media to create an open ecosystem. It argues that public service media should open itself up by cooperating with other public media organizations, making content available to audiences on third-party platforms, and licensing content under free and open licenses to partner with non-profit organizations like Wikipedia. Examples are given of how public broadcasters in Germany are beginning to adopt more open strategies, like making historical videos available on Wikipedia. The document advocates for public service media to act as platform operators and curators within a shared "public open space," cooperating with other organizations for common good, innovation, and public value.

1. PUBLIC SERVICE MEDIA
AS AN OPEN ECOSYSTEM
Leonhard Dobusch
University of Innsbruck
May 10, 2020
Palacký University in Olomouc, Internet

2. Prologue

3. The ZDF Television Council
Advocate of the Audience
The Television Council
represents the public
interest vis-à-vis the ZDF.
“

4. Plenary of the "Fernsehrat"
(Picture illegaly taken because § 9 of the Fernsehrat's Rule of Procedure do not allow
audio or video recordings, even in public meetings, license: CC BY 4.0)

6. TWO CORE TOPICS
Make Television Council (more)
transparent
Public Service Media
in digital publics

7. TWO CORE TOPICS
Make Television Council (more)
transparent
Public Service Media
in digital publics

8. Digitale Public(s)

9. Private, for-profit
media
Public
Service
Media
Non-profit
media
Low-threshold
publication
activities

10. Private, for-profit
media
Public
Service
Media
Non-profit
media
Low-threshold
publication
activities
DIGITAL PLATTFORMS

11. Journalistic
research
Impulses
from third
parties
Editorial selection
Publication
PUBLIC
Algorithmic
processes
User
interaction
(likes,
shares,…)
Publication
(e.g., by private individuals,
media, corporations,
science, politics, etc.)
PUBLIC
>>
OLD
MEDIA
>>
NEW
MEDIA
Basiert
auf
Benkler
(2006);
Grafik
adaptiert
nach
Lischka
&
Stöcker
(2017:
19),
https://www.bertelsmann-
stiftung.de/fileadmin/files/BSt/Publikationen/GrauePublikationen/Digitale_Oeffentlichkeit_final.pdf

12. Journalistic
research
Impulses
from third
parties
Editorial selection
Publication
PUBLIC
Algorithmic
processes
User
interaction
(likes,
shares,…)
Publication
(e.g., by private individuals,
media, corporations,
science, politics, etc.)
PUBLIC
>>
OLD
MEDIA
>>
NEW
MEDIA
Basiert
auf
Benkler
(2006);
Grafik
adaptiert
nach
Lischka
&
Stöcker
(2017:
19),
https://www.bertelsmann-
stiftung.de/fileadmin/files/BSt/Publikationen/GrauePublikationen/Digitale_Oeffentlichkeit_final.pdf

13. Digital Challenges for
Public Service Media

14. Quelle:“Akzeptanz der ZDF-Angebote 2019, Vorlage zur 16. Sitzung des Fernsehrats in der XV. Amtsperiode am 20. März 2020
Abbildung 1: Sehdauerentwicklung Bewegtbild / Jahr 2010 bis Jahr 2019 – Erwachsene ab 14 Jahre / Erwachsene 14-49 Jahre
Quelle TV u. AGF Streaming: ZDF Medienforschung, AGF in Zusammenarbeit mit GfK, Nielsen und ANKORDATA, DAP videoSCOPE 1.3 bis 2016 Marktstandard
TV, ab 2017 Marktstandard Bewegtbild (Haushalte mit TV-Geräten und Internet-Only-Haushalte); Quelle SVOD: Goldmedia VOD-Ratings; Quelle YouTube
ARD/ZDF-Onlinestudie 2019.
-28%
since 2011

15. Political
Pressure

17. GLOBAL IRRELEVANT?

18. If you can’t beat them, join them?

19. Growing importance of for-profit third-party platforms

20. Growing importance of for-profit third-party platforms

24. SENDUNGSBEZUG

25. 60+ YouTube channels
Budget ~€45 Mio/year
Content from entertainment to
science communication
>1 billion views by 2018
>80% publicity in target group 14-29
Platform-oriented offer
for young audiences

29. Channel Silos
Outside of the Platforms

31. 21.390 searches for „Bad Banks“ the ARD Media Library
(March 2018 - Februrary 2019)

32. 21.390 searches for „Bad Banks“ the ARD Media Library
(March 2018 - Februrary 2019)

33. Searches for ZDF brodcasts in the ARD Media Library
(March 2018 - February 2019)
21.390
16.026
12.809
47.468

35. Since May 1, 2019 more
FREEDOM TO LINK

36. CEOs of ZDF and ARD

37. Handshake by Sam Garner from the Noun Project

42. Public Service Media Network

43. Public Service Media Ecosystem

44. Public Service Media Ecosystem
OPENING AND OPENNESS
For generating public network effects

45. Towards other public service media
Towards the audience
Towards other non-profit media
OPENING AND OPENNESS

46. Opening towards other public service media

47. Source https://www.ard-digital.de/empfang--technik/apps-der-ard (06.05.2019)
Infrastructure
- Interfaces
- Metadata standards
- Content Delivery Networks
- Joint data centers
Opening towards other public service media

48. Infrastructure
- Interfaces
- Metadata standards
- Content Delivery Networks
- Joint data centers »Neutral
service
provider
Opening towards other public service media

49. Opening towards the audience

50. Taken from: "Entwurf für ein neues Telemedienkonzept für das ZDF"; quote has been read out
loud during the Fernsehrat's public meeting at September 13, 2019.
Platform strategy document of the ZDF
User comments are highly relevant but only
available at private platforms such as YouTube.

51. Example:
Public playlists
at open.spotify.com
Opening towards the audience

52. You
Upload of User-Generated Content
Tube
Opening towards the audience

53. Upload of User-Generated Content
Tube
r
You
Opening towards the audience

54. Opening towards non-profit media

55. Wikipedia is (the) key.

56. Every Internet user in the OECD visits on
average more than nine Wikipedia articles per
month.
“ Steinmaurer, T. & Wenzel, C. (2015): Public
Network Value: Public Value-Studie des ORF in
Kooperation mit dem Bayrischen Rundfunk;
translation LD.

57. Wikipedia
- largely texts
- hardly any video content
ZDF
- mostly video content
- only texts related to TV content

58. Wikipedia & Public Service Media
both devoted to quality content in the public interest
PERFECT MATCH

59. Wish list of Wikipedians*
Historical
Explainers
Documentaries
Election reports
Still images
Infographics
Quotes
In-house content
*Initiated by German Wikipedian Kurt Jansson: https://de.wikipedia.org/wiki/Benutzer:Kurt_Jansson/%C3%96R

60. Wish list of Wikipedians*
Historical
Explainers
Documentaries
Election reports
Still images
Infographics
Quotes
In-house con
*Initiated by German Wikipedian Kurt Jansson: https://de.wikipedia.org/wiki/Benutzer:Kurt_Jansson/%C3%96R
No Fiction
No GEMA
music
No news
agency content

61. Campaign by Wikimedia Germany
inspired by "public money - public code"
Source:
https://www.wikimedia.de/oeffentliches-gut/

62. Pioneering example of "Terra X" at ZDF

67. …

68. ZDF Terra X Videos in Wikepdia (Views/Month)

70. Reach rules.

71. Prophecy
By 2028 public service media will beg
Wikipedians to take and embed their content.

72. Ecosystem needs more than
THE FREEDOM TO LINK

73. PUBLIC OPEN SPACE

74. Private, for-profit
media
Public
Service
Media
Non-profit
media
Low-threshold
publication
activities
PUBLIC OPEN SPACE

75. Private, for-profit
media
Public
Service
Media
Non-profit
media
Low-threshold
publication
activities
PUBLIC OPEN SPACE
Cooperation
Cooperation?
Curating
Licensing
Financing
Common
Good
Innovation

76. Private, for-profit
media
Public
Service
Media
Non-profit
media
Low-threshold
publication
activities
PUBLIC OPEN SPACE
Cooperation
Cooperation?
Curating
Financing
Common
Good
Innovation
Public
Service
Platforms
Licensing

77. Private, for-profit
media
Public
Service
Media
Non-profit
media
Low-threshold
publication
activities
PUBLIC OPEN SPACE
Cooperation
Cooperation?
Curating
Financing
Common
Good
Innovation
Public
Service
Platforms
Licensing

78. #FERNSEHRAT »Neues aus dem Fernsehrat«

79. CONTACT
E-Mail:
Leonhard.Dobusch@uibk.ac.at
Twitter:
@leonidobusch (#Fernsehrat for Television Board tweets)
Web:
bit.ly/LD-UIBK // www.dobusch.net
Research blogs:
governancexborders.com // osconjunction.net

80. <Backup>
Why are free licenses so hard for Public Service Media?

81. FEARS OF MANIPULATION
Of course, restrictive licenses do not prohibit
information manipulation by third-parties.
However, it makes a difference when this
happens with or without our explicit consent.
“ Rationale for choice of restrictive licenses in the context of
public service media; shortened and anonymized,
translation L.D.
#1

82. #2
MANY RIGHTSHOLDERS
Very difficult for any type of
archival content

83. #2
MANY RIGHTSHOLDERS

84. #2
MANY RIGHTSHOLDERS

85. REMUNERATION RULES
#3
Fees for repeated broadcasting
Secondary licensing
Particularly freelancers

86. #1-3
ADDITIONAL EFFORTS
FEARS OF MANIPULATION
MANY RIGHTSHOLDERS
REMUNERATION RULES

87. §
Free licenses as public subsidy in
violation of EU competition law?
Example: what about commercial
publishers? Educational material
BONUS PROBLEM
>> non-selectivity of
license use is key