Media for Public – The Significance of Functioning of Public Broadcaster

Under the conditions of competition and media commercialization, balanced coverage has gradually become one big problem. As a result, we get a destructive media environment from which one particular fact is presented to the public with different interpretations. The number of rating “chasing” media is constantly increasing, due to which media turned to sensational narration, the balance disappeared. Rational approaches have, for the most part, been replaced by mercantilism.

Media that serves only the society is critically important in the country under such conditions. The media, where the main customer is the people and his/her interests are a priori.

Irina Putkaradze, Chair of the Board of Trustees of the Georgian Public Broadcaster, spoke to us in more details about the benefits of public broadcasting and its significance.

What is the importance of having a public broadcaster in a democratic state?

If we take into consideration the fact that society is polarized and the media market is dominated by several large private TV stations, some of whose owners may have political interests, it becomes clear how important the role of the public broadcaster is. Against this background, the importance of providing objective, balanced information to the public is growing, therefore, it is important to carefully consider the standards of professional ethics, which are necessary to protect human values in a democratic society, to strengthen public consent and tolerance.

What should be the purpose of this type of broadcasting? What should be its main task?

The Public Broadcaster, as a broadcasting institution, is required by law: to broadcast throughout the country and make available to all citizens, the programs that fully reflect the current economic, social, cultural, civic and political processes in Georgia and the world. The broadcaster is obliged to: build customer-oriented programming, produce and offer a product that is independent and free from political and commercial influences.

The second and most important value proposition, which defines one of the socially or state-important functions of the Public Broadcaster, is that it forms a gold fund, the channel creates an archive and maintains programs of historical value, the so-called Visual Chronicle.

In addition, the Public Broadcaster is one of the largest producers of Georgian original documentary products in the country. Besides, it aims to support the industry in this area.

The provision of unbiased and accurate information, professional freedom of journalists, editorial independence and public accountability, and the promotion of civil society are also declared.

How is public broadcasting different from commercial or other types of broadcasting?

The public broadcaster, unlike private TV stations, is accountable to the public. The function provided by law - to offer the public programs free of political and commercial influence, relevant to public interests and guaranteed budget funding - gives the broadcaster a unique opportunity, unlike commercial TV stations, to create a valuable and necessary product for the public. It is this resource that gives the public broadcaster the responsibility not to deviate from the core strategy. As the public broadcaster operates with public funding, it is accountable to the public.

What problems and challenges can the Public Broadcaster face?

It is important for the broadcaster to increase public confidence, as well as to strengthen the institution of the Board of Trustees at the legislative level. Unfortunately, recent legislative changes have reduced the functions of the council, leaving it unable to make changes to the broadcasting structure or budget on its own initiative, if necessary.

At the end of the interview, Irina Putkaradze, the Chair of the Public Broadcaster, once again emphasized that the most important value and strategic goal of the Public Broadcaster is to offer a media service that is relevant to the recipient and cannot be received by other media.

Soso Gazdeliani