De publieke omroep in Europa; de interactiemogelijkheden op internet voor het publiek

The European public service broadcasters are getting more competition because of commercial and digital stations (Trappel, 2011). The budget for the European public broadcaster is reduced (Collins, Finne, McFadyen & Hoskins, 2011) and their authentic viewers are moving to the internet (SKO, 2012). The public service broadcasters should look into modern possibilities for their programming if they want to survive in this new environment (Jakubowicz, 2006). The possibilities created by digitalisation and convergence should be seen as opportunities. More and more should public be involved in the programming by the use of interaction possibilities over the internet (Bardoel & d’Haenens; Van den Bulck, 2008). Since the European publice service broadcasters are dealing with problems and because of the advice coming out of different studies to broadcasters it is important to know how public broadcasters currently use the internet and their public. The following research question came out of this; “What are the effects of the official strategy of the European public service broadcasters in the programming related to the use of the internet and the role of the public.” A qualitative and quantitative content analysis conducted under the three public broadcasters BBC, SVT and NPO is needed to answer this question. Policy documents, annual reports and websites of broadcasters are analyzed for the qualitative analysis. All programs from a channel by broadcasting are analyzed for the quantitative analysis. Each program is examined which online platform is used, which online interaction is possible and what the role of the audience is. The research revealed that the policy of all three broadcasters includes a strategy related to the internet and the public. In these strategies are some similarities and differences. The NPO is using the most platforms per program in contrast to the SVT who does this the least. None of the broadcasters is using the application platform, where Facebook and Twitter are in use. Public can (re-)view programs online, they can share content and communicate online about the program. This online use and communication is most comment in genres as amusement / entertainment, news, sports, information and series /soaps. Results show that new possibilities caused by digitalization and convergence are used by the public service broadcasters in their programming. Reason for doing this is to achieve a stronger connection with their viewer and to remain an extra worth for the public. The public service broadcasters should analyze their opportunities on the internet even more to improve their use in the future.