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Technology opens up a galaxy for Public Broadcasting

By Matona Fatman, South Africa | 20th April 2010


Photo by Nolwazi Shange

The advances made in technology in the 21st Century have opened up a galaxy of possibilities that never before existed. The face and voice of broadcasting, as we know it, will never again be the same, and as the Managing Director (MD) of the Australian Broadcasting Corporation (ABC), Mark Scott, puts it, “If we want things to stay the way they are, things have to change.”

Scott was addressing delegates on the second day of the Commonwealth Broadcasting Association (CBA) conference in Sandton, Johannesburg.

Today, one no longer has to wait for the prime time news bulletin to see the latest share prices, and you certainly don’t have to wait for tomorrow’s newspaper to find out if you’ve won the lottery or not. With the touch of a button on your computer, you are transported to a global information highway that gives you access to a bewildering world of choice, and such is the case with television. Scott says for any public broadcaster to stay relevant and compete with their commercial counterparts, they not only have to embrace technology, but change as their audiences do.

“Without being innovative, the challenge of being a public broadcaster in the digital age simply cannot be met. We are progressively pursuing new ways of delivering on the traditions of public broadcasting that have served Australia so well for so long - to inform, to educate, to entertain. It is why we still have such great support from the Australian people and why we continue to play such an important role in Australian life,” says Scott.

Going digital

As South Africa’s public broadcaster, the SABC has started in earnest with efforts to embrace technology by way of implementing the digital terrestrial television (DTT) project. SABC’s content is also available in online platforms, and the corporation has made great use of social networking sites, such as Facebook and Twitter, to stay relevant and connected to its worldwide audiences.

Scott says such a move cannot be underestimated, as audiences are now making more use of new technologies that are a diversion from traditional TV. Yet, staying connected to your audience has become that much more important.

“We’re making it easier for them to use our content in a place and format that suits them best… (That is) why we continue to merit the significant public investment in the work we do,” says Scott.

Staying relevant

Competition from commercial broadcasters has often brought into question the relevance of public broadcasters. Scott says public broadcasters have to bear in mind their need to appeal to a broad audience, and bridge the gap where commercial broadcasters play an insignificant role.

“When making content decisions, take account of what is being offered by commercial and community broadcasters,” says Scott.

However, Scott says this cannot preclude public broadcasters from entering into fields where commercial broadcasters already have a presence. He illustrated his point by recalling commercial broadcasters’ resistance to the ABC offering a children’s network, on the grounds that they already gave such programming. The ABC has since launched a children’s channel, which has enjoyed critical acclaim and unrivalled success.

“(The) service was available to all Australian households – not just those three in 10 with pay television. The success of the new channel, ABC3, has been clearly demonstrated. Since its launch last December, it is now the most popular channel for 6-12-year-olds in the country,” says Scott.

The role of public broadcasters in today’s environment, with so much competition from commercial broadcasters, is clear - programming that continues to educate, inform and entertain is precisely what audiences expect. The wide appeal to millions who do not have access to pay TV is what keeps the pulse of public broadcasting going. And for many more years to come, this is what the SABC will continue to be to its growing audiences – whether they switch on a TV set, or go online.

Download Mark Scott's Speech (108kb)