The Future Case for PSB Universality in the Face of Fragmentation Truth & Power Conference BBC 19 th June, 2018 Dr David Levy, Director Reuters Institute for the Study of Journalism @davidallevy
Agenda genda • The c The cas ase e for or P PSB • Three challenges to Universality • Three models of trust • Discussion Digital News Report 2018 Truth and Power Conference June 19 2018
The Case for PSB Analogue • Mass Media • Mass Market • Too important to be left to the market Digital Case • Local content in globalizing world • Shared understanding • Pluralism • Market failures continue Digital News Report 2018 Truth and Power Conference June 19 2018
Agenda genda • The case for PSB • Thr Three e chal halleng enges t to U o Uni niver ersality • Three models of trust • Discussion Digital News Report 2018 Truth and Power Conference June 19 2018
Agenda genda • The c The cas ase e for or P PSB • Three challenges to Universality Un Univ iversal a availa ilabili ility Universal impact Universal legitimacy & trust • Three models of trust • Discussion Digital News Report 2018 Truth and Power Conference June 19 2018
Weekly reach of public service broadcasters offline and online Selected countries HIGH ONLINE REACH LOW ONLINE REACH 10 100% 0% Offline Online 82% 82% 75% 75 72% 72% 67% 67% 65% 65% 64% 64% 62% 62% 62% 62% 57% 57% 56% 56% 50% 50 55% 55% 48% 48% 43% 43% 41% 41% 37% 37% 37% 37% 36% 36% 33% 33% 31% 31% 25% 25 24% 24% 19% 19% 18% 18% 14% 14% 13% 13% 7% 7% 0% 0% ORF RF ( (AT) Yle le ( (FI) I) BBC (UK) DR BBC DR ( (DK DK) RTE ( E (IE) E) NR NRK ( (NO NO) CT (CZ CT ( CZ) Ra Rai (I (IT) NHK ( (JP) P) ARD RD ( (DE DE) ZDF DF (DE DE) France ce.t .tv (FR) (F R) Digital News Report 2018 Truth and Power Conference June 19 2018
Preferred routes to news online (All Markets) Q10a_new2017_rc. Which of these was the MAIN way in which you came across news in the last week? Base: All/under 35s that used a gateway to news in the last week: All markets = 69246/19755. RISJ Digital News Report 2018 7
But brand attribution in distributed environments is a problem Fewer Few er t than hal han half could remember 81% the news brand that produced a story when coming from social DIRECT TRAFFIC media or search 37% SEARCH 44% 47% Based on YouGov 2017 passive tracking + 55% 3000 surveys – UK only SOCIAL Digital News Report 2018 Truth and Power Conference June 19 2018
Agenda genda • The case for PSB • Three challenges to Universality Universal availability Uni niver ersal al i impac pact Universal legitimacy & trust • Three models of trust • Implications Digital News Report 2018 Truth and Power Conference June 19 2018
Preferred starting points for news ALL COUNTRIES, BY AGE 100% 80% 18-24 OLDER YOUNGER 25-34 60% 35-44 45-54 53% 48% 47% 47% 55+ 46% 46% 40% 45% 45% 42% 42% 41% 40% 36% 34% 33% 20% 23% 18% 16% 14% 15% 14% 14% 12% 12% 11% 0% Social media Search Aggregators Email Direct Q4. You say you’ve used these sources of news in the last week, which would you say is your MAIN source of news? Base: 18-24 = 7754, 25-34 = 12332, 35-44 = 12976, 45-54 = 12630, 55+ =24620. Digital News Report 2018 Truth and Power Conference June 19 2018
Use of main platforms for news in the UK All 16-24 Over 65 TV 69% 49% 89% Newspapers (printed) 29% 14% 50% Radio 33% 20% 35% Internet (Any device) 48% 63% 18% Source: Ofcom: “News consumption in the UK – 2016” Digital News Report 2018 Truth and Power Conference June 19 2018
News avoidance on the rise Digital News Report 2018 Truth and Power Conference June 19 2018
Small proportion who rely exclusively on PSBs for online news (Selected countries) 50% 50 40% 40 30% 30 20% 20 14% 14% 10% 10 3% 3% 2% 2% 2% 2% 2% 2% 1% 1% 1% 1% 1% 1% 1% 1% 5% 5% <1% 1% <1% 1% 0% 0% BBC (UK) ORF BBC RF ( (AT) DR DR ( (DK DK) Yle le ( (FI) I) RTE ( E (IE) E) NHK ( (JP) P) NR NRK ( (NO NO) CT (CZ CT ( CZ) ARD RD ( (DE DE) France ce.t .tv Ra Rai (I (IT) ZDF DF (DE DE) (F (FR) R) Digital News Report 2018 Truth and Power Conference June 19 2018
Podcasting is on the up – driven by young % AC ACCES ESS AT AT LEAS EAST MONTHLY PO PODCAS ASTS S VS VS RAD ADIO NEW EWS S BY BY AG AGE E – AL ALL MAR ARKE KETS 18% 18% UK UK Podcasts (monthly) Radio News (weekly) 60% 40% 5 20% X 0% 18-24 25-34 35-44 45-54 55+ Digital News Report 2018 Truth and Power Conference June 19 2018
Agenda genda • The case for PSB • Three challenges to Universality Universal availability Universal impact Un Univ iversal le legit itim imacy & & trust • Three models of trust • Implications Digital News Report 2018 Truth and Power Conference June 19 2018
Trust scores by Brand: UK & Czech Republic Truth and Power Conference June 2018 16
% That agree you can trust the news most of the time All Markets 80% 62% 62% 59% 59% 58% 56% 54% 53% 53% 52% 50% 50% 49% 48% 47% 47% 45% 44% 43% 43% 42% 42% 41% 41% 41% 39% 38% 38% 35% 34% 34% 32% 31% 30% 29% 26% 25% - 60% 40% 20% 0% FIN POR BRA NL CAN DEN IRE BEL CHL SUI AUS GER MEX POL SGN NOR HK SPA JPN ROM ITA UK ARG SWE AUT CRO BUL TUR FRA SVK USA TWN CZE MYS HUN GRE KOR Q6_2016_1. Please indicate your level of agreement with the following statements : - I think you can trust most news most of the time / Q6_2016_6.I think I can trust most of the news I consume most of the time Base: All markets 2017 Digital News Report 2018 Truth and Power Conference June 19 2018
US media trust by political allegiance 2016-18 Left Right Trump victory leads left to re-invest trust 51% 49% in liberal media 34% Media trust on the right hits a 23% 20% low 17% 2016 2017 2018 Q6. Please indicate your level of agreement with the following statement: - I think you can trust most news most of the time Base: US 2016/2018, Left=476/567, Right=591/550 Digital News Report 2018 Truth and Power Conference June 19 2018
Trust in public service broadcasters’ news according to political orientation Left Center Right 7.8 7.57 7.14 7.7 7.11 7.26 6.23 6.71 6 5.93 5.91 5.94 5.24 4.5 4 3.91 3.33 3.2 BBC News (UK) DR News (Denmark) ERT News (Greece) TVE News (Spain) NPR News (USA) MTV (Hungary) Q6_2018c) How trustworthy would you say the following brands are? Digital News Report 2018 Truth and Power Conference June 19 2018
Pew Research finds Populist views a stronger driver of low trust in Europe than left/right divide Source: Pew Research Centre 2018 Digital News Report 2018 Truth and Power Conference June 19 2018
Tower Block residents vs TV Presenters Another type of polarization –Jon Snow, Channel 4 News “ Why didn’t we enable the residents of Grenfell Tower – and indeed the other hundreds of towers like it around Britain – to find pathways to talk to us and for us to expose their story? In that moment I felt both disconnected and frustrated. I felt on the wrong side of the terrible divide that exists in present-day society and in which we are all in this hall major players. We can accuse the political classes for their failures, and we do. But we are guilty of them ourselves. We are too far removed from those who lived their lives in Grenfell and who, across the country, now live on amid the combustible cladding, the lack of sprinklers, the absence of centralised fire alarms and more, revealed by the Grenfell Tower fire….. Grenfell speaks to us about our own lack of diversity, and capacity to reach into the swaths of western society with whom we have no connection.” Source: Jon Snow, McTaggart Lecture, August 2017 Digital News Report 2018 Truth and Power Conference June 19 2018
Agenda genda • The case for PSB • Three challenges to Universality Universal availability Universal impact Universal legitimacy & trust • Thr Three m e model odels of of trust • Implications Digital News Report 2018 Truth and Power Conference June 19 2018
Some ways of thinking about Trust and PSB Authority Authenticity Affinity Digital News Report 2018 Truth and Power Conference June 19 2018
Approaches to PSB trust in new environment • Trust as distance Authority • Assurance, Expertise - Pilots, Surgeons, others? • People who tell it like it is …..from their experience Authenticity • The unvarnished authentic truth, no spin or ‘cleverness’ • They understand what matters to me Affinity • They seem to value me and care about what I think • They might even be like me! Digital News Report 2018 Truth and Power Conference June 19 2018
Agenda genda • The case for PSB • Three challenges to Universality Universal availability Universal impact Universal legitimacy & trust • Three models of trust • Dis Discussio ion Digital News Report 2018 Truth and Power Conference June 19 2018
Discussion • Universal availability • Universal Impact • Institutional Legitimacy & trust in polarizing environment • Rethinking PSB trust • PSB, elites and the public Digital News Report 2018 Truth and Power Conference June 19 2018
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