Final Thesis J. Verwiel 10879188

Msc Business Administration – Thesis Entrepreneurship and Management in the Creative Industries University of Amsterdam – Master Thesis Jip Verwiel – 10879188 Supervisor - Mathijs Leendertse 18-08–2017 - Final version Words - 15.776 Traditional public service media values and functions in a changing environment: a qualitative study 1! Table of Contents Abstract 5 Statement of originality 6 1. Introduction 7 2. Theoretical Framework 10 2.1. The importance of public broadcasting 11 2.1.1. Diversity 11 2.1.2. Information provision 12 2.1.3. Identity 12 2.2. Current challenges for PSM 14 2.2.1. Fragmentation 14 2.2.2. Digitization 16 2.3. Towards a solution 19 2.4. Pitfalls of the networked society approach 23 2.5. Conclusion 26 3. Data and Method 27 3.1. Research strategy & design 27 3.2. Sample design 29 3.3. Data collection 32 3.4. Method of analysis 33 4. Results 35 4.1. Values 35 4.1.1. Reliability 36 4.1.2. Pluralism 36 4.1.3. Diversity 37 4.1.4. Information provision and identity 37 4.2. Challenges 39 2! 4.2.1. Transformation of society 39 4.2.2. Political directions 41 4.2.2. Transformation of media 42 4.3. Solutions 46 4.3.1. Organizational transition 46 4.3.2. Network opportunities 47 4.3.3. Platform strategies 48 4.3.4. Political responsibilities 49 4.3.5. Online identity 51 5. Discussion 53 5.1. Summary of findings 53 5.2. Discussion 55 5.2.1. Values 55 5.2.2. Challenges 55 5.2.3. Solutions 56 5.2.4. Pitfalls 58 5.3. Implications 59 5.4. Limitations and further research 61 6. Conclusion 62 7. References 64 8. Appendix 67 8.1. Expert interviews: Expert overview 67 8.2. Interview protocol 68 8.3. Interview 1: Willem van Thiel 71 8.4. Interview 2: Dink Binnendijk 86 8.5. Interview 3: Barbara Marchal 104 8.6. Interview 4: Maike Olij 113 3! 8.7. Interview 5: Gert-Jan Bogaerts 127 8.8. Interview 6: Finus Tromp 139 8.9. Interview 7: Tineke van der Velde-Zijlstra 155 8.10. Interview 8: Joost van Liere & Sophie Peters 165 8.11. Interview 9: Sjoerd Pennekamp 178 8.12. Interview 10: Elsa Gorter 190 4! Abstract Public broadcasting is a valuable public good that aims to benefit society in multiple ways. Traditionally, values such as diversity, identity, reliability, information provision, transparency, socialization, etc. are seen as characteristics that distinguishes public broadcasting from commercial broadcasting. In a time where changes in society, consumer habits and media environments are in rapid succession, these traditional values are no longer unconditionally secure. Therefore, new strategic elements are implemented in the organization of public broadcasting. New channels and platforms for broadcasting are to be discovered, audiences are approached in different ways, roles of journalists and broadcasting associations are changing. This thesis aims to discover how this new way of organizing the Dutch public broadcasting system affects the traditional values that are ascribed to the broadcasters. Since there are academic concerns about how to ensure societal values in changing, digital, environments, it is interesting to see how this process takes place in the broadcasting sphere. This thesis will study the history, importance, current situation, threats and challenges of the Dutch public broadcasting system in order to answer the following research question; How can the Dutch public broadcasting system safeguard it’s public values in a digital environment? Experts from different positions within the Dutch public broadcasting system will be participating throughout this qualitative-explorative study in order to gain a subjective understanding of how these involved actors regard to the explained issues. The aim of this thesis is to provide an overall understanding of the processes and transitions that are currently developing within the Dutch public broadcasting system. Additionally it seeks to contribute to the understanding of modern societal challenges. 5! Statement of originality This document is written by Student Jip Theodorus Jan Verwiel, who declares to take full responsibility for the contents of this document. I declare that the text and the work presented in this document is original and that no sources other than those mentioned in the text and its references have been used in creating it. The Faculty of Economics and Business is responsible solely for the supervision of completion of the work, not for the contents. Jip Verwiel Amsterdam, 18-08-2018 6! 1. Introduction In 2012 the European Broadcasting Union (EBU) published a report, vision 2020, that presented the challenges and changes that members of the union will have to address to the next couple of years. The EBU is the world’s leading alliance of public service media (PSM) with members from 56 different countries and has an audience reach of over one billion people around the world. The main goal of this strategic alliance is to strengthen PSM around the world and to make it indispensable (website EBU, 2017). Fundamental and on-going changes in audience behaviour, technologies, media markets and societies forced the union to redefine the future of PSM, to identify the challenges that have to be tackled and to plan changes that have to be made in order to assure the future of public broadcasting worldwide. Vision 2020 summarizes the main findings of a major study and suggests recommendations that the members might implement (EBU Vision 2020, 2012). During this master thesis project a qualitative explorative study is conducted in order to gain understanding of how the current context of public broadcasting is changing in the Netherlands. The last decade is characterized by numerous ongoing developments that changed the concept of traditional society. Of course, these changes are broad and diverse, and so for this project two major developments will be highlighted, namely transformation of society and transformation of media. Transformation of society is refers to fragmentation, individualization, globalization and urbanization. This includes less collective participation, more individual involvement, less interest in politics and established institutions and a more and more multi-cultural society that asks for a more responsive government (Bardoel & d’Haenens, 2008). In the Netherlands a shift occurred from the traditional welfare state (verzorgingsstaat) towards a more civil society where citizens have a more active and participative role (Van Dijck, Poell & de Waal, 2016). Transformation of media is characterized by digitization and convergence. The way the audience use media has changed with the arrival of online media platforms. People can use different 7! media side by side and are more empowered to make use of digital media on their own terms and in manners of their own choosing. For existing PSM this means that they have to think beyond existing media and distribution modes in order to ensure their role in a predominantly commercially run online communication context (Bardoel & d’Haenens, 2008). The theoretical chapter of this thesis will elaborate on these concepts and explain how these phenomena affect public service broadcasters (PSB’s). These two major developments have many implications for traditional PSM and as the EBU report shows, these changes ask for a new structural organisation of PSM in order to sustain valuable as a public good. There is a common understanding of the need for a transition towards a more networked approach of PSM where cooperation and participation with citizens and cultural organizations are more valued (Glowacki, 2014). Similar transitions have proven to be valuable in other public domains such as transportation, healthcare and education, but have also lead to questions about how to ensure social order and traditional public values (Van Dijck, Poell & de Waal, 2016). The goal of this thesis is to analyze how the values that characterize the traditional role of public broadcasters could be safeguarded in a transition towards a digital environment where broadcasters are expected to engage in network-structures and to be more responsive to diverse citizens. This thesis aims to investigate how the transition that the Dutch public broadcasting association, Nederlandse Publieke Omroep (NPO), desires, could be organized in a way that the traditional values and social functions of the NPO will not be affected. This explorative study intents to answer the following research question; How can the Dutch public broadcasting system safeguard it’s public values in a digital environment? This thesis will introduce academic insights on the role and importance of PSM. This analysis will identify three main values of the Dutch public broadcasting system, and these three values will serve as leading principles for this thesis. To understand the need for change, a critical look at the 8! current position of PSM is necessary. This thesis examines different challenges, threats and opportunities that put pressure on the main values of public broadcasters. Hereafter, the new reality of media will be discussed in order to gain insight on what the transition towards a new way of organizing public broadcasting will look like and finally the pitfalls of this new approach will be identified. This thesis will focus on the Dutch public broadcasting organisation, the NPO. Data from the general website of the NPO and information from the Concessie Beleidsplan 2016-2020 (CBP) will be used in order to achieve insight in the changes that the NPO is planning for the upcoming years. This CBP summarizes the main strategic choices that the NPO will implement in an attempt to keep up with the trends of globalization, digitization and convergence (CBP 2016-2020, 2015). Throughout this thesis several references will be made to connect theoretical insights to the practical situation that the NPO finds itself in. 9! 2. Theoretical Framework This theoretical chapter offers a wide perspective on the traditional, current and possible upcoming positions that public broadcasting may find itself in.

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