The dual broadcasting system with its private and public broadcasters is a cornerstone of our democracy. Both make an elementary contribution to the functioning of our free and democratic basic order. That is why it is so important to give both a reliable framework in order to be economically and journalistically future-proof and competitive. My conclusion after a reform process that took over four years to deal with the question of the mission and structure of public service broadcasting is therefore: The prerequisites for future-proof development have now been created. And in all modesty: Schleswig-Holstein played a key role in driving this process forward.
In the future, the public service broadcasters will have to present a comprehensive range of services for everyone and enable all sections of the population to participate in the information society. You should use the possibilities of contribution financing for this purpose. It is clear that the range of services has to follow a different decision-making rationality than just economic incentives. Independent, reliable information and reporting, education and culture as well as advice are the cornerstones of the newly focused functional mandate. This is where the focus must be, because this is where special trust is placed in public broadcasters, and this is where the challenges of the future lie in times of fake news and internet trolls. Entertainment offers must correspond to this public service offer profile.The core of the brand, i.e. that which, according to the case law of the Federal Constitutional Court, has to distinguish the public from the private, is specified more precisely and put forward. That's good news. For different formats this means not only a rethinking, but also a change of direction that the program makers have to face.
Pick up young people where they are
To be future-proof, it is important to react appropriately to constantly changing media usage behavior. An offer rigidly prescribed by the state without differentiated consideration of user routes no longer meets the demand for a high-quality and contemporary overall offer for everyone. Future viability is determined by the content transported, not the delivery routes. That is why the public-law corporations receive flexibility options: They can exchange their existing linear offer beyond the first, from ZDF and from third parties, transfer them to non-linear online formats or even discontinue them. Here, too, the following applies: In the event of an exchange or transfer of offers into the non-linear world, the brand essence must be clearly recognizable and retained.The prerequisite for such measures are offer concepts that are to be agreed with the responsible bodies on one's own responsibility.
It is important that public service broadcasting has to offer something especially for children, adolescents and young adults. These groups no longer obtain information from linear TV programs, but from YouTube, TikTok or streaming services and media libraries. These groups must be picked up by the public broadcasters from where they are. This is mainly the network. In this sense, a common platform strategy enables the institutions to have user-friendly and transparent access to the wide range of their offers. At the same time, this creates space for further and cost-reducing collaborations and leveraging synergies. One thing is clear: On the path of greater flexibility, there must be no expansion of the offers beyond the current total number of television programs, and no additional demand must arise.Focusing and flexibility also create acceptance of the contribution.
Still need for discussion
However, the more flexible offer alone does not have any direct savings effects, since production and overhead costs exist regardless of the route used. However, new requirements for more transparency, democratic public opinion and comparability with regard to the fulfillment of the mandate, i.e. via “performance for the money”, will have a cost-reducing effect. The broadcasting corporations, ZDF and Deutschlandradio, which are combined in ARD, are obliged, with the involvement of their responsible bodies and the KEF, to set common standards with which their budget management, which has to follow the principles of economy and economy, can be better controlled and checked. Elsewhere, however, there is still some catching up to do. On the second side of the coin of flexibility.We have to think and act much more in terms of budgets. This includes the coverage eligibility of expense types and the creation of reserves across periods. Both can have a positive effect on the cost side while maintaining the principles of economy and economy. We will discuss these questions further.
Dirk Schrödter (CDU) is head of the Schleswig-Holstein State Chancellery.