We hypothesise that four interrelated factors are driving the decline of broadcasting in Europe. 1) There is external political and economic pressure for re-allocating even more broadcast spectrum for mobile broadband, originating from neighbouring regions with less broadcasting services. 2) There is internal cultural and social pressure to shift resources and talent from broadcast operations to online and mobile media development inside European media organisations as resources decline, costs rise and they update and redefine their values, objectives and operational strategies.
These forces are amplified further by 3) changes in audience behaviours with media, as well as perceptions of media, which will be co-related with increasing demand for mobile broadband that require strategic responses in media markets. Finally, 4) with the completion of digitalisation of television the focus of communications policy in the EU is shifting to broadband both at national and EU levels. This is compounded by the increasing economic importance of the Internet. In this context, European political and economic elites will tend to underestimate the social role and societal value of broadcasting for the future. This interpretation is reflected in changes of media policy, communications legislation and spectrum planning, which intensify the spiral of decline.
Postdoctoral researcher (01.01.2014 – 31.12.2016) / research group coordinator
Marko Ala-Fossi (email@example.com)