What was the Irish Future of Media Commission concerned with?
The Irish Future of Media Commission was primarily concerned with ensuring the long-term sustainability, independence, and effectiveness of Ireland’s media sector, encompassing print, broadcast, and online platforms. Established by the Irish Government in September 2020, the commission aimed to address how media could continue to deliver public service objectives—such as providing trusted news, supporting cultural identity, and fostering informed public discourse—in a rapidly changing landscape dominated by global tech platforms and shifting audience behaviours.
Download the Report of the Future of Media Commission
Key concerns included the decline in traditional revenue streams, particularly advertising income, which had migrated to tech giants like Google and Facebook, threatening the financial viability of Irish media. The commission worried about the concentration of media ownership, deteriorating working conditions for journalists, and the challenge of maintaining high-quality, independent journalism amid these pressures. It also focused on the rise of disinformation and misinformation, which undermined public trust and democratic processes, especially evident during the Covid-19 pandemic.
Another major concern was the adequacy of the current funding model for public service media, notably the TV licence fee system supporting RTÉ, Ireland’s public broadcaster. The commission explored whether this model was fair, efficient, and sustainable, given changing media consumption habits and public resistance to the fee. It also considered the needs of younger audiences, who were increasingly disconnected from traditional media, and the importance of supporting Irish language content and cultural representation.
Ultimately, the commission sought to propose a strategic framework for the next decade, balancing these issues with the need for editorial independence, diversity, and value for money, while adapting to a platform-neutral media environment. Its fifty recommendations, published in July 2022, reflected these priorities, aiming to transform Ireland’s media sector to meet both societal and economic challenges.
How did the Irish Future of Media Commission come about?
The Irish Future of Media Commission came about as a response to mounting pressures on Ireland’s media landscape, driven by technological disruption, economic challenges, and evolving public expectations. The idea took root in the late 2010s, as the Irish Government recognised that traditional media—print, broadcast, and emerging digital outlets—were struggling to adapt to a world dominated by global tech platforms, declining revenues, and shifting audience habits. The need for a comprehensive review became undeniable, especially after years of debate about the funding of public service media, like RTÉ, and the broader sustainability of the sector.
The catalyst was a commitment made in the Programme for Government agreed in June 2020, following the formation of a coalition between Fianna Fáil, Fine Gael, and the Green Party after the February 2020 general election. This document explicitly promised to establish a commission to examine the future of media, reflecting concerns raised by stakeholders, including media organisations, journalists, and political figures. The Covid-19 pandemic, unfolding at the same time, sharpened the focus: it exposed both the critical role of trusted journalism and the fragility of media outlets facing sudden drops in advertising income.
On September 28, 2020, the government formally announced the commission’s establishment, tasking it with a broad mandate to analyse and recommend solutions for the sector’s long-term viability. The initiative was spearheaded by the Department of Tourism, Culture, Arts, Gaeltacht, Sport and Media, under Minister Catherine Martin. An eleven-member expert panel was appointed, chaired by Professor Peggy Valcke, a media law specialist from KU Leuven, and included Irish figures like Alan Rusbridger, former editor of The Guardian [UPDATE: Alan Rusbridger steped down from the commission on 14th March 2021], and Sinéad McSweeney, then a senior Twitter executive. The commission was given a €1 million budget and a tight timeline, aiming to deliver its report by mid-2022.
Public and industry input was central from the start. The commission launched a consultation process in early 2021, inviting submissions from media companies, journalists, academics, and citizens, while also commissioning research to map Ireland’s media ecosystem. This reflected a deliberate effort to ground its work in real-world evidence and diverse perspectives, rather than top-down assumptions. By July 2022, after extensive analysis and debate, it published its final report, setting the stage for reforms that remain under discussion today. Essentially, the commission was born from a mix of political will, economic necessity, and a moment of crisis that made inaction impossible.
How did the commission gather evidence?
The Irish Future of Media Commission gathered evidence through a multipronged, inclusive approach designed to capture a wide range of perspectives and data on Ireland’s media landscape. Launched in late 2020, the commission prioritised both qualitative and quantitative input, blending public engagement, expert analysis, and industry insights to inform its findings.
One of its primary methods was a public consultation process, kicked off in early 2021. It issued an open call for submissions, inviting individuals, media organisations, journalists, academics, civil society groups, and other stakeholders to share their views on the challenges and future of Irish media. This call was widely publicised, with a deadline set for March 2021, and resulted in over 130 written responses. These ranged from detailed reports by broadcasters like RTÉ and newspaper groups like Independent News & Media, to personal reflections from citizens on issues like trust in journalism or access to local news. The commission also held a series of virtual public hearings, allowing select contributors to present their cases directly and answer questions from the panel.
To complement this, the commission commissioned independent research to fill gaps in understanding. It contracted experts and consultancies to produce studies on key topics, such as media consumption trends, the economic health of the sector, and international funding models for public service media. For instance, audience data was analysed to track how Irish people, especially younger generations, were shifting toward digital platforms, while financial assessments mapped the decline in traditional revenue streams like print advertising. This research was grounded in both Irish-specific data and comparative examples from countries like the UK, Canada, and Scandinavia.
The eleven-member commission itself, with its mix of Irish and international expertise, played an active role in evidence-gathering. Members like Peggy Valcke, the chair, and Alan Rusbridger brought global insights, while others, such as Siobhán Holliday from TG4, offered deep knowledge of Ireland’s cultural and linguistic context. They met regularly—often online due to pandemic restrictions—to review submissions, debate findings, and identify areas needing deeper exploration. Some meetings included briefings from industry leaders or policy experts to test assumptions and refine their approach.
The commission also drew on existing reports and policy documents, such as prior reviews of RTÉ’s funding or Broadcasting Authority of Ireland studies, to avoid reinventing the wheel. It examined X posts and online discussions to gauge public sentiment, though this was informal rather than systematic. International case studies were a big focus—members looked at how nations like Denmark or New Zealand supported media diversity, adapting those lessons to Ireland’s smaller scale and unique needs.
By synthesising these strands—public input, commissioned research, expert deliberation, and global benchmarks—the commission built a robust evidence base. This process, spanning late 2020 to mid-2022, underpinned the 50 recommendations in its July 2022 report, aiming to reflect both the realities on the ground and a vision for the future.
How were relevant stakeholders identified and included in the work of the commission?
The Irish Future of Media Commission identified and included relevant stakeholders through a deliberate, broad-reaching strategy that aimed to reflect the diversity of Ireland’s media ecosystem and its societal role. From its inception in September 2020, the commission recognised that capturing the perspectives of those directly involved in, affected by, or invested in media was essential to crafting credible and actionable recommendations.
The process began with the commission’s own composition. The Irish Government, through the Department of Tourism, Culture, Arts, Gaeltacht, Sport and Media, appointed an eleven-member panel with a mix of expertise spanning journalism, academia, technology, public policy, and cultural sectors. Figures like Sinéad McSweeney (then at Twitter) offered tech platform insights, and Siobhán Holliday (TG4) represented Irish language media. This panel itself was a stakeholder group, chosen to embody key perspectives and ensure informed debate.
Beyond its members, the commission cast a wide net to identify stakeholders. It leaned on a stakeholder mapping approach—though not explicitly labelled as such—focusing on three main categories: media producers, audiences, and regulators/policymakers. Media producers included public broadcasters (RTÉ, TG4), commercial players (Virgin Media, Independent News & Media), local and regional outlets, digital startups, and representative bodies like the National Union of Journalists (NUJ) and NewsBrands Ireland. Audiences encompassed the general public, with special attention to underserved groups like Irish language speakers, rural communities, and younger demographics drifting from traditional media. Regulators and policymakers included the Broadcasting Authority of Ireland (BAI), government departments, and political parties shaping media policy.
Inclusion kicked off with the public consultation launched in early 2021. The commission issued an open invitation for submissions, publicised via press releases, media coverage, and direct outreach to industry groups. This wasn’t a passive call—commission staff proactively contacted major players like RTÉ and the Irish Times, as well as smaller entities like community radio stations, to ensure broad participation. Over 130 submissions rolled in, from corporate reports by media giants to individual letters from citizens, reflecting a cross-section of voices. Virtual hearings followed, where key stakeholders—like industry leaders or advocacy groups—were invited to elaborate live, facing questions from the panel to deepen the dialogue.
The commission also tapped into existing networks. It engaged with the BAI and Coimisiún na Meán (its successor, established during the process) for regulatory input, and consulted cultural bodies like Conradh na Gaeilge to address Irish language media needs. Informal channels mattered too—commission members used their own professional contacts to pull in international perspectives or niche viewpoints, such as freelancers worried about job security.
To reach the public as a stakeholder, the commission didn’t just wait for submissions. It monitored online chatter, including X posts, to gauge sentiment on issues like the TV licence fee or trust in news, though this was secondary to formal input. Research contracts also helped identify audience needs, with studies targeting how different demographics—youth, rural dwellers, minorities—interacted with the media.
Stakeholders weren’t just consulted; their feedback shaped the process. For example, NUJ concerns about journalist working conditions and media ownership concentration directly influenced recommendation areas. By July 2022, when the final report dropped, this inclusive approach ensured the 50 recommendations reflected a mosaic of stakeholder priorities—from sustainable funding for RTÉ to support for local journalism—balancing industry survival with public interest.
What social, civic and non-commercial ‘needs’ did the commission identify?
The Irish Future of Media Commission identified a range of social, civic, and non-commercial “needs” that Ireland’s media sector should address to serve the public good, beyond purely commercial imperatives. These needs, outlined in its July 2022 report, emerged from consultations, research, and analysis, reflecting the commission’s view that the media must underpin democracy, culture, and social cohesion in a rapidly evolving landscape.
On the social front, the commission pinpointed the need for media to foster inclusivity and reflect Ireland’s diverse population. This meant ensuring the production and dissemination of content that resonates with rural communities, urban dwellers, younger audiences drifting to digital platforms, and minority groups, including immigrants and the Traveller community. A big emphasis was placed on Irish language media—considered vital for cultural identity and social connection—highlighting the need for TG4 and other outlets to thrive, not just survive. The commission also stressed the importance of media as a lifeline for combating isolation, especially evident during the Covid-19 pandemic, when local news and public service broadcasts kept communities informed and connected.
For civic needs, the commission zeroed in on the media’s role in sustaining democracy. It identified the need for trusted, independent journalism to counter disinformation and misinformation, which had surged online and threatened public discourse. This included reliable coverage of elections, policy debates, and crises—think accurate reporting on vaccine rollout or climate action—to empower citizens with facts. The commission saw local and regional media as critical here, meeting the civic need for accountability by covering council meetings, courts, and community issues that national outlets often skip. It also flagged the need for media literacy initiatives to help the public navigate an info-saturated world, tying civic health to informed citizenship.
Non-commercial needs were a major focus, as the commission argued that market forces alone couldn’t deliver everything society requires from the media. It identified the need for public service content—think documentaries, arts programming, or children’s shows in Irish—that doesn’t chase ratings or ad revenue but enriches cultural life and education. The commission highlighted RTÉ’s role in delivering this, calling for broader support for independent producers and smaller outlets creating niche, non-profit-driven work. Another key need was preserving media plurality—ensuring a variety of voices, not just dominant players, to avoid a homogenised narrative shaped by commercial giants or tech platforms.
Underpinning these needs was a thread of accessibility and equity. The commission noted that quality media shouldn’t be a luxury—everyone, regardless of income or location, should have access to news and cultural content that informs and reflects their lives. It also recognised the non-commercial need for sustainable journalism jobs, arguing that precarious working conditions undermine the sector’s ability to meet social and civic goals.
These needs weren’t abstract; they shaped the commission’s fifty recommendations, like boosting funding for public service media, supporting local reporting, and incentivising Irish language content. The vision was a media ecosystem that prioritises public value—social connection, civic engagement, and cultural depth—over pure profit, especially in an era where global tech and market shifts could otherwise drown out those priorities.
What contribution did community media groups and organisations make to the work of the commission?
Community media groups and organisations made a significant contribution to the Irish Future of Media Commission’s work by amplifying grassroots perspectives, highlighting underserved needs, and pushing for recognition of their role in Ireland’s media ecosystem. Representing a mix of community radio stations, local newsletters, and small-scale digital projects, these groups brought a boots-on-the-ground view that complemented the input from bigger players like RTÉ or commercial publishers.
Their involvement kicked off during the public consultation phase in early 2021. Groups like Community Radio Ireland (CRAOL), the umbrella body for Ireland’s licensed community stations, submitted detailed responses to the commission’s call for evidence. These submissions emphasised the unique value of community media—hyper-local coverage, volunteer-driven passion, and a focus on marginalised voices—that national or profit-driven outlets often overlook. For instance, stations like Dublin South FM or Near FM highlighted how they serve specific neighbourhoods or groups, such as older residents or ethnic minorities, with content commercial media might deem unprofitable.
Beyond written input, community media representatives got face time with the commission. CRAOL and individual stations were among those invited to virtual hearings, where they could pitch their case directly to the panel. They stressed practical challenges—limited funding, reliance on volunteers, and competition from tech platforms gobbling up ad revenue—while showcasing successes, like training programs that turn locals into broadcasters or coverage of community events ignored elsewhere. These interactions gave the commission raw, unfiltered insight into how media operates at the grassroots, far from Dublin-centric or corporate lenses.
Their contribution shaped the commission’s understanding of social and civic needs. Community groups underscored the need for media to reflect Ireland’s diversity—geographic, cultural, linguistic—and to fill gaps left by shrinking regional newspapers. They flagged their role in civic life, too, like broadcasting local council debates or emergency info during storms, which tied into the commission’s focus on democracy and public trust. Irish language stations, like Raidió na Life, doubled down on the cultural imperative of non-commercial media, aligning with the commission’s push to bolster Gaelic content.
The impact showed up in the July 2022 report. Community media didn’t just get a nod—they influenced concrete recommendations. The commission called for increased state support for the sector, including a proposed Community Media Fund to stabilise funding beyond erratic grants. It also backed their plea for better training and tech infrastructure, recognising that these groups punch above their weight but need resources to keep going. The report cited their role in media plurality, suggesting policies to protect small players from being sidelined by tech giants or consolidation.
Quantitatively, their footprint was modest—maybe a dozen submissions out of 130 in total—but their qualitative weight was outsized. They offered a counterpoint to slick corporate pitches, grounding the commission in real-world stakes: a rural station keeping a town informed, or a volunteer DJ preserving a dialect. By engaging, they ensured the final vision wasn’t just about saving big media, but about nurturing a tapestry of voices that includes ordinary citizens.
What recommendations did the commission make to enhance community media and the development of a community-centric media system in Ireland?
The Irish Future of Media Commission made several targeted recommendations to enhance community media and foster a community-centric media system in Ireland, reflecting their recognition of its vital role in diversity, local engagement, and cultural representation. These proposals, detailed in the July 2022 report, aimed to bolster the sector’s sustainability and integrate it more deeply into the broader media ecosystem. Here’s what they laid out:
Establish a Community Media Fund
The commission recommended creating a dedicated, multi-year funding stream to support community media, particularly radio stations and small-scale digital projects. This fund, to be administered by Coimisiún na Meán (the new media regulator), would move beyond the patchy, ad-hoc grants of the past—think the Sound and Vision scheme—offering stable cash for operational costs, equipment upgrades, and staff training. The idea was to free these groups from constant fundraising scrambles, letting them focus on content over survival.
Boost Training and Capacity Building
Recognising that community media often relies on volunteers, the commission called for structured training programs to upskill participants. This included technical know-how (like digital broadcasting) and journalistic standards, potentially run through partnerships with universities or existing media bodies like CRAOL (Community Radio Ireland). The goal was to professionalise without losing the grassroots spirit, ensuring stations could compete in a slicker media landscape.
Integrate with Public Service Media Goals
The commission suggested tying community media more closely to Ireland’s public service media framework. They proposed that RTÉ and TG4 collaborate with community outlets—say, sharing archives, co-producing local content, or offering mentorship—to amplify their reach. This wasn’t just charity; it was about leveraging community media’s hyper-local strength to meet national public service needs, like covering rural issues or Irish language programming.
Support Digital Transition
With audiences shifting online, the commission urged investment in digital infrastructure for community media—think streaming capabilities, podcasts, or basic websites. They saw this as essential to keep these groups relevant, especially to younger listeners who’ve ditched FM for apps, and recommended subsidies or tech grants to bridge the gap for cash-strapped stations.
Promote Media Plurality
To protect community media from being drowned out by bigger players, the commission advocated for policies ensuring their voices stay distinct. This included prioritising them in funding allocations and regulatory support, framing them as a counterweight to media consolidation and tech platform dominance. It was about carving out a permanent space for community-centric media in a crowded market.
Enhance Irish Language and Cultural Output
For stations like Raidió na Life or Raidió Rí-Rá, the commission pushed for extra resources to expand Irish language content, seeing community media as a natural fit for cultural preservation. They suggested incentives—like bonus funding or tax breaks—for projects that reflect Ireland’s linguistic and regional diversity, aligning with broader social needs.
Streamline Regulation and Recognition
The commission recommended that Coimisiún na Meán simplify licensing and compliance for community media, cutting red tape that burdens small operators. They also urged formal recognition of the sector’s non-commercial value in national media policy, elevating its status from a niche add-on to a core pillar of Ireland’s media system.
These recommendations weren’t just handouts—they were about building a system where community media could thrive long-term, feeding into a more inclusive, responsive media landscape. The commission estimated funding needs in the millions annually, a modest slice of the €336 million proposed for public service media by 2030, but didn’t pin down exact figures for the Community Media Fund, leaving that to government haggling. The vision was clear: empower local voices to deliver what big media can’t, from a GAA match report to a debate in Irish, rooting media in the communities it serves.
What lessons might be applied to UK media policy from the Irish experience?
The Irish Future of Media Commission offers several valuable lessons that could be applied to UK media policy, particularly in addressing shared challenges like sustainability, public service media funding, and inclusivity. Below are the key takeaways:
Supporting Sustainability of Local and Regional Media
Ireland’s commission highlighted the struggles of traditional media due to declining revenues and competition from tech platforms, proposing solutions like a dedicated Community Media Fund and tax incentives to bolster local and regional outlets. In the UK, where local journalism faces similar financial pressures, policymakers could adopt comparable measures. For example:
- Establishing a fund to support local newsrooms.
- Offering tax breaks to incentivise investment in regional media.
This approach could help preserve the UK’s vital local media ecosystem.
Modernising Public Service Media Funding
The Irish commission explored reforming the TV licence fee to create a fairer, platform-neutral funding model for public service media, reflecting shifts in how audiences consume content. The UK, with its own debates about the BBC’s funding, could draw inspiration from this. A modernised funding system—potentially less reliant on the traditional licence fee and more adaptable to digital consumption—could ensure the BBC remains sustainable and relevant.
Enhancing Media Literacy and Combating Disinformation
Ireland emphasised the need for media literacy programs and structured initiatives to counter disinformation, a global issue that also affects the UK. The UK could implement similar strategies, such as:
- Public education campaigns to improve critical thinking about media.
- Partnerships between government, media, and tech platforms to tackle misinformation.
These efforts would strengthen public resilience against false narratives in an increasingly digital media landscape.
Strengthening Community Media
The commission underscored community media’s role in reflecting local culture and underserved voices, suggesting support through grants and training. The UK’s community radio and local news outlets serve a similar purpose and could benefit from:
- Grants to fund operations and equipment.
- Training programs to enhance skills and capability.
Such measures would amplify local perspectives and bolster the UK’s media diversity.
Promoting Inclusivity and Representation
Ireland’s focus on ensuring media reflects its diverse population resonates with the UK’s ongoing need to improve representation across its media landscape. The UK could adopt policies to:
- Encourage diverse hiring and content creation in media organisations.
- Set inclusivity benchmarks for broadcasters and publishers.
This would help ensure the UK’s media better represents its multicultural society.
Conclusion
By adapting Ireland’s proactive, evidence-based strategies, the UK can address pressing media policy challenges. Focusing on sustainability, modernised funding for public service media, media literacy, community support, and inclusivity would enable the UK to build a more resilient and representative media environment tailored to its unique context.