Here at Decentered Media, it’s our role to explore and articulate how media policy in the UK can evolve to better serve our diverse and dynamic society. This blog examines the principles underpinning public service and public purpose media, highlighting how these concepts interact with legislative frameworks to create a media ecosystem that prioritises social cohesion, cultural expression, and public benefit.
The Foundations of Public Media Policy
Public media in the UK is shaped by five foundational principles: public value, social gain, public benefit, public service, and public purpose. These principles guide the frameworks and obligations that public service broadcasters (PSBs) and community media organisations adhere to. The Social Value Act 2012, for example, mandates that public procurement processes consider economic, social, and environmental benefits, ensuring public spending delivers outcomes beyond financial metrics. Similarly, the Community Radio Order 2004 defines “social gain” as benefits that strengthen social cohesion, promote diversity, and support education and training. These principles are reinforced by the Levelling-Up agenda, which seeks to reduce regional inequalities, and by the Localism Act 2011 and (hopefully) the coming Devolution frameworks, which empower local authorities and communities to shape services that reflect their unique priorities.
Broadening the Scope of Public Service Media
Public service broadcasters like the BBC have traditionally been the cornerstone of UK media, with their mandate to inform, educate, and entertain shaping public discourse and providing a shared cultural narrative. However, evolving societal needs and technological advancements require a broader interpretation of public service media. This includes not only ensuring universal access to services for large audiences, but also catering to the needs of smaller groups and communities. Publicly accountable media must balance the universal provision of services with the transformative impact they can have on individuals and marginalised communities. By doing so, they can provide platforms for diverse voices, reflect regional identities, and address the specific life needs of smaller audiences.
The media environment is now increasingly decentralised, offering new opportunities for engagement and participation. To adapt to this shift, it is essential for policymakers and the public to appreciate how trusted and accountable media can be organised and defined in the future. This requires embracing community development principles that underpin community and independent media, where participation and access are regarded as essential pillars for fostering trust and inclusivity.
The Role of Public Purpose Media
Public purpose media extends beyond traditional broadcasting to address societal challenges more holistically. This approach integrates the principles of public value and social gain, fostering civic engagement by promoting informed citizenship and democratic participation. It strengthens community resilience by supporting education, health, and wellbeing initiatives while driving cultural innovation through investments in creative industries and local talent. Public purpose media, therefore, serves as a dynamic force in shaping a more inclusive and equitable society.
Challenges and Opportunities
Realising the potential of public service and public purpose media requires addressing several challenges. Funding and sustainability remain critical concerns, with the need for innovative models to support PSBs and community media. Policy integration is essential to align media objectives with broader social, economic, and environmental goals. The rapid pace of technological change necessitates embracing digital transformation while safeguarding against misinformation and ensuring digital accessibility. Finally, fostering collaboration across sectors is crucial to creating media that reflects and serves public interests effectively.
Future Action
The UK’s media ecosystem stands at a pivotal moment. By grounding policy development in the principles of public value, social gain, and public purpose, we can create a media landscape that is not only inclusive but also responsive to the nuanced needs of individuals and communities. Decentered Media is committed to facilitating dialogue, fostering innovation, and advocating for policies that prioritise both universal access and the transformative potential of media for smaller groups and communities.
We invite media professionals, policymakers, and community organisations to join us in shaping the future of public service and public purpose media. Together, we can redefine what it means to create media for the public good—not just for today, but for generations to come. Decentered Media champions community-focused approaches to media and communications, emphasising the importance of identity, inclusivity, and public value in an evolving media landscape.