Public service media (PSM) holds immense potential to strengthen democracy, cultural identity, and social cohesion in the UK. Yet, as the media landscape evolves, the question of how to define and realise its social value has never been more pressing. At Decentered Media, we believe that fostering inclusive, community-driven conversations about the future of PSM is essential. This blog explores the critical questions, challenges, and opportunities that can guide these discussions.
The Social Value of Media: The social value of media extends beyond economic or commercial metrics, focusing on the broader benefits it brings to society, such as fostering inclusivity, ensuring accessibility, and building collective identity. Examples like Channel 4’s Paralympic Games coverage and the BBC’s Bitesize educational resources during the pandemic highlight how public service media can create content that informs and connects diverse audiences. Similarly, community radio stations often tackle local issues like homelessness or mental health, providing platforms for grassroots action. However, challenges remain in effectively measuring these contributions and ensuring that public service values are prioritised amid growing commercial pressures.
Key Stakeholders in Shaping the Future: A wide range of stakeholders must play an active role in defining and realising the social value of public service media. Regulators such as Ofcom are critical for ensuring media aligns with standards of impartiality, diversity, and accessibility, while public service broadcasters like the BBC and Channel 4 contribute to high-quality programming that reflects the UK’s cultural diversity. Community media organisations and independent producers, often the amplifiers of marginalised voices, also play a vital role in fostering local and grassroots storytelling. Additionally, academic institutions and think tanks provide essential evidence-based insights into the societal impacts of media.
Despite their centrality, smaller broadcasters and grassroots organisations are often underrepresented in policy discussions. Furthermore, major tech platforms like Meta and Google, which dominate digital content distribution, must engage meaningfully with the public service media ecosystem to ensure equitable content access and representation.
Critical Areas for Discussion: To maximise its social value, public service media must address several pressing issues. First, the evolving public purpose of the media needs to reflect a digital and multicultural society. For example, ITV must balance regional representation with addressing national challenges such as climate change. Funding models also remain a significant concern, as seen in debates around the BBC licence fee and alternative mechanisms like taxation or subscriptions. Representation and diversity in both content and workforce are equally pressing, with Channel 4’s efforts in talent development serving as a positive example, though regional newsrooms still face gaps in representation.
The challenge of digital transformation requires public service media to adapt to platforms like TikTok and YouTube while maintaining its core values. The BBC’s transition to digital-first services such as iPlayer raises important questions about inclusivity and accessibility. Additionally, initiatives in media literacy are vital for combating misinformation and empowering audiences to critically engage with content, particularly in underserved communities.
Challenges to Realising Social Value: Despite its potential, public service media faces significant hurdles. Competing with global streaming platforms like Netflix forces broadcasters to balance revenue generation with public interest priorities. Inequities in access to digital and traditional media further complicate the mission, particularly in rural areas where broadband infrastructure may be limited. Rebuilding trust in media institutions amid accusations of bias and misinformation remains a major challenge, while the fragmentation of media consumption driven by algorithms undermines shared cultural experiences and diminishes public trust.
Addressing these challenges requires innovative approaches and collaboration across the media ecosystem to safeguard the public interest and adapt to rapidly changing audience behaviours.
The Role of Decentered Media: At Decentered Media, we believe that realising the social value of public service media demands inclusive and collaborative efforts. Broader participation in policymaking is essential, particularly from grassroots organisations and independent producers who bring unique, place-based perspectives. Promoting local media initiatives ensures that diverse voices are represented in the national media landscape, creating more robust connections between communities.
Collaboration between public service broadcasters, community media, and advocacy groups offers opportunities for innovative and socially impactful content. For instance, joint campaigns addressing media literacy or environmental sustainability can amplify the reach and relevance of public service values. Furthermore, targeted media literacy initiatives can empower younger audiences to navigate the complexities of digital misinformation while fostering more informed and engaged citizens.
Recognising Media’s Role in the Social Value Act: The Social Value Act enables local authorities in England to allocate resources and work with developers and service providers based on their demonstrated ability to provide clear social value. This has proven invaluable in ensuring public funds are used not only to meet economic and service delivery goals but also to foster community well-being, equity, and sustainability.
However, media organisations—both public service and community-focused—have often been overlooked within the scope of this provision. Despite the critical role the media plays in fostering civic engagement, promoting inclusivity, and enhancing local identity, it is rarely considered an integral part of the social value agenda.
This raises important questions:
- Why has the transformative potential of media in strengthening communities been largely absent from discussions about social value?
- How can local authorities and public services be encouraged to include media initiatives as key components of their social value frameworks?
- What would a robust model look like for evaluating the social value contributions of local, community, and public service media?
Recognising the unique role of media in shaping informed, resilient, and cohesive communities is crucial. Media organisations can and should be partners in delivering the broad benefits the Social Value Act envisions—whether through local storytelling, inclusive content creation, or fostering digital and civic literacy. It is time to bring media into the fold of social value frameworks and ensure its potential is realised within the public service landscape.
What can be done to ensure this vital sector gains the recognition and support it needs to serve as a cornerstone of local and national social value efforts?
Public service media remains a cornerstone of democracy and cultural life in the UK. However, to realise its full potential as a social value exchange proposition, collective action is essential. Regulators, broadcasters, community organisations, and citizens must work together to address funding challenges, ensure diverse representation, and adapt to the demands of a digital-first society.
At its best, public service media creates spaces for dialogue, shared understanding, and meaningful action. To sustain this vision, it is vital to engage in ongoing discussions that reflect the diversity and aspirations of all communities. Whether by participating in local media initiatives, supporting media literacy programmes, or advocating for policies that prioritise public interest, we all have a role to play in shaping the future of public service media.