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Public Interest Broadcasting
Public interest broadcasting

A phrase coined by Richard Eyre, when head of the ITV Network Centre, to describe a new approach to broadcasting which he believed would supersede public service broadcasting. In his 1999 MacTaggart lecture, Eyre announced that the public service tradition ‘will soon be dead. It's a gonner’. A number of reasons explain this imminent demise and transition in broadcasting philosophy and organization.

First, public service broadcasting relies on a system with active broadcaster and passive viewers in which ‘viewers could be reasonably expected to eat what they were given because we the broadcasters knew it was good for them’. But in a competitive, market broadcasting system ‘free school milk doesn't work when the kids can go and buy coke because its available ...

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