The Future Case for PSB Universality in the Face of Fragmentation - - PowerPoint PPT Presentation

The Future Case for PSB Universality in the Face of Fragmentation

Truth & Power Conference BBC 19th June, 2018 Dr David Levy, Director Reuters Institute for the Study of Journalism @davidallevy

Agenda genda

• The c

The cas ase e for

• r P

PSB

• Three challenges to Universality
• Three models of trust
• Discussion

Digital News Report 2018 Truth and Power Conference June 19 2018

The Case for PSB

Analogue

• Mass Media
• Mass Market
• Too important to be left to the market

Digital Case

• Local content in globalizing world
• Shared understanding
• Pluralism
• Market failures continue

Digital News Report 2018 Truth and Power Conference June 19 2018

Agenda genda

• The case for PSB
• Thr

Three e chal halleng enges t to U

• Uni

niver ersality

• Three models of trust
• Discussion

Digital News Report 2018 Truth and Power Conference June 19 2018

Agenda genda

• The c

The cas ase e for

• r P

PSB

• Three challenges to Universality
• Un

Univ iversal a availa ilabili ility

• Universal impact
• Universal legitimacy & trust
• Three models of trust
• Discussion

Digital News Report 2018 Truth and Power Conference June 19 2018

82% 82% 72% 72% 64% 64% 62% 62% 62% 62% 56% 56% 67% 67% 65% 65% 57% 57% 55% 55% 48% 48% 37% 37% 41% 41% 36% 36% 43% 43% 37% 37% 33% 33% 31% 31% 24% 24% 18% 18% 19% 19% 14% 14% 7% 7% 13% 13%

0% 0% 25 25% 50 50% 75 75% 10 100% 0% ORF RF ( (AT) Yle le ( (FI) I) BBC BBC (UK) DR DR ( (DK DK) RTE ( E (IE) E) NR NRK ( (NO NO) CT ( CT (CZ CZ) Ra Rai (I (IT) NHK ( (JP) P) ARD RD ( (DE DE) ZDF DF (DE DE) France ce.t .tv (F (FR) R) Offline Online

Weekly reach of public service broadcasters offline and online Selected countries

HIGH ONLINE REACH LOW ONLINE REACH

Digital News Report 2018 Truth and Power Conference June 19 2018

7

Preferred routes to news online (All Markets)

RISJ Digital News Report 2018

Q10a_new2017_rc. Which of these was the MAIN way in which you came across news in the last week? Base: All/under 35s that used a gateway to news in the last week: All markets = 69246/19755.

But brand attribution in distributed environments is a problem

Digital News Report 2018 Truth and Power Conference June 19 2018

81%

DIRECT TRAFFIC

47%

SOCIAL

44% 55% 37%

SEARCH

Few Fewer er t than hal han half could remember the news brand that produced a story when coming from social media or search

Based on YouGov 2017 passive tracking + 3000 surveys – UK only

Agenda genda

• The case for PSB
• Three challenges to Universality
• Universal availability
• Uni

niver ersal al i impac pact

• Universal legitimacy & trust
• Three models of trust
• Implications

Digital News Report 2018 Truth and Power Conference June 19 2018

53% 48% 14% 12% 33% 47% 47% 15% 14% 40% 42% 45% 14% 16% 45% 36% 42% 12% 18% 46% 34% 41% 11% 23% 46% 0% 20% 40% 60% 80% 100% Social media Search Aggregators Email Direct 18-24 25-34 35-44 45-54 55+

• Q4. You say you’ve used these sources of news in the last week, which would you say is your MAIN source of news?

Base: 18-24 = 7754, 25-34 = 12332, 35-44 = 12976, 45-54 = 12630, 55+ =24620.

YOUNGER OLDER

ALL COUNTRIES, BY AGE

Preferred starting points for news

Digital News Report 2018 Truth and Power Conference June 19 2018

Use of main platforms for news in the UK

All 16-24 Over 65 TV 69% 49% 89% Newspapers (printed) 29% 14% 50% Radio 33% 20% 35% Internet (Any device) 48% 63% 18%

Digital News Report 2018 Truth and Power Conference June 19 2018

Source: Ofcom: “News consumption in the UK – 2016”

News avoidance

• n the rise

Digital News Report 2018 Truth and Power Conference June 19 2018

14% 14% 5% 5% 3% 3% 2% 2% 2% 2% 2% 2% 1% 1% 1% 1% 1% 1% 1% 1%

0% 0% 10 10% 20 20% 30 30% 40 40% 50 50% BBC BBC (UK) ORF RF ( (AT) DR DR ( (DK DK) Yle le ( (FI) I) RTE ( E (IE) E) NHK ( (JP) P) NR NRK ( (NO NO) CT ( CT (CZ CZ) ARD RD ( (DE DE) France ce.t .tv (F (FR) R) Ra Rai (I (IT) ZDF DF (DE DE)

<1% 1% <1% 1%

Small proportion who rely exclusively on PSBs for online news (Selected countries)

Digital News Report 2018 Truth and Power Conference June 19 2018

UK UK

18% 18%

Podcasting is on the up – driven by young

PO PODCAS ASTS S VS VS RAD ADIO NEW EWS S BY BY AG AGE E – AL ALL MAR ARKE KETS

0% 20% 40% 60%

18-24 25-34 35-44 45-54 55+ Podcasts (monthly) Radio News (weekly)

5 X

% AC ACCES ESS AT AT LEAS EAST MONTHLY

Digital News Report 2018 Truth and Power Conference June 19 2018

Agenda genda

• The case for PSB
• Three challenges to Universality
• Universal availability
• Universal impact
• Un

Univ iversal le legit itim imacy & & trust

• Three models of trust
• Implications

Digital News Report 2018 Truth and Power Conference June 19 2018

16

Truth and Power Conference June 2018

Trust scores by Brand: UK & Czech Republic

62% 62% 59% 59% 58% 56% 54% 53% 53% 52% 50% 50% 49% 48% 47% 47% 45% 44% 43% 43% 42% 42% 41% 41% 41% 39% 38% 38% 35% 34% 34% 32% 31% 30% 29% 26% 25% 0% 20% 40% 60% 80%

FIN POR BRA NL CAN DEN IRE BEL CHL SUI AUS GER MEX POL SGN NOR HK SPA JPN ROM ITA UK ARG SWE AUT CRO BUL TUR FRA SVK USA TWN CZE MYS HUN GRE KOR Q6_2016_1. Please indicate your level of agreement with the following statements: - I think you can trust most news most of the time / Q6_2016_6.I think I can trust most of the news I consume most of the time Base: All markets 2017

• % That agree you can trust the news most of the time

All Markets

Digital News Report 2018 Truth and Power Conference June 19 2018

34% 51% 49% 23% 20% 17%

2016 2017 2018 Left Right Media trust on the right hits a low Trump victory leads left to re-invest trust in liberal media

• Q6. Please indicate your level of agreement with the following statement: - I think you can trust most news most of the time

Base: US 2016/2018, Left=476/567, Right=591/550

US media trust by political allegiance 2016-18

Digital News Report 2018 Truth and Power Conference June 19 2018

Trust in public service broadcasters’ news according to political orientation

7.11 7.26

5.93 BBC News (UK)

Left Center Right 7.8 7.577.14

DR News (Denmark)

5.91 5.24

3.91 ERT News (Greece)

4 6.236.71

TVE News (Spain)

7.7 6

3.33 NPR News (USA)

Q6_2018c) How trustworthy would you say the following brands are?

3.2 4.5

5.94 MTV (Hungary)

Digital News Report 2018 Truth and Power Conference June 19 2018

Pew Research finds Populist views a stronger driver of low trust in Europe than left/right divide

Digital News Report 2018 Truth and Power Conference June 19 2018

Source: Pew Research Centre 2018

Tower Block residents vs TV Presenters Another type of polarization –Jon Snow, Channel 4 News

“Why didn’t we enable the residents of Grenfell Tower – and indeed the other hundreds of towers like it around Britain – to find pathways to talk to us and for us to expose their story? In that moment I felt both disconnected and frustrated. I felt on the wrong side of the terrible divide that exists in present-day society and in which we are all in this hall major players. We can accuse the political classes for their failures, and we do. But we are guilty of them ourselves. We are too far removed from those who lived their lives in Grenfell and who, across the country, now live on amid the combustible cladding, the lack of sprinklers, the absence of centralised fire alarms and more, revealed by the Grenfell Tower fire….. Grenfell speaks to us about our own lack of diversity, and capacity to reach into the swaths of western society with whom we have no connection.”

Source: Jon Snow, McTaggart Lecture, August 2017

Digital News Report 2018 Truth and Power Conference June 19 2018

Agenda genda

• The case for PSB
• Three challenges to Universality
• Universal availability
• Universal impact
• Universal legitimacy & trust
• Thr

Three m e model

• dels of
• f trust
• Implications

Digital News Report 2018 Truth and Power Conference June 19 2018

Some ways of thinking about Trust and PSB

Authority Authenticity Affinity

Digital News Report 2018 Truth and Power Conference June 19 2018

Approaches to PSB trust in new environment

• Trust as distance
• Assurance, Expertise - Pilots, Surgeons, others?

Authority

• People who tell it like it is …..from their experience
• The unvarnished authentic truth, no spin or ‘cleverness’

Authenticity

• They understand what matters to me
• They seem to value me and care about what I think
• They might even be like me!

Affinity

Digital News Report 2018 Truth and Power Conference June 19 2018

Agenda genda

• The case for PSB
• Three challenges to Universality
• Universal availability
• Universal impact
• Universal legitimacy & trust
• Three models of trust
• Dis

Discussio ion

Digital News Report 2018 Truth and Power Conference June 19 2018

Discussion

• Universal availability
• Universal Impact
• Institutional Legitimacy & trust in polarizing environment
• Rethinking PSB trust
• PSB, elites and the public

Digital News Report 2018 Truth and Power Conference June 19 2018

The Future Case for PSB Universality in the face of Fragmentation

Truth & Power Conference BBC 19th June, 2018 Dr David Levy, Director, Reuters Institute for the Study of Journalism www.digitalnewsreport.org