The European Commission - Representation in Italy

EUROPEAN IDENTITY AND DIVERSITY
EU integration in the cross-media Public Service perspective

An initiative of Infocivica – the Turin Workgroup for the European Conference on

PUBLIC SERVICE MEDIA IN THE SOCIETY OF
INFORMATION AND KNOWLEDGE

GREEN PAPER: PREPARATORY WORK REPORTS

4.3. Financing and reorganization of public service companies and new criteria for allocating resources

Following an analysis of the constraints imposed by current legal requirements and the new conditions deriv ing from technological convergence this report by the Turin Workgroup will seek to define the most appropriate organizational structures and procedures for the distribution of resources for maintaining editorial control over programming and contents, as well as for safeguarding and protecting intellectual property in on-line viral communication. The report will also examine the ideal organizational structure for this purpose, as well as its functional and territorial articulation and the resources needed to ensure its excellence, autonomy and independence.

The task of the group involved in this report is certainly very delicate and it could also involve interviews use with senior executives, managers and those responsible for the organization and supervision of human resources in large firms. The Bocconi University and other institutions could participate in identifying relevant issues and in coordinating the interviews and publications regarding all matters related to organizational structure, the training and selection of managers, journalists, and creative and administrative staff.

Possible study areas of Group No. 3

1. – Analysis of the markets and positioning of the new cross-media public service in the formation of a new chain of on-line value - I) The market of the networks and relationships between network providers, owners of containers and content publishers; II) The market of the service providers: universal access and fee-paying access in the cross-media era. Consequences of the entry of new operators into the market (electronics manufacturers, computer companies, content aggregators); III Trading of rights. Analysis of the import-export trends between Europe and the USA, balance of payments, the role of the majors in the era of peer-topeer and the redefinition of rules for the market of the trading of rights: an analysis of case studies: the policies of Rupert Murdoch and the synergies between the new actors in the value network; IV Utilization and protection of historical archives and records.

2. - Human Resources: I) Training for new profession - II) Selection of staff and new managers of firms.

3. - New criteria for allocating public resources and funding public service media. The overall European situation in the transition from broadcasting to broadband. - Analysis of the adequacy of resources allocated for funding public service media in the society of on-line information.

• Role of the licence fee
• Service contracts and agreements with local bodies
• Advertising, sponsorships and direct sales of programmes and channels
• Tax shelters and tax encouragements
• Donations and other funds

ACCESS TO RESERVED AREA OF REPORT N. 3