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Media

Supporting public service broadcasting: learning from Bosnia and Herzegovina’s experience

Lessons from media reforms in Bosnia and Herzegovina

Authors:
Publisher: UNDP Oslo Governance Centre, 2004

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The aim of this paper is to contribute to UNDP practitioners’ understanding of broadcast media sector reform, especially reform concerning Public Service Broadcasting (PSB)

The study is informed by a case study on broadcasting restructuring in Bosnia and Herzegovina (BiH). UNDP has supported two projects in that country, which aim to strengthen the broadcasting system in a way that respects diversity and the right of access to information.

A key lesson is that emerges from BiH’s experience is that the process of media reform is just as important as the content. In many ways, the processes of formulating and implementing media reform strategies are closely related to the state of democratic governance in a country – culture and practice concerning transparency, participation, accountability as well as how media reform is integrated into wider democratic governance support.

In terms of the involvement and engagement of the donor community, including UNDP, there are two principal lessons:

  • · have a strategic plan –the key learning from BiH is the need for a strategic plan for media development. This should include an analysis of where the state broadcasters are and then look at what they need to go to become part of a public broadcasting system.
  • focus on the enabling legislative and regulatory framework allowing for public service broadcasting.
Other lessons include:

  • ensure better coordination of media sector support, especially where there are many international and national players.
  • ensure maximum input from local expertise through extensive consultations – invest in undertaking a robust mapping of local organizations (including women’s groups) and people that have expertise in broadcasting issues.
  • ensure a focus on developing the capacities of local people – it’s no use bringing in international consultants who will leave after a short period of time and who haven’t transferred important knowledge.
  • build in financial self-sustainability considerations at the outset - more attention needs to be paid to the financial viability of independent media outlets as a factor in their sustainability.