As of now, German regulators stick to a rather arbitrary – though informal – definition of what qualifies an online service as broadcasting. This is somewhat absurd.
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Most of the currently existing rules still tend to probe in a relatively simplistic way into concentration of ownership or audience shares. Clear-sighted, media-minded politicians have consequently been calling for a fundamental reform.
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How conclusive and straightforward is the connection between pluralism and its empirically observable descriptors? Which amount of uncertainty remains despite all efforts? Can circumstantial and contextual influences be factored into a comprehensive framework for evaluation?
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While it is desirable to encourage the transfer of funds and knowledge into less developed media landscapes, there are strong concerns that entire cultures and political systems come under the influence of foreign shareholders with little or no interest at all in public value and local needs.
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Risk-based regulation might well turn out to be appropriate for the EU: consistently maintaining high standards (such as media pluralism), yet in such a way that innovative developments and competition are stimulated and the autonomy of the member states is retained.
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The European Union would like to come up with no less than a universal mechanism to make sure that the news media effectively support the public sphere while not being at odds with either commercial freedom or the diverse national media landscapes.
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If we do not free up frequencies to be used in the best possible way rather than in the traditional way, we will be lagging far behind our potential in terms of business, pluralism, and the information society.
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The main problem of the German media sector appears to be that most players, public and commercial, keep clinging to their accustomed ways of thinking and going about their business, trying to carry on with the traditional arrangements for as long as possible.
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Let the pubcasters worry about the public interest and the private stations about making money. If this separation is really unambiguous, it will bring about more honesty.
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Rather than reading a publication called “Senior’s Digest,” most seniors would much rather go for something that younger people would find attractive as well.
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