Is public service television in Sweden on the way to becoming a senior service? Sveriges Television, the public service broadcaster here, is losing audience mainly amongst young viewers and there is a great deal of vacillation internally about programming aims.
The bureaucrats who run Swedish Public service and their supporters in the cultural establishment argue that public service TV safeguards quality and diversity, by providing a voice for all, including societys most vulnerable groups. They argue that public service will raise the burning social issues that commercial channels- for commercial reasons- ignore. Yet what they provide offers a monoculture that increasingly alienates younger viewers.
Public service TV is losing ground in exactly the same way as other formerly strong institutions; political parties, the Swedish church, trades unions, and various democratic non-profit organisations with their roots in 19th century activism. This is no coincidence. Swedish public service is the grandchild of the church and the cousin of the political parties. They were all powerful before the technological revolution that made it possible for everyone- at least in theory- to communicate globally and build networks on an individual basis. (The technology that is allowing me to post this, and you to read it). Direct democracy in a virtual environment offers an attractive alternative for many young people and it fits with a new époque where industrialism has been largely replaced by a service and knowledge based society.
For us viewers it is becoming increasingly apparent that public service TV has become conservative. National party politics still gets plenty of space. This is the case despite the fact that the parties are clearly becoming increasingly alike and have lost most of their intellectual vitality. Election campaigns are central events while the actions of global movements are covered only when their representatives riot during demonstrations. Global issues and disagreements around ethnic, political, economic, ecological or gender issues are given modest coverage, at best. Public service TV goes hand in hand with established, nationally based political systems. It is the medium for the nation not for the network society.
Public service TV grounds its legitimacy in being more serious, more society-oriented and more all embracing than commercial companies. But a TV company must also be concerned and up to the minute, not just in its choice of subjects but in its slant, questioning and tone. When younger people instinctively feel that certain institutions are out of date, the problem is critical. One cannot accuse media consumers of having poor taste or turn the whole issue into a question of ownership. It is so obvious that public service TV in Sweden has a problem finding a place in the new media landscape.
Each new generation defines the concept of quality, in line with a new age and its new conditions. We are seeing a world with more and deeper relations across national borders and more demarcation among social groups within nations. We realise that the technological revolution is making its mark on the media landscape and in people's lives and view of society and culture. It will take an internal metamorphosis if public service TV is to be able to survive in this new ecology.
