Austrian public service broadcaster ORF has published its sixth annual Public Value Report focusing on the future of media. Embedded into the framework of ORF’s quality control system, the Public Value Report documents how the organisation fulfills its public service remit.

The focus is on the relevant values deemed essential for the democratic, social and cultural cohesion of society. Transparency and innovation were key indicators.

Dr Klaus Unterberger is head of the research team at ORF : "There is no comfort zone left for public service media. We can no longer take public support for granted. We need to communicate the distinctive quality, impact and return for society of public service media organisations.”

The research team examined five quality dimensions (individual, social, corporate, national and international value) to assess and demonstrate the extent to which ORF is beneficial for citizens,  society and national stakeholders in Austria. Input was gathered from internal research among staff members, external expertise and surveys from audience panels in all nine regions of the country. The assessment results in a set of “quality profiles” which are then externally validated.  The Public Value Report also contains  an international section, presenting articles from media experts from USA , UK and other European countries.

Dr. Unterberger admits improvement requires continued effort: “Working on the transformation of public service media is a constant struggle. We particularly need to put more effort into innovation and change. We just presented a new study defining new criteria for distinctive media quality in the digital age. The challenge is how to create relevant “Public Network Value” for citizens and society. Legal restrictions in Austria preventing the development of new digital services are one example of aspects we find especially limiting.”

“Nonetheless, I am happy to see the depth and breadth of quality content offered by ORF. This is particularly evident when you make comparisons with the private TV sector. Working on our PSM core values is also a stimulating process of self-reflection. It has great value for the staff. Being aware of our own value empowers us to fulfill our role for society.”

ORF is a very active member of the EBU. As well as hosting the 60th Eurovision Song Contest this year, the broadcaster contributes to a variety of EBU initiatives and projects.

“The future of media is not determined by Google, Youtube, Amazon and others alone. In fact PSM is facing an array of opportunities.  What we need is a competent as well as passionate “Vision Possible“ for European media.” said Dr. Unterberger.