The country needs a new media order

The starting position is clear: the structural change in the media industry is unstoppable. Technological development is setting the pace. Small Switzerland is losing its creative sovereignty in key areas: Google, Apple, Facebook and the like define the communication channels, set the price for journalistic content and advertising and oblige users to disclose their data. If you want to live in the reality of the 21st century, you have to come to terms with them.

All players are adapting more or less successfully to today's framework conditions. Publishers and media providers are looking for viable business models, media creators are courting the public's favor with stimulating or even exciting journalism and advertisers are looking for potential customers. The easiest way for Mr. and Mrs. Meier to move around - let's give the users a name for once - is in the dynamic world: they put together their own media menu, find the information, entertainment and games they want, enjoy films and series. They exchange information on social platforms, comment and present their own contributions. The Meiers are only marginally interested in who offered what and who paid what price for it.

Political dynamite

If Switzerland does not want to be culturally absorbed into the global media world, it must create a framework for producing its own content, ensuring distribution and access and ensuring the viability of the media system. It is undisputed that the laws, ordinances and regulations of the analog era cannot be transferred one-to-one to the digital era. The question of which new instruments should be used in the future is politically explosive. As with any change, for some it means the loss of achievements, for others the gift of new options.

The FMEC's report is compulsory reading for anyone interested in the media. It is oriented towards media freedom and democratically relevant media services. It introduces the concept of journalistic culture into the political debate and points to the openness of the development of media culture. The EMEK does not spend much time describing the current situation, but quickly becomes specific. It proposes the establishment of foundations for media promotion. The National Fund in the area of research and Pro Helvetia in the area of culture are cited as role models. The first type of funding focuses on ensuring the basic supply of content, the second on promoting the economy. In the first case, the news agency in particular would be strengthened and repositioned, while in the second case a funding foundation would be established.

Democratic decision-making process

Like any activity financed or supported with public funds, media promotion requires a political decision-making process in which the desired objectives and effects are determined. Before the instruments required to achieve these goals are debated, these goals should be clarified democratically. The EMEK formulates ten requirements for media funding, which can be summarized as follows: Earmarking, public interest, media freedom, competitive neutrality, journalism, framework conditions, sustainability/innovation, practical relevance, professional and industry standards, legal complementarity.

The proposed funding instruments are inspired by existing ones in the cultural, film and science sectors: It is about promoting the production of authors or providers, promoting quality and ensuring the infrastructure for production and distribution.

The media debate focuses on the following question: How can Switzerland regain its power to shape and interpret? How can we ensure that interests and identities are negotiated in Switzerland and thus maintain the conditions for a functioning democracy? This requires creative and cognitive achievements: Information, analysis, background, but also fiction, entertainment and art. The debate has been launched, let's get involved in our media future!