GDI study sees SRG as the future cement of society
TV and radio programming as usual, or a new direction? The Gottlieb Duttweiler Institute (GDI) has outlined possible future scenarios for the SRG. The institute does not see a bleak future for the SRG—quite the contrary.
It could prevent society from drifting apart. People are increasingly spending time in different mental spaces, which is causing social groups to drift apart, writes the GDI in the study "Öffentlichkeit 4.0: Die Zukunft der SRG im digitalen Ökosystem" published on Tuesday. The GDI believes that one of the main reasons for this drifting apart is the so-called "filter bubble", also known as the information bubble. This is the phenomenon whereby users only see what corresponds to their views and interests. On platforms such as YouTube, Twitter and Facebook, this is achieved with algorithms that analyze the user's previous behavior and block out contrary opinions. As a result, media users are increasingly isolating themselves in their own bubble. For the GDI, it is clear that this is where the Swiss Broadcasting Corporation (SRG) and its stations in all language regions can come in, because it has the ability to burst these bubbles - or at least confront them with each other. The SRG can contribute to redefining direct democracy under digital conditions.
Distribute content via external channels
However, according to the GDI, the SRG must change if it is to fulfill this major task. As the rigid broadcaster-receiver model is being dissolved, i.e. fewer and fewer users are simply sitting in front of the television, SRG should no longer only distribute its content via its own channels. Instead, it should work together with partners. However, the existing linear television should "remain an option", writes the GDI. SRG could also break new ground in terms of financing: Instead of only through fees and advertising, SRG could additionally finance itself through crowdfunding, i.e. swarm financing by users. There should also be more cooperation with other providers.
No more fixed program
According to the GDI, SRG could also open up to new types of production. Content could no longer be produced exclusively by professional SRG employees, but also by private individuals and even "smart machines". Everyone should also be free to use and change content for themselves. Another scenario concerns the actual radio and television offering. According to the GDI, it is possible that the fixed program will soon come to an end and programs will become individual.
SRG in experimental mode
According to the GDI, it is important for SRG to take advantage of new media in order to manage change. The danger: in a company so steeped in tradition, new developments could quickly be absorbed by existing structures and nipped in the bud. To prevent this from happening, the GDI proposes dismantling existing hierarchical structures and putting SRG in a permanent experimental mode - with technical, content-related and economic freedom for individual projects. (SDA)
