SELF-DEVELOPMENT AND ADAPTATION OF PUBLIC SERVICE BROADCASTING IN THE MULTIMEDIA ENVIRONMENT

The paper presents a brief summary of the research on self-development and adaptation of public service broadcasting in the multimedia environment. Background: the purpose of the study is to provide versatile and objective examination, comparison and analysis of the impact of the latest information technologies for a well established model of public broadcasting. Methods: for the purpose of verifying the theoretical ideas the analysis of foreign web publications on the establishment and development of public service broadcasting has been conducted. Besides the theoretical and methodological basis of the study are: policy statements and annual reports of public broadcasters in the UK, Germany, Japan, USA; normative legal instruments regulating their activities; the materials of UNESCO, the Council of Europe and other international organizations; the scientific works of national and foreign scientists devoted to the activities of public broadcasting and the new media environment. Results: the results of the experiment indicated that the establishment of a global information society involves changes in the field of media and communication, transforming the traditional audio-visual media in accordance with the requirements of information and convergence. The development of technology becomes not a threat but a new opportunity to implement a genuine public television, available to audiences on any technological platform, in any format and not limited to the actual TV broadcasting. Technologies of the XXI century bring the empowering public television to public service communications. Conclusions: on the basis of the studies the conclusion was made that the development of digital technology makes a number of channels of various profiles is virtually unlimited, but such diversity does not reduce the value of public sector information dissemination. Moreover, as it was shown by this study, the whole process of evolutionary development of public broadcasting proves its viability and ability in the process of transformation to adapt to any environment, including to the conditions of the multimedia environment.