Introduction

This essay will explore the differences between a public-services broadcasting model
(BBC) and a commercial broadcasting model (SKY). It will compare and contrast them,
exploring the positives and negatives of each model. The essay will finish with a
conclusion regarding which of the two broadcasting models are suitable for the 21 st
Century.
Public Broadcasting Model BBC
A Public Broadcasting Model is characterized as television, radio and/or other electronic
media whose main purpose is to serve the public. Broadcasters receive funding from
multiple sources including license fees, individual contributions, public financing and
commercial financing.
Positives of the Public Broadcasting Model

A PBM is there to serve the public.

It is used to promote active citizenship via information from the news and
educational programmes.
There is a wide variety of diverse and innovative shows.
They see regulations as a way to maintain quality.

Negatives of the Public Broadcasting Model

It is not always immune from pressure from outside sources such as the
government
Commercial Broadcasting Model SKY

A Commercial Broadcasting Model is defined as the broadcasting of television

programmes and radio programming by privately-owned corporate media. The main
purpose of the commercial broadcasting model is to make money for the owners and
stockholders. It was the United States first model of radio (and later TV) during the
1920s in contrast with the Public Broadcasting Model in Europe between the 1930s and
1950s which prevailed worldwide, except in the United States, until the 1980s.
Positives of the Commercial Broadcasting Model

Viewers are encouraged to enjoy themselves.

The model allows for the airing of iconic shows.
There are a wide range of channels to viewers who arent paying to get the full
package.

Negatives of the Commercial Broadcasting Model

Innovation is a challenge to standardized yet profitable tactics.

They can see regulations as interference.
People often pay approximately 60 a month to access all of Skys channels.
Comparing Models

A Public Broadcasting Model is more focused on providing the audience with high quality
programming while a Commercial Broadcasting Model is more concerned about a large
selection of channels and shows, regardless of quality and generates profits.

History
Public Broadcasting Model BBC
The BBC was started in the 1920s by Sir John Reith with the purpose to educate, to
inform and to entertain. Since its creation, it has been in constant conflict with the UK
Government to ensure its political neutrality. For example, in the late 1920s, Churchill
and Reith came into conflict over the use of the BBC as a propaganda tool in order to
break the General Strike. When television production started to catch up with the United
States, the BBC began to utilise it. For example, the Queens Coronation was the mostwatched major event in the early years of the BBC.
Commercial Broadcasting Model SKY
Sky Television and British Satellite Broadcasting combined in 1990 to form SKY as we
know it today. Both companies were struggling in terms of finance as they were dealing
with heavy losses. The move has been mooted as effectively a takeover by News
Corporation. The company, News Corporation, is owned by the Australian tycoon Rupert
Murdoch.
Ownership Structure
Public Broadcasting Model BBC
As a statutory corporation that is independent from direct governmental intervention, the
BBC is not owned by any one person. It is owned and run by the BBC Trust, which is
currently chaired by Rona Fairhead CBE. Due to this, the BBC operates under a Royal
Charter which reinforces the original intentions of the corporation: to inform, educate
and entertain. The BBCs Executive Board also has a major role in the ownership role as
it is responsible for operational management and the delivery of services within a
framework set by the BBC Trust.
Commercial Broadcasting Model SKY
The first CEO of SKY was Sam Chisholm and he served in this position until 1997. Mark
Booth was the next CEO and he was hailed for his management through the merger with
BSB. Tony Ball took over in 1999 and oversaw the transition from analogue to digital
television. In 2003, James Murdoch (son of Rupert Murdoch) took over as CEO, much to
the derision of SKYs shareholders.
Income Generation
Public Broadcasting Model BBC
A Public Broadcasting Model receives funding from a television license fee or in some
cases individual contributions, government funding and/or commercial sources like
merchandise. Public broadcasters do not rely on advertising as much as commercial
broadcasters, or at all; this allows public broadcasters to air programmes that arent
interrupted by commercials and air shows that may not appeal to the mass market such

as public affairs shows, radio and television documentaries, and educational

programmes.
Commercial Broadcasting Model SKY
A Commercial Broadcasting Model is primarily funded through airing radio and television
advertisements. Other methods of income generation include subscription-based
services which means that anyone who wants access to all (or most) of the channels a
broadcaster has to offer then they would have to pay a monthly/annual fee.

Flagships
A flagship is a show that airs exclusively on one channel and, if another station wants to
air the show, it must pay the original channel.
BBC

EastEnders a soap opera that examines the domestic and professional lives of
residents of the fictional Walford Borough of London.
Doctor Who a science fiction programme that depicts the adventures of the
Doctor as he explores the universe. One of the BBCs most popular shows.
Top Gear a motoring and entertainment that tests some of the worlds top cars.
It is also the worlds most-watched television programme.
BBC News the BBCs 24-hour rolling news network that discusses the headlines
that are affecting either the UK or the world.
Newsnight a weekly current affair programme that specialises in analysis and
cross-examination of senior politicians. Most famous presenter is Jeremy Paxman.

SKY

Game of Thrones a medieval fantasy series based on the A Song of Ice and
Fire books by George RR Martin. One of Skys biggest shows.
Blue Bloods a police procedural and family drama that stars Tom Selleck as the
New York Police Commissioner.
Ray Donovan a crime drama set in Los Angeles that focuses on a fixer and his
family. Stars actors Jon Voight and Live Schreiber
Aquarius a historical drama series set in 1967 that revolves around the LAPDs
struggles to arrest Charles Manson.
The Leftovers a fantasy thriller that is based around a family three years after
a major Rapture-like event.
Technologies of Production

Public Broadcasting Model BBC

The BBC utilizes a variety of technologies to air shows and programmes. It currently has
seven terrestrial services including its main channels BBC One and Two. The BBCs
internet streaming service iPlayer has the purpose to appeal to the younger
generations of viewers due to their constant use of the internet. For example, BBC Three
(a channel that appealed more to younger audiences) was made the main channel for
iPlayer when they moved the channel to the streaming service. The BBC offers a wide

variety of radio stations that cover national, international and regional areas. For
example, the Northern Ireland-based BBC Radio Ulster is a radio station created by the
BBC to primarily serve the population of Northern Ireland.
Commercial Broadcasting Model SKY
Sky has made great use of the multiple technologies at its disposal. It has over 1000
television channels including its own news channel, Sky News. In order to compete with
Netflix, SKY has created its Sky Go service, which allows viewers to watch shows, sports
and other entertainment on a multitude of devices including phones, computers and
games consoles. Sky was quick to make use of the HD and 3D phases in film and
television, becoming major players in the innovation of television by airing football
matches and David Attenboroughs Flying Monsters in 3D. In order to access many of the
channels on Sky, customers have to pay for packs. These packs come in four main
areas: movies, sports and news, entertainment and joint ventures. Recently, Sky has
announced Sky Q, a range of products and services that allow for all Sky boxes in a house
to share recordings and other media.
Regulations
Public Broadcasting Model BBC
Some aspects of the BBC are regulated by outside groups. On competition policy, the
BBC is regulated by the Office of Fair Trading (OFT), the European Commission and
Ofcom. Ofcom also regulates some other aspects of the BBC. For example, the BBC is
covered by Ofcoms Fairness Code.
Commercial Broadcasting Model SKY
Sky is regulated by Ofcom, although Ofcom can only regulate Sky channels that are aired
in the UK. Sky additionally carries out self-regulation and allows customers to send in
complaints to its website.
Controversies
Public Broadcasting Model BBC
The BBC has faced various accusations and scandals regarding many topics: politics,
ethics and religion as well as its funding and staffing.

Russell Brand/Jonathan Ross Prank Call in a 2008 radio show, Brand and
Ross made several phone calls to the home of actor Andrew Sachs, claiming that
Brand had sexual relations with Sachs granddaughter Georgina Ballie as well as
several other lewd comments. Ross ultimately left the broadcaster.
Jeremy Clarkson in March 2015, Jeremy Clarkson was suspended after a
reported altercation with a producer on the set of Top Gear. This ultimately led to
Clarksons exit from the show, which was soon followed by the resignations of
Richard Hammond and James May
Scottish Independence coverage during the campaign leading up to the
Scottish Independence Referendum, accusations began to circulate that the BBC
was neither neutral nor impartial. There was a common opinion within the SNP
that the BBC was biased in favour of retaining the union.
Jimmy Saville abuse scandal in October 2012, a Newsnight investigation into
sexual abuse by Jimmy Saville was shelved shortly before it broadcast due date. A
further investigation found that there were claims of Savilles sexual abuse on

victims ranging from prepubescent girls and boys to adults. Panorama found out
that the BBC had been covering up Savilles abuse for decades.
Generation War BBC plans to broadcast German miniseries Generation War
claimed to upset some British residents of Polish origin as the miniseries had
already been accused of slandering Polish resistance group Armia Krajowa as antisemites and portraying false stereotypes of Poles and Germans at the time.

Commercial Broadcasting Model SKY

Sky has been struck by a number of controversies, scandals and accusations that cover a
variety of news topics.

Political corruption accused in 2011 of affecting government policy in regards

to the BBC in order to benefit their own commercial interests. Former PM Gordon
Brown openly condemned the company in a speech to Parliament.
The Phone-Hacking Scandal newspapers were hacking celebrity phones and
were subject to the Levenson Enquiry. Sky was guilty by association with News
International. However, Ofcom found them fit and proper and perfect for a
license.
Competition Ofcom has complained that Skys plan to operate pay TV services
on Freeview was generating serious customer detriment. BT and Virgin came
together to lobby against this.
Tax Avoidance Accused of tax evasion over the past decade, a tax avoidance
scheme had saved Sky 40 million a year. People were charged 2.20 a month for
Sky Magazine.
Conclusion

To conclude, I think that Sky as a commercial broadcasting model is better suited for
the 21st Century in regards to programming, technologies and its flagships. The sole
purpose of Sky is to entertain its viewers with top-notch television shows such as Game
of Thrones so they are able to relax with their family and/or friends. As a commercial
broadcaster, Sky has evolved to deal with the competition posed by Netflix with its use of
Sky Store, On Demand and Sky Go. In regards to programming, Sky possesses a high
quality of entertainment for its viewers with a mix of documentaries, made-for-TV films
and its regularly broadcast television shows. Sky hasnt been subject to the same number
of controversies and scandals as the BBC due to the phone-hacking scandal and political
corruption accusations being the worst of them.