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Beyond Ratings or Quality. Surpassing the Dilemma of Entertainment in
Public Broadcasting
1
Entertainment is a sensitive issue for European public broadcasting organizations
(Maas, 2001; Manschot, 1994). Of all genres, entertainment is the one that is most
debated
2
. After all, what is the particular relevancy of entertainment? Why does
public television concern itself with entertainment to begin with? Should it not be left
to the commercial networks (Landelijke publieke omroep, 2000)?
Significantly, in a recent assessment of its programming, Dutch public television
proudly announced that it met the formal requirement of 25% culture and arts
programming and 35% information and education programming. With at least as
much pride it added: ‘In 2001 public broadcasting remained well below the maximum
of 25 % for “diverting” programming’ (De Publieke Omroep 23-4-2002: 2). Given the
frequent discussions on the role of entertainment in public broadcasting, it is striking
that so far the genre as such has received little attention. As long as entertainment
programs do not conflict with general standards associated with good taste, decency,
and restraint regarding sex and violence, there is hardly any sustained interest
(McQuail, 1992).
This article specifically addresses the factors that complicate the full and
ready acceptance of entertainment in European public television: the rise of
commercial television; the meaning of quality; the position of the audience; the
interpretation of ‘public service’ and the virtual absence of a professional quality
discourse on entertainment in public television. Taken together these factors
constitute a dilemma for program makers in public broadcasting; either you go for the
ratings and forget all about your public mission or you go for quality and forget the
audience.
Through a careful repertoire analysis of in-depth interviews with over fifty
broadcasting professionals, this article maps the various exit options
3
. Contrary to
common opinion, I will show how entertainment can turn into an inspiring and
indispensable element of public programming, and I will substantiate my argument
that public broadcasters can better fulfill their mission – making quality programs,
supplying good information and involving people in a democratic culture – if
entertainment is a significant and visible part of public programming.
Three obstacles for Entertainment in Public Television
Convention