Broadcasting plan provides public with way to measure performance

In 2004, the Broadcasting Commission of Ireland (BCI) drew up a new strategic plan which will run from 2004 to 2008. This plan is a necessary initiative for many reasons, writes Conor J. Maguire

First, it clearly sets out the way in which the Commission will plot its policy developments, measure its successes and plan future challenges against a backdrop of clearly stated strategic objectives. Second, the strategic plan clearly lays down the Commission's intent over the next four years. It provides key interest groups and members of the public with a yardstick with which to judge the BCI's work.

In addition to the statutory framework which guides the Commission's work, a key element underpinning this new plan is the Government's white paper "Towards Better Regulation". The six principles of better regulation cited in this document - necessity, effectiveness, proportionality, transparency, accountability and consistency - provide a context within which the Commission's activities, including all regulatory decisions, can be measured.

So, how has the Commission performed in 2004?

Of the many activities undertaken by the BCI this year, perhaps the Children's Advertising Code attracted the most interest and input from stakeholder groups, the media and the public.

Representative groups were comprehensively consulted with at each phase of the code's development. Statements of outcomes were produced, clearly outlining the Commission's thinking. As a public service body, the Commission made sure to consult widely with interested groups, including children.

Similarly, in developing access rules for people with visual and hearing difficulties, the Commission adopted best practice principles in consulting with the various representative groups. In this connection, the BCI has proposed targets to be achieved by all broadcasters which will greatly enhance access to television services for people with disabilities.

The access rules come into effect in the first quarter.

In devising these new codes, the Commission did not see its role as finding a happy medium between opposing viewpoints. Rather, it viewed its function as making informed decisions on the code's development based on sound research and comprehensive consultation.

Licensing of services has been another area of significant progress for the Commission during 2004. The three-phased approach to further licensing of community and community of interest services has seen three new services take to the airwaves in Dundalk, west Dublin and Roscommon. Further services are due to come on stream in Lucan and west Limerick. An oral hearing for a new community of interest service will take place in Cork this year.

The new alternative rock service for Dublin city and county, Phantom FM, will begin broadcasting during 2005.

The Commission has also undertaken an impact study of the south-east regional radio service, Beat 102-103. This looked at both the performance of the new service and its impact on other services in the region. The outcome of this impact assessment suggests that a regional model has significant potential for success, and demonstrates that this type of service can successfully co-exist with other local radio services in the region, thus adding to the diversity of services available to listeners.

Last year saw the first licensing of new television services under the 2001 Broadcasting Act. A contract has recently been signed with Setanta Sports to provide a new Irish sports channel. Further contracts are expected to be concluded in the near future.

The Broadcasting (Funding) Act became active in late December 2003. It provides for the allocation of 5 per cent of the licence fee fund to all broadcasters for the production of programming on Irish culture, heritage and experience. It also provides for Irish language programming, the development of adult literacy programming and the development of a national broadcasting archive.

While there has been much media coverage concerning the application of monies available through this fund, it is important to highlight the considerable work which has been undertaken in preparing an appropriate scheme.

It is essential that any mechanism for the distribution of licence payer's money is accountable and has appropriate checks and balances. It is important to ensure that the best value for the highest quality programming is attained. In this way, all concerned will benefit: viewer, listener, producer and broadcaster.

The first scheme under this Act will be launched in spring.

The Commission's work programme for 2005 continues to provide significant challenges for the organisation. In addition to the Broadcasting (Funding) Scheme, the Commission will undertake a comprehensive review of its ownership and control policy.

The existing policy has been in operation since 2001 and it is now timely that a review would take place which will examine the policy's impact and effectiveness. Further licensing of radio services will also take place in 2005 and the Commission will begin the first steps in this regard at their policy meeting in February.

Conor Maguire is chairman of the Broadcasting Commission of Ireland (BCI), which regulates television and radio services in Ireland.