Governing Body (Management)

Membership

1. Management of Public Service Broadcasting is vested in the Executive Body. Its members are composed of the CEO, and managing directors or heads of key departments.

2. The Board of Governors appoints the CEO. In consultation with the Board, the CEO appoints the managing directors. The CEO oversees tasks designated by the Board. The Board and the Executive management will decide on the appointment procedures.

3. The Board should be accountable for the Executive Body's decisions.

4. Appointment to the Executive Body will depend on each country's socio-economic and political environment.

5. Leading positions should be open to people with achievement, regardless of gender, race, ethnicity, religion and other considerations.

Obligations
1. Implements all the policies and programmes laid out by the Board.

2. Oversees the day-to-day activities of the public service broadcast station.

3. Introduces and implements quality management standards.'

4. Manages the production of quality programmes, reviewing regularly the process of programme production to reduce unnecessary and unproductive steps.

5. Enhances organisational capability and provides a framework for establishing a merit based, transparent, and effective HR management system to ensure effective outputs and outcomes.

6. Implements a recruitment mechanism for its own employees, and a system of professional and career advancement for employees." Such a system works to ensure that the staff of PSBs is not susceptible to career pressures and also helps to guarantee the independence as well the freedom which they have in terms of their programming choice, reporting, recruitment and budgeting."2

7. Attracts, develops and retains the best people.

8. Explores new mechanisms to contract producers, directors and other skilled people. Short contracts especially in programme production may be considered.

9. Adopts extra care in hiring journalists and editors. The credibility of the news organisation enhances the professionalism and effectiveness of public service broadcasting.

10. Strikes a balance in hiring multi-skilled people, which can help cut down the number of staff, and those with specialization to improve the quality of the product. By having multi-skilled personnel, there should be some clarity on what kind of skills can be combined.3

11. Promotes versatility in their management skills, computer and Internet literacy, and market consciousness. The Executive Body should also explore the regional and global cooperation among them and apply life long learning.

12. Exploits value added services to the extent that these are in accordance with the mandate and role of Public Service Broadcasting. 4 These can be opportunities to become service provider or distributor for multimedia products.

Accountability
1. The Executive Body as a whole is accountable to the Governing Body.

2. The CEO should provide clear guidelines on the roles and responsibilities of the other members of the Executive Body, as well as performance expectations. All should agree upon these roles, responsibilities, and performance expectations.

3. The Executive Body should develop clear guidelines for reporting performance, for review and feedback to improve management and operations of Public Service Broadcasting.

Policy Guidelines
1. Policy should be in accordance with the directives given by the Board.

2. The Executive Body must at all times exercise transparency and accountability in its dealings.

3. Hiring and promotion policies should be based on merit and not on any kinds of discrimination including discrimination based on race, ethnicity, gender, religion, and other relevant considerations.

REFERENCES

1Asia Media Summit (2005) Recommendations at the UNESCO/WRTVC/FES/ AIBD International Workshop on Public Service Broadcasting Best Practices: Evaluation, Monitoring and Standards,AIBD, Kuala Lumpur, 7-8 May, Kuala Lumpur.

2 AMIC (2006). Promoting editorial independence and media pluralism: Public service television in Asia (Issues and Recommendations). (CD-ROM), Singapore

3 Madhu, K. P. (Ed.). (2005) Proceedings of the AIBD/FES/UNESCO regional seminar on broadcasting regulation: Protecting public interest, promoting broadcast development,AIBD, Jakarta, Indonesia on 19-21 September.

4 Recommendations regarding legal, financial, and administrative aspects of Public Service Broadcasting. (2000) Proceedings of the subregional seminar. AIBD, Colombo, Sri Lanka on 21-23 August 21 - 23.