Submitted by Visitor (not verified) on Tue, 11/23/2010 - 17:23


In many spheres of human activity, people participation has become a key element in generating ideas and resources, and in shaping decisions. It allows for sharing of more and varied information and experiences.

To many media stakeholders, this strength is what makes Public Service Broadcasting attractive. PSB opens windows of opportunity for audiences and users to talk to each other and with various stakeholders, raise issues, question and suggest content, and generate outputs beneficial to the organisation, industry and, society at large.

AIBD and its partners took this approach in generating awareness, interest and involvement in helping establish PSB in many parts of Asia-Pacific .The venue was the series of seminars, consultations and workshops across the region since the 90s.To follow through the PSB idea, Dr. Paul Pasch, FES representative to Malaysia, AIBD director Dr. Javad Mottaghi and I met several times at the AIBD headquarters in Kuala Lumpur to review regional initiatives on PSB by various organisations. In many projects, some content gravitated towards a definition and rationale of the concept and demands of PSB, and a comparative analysis of different PSB models among Asian media, between Asia and Europe, and between Asia andAmerica. Others delved into the best practices of PSB in England, Germany, Canada, Japan, and Korea, and the impact of globalisation on PSB.



We reached a consensus to explore an Asia-Pacific approach to PSB, highlighting the need for a set of guidelines and standards to facilitate the creation of a PSB in the region. Aligned with the PSB objective of engaging people, Dr. Mottaghi consulted members of the AIBD Strategic Plan Team and other AIBD members for inputs on how to implement the PSB initiative. Dr. Pasch felt a transition period was necessary given the varying stages of development in the region.

For a year, I began the work of collating, synthesizing and editing the various concepts, elements, guidelines and recommendations of PSB found in numerous seminars, workshops and conferences AIBD organised. I discussed with media friends and read through several relevant publications, including online papers as added inputs to this publication.

In March 2008, a first draft was completed and subjected to the scrutiny of PSB specialists from the region during the Asia Media Summit in May 2008. In November of the same year, we met again to review and edit the second draft, after which the third draft was finished and distributed to members of the AIBD Strategic Plan Team and to other AIBD members and partners for their further comments. Upon receipt of all final comments and suggestions, the editing of the fourth and final draft was completed and submitted to AIBD in May 2009 for publication.

My decision to take on this undertaking was a choice I did not regret. The more I read on the numerous documents and publications on PSB and talked to media specialists, the more I was convinced of the need for a PSB model in this part of the world.

After all, PSB is about people participation in the pursuit of quality programmes and quality management. It demands excellent human capital.All these elements conspire to serve all publics. It is an ideal we continue to dream and aim for, a model worth my and your time, as media remains a pervasive and powerful tool for development and change.

I'd like to personally thank Dr. Mottaghi for this opportunity to be of service to Asian media. His support is outstanding. My gratitude as well to the media specialists in Asia-Pacific who lent their expertise and knowledge in crafting this publication, the AIBD staff, my friends in media and academics, among them, Atty. Rosalinda Kabatay of the University of Asia and the Pacific, Evelyn Agato of the Philippine Broadcasting Service and Che Che Lazaro of Probe Productions Inc, who believed in this project Thanks too to the generous understanding of Carolina R. Carlos of Resins Inc., who allowed me to spend some time on this project while attending to my current work in corporate communication and human resource development at Resins Inc., and to Robert, Fabian, Marisa and Celina who have kept me strong.

Jose Maria G. Carlos Project manager/lead editor