PUBLIC SERVICE MEDIA AND ACCESS SERVICES

Abstract

Public service media (PSМ) play a significant role in national media markets ensuring accessibility to program content and services for people with disabilities. They are trying to implement and increase the amount of content available to people with sensory impairments (sight and hearing), as well as people with mental (intellectual and cognitive) challenges, thus acting in accordance with their legal responsibilities. The aim of this research is to analyse the current situation and the possibilities for further development by the careful consideration of the problems faced by public service media trying to ensure accessibility. Both theoretical methods (analysis, deduction and comparative method) and empirical methods (case study and content analysis) will be used in the paper. The conclusion is that public service media must adapt their contents in accordance with European accessibility standards, which are implemented through the national regulatory framework. While some European service media providers have strict obligations and quotas related to the types of services and the amount of content, public media in Serbia, Slovenia and Croatia, for example, they are legally bound to try to increase the amount of accessible programming based on financial and technical possibilities. Although national laws usually do not differentiate between media service providers (public and commercial), public service media fulfil their obligations to the greatest extent ensuring accessibility by making subtitles, audio-description, sign language and news in easy-to-understand (simple) language