One of the sideline events of the Bulgarian National Radio’s 80^th anniversary was an international conference on the challenges the future holds for public radio, which took place in Sofia yesterday. The forum focused on the latest tendencies in the development of public media – broadcast content, financing, innovation and regulation – so as to live up to listeners’ changed expectations. European Broadcasting Union Director General Ingrid Deltenre was a special guest to the BNR’s 80^th anniversary celebrations.

The Bulgarian National Radio is celebrating its 80^th anniversary and is proud to say it holds leadership positions in media public confidence ratings in this country. Nonetheless there is always something left to be desired. What would be your advice?

“The Bulgarian National Radio is a key form of mass media for Bulgaria and has been part of people’s lives for generations. And in the face of all tribulations, the BNR has kept its leadership position. The reason why this is so is that it is a reliable and trustworthy source of information. I hope that the BNR will be able to retain this achievement because despite the societal changes and the technical revolution what is most important is independent journalism, guided solely by public interest and not by any political considerations. A critical distance in all directions is of the essence. Moreover, public radio is the keeper of cultural wealth – an example of this was demonstrated by the orchestras and ensembles of the BNR at the jubilee concert.”

At the conference you addressed the challenges facing public media in the digital world. The media world is undergoing singularly dynamic changes and public broadcasters are finding it particularly difficult to win over the young audience. What is your recipe?

“It is essential that we find out what interests young people, where they get their information from and what things attract their attention. Then we have to sit down and think how this information can be disseminated. And last but not least – public media must undergo reorganization and adjust their programmes to suit this specific audience. The Internet requires new ways to offer the programme content, new ways of communication, but also a modernization of the processes taking place within the specific form of mass media, a new way of thinking even.”

In the digital world speed is often of the essence. Is there time for in-depth journalistic analyses and investigative reporting which is the hallmark of public media?

“We must learn how to combine the two. Speed is part of our job, but that does not mean ignoring accuracy of information or in-depth analyses. Because our work is not just to quote one source or another leaving the listeners to draw their own conclusions. But this requires specific skills as well as financing. That is why financing of public broadcasters is a hot-button issue. I was surprised to find out that commercial media in Bulgaria have budgets twice the size of the budgets of the public radio and TV. It is obvious law-makers must intervene in defence of public media.”

You were able to meet with National Assembly President Tsetska Tsacheva and Prime Minister Boyko Borissov. What do they say?

“I was left with the impression that they are aware of the fact that public media are underfinanced, even though this is by no means easy at a time of crisis when we are all tightening our belts. That is why we think the alternative is legislative amendments so as to give public media broader commercial sources of financing.”

English version: Milena Daynova