The dissertation substantiates theoretical positions and conceptual approaches to the improvement of the mechanism of state regulation of public broadcasting activities in Ukraine. The target function of this mechanism is to develop a product that provides the ever-changing needs of society for information, communication, etc., for the continuous development of society and the formation of a civil society. From the position of the system approach, this mechanism is considered through the interaction of the functional subsystem and the support subsystem. Within the framework of the functional subsystem, planning, stimulation, responsibility and product development of the mechanism take place. The support subsystem includes financing, information, legal support, etc. Public broadcasting is viewed as a publicly funded non-commercial television and radio broadcasting system that aims to meet the needs of all citizens for information and communication interaction.
The research determines that the formation of a civil society takes place on the basis of two factors:
- social, characterized by: the internal dynamics of interaction of individuals; social activity in defending their rights and freedoms; has internal features in accordance with organizational-political and cultural norms; accumulates, stores and reproduces ethical and moral codes of conduct;
- technological, characterized by mass communications in the information space; the possibility of an instant response to information (comments, discussions, actions); the availability of media resources (independent media, free Internet, other communicative sources); availability of technical means and other possibilities of access to information.
We single out the technological factor as a real object, which can be directly influenced by public administration through appropriate mechanisms.
At the heart of the idea that television and radio broadcasting should be put in service for the public interest is the awareness of the role of speech as an intermediary and participant in the communication process in society. Public speech, as a model of speech organization, was designed to overcome the internal weakness of the two dominant systems of broadcasting organization - radio and television broadcasting under state control and a profit-oriented commercial model. The meaning of the existence of public service broadcasting, which is beyond state and commercial control, is to fulfill the functions of public service.
Public media should be non-profit public service broadcasters. Programs of broadcasters in general or certain types of programs have the so-called market failures, so the solution to and solution to this problem can not be achieved by market criteria and in terms of the efficiency of commercial players.
Media products and services may be provided through different types of institutions: markets where commercial broadcasters operate, government or government, non-governmental non-profit organizations and public media. Each of these institutions has certain advantages and disadvantages in connection with the decision-making rules for providing services to citizens and forms their own special economic mechanism for the functioning of the media.
State influence in this area is aimed at achieving two goals. First, it tries to provide a set of privileges for the public media, to define their obligations, to formulate control structures to ensure autonomy and control their accountability. Secondly, it also seeks to create open markets and strengthen competition. Thus, it tries to solve a set of two principles or an inherent dichotomy between culture and market or between cultural policy and economic policy.
The approaches are grounded and practical recommendations are developed for improving state regulation of public broadcasting as a universal technological platform for information and communication interaction in society, which through the their product contributes to the development of civil society. The approaches to the improvement of the support subsystem the mechanism of state regulation of public broadcasting activities in Ukraine through the justification of the structure of its financial component are proposed. The approaches is proposed to the improvement of the functional subsystem of the mechanism of state regulation of public broadcasting activities in Ukraine are proposed through the introduction of additional actors that will provide feedback in the mechanism.
