Can PSB Stake its Claim in a Media World of Digital Convergence? The Case of the Flemish PSB Management Contract Renewal from an International Perspective.

Taking the renewal of the management contract (2007-11) of Flemish PSB as a case in point, this article - by means of a policy analysis model - intends to contribute to a better understanding of the role of the technological argument of digitization in policy making and to the ongoing discussion in public and academic forums about the role and position of PSB in the 21st century. Theoretically, the article concentrates on the dominant and alternative paradigms that feed contemporary discussions regarding the possible and 'legitimate' role(s) of PSB in a globalizing and digital interactive cross- and multimedia environment. Special attention is paid to the positions of technology and culture in the discourses on what constitutes a 'legitimate' future for PSB, as these two aspects seem to have (re)gained momentum in the renewed debates regarding the raison d'être and accountability of PSB. This article focuses on the policy process leading up to the new management contract of Flemish PSB. In particular, it analyses the discourses of relevant stakeholders that have dominated the process and influenced the eventual outcome. To this end, desk research and close reading of relevant texts are combined with interviews with relevant actors and privileged witnesses. These findings are then evaluated against the wider international context of European discussions regarding the future of PSB and some of its core characteristics in a media world dominated by digital convergence. [ABSTRACT FROM AUTHOR]