/PID2024-160337OB-I00
Open PSM
Open public media in the age of Artificial Intelligence: public value, inclusive society and ecosystemic innovation (OpenPSM)
Open public service media in the age of Artificial Intelligence
We analyse the transformation of public service media in a context marked by digitalisation, platformisation and the incorporation of artificial intelligence.
The work is being carried out by a team of 38 researchers who are continuing a line of research on the analysis of public media that began at the University of Santiago de Compostela over two decades ago.
We are moving towards a model of open public media, in which public value, stakeholder participation and innovation play a central role. Building on a well-established track record in the study of European public media systems, we are developing a framework that enables us to understand how these organisations can adapt to the new environment without losing their social function.
Context
Public service media face an increasingly complex landscape, marked by a loss of legitimacy, the fragmentation of media consumption and competition from global digital platforms.
At the same time, rapid technological change—particularly in the field of artificial intelligence—is transforming the processes of content production, distribution and consumption, creating new demands on organisations that, in many cases, face structural constraints to innovation.
In this context, we work with the concept of open public media as an approach to strengthening their social relevance. This model is based on openness to the public and stakeholders, participation and accountability, innovation as a collaborative process, and the generation of public value in digital environments.
From this perspective, we seek to contribute theoretical and applied knowledge to guide the evolution of public media in Europe.
Our objectives
We focus on analysing how public service media can evolve towards more open, participatory and innovative models, reinforcing their public value in the digital context.
Specifically, we work on:
01
Examining how public media manage and communicate public value in the current environment
02
Analysing their contribution to building an inclusive, diverse and accessible society
03
Studying the role of innovation, particularly artificial intelligence, in transforming their processes and revitalising the media ecosystem
Areas of work
The project is structured around three interrelated lines of research:
Public value and management models
We analyse how public media define, generate and evaluate public value, paying attention to the perceptions of different stakeholder groups and to accountability and transparency strategies.
Public media and an inclusive society
We study their contribution to social cohesion through principles such as universality, diversity, accessibility and media literacy, as well as their role in combating disinformation.
Innovation and digital transformation
We examine innovation strategies, with a particular focus on the adoption of technologies such as artificial intelligence, collaboration with other stakeholders in the ecosystem, and the development of digital infrastructure in the public interest.
How we do it
We use a mixed-methodology approach, combining quantitative and qualitative methods to provide a comprehensive view.
We use techniques such as the analysis of strategic and regulatory documents, in-depth interviews with experts, focus groups with various stakeholders, surveys of the general public, and applied experimentation with artificial intelligence technologies.
The analysis is conducted on two levels: a comparative approach at European level and a specific study of the Spanish and Portuguese contexts, enabling us to identify general trends and cases of particular relevance.
What this work contributes
We introduce a conceptual framework —open public media— that allows us to reinterpret the role of public service media in the digital environment.
We integrate three key dimensions—public value, an inclusive society and innovation—addressing them in an interrelated manner. Furthermore, we incorporate the analysis of emerging technologies, such as artificial intelligence, not only from a technical perspective, but also in relation to their impact on governance, production and the relationship with audiences.
This approach enables progress in knowledge generation and the identification of models applicable to the sector.
What impact are we seeking?
We aim to generate a significant impact in the academic, social and sectoral spheres.
On a scientific level, we contribute to the development of an up-to-date framework on public media in the digital age, with an international reach. In the institutional sphere, the results can guide public policies and management strategies within European audiovisual systems.
Furthermore, we help to strengthen the role of public media in building a more inclusive, diverse and accessible society, as well as driving innovation within the media and technology ecosystem.
Dissemination and transfer
We generate both scientific and applied results, geared towards their transfer to the sector.
These include scientific publications, reports and models for assessing public value, as well as practical guides for professionals. We also work on developing tools and recommendations in areas such as media literacy, technological innovation and the use of artificial intelligence.
We maintain an active relationship with institutions and organisations in the sector, which facilitates the direct application of results in real-world contexts.
Project timeline (2025 - 2028)
The project will run for three years (2025–2028) and is structured in different phases.
Open PSM
In the first phase, we will conduct a review of the current state of the art and a literature review. Subsequently, we will carry out expert interviews and qualitative studies with stakeholder groups.
First Stage
In the third phase, we will carry out quantitative research through surveys and begin to generate applied results.
Final phases
Finally, we will work on the experimental e tion of artificial intelligence technologies, the integrated analysis of results, and their dissemination and transfer.
This approach allows us to combine theoretical analysis with empirical validation and practical application.
