... to be funded directly from the corpus of uses ·Competition in good programming rather than numbers ·Guidelines to liberate programme makers and not to restrict them (Negrine, 1989:90) More succinctly, public service broadcasting can be thought of as a universal service; receiving funds from the public, guiding its own operations to a considerable extent and addressing its audiences primarily as citizens, not as consumers, a factor which insulates public service broadcasting from both political and commercial influence. According to Four Theories of the Press, the Authoritarian[1]; the Libertarian[2]; the Soviet Communist[3] and the Social Responsibility[4] are acknowledged as the most appropriate categories used to describe how different media systems operate in the world (Serverin, Tankard, Jr., 1979:338). The British media system can be placed within the overlapping categories of Libertarian and Social Responsibility; a position which means that the system need not only stick to 'the liberalist narrative' but can also encompass social morality, ...

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