2009 MacTaggart Lecture in Edinburgh by James Murdoch

The transcript discusses the initial concerns about broadcasting technology causing social disruption and the responses to these threats, including nationalized broadcasting through the BBC. It highlights the difference in customer approach between public service broadcasting and other media forms, where customers are seen as passive in the former and empowered in the latter. The text suggests that while media offers opportunities for society, current trends are leaning towards increased control rather than trust and freedom.

What was one of the main concerns about the new broadcasting technology?

• It would be too expensive to implement.

• It might create social disruption.

• It would not reach a wide audience.

• It would be difficult to regulate.

How did the BBC respond to the perceived threat of broadcasting?

• By nationalizing broadcasting.

• By ignoring the concerns.

• By increasing advertising.

• By reducing broadcasting hours.

In public service broadcasting, how is the customer typically viewed?

• As a decision-maker.

• As a passive viewer needing protection.

• As a financial supporter.

• As an active participant.

What distinguishes the customer in other media sectors from public service broadcasting?

• They are not considered important.

• They are respected for their ability to make informed choices.

• They are seen as passive viewers.

• They have less freedom to choose.

What is the current trend in media control according to the transcript?

• Expanding control through interconnectedness.

• Increasing freedom and trust.

• Decreasing interconnectedness.

• Reducing customer influence.