Does this result in new quality criteria? Does this require a European, international perspective and dimension (especially for public service media)?
Digital transformation and artificial intelligence are not the goal, but a means to an end. In relation to public service media, this means: How do we have to adapt so that we make the best possible use of the technical possibilities and artificial intelligence in order to be able to satisfy the needs of our audience - for relevant and credible information, regardless of the distribution channel - even better. ORF is not able to use these possibilities enough because of the legal requirements. This will be a big problem in the medium and long term if these framework conditions are not adapted. It is worth looking beyond the country's borders because one can learn from other public service media.
You have extensive experience and competence in questions of public service media quality. How do you assess the ORF quality assurance system in international comparison?
ORF's radio and television offerings enjoy a very good reputation among their audience - more precisely: their audiences. That is not by chance. It is the merit of a constant striving to keep improving our own quality. This requires a comprehensive quality assurance system. The quality assurance system of the ORF is one of the best in Europe in the field of public broadcasters. ORF has every right to be proud of this.
Ingrid Deltenre is an internationally recognised media expert.
Among other things, she was director of publisuisse and Swiss Television.
From 2010 to 2017, she worked as Director General of the European Broadcasting Union (EBU).