Defining Distinctiveness In Search of Public Broadcasting Performance and Quality Criteria Jo Bardoel University of Amsterdam/University of Nijmegen j.h.l.bardoel@uva.nl j.bardoel@maw.kun.nl Leen d’Haenens University of Nijmegen l.dhaenens@maw.kun.nl Allerd Peeters The Netherlands Public Service Broadcasting/University of Nijmegen allerd.peeters@omroep.nl a.peeters@maw.kun.nl (first draft, not to be quoted without permission of the authors) This article will look into the current and planned policy endeavours of the Dutch public broadcasting service pertaining to its search for an identification of new quality and performance criteria that operationalize its distinctive quality programming mission as opposed to that of the commercial counterparts. These criteria go beyond the known quantitative audience measurement figures aimed at mere audience maximization which are therefore better suited to commercial broadcasters. Our analysis of this quest for new performance and quality criteria will be twofold. Policy measures assigned by the government as enacted in media legislation will be considered, as well as self-determined policy by the public broadcaster at the level of its three channels, its eight broadcasting organizations, and its concrete programme output. By assigned policy, we refer, first and foremost, to the visitation procedure that took place in 2003-2004 and was preceded by a self-reflective exercise carried out by the broadcasting organizations. When dealing with self-determined policy measures, a recently commissioned study by McKinsey (released in July 2003) points out eight so-called dimensions of distinctive PSB quality programming; each dimension still needs to be operationalized through several indicators. Needless to say this will be a tall order. Next to the three more familiar, i.e. quantitative dimensions – reach and share of total audience and target groups, cost efficiency and effectiveness – the other five dimensions and their respective indicators constituting the core parts of the so-called cultural commons of the Dutch PSB will merit our specific attention. The latter consist of programme quality defined as the programme’s attributed score in terms of distinctive image features compared to the commercial broadcasters; the channel’s and programmes’ credibility as assessed by an expert panel; the extent to which the public broadcaster’s own production corresponds to a modern and innovative image; pluralism in viewpoints, themes and issues dealt with; and social responsibility and positive impact on society. In other words, the Dutch public broadcaster’s attempts to fulfil its public mission and to make it measurable through this variety of instruments, which will continue to need a lot of reflection and fine-tuning, will be discussed thoroughly.