Reluctant Europeans - the BBC and European media policymaking 1992-1997

The BBC is often seen as an institution that represents and helps define 'Britishness'. It has also been taken as a model for public service reform in the UK. In the early 1990s, the BBC shifted strategically to become more engaged in the making of European Union media policy as it sought to expand its international and commercial services. This article looks at the micro-history of the development of the BBC's active European engagement, with specific reference to its role within the Brussels policy environment, drawing on contemporary documentary materials and discussions with key players within and outside the BBC. The article contributes to our understanding of the making of media policy within the European Union, and the role of media organisations, and the discourse coalitions to which they belong, within that process, and adds to the developing literature on the argumentative turn in public policy.

Automated summary

The BBC is seen as representative of 'Britishness' and has been a model for public service reform in the UK. In the early 1990s, the BBC strategically shifted to become more engaged in making European Union media policy for expanding its international and commercial services. This article looks at the micro-history of BBC's active European engagement and its role in Brussels policy environment, adding to the understanding of media policy within the EU and role of media organizations in public policy.