Sally Broughton Micova, lecturer at the University of East Anglia (UK), and London School of Economics visiting fellow, spoke to SEE Media Observatory about the role of public service media and the challenges they face.

While she mentioned demands for particular programming that provides information, promoted cultural values and provided educative content, she also stressed that the public service role can only be fulfilled if people not only use these media, but also participate both in shaping what their public service remit should be and hold them accountable for fulfilling their role.

She pointed out that the first challenge related to public service media is the absence of "will of the political elites to keep their hands off" these media.

Other challenges are related to difficulties in funding and to high competition, both from within the local market and from the foreign media.

The existence of three public service broadcasters in Bosnia and Herzegovina adds to the challenges, which might require rethinking of the PSB system and opening a wider discussion on the needs of the public as a whole.