Concept of the public broadcaster development

1. Broadcaster that
answers people’s
questions
Sometimes unasked
BROADCASTING
VISION

2. Why do people have to pay for broadcaster?
To get independent insight. All Ukrainian electronic information sources are subsidized these days, and television is
the leading information source. Citizens receive news and comments on important events and sentiments in the
country from broadcasters that are dependent on business of their owners. Random donor funded projects
dominate online (or on other platforms which are simultaneously pursuing “their own goals”).
To get product which meets the standards. Entertainment programs on TV aim exclusively at going high in the
ratings, and failure to meet the standards of responsibility, public interest and children’s right is the common
practice.
To see and hear modern culture. Ukrainian TV and radio use music and cultural projects only as a medium for
bands that are making money on corporate parties or pop concerts. New wave artists remain on the periphery.
Some have been working there for decades now, for instance, “newly discovered” Katia Chilly.
To see and hear various people. Religious and national minorities, people with special needs, people from small
towns… Rating measurement panel usually disregards them, and society needs to hear their opinion.

3. What will taxpayers get?
Editorial policy guided by the public interests. Full independence from political focus and advertising agencies’
priorities. Utmost attention of news and programs producers to the audience needs through surveys and regional
feedback. We need to ask: “What should we tell people? How to compose topics and what problems are vital for
real Ukraine?”
Maximum engagement of civil society: non-governmental organizations, experts and representatives of
Supervisory Board will participate in formation of “Informational agenda”. These are expert communities, parents,
students and even sports associations to be asked about relevance of the topic, rather than politicians or event
announcements. People who are familiar with concerns of the active audience.
Utmost attention to information broadcasting: from news to talk shows, analytical and educational projects in all
broadcast channels.
Instrument to fight populism and paternalism. Speaking of shared resposibility for the developments in the
country is essential for strengthening public confidence.

4. Is it news only?
News and current affairs programs are broadcaster’s ‘backbone’, foundation which sets the tone. However,
coverage of life of the country is not limited to the news, talk shows or documentaries.
Competent entertainment programs. If it is a TV show or radio play about an HR agency, it will deal in retraining
and employment of “throw-outs” (people from miners to IDPs). If it is a TV series or reality show about school, it
will show children fighting endemic problems of schooling.
If it is a history TV show or program, they will be dedicated to previously undisclosed Ukrainian subjects: Draymen.
Batiars (ruffians). Kharakternyks (Ukrainian warriors). Freedom fighters. VAPLITE writers. Modernist artists.
Zankovetska and Les Kurbas. Ukrainians who were citizens of different times and countries.
If it is an advice TV – or radio programs – they should concern condominium associations and energy efficiency,
and not grocery shopping. On bringing up children, and not recipes. On monitoring school expenses. On food
reducing the risk of heart disease or diabetes.

5. Why is it not there yet? PBC problems
Dependence on government ‘s funding and appointment of personnel: micromanagement was used to appoint
managers and provide funding. Independent supervisory board appointing the management offers a chance of
working freely. Availability of legally provided financing is a challenge we still have to face.
Structure inefficiency: we can’t talk development when 50 % of funds spent on the TV and radio system constitutes
wages of ‘protected’ unmotivated personnel. That is why other broadcasters dominate both TV and radio ratings so
far. The structure built according to Soviet propaganda pattern is ‘customer-tailored’ and can provide no quality,
but imitation only.
Personnel that is not motivated to develop: TV and radio have been the means of journalists’ hidden social
protection. “Joint trade unions” demanded to maintain Soviet standards without changing quality of work.
‘Patchwork’ broadcasting: series of TV and radio programs were prepared “from the outside” without any strategy,
either broadcasting or editorial. Serving the interests of a ‘customer’ – government, sponsor or even Western
donor – was essential.

6. How will PBC mission work on the air?
Protect freedoms in Ukraine. Through independent and clear news editorial policy that is coordinated between
channels, and building pressing topics agenda.
Provide truthful sustainable information about Ukraine and the world. Through professional news and current
affairs programs aired on all channels of public broadcasting.
Establish social dialogue to strengthen public trust. Through holding informational campaigns. We will implement
these campaigns jointly with activists, non-governmental organizations, ministries and experts.
Develop civil responsibility. Through utmost representation of successful examples of responsible leaders (Doctors.
Mayors. Energy managers. Social workers. Soldiers. Home front workers. Businessmen).
Promote Ukrainian language and culture. Through supporting contemporary and classical artists who are worth
being promoted.
Tell about personalities and Ukrainian nation. Through presentation of genuine intra-Ukrainian dialogue of people
with their languages, dialects, values and vision of the future.

7. What do people buy with budget funds?
UA:one first UA:discovery Radio: UA:talk Radio: UA:discovery Radio UA:youth New media
Basic channel:
aimed at the widest
possible audience of
civic-minded people
(who strive or can
strive for change). It
is the channel with
the core audience
35+ and with the
desire to expand.
Educational channel
aimed at the
audience which is
less politicized and
active. The programs
here will focus on
topics of culture, art
and, above all,
educational
activities.
Independent talk
radio. Sets up
agenda for political,
sociopolitical and
news discussion.
First fully
independent talk
radio in the coutry.
The first mass
medium on the
scene.
Cultural educational
radio, based on
preservation and
updating of the
classics and artistic
achievements
relevant to the older
audience (with news
presented in calm
and slow manner).
Radio channel with
special focus on
music programs and
celebrities’
educational projects
(health,
psychological
maturity, trends).
We are treating new
media as a separate
channel with special
editorial body. Not
only does it use
information from
newsroom and
other programs, but
maintains its own
information policy
and accounts on
social media.
6 broadcasting channels (for various audiences)

8. NEWS
Joint news service working with all distribution channels. Each channel has its own reader, viewer and listener.
Audience of the first radio channel is older, and Internet audience is younger. Radio is faster than Internet
sometimes, and television should show pictures (and not just demonstrate talking heads).
Joint newsroom has is to select news for various platforms, taking into account the audience’s interests and specific
aspects of delivery and simultaneously maintaining journalism standards: efficiency, completeness of information,
quality of presentation and balance.
PBS news should be informative and interesting to the public. Most important, though, is a human who should
become the biggest news value. We should always ask ourselves: what will this news give to an average citizen?
Will he understand the way we are telling this news?
An individual is the main news ‘customer’ on PBS Everyone – from representatives of youth subculture to an
inhabitant of a tiny village in Transcarpathia – should know who is Roman Nasirov (persecuted head of fiscal
service), what he is accused of and what are demands of people outside the court.

9. NEWS: NEWSHOUSE
In 2015 UA:ONE presented
NewsHouse development: joint
newsroom working for all platforms
of the PBC. It is an ambitious top-
quality project and its feasibility has
been proven during the visit to
partners: DR (DANSK RADIO).
This project will be implemented
ASAP. New management should help
launch and not stop it.

10. NEW MEDIA: FIRST BUTTON BOOKMARK
Modern technologies allow interaction with maximum number of information consumers. We should be
present everywhere: at home — through television, radio and Internet. On the way to work on a radio or in
telephone; at work in a computer: on social media and online broadcasting.
The most active audiences are represented on social media: children, youth and middle-aged people. We have
to communicate with them where they are.
Middle-aged people. They are the foundation and driving force of any society. They develop, create, build,
produce, protect and promote Ukraine. We should be useful to them to facilitate their decision making,
interaction with the state and the society – through the relevant products: journalistic investigations, thematic
series, documentary programs.
Children and youth. PBS should assist in developing, teaching, extend children’s vision of the world they live in.
Educational videos, animated films and programs promoting PBS ideas and values and set them up to things
parents never mention – from pregnancy to “blue whales” – will be created with the help of psychologists,
teachers and activists who work with children and youth.

11. TELEVISION
In view of PBS broadcasting concept
Basing on the Law of Ukraine On Public Television and Radio Broadcasting of Ukraine, namely Art. 4
(Principal tasks of the Public Broadcasting Company of Ukraine)
Considering that absence of low rated topic and programs in commercial broadcasting networks
(educational, cultural, children’s, about/for minorities etc.) is a possibility
Seamlessly complementing current affairs programs in coverage of relevant topics
Building multi-platform broadcaster whose program will be available to wide audience though
channels of communication that are most convenient for various categories
Our teams suggest creating the following segments of TV broadcasting, step by step and block by
block:

12. UA:1
MORNING/ ENERGIES
Network built on the basis of morning show telling about current affairs / cross cutting themes, various
formats. News, advice, information, good mood for the entire day. Family audience. Also: regional
stand-ups, problems that active citizens are concerned about: roads, communal stories.
FREE TIME FOR GOOD PURPOSE
Taking into account current events / cross cutting themes in various formats.
Pressing themes of the programs (“catching up” with the news and elaborating more closely on the
topics).
Programs about relevant things. Tips on condominium associations and energy efficiency. On control
over school expenses. On ‘”blue whales” groups (so-called online suicidal groups), but not in the
manner of sensation and hysterics. Explaining thet it’s not “the Internet that kills children”, but the
problem lies in amount of attention given to teens by their parents.

13. UA:1
SPORTS: Special focus on two-component sports broadcasting:
Main world sports competitions (first of all, those with participation of Ukrainian national team).
Long-term goal is to return ALL matches of Ukrainian national football team to UA:1, which includes
finals of European and World Cups.
Popular sports – key events: football, basketball, hockey. Promoting sports in which our players excel:
biathlon, tennis, fencing, boxing, swimming.
Programs and films promoting sports and active lifestyle. Depending on the season, current major
sports events, involving relevant sports federations and leading experts in various sports (namely,
former champions and prize winners), these programs will be a part of morning broadcast, children’s
block, will be aired during breaks of sports events live steams or before them.

14. UA:1
EDUCATION/ CHILDREN (SCHOOL STUDENTS). Catching children at home after school.
This will be the only block where programs succeed one another according to ‘from younger to older’
pattern, based on the principle of time when children return from school. We will talk to children in
their language and about things they are interested in. This program will also spare time for serious
discussion about so-called ‘blue whales’ groups. We won’t be hiding behind discussing these topics
with adults only. On the contrary, we will fill in the knowledge gap many children have due to their
parents’ being busy.
At the same time, over 50 % of daytime block for children on UA:1 will consist of entertainment and
educational programs: featuring children rock bands and folk groups, telling about new computer
games, giving advice on safe purchase of gadgets from China, etc.

15. UA:1
ENTERTAINMENT
Entertainment programs of in-house and independent Ukrainian production – from new hits replacing
“Who Wants to Be a Millionaire?” to comic programs, Michael Schur’s projects being a perfect
example (it will turn into Saturday Night Live).
Films and serials. Ukrainian and foreign. They will be purchased based on financial means (except for
those obtained free of charge).
Other – based on the situation, demand and funding, but only on condition of maintaining PBS
principles. No one will accept ‘teleshopping’ disguised as hot items.

16. UA:1
SERIALS
Type 1: Serials for one/several seasons. For instance, those dedicated to hot-button issues.
Independent production studio will be commissioned or the serials will be made in cooperation with
PBS. Besides, similar foreign serials will be purchased for broadcasting, depending on PBS’s financial
possibilities.
Type 2: Soap opera: Ukrainian version. Present-day version of “Coronation Street”. About current
events and pressing topics, using Ukrainian families, friends, co-workers as an example. Requires a
lengthy preparation process and close coordination with the information broadcasting agenda. An
independent studio will be commissioned to produce it, with ongoing coordination of the progress
with Suspilne.

17. Broadcasting schedule?
It is a working tool, influenced by numerous factors:
- financial possibilities and balance between ‘insured expenses’ and ‘development expenses’
- necessity to take into account other broadcasters’ programming. If we want to change quality and
standards, we need to consider opposition of other channels and their counterprogramming.
- time. The schedule can change during 4 years, considering interests of the audience, results of work,
technologies etc. Broadcasting schedule is a dynamic and flexible instrument.
- only the maximum amount of news and current affairs programs on each channel will remain
unchanged.

18. UA:2: Discovery
Culture remains the leading topic of this channel, but
The notion of ‘Culture’ will expand, following Euronews example. In addition to Art, there is place for its
other manifestations (Kult) – up to and including high fashion. We don’t offer a fashion program along
the lines of Fashion TV. In future we see a program about influence of music on present-day fashion
aired on this channel (an exhibition dedicated to punk’s impact on high fashion opened in New York
Metropolitan Museum last year. The exhibition became an important cultural event in the West, and it
echoed in Ukraine through mass media).
‘Culture’ is not only about the past, it first of all is about the present days. “Young blood think in a
different manner” – “World for Ukraine © O. Kryvenko. We are aimed at creation, assistance to
creators, search of authors and programs able to show Ukrainian culture in European and global
contexts. A modern writer will present a literature club on this channel. Should he decide to talk to the
Sixtiers, is will be a modern conversation intended for present-day audience. Unlike previous
generations, they can access global culture in its entirety.

19. UA:2 Discovery
Education
Documentaries, studio programs and other programs about science. Topics – humanities and sciences:
history, philosophy, sociology, physics, astronomy, chemistry, mathematics, money. It will be money, and not
impersonal ‘economics’: how it works for family, town and country.
Both for children and adults. In calm narrative manner. Basing on the experience and using certain
approaches from “Through the Wormhole with Morgan Freeman” cycle.

20. UA:2: Discovery
Multimedia style
UA:2 will become a place for the first demonstration, show-room for those who stay at home. Various
audiences will be able to take what interests them, in convenient form through Internet archive.
Approach to programming
Splitting into blocks dedicated to various topics. For instance, programs about museums during the day,
documentaries about historic events - in early prime time, program about theatre (or TV versions
broadcasting) – at 07:00 p.m., “Literature Club” live – at 11 p.m. Every block envisages various contents –
both purchased programs and in-house production, and will open with topical news (product of joint
News.House).

21. UA: Radio
The radio will work within dynamic broadcasting network, using largest possible amount of News House and
other programs’ materials. Key station: talk radio with broadcast blocks:
- morning (information announcing the news agenda in the big morning show)
- daytime (authorial programs and news)
- evening (first summary of the day)
- late prime time (analytics)
Most “news TV channels” in Ukraine are radio with the cameras on. They will be competitors of our talk-
radio (at the same time, talk radio will have an undeniable advantage of the speed of news presentation).

22. UA: Radio
Programming envisages live broadcast every 30 minutes (choices: news on the dot, local news at half, or
news on the dot and headlines at half).
We will give the radio back its quality of the fastest ‘background’ information source. Internet and TV require
immersion, while radio is number one source of information and comments.
Without waiting for news feed update (or in parallel with it) and being independent of TV spots that require
video editing, professional radio producers will air latest news right there and then (either their own or
verified news).
With largest amount of live streams possible.

23. UA: LIVE. Broadcasting and live streaming.
The channel should become a site for direct broadcasting of the events which are vital for the country.
From revolutions to new opera’s opening night. The management will decide which event suits which
channel the best.
The key approach is the broadcasting is not a goal in itself, but should be integrated into the context.
Informational – with comments and expert studies. Artistic – with introduction to the sphere. Historic –
with special programs and documentaries.
Viewer and listener does not only witness the event, he should understand its role.

24. UA: Radio Discovery and Youth
Similar to TV channels rules, the network will form on the basis of survey of various audiences needs. So far
nobody ever conducted them.
Radio Discovery will work for senior audience and give the possibility to get information to people who can’t
manage to keep pace with the present-day media. They will be able to get access to advice show telling
about nutrition principles and prevention of non-communicable diseases based on WHO guidelines, instead
of current advertisements of homeopathic medicine which does not meet people’s expectations.
Radio for youth will represent contemporary youth music produced in Ukraine, together with a possibility to
learn about local stars and talk to them. It is a place for growth of active youth + advice and information that
would be useful for students in their everyday life.

25. PBS regional broadcasting
We are convinced that Regional television should become independent, decentralized, municipal and
public. Regional branch offices “PBS Regions” and regional broadcasting companies of local communities
will be created for this purpose. Regional offices will become production centers for in-house unique and,
most important, high quality product.
Activity and financing of local television must become not only PBS responsibility, but local communities’
as well. After all, freedom of speech means responsibility. If community needs some programs or even TV
and radio companies – they will appear. If community decides that employing so many people is not
feasible or they are not needed at all – it will be the decision of the community. In order to support a
challenging process of decentralization of broadcasting, Suspilne can give regional TV and radio companies’
signal transmitters for free, and provide some equipment and studios either at nominal charge or toll-free.

26. PBS regional broadcasting
Regional UA offices: Funding from Kyiv. Production: news (TV and radio), weekly talk show, morning studio
and sections, weekly summary on PBS and their own sub-sites on the news portal. 20 – 30 employees.
Every program, section etc. can be aired on UA:ONE channel only after confirmation of its format and
quality.
The Board together with regional directorates will organize mandatory trainings for regional offices and
teaching PBS standards, being responsible for maintaining journalism standards in regional offices’ work.
The Board shall control quality of regional slots broadcasted on PBS. Any complaints (regarding compliance
with the editorial policy) will be considered in Kyiv.

27. Suspilne regional broadcasting
Regional broadcasting of local (regional) communities. Funding at the expense of regional budgets. Production:
wide range of topically targeted programs, fitting them into air time of existing regional frequencies, participation
in competitions and joint production of high quality product for Suspilne. Creation or support of local communities
radio broadcasting.
Both human and technical and administrative resources left from production of the programs for their own slot in
PBS air time will be used to create unique regional broadcasting of local communities. TV and radio broadcasting
will take place on the existing frequencies, in line with licenses obtained by local offices. Therefore, local
communities will get their public TV and radio channels. A network of decentralized desovietized local
broadcasting is formed.

28. PBS regional broadcasting
Teams of regional companies of local broadcasting will participate in from PBS’s tenders for programs production.
Board of the UA: will help municipal regional companies to fill up their air time, providing content free of charge.
Regional companies (both branch offices and local communities’ broadcasting) will use the newest PBS media to
promote their product. PBS can post regional TV and radio programs on its website in “Regions” section. Regional
broadcasters will have to change to the status of local communities broadcasting and “regional offices” not later
than on January 1, 2018.

29. Who is in charge?
Roman
Vybranovskyi
Chairman of the Board
Ihor
Soldatenko
Member of the Board
Serhiy
Mamaev
Member of the Board
Andriy
Bohdanovych
Member of the Board
Vadym Pelykh
Member of the Board
Ruslan
Tkachenko
Member of the Board Member of the Board
There is no perfect manager able to control everything and make flawless decisions. We believe there are perfect
teams able to combine various experience. It is the synergy experience that can shift the situation at PBC. That is
why it’s a concept created by the team and not one person. However, a Member of the Board responsible for
finances will be elected separately, won’t participate in concept creation and will be independent, to keep the
balance.

30. TEAM
Roman Vybranovskyi is an expert in the sphere of media and
communications with more than 15 years of experience in
implementation of projects dedicated to communication of socially
important topics. Joined Ukraine Crisis Media Center in January 2015 to
build communications on Ukrainian reforms.
In 2002-2005 Roman was responsible for launching and creating
“Hromadske radio” – the first radio that did not depend on politicians’
financial influence. Later he became head of department at National TV
and Radio Company of Ukraine and project leader (1+1 group) and was
implementing special projects dedicated to hot-button issues brought up
for public discussion.
Besides, Roman was in charge of a number of advocacy projects aimed at
engaging regional media in challenging social issues discussion. He was
studying public service broadcasting in the USA (NPR), Great Britain (BBC),
Germany (MDR), Poland (TVP) and Denmark (DR).

31. TEAM
Ihor Soldatenko. Has been in charge of PR communications of the biggest Ukrainian
advertising an communication holding company Publicis One since 2008. Being a
media expert and advisor, he simultaneously has been assisting in developing
regional network of mass media that cooperate with Ukraine Crisis Media Center.
He coordinated Hromadske.TV grant projects in 2015. Cooperated with Open
Ukraine foundation in 2011-2012 as a media consultant.
His experience of working with mass media includes:
7 years at NGO Internews Ukraine (coordinator, and later head of educational
programs department, producer of news programs and talk shows, deputy program
director, TV journalism trainer)
3 years at Hromadske Radio charity foundation headed by Oleksandr Kryvenko
(regional producer, journalism trainer)
9 moths at Continent 100.9 FM radio (head of communication department,
producer, reporter)
Worked at numerous media organizations: 7 years as NGO Charter-4 projects
coordinator, 7 years as a secretary of the Commission on Journalism Ethics, assisted
in creation of the National Association of Broadcasters and Independent Media
Trade Union.

32. TEAM
Serhiy Mamaev. Total professional experience exceeds 20 years. More than 15 years
experience in journalism. Prepared various TV products: from travel show to
documentaries. Nevertheless, news forms the basis of television, and it’s his profile.
Vast experience of information services from scratch, as well as reformatting and
creating formats: “One Day”, “Vikna”, UBR, Kirovohrad Regional State TV and Radio
Company, TV5, NTN etc. Ran both small projects and huge TV departments. He
understands what format, audience, share and rating mean, and knows how to reach
out to viewers.
Ongoing teaching activity helps him to select and teach personnel. 10 years teaching
experience at Interschool, 5 media schools in Zaporizhzhia, trainings at the commission
of State Committee for Television and Radio Broadcasting of Ukraine, offsite trainings in
regions throughout Ukraine.
Serhiy participated as an expert in TV competitions, and his programs gained several
nominations for Teletriumph Award. Information service of TV5 Channel he was
directing gained 3 nominations and 2 Teletriumph Awards in 2015, and 5 more
nominations and another award in 2016.

33. TEAM
Andriy Bohdanovych. Journalist and editor with 15 years experience on Ukrainian
TV channels: ICTV (presenter, actor, author, editor), 1+1 (presenter), National
Information Systems (К1, presenter), Inter TV Channel (editor), TRC Ukraine (actor,
editor, author), Comedy Club Ukraine (editor, author), editor-in-chief at information
analysis department on TV-5 Channel (Zaporizhzhia).
First Deputy Director General at Kirovohrad Regional State TV and Radio Company
(NPTRCU branch).
Graduated from the News School Internews-Ukraine (2000) with honors. Regional
TV channels trainer (Zaporizhzhia, Kropyvnytskyi, Kyiv), member of the National
Union of Journalists of Ukraine, member of International Sports Journalists’
Association.
Awarded with Honored Journalist of Ukraine title..
Winner of All-Ukrainian Award Teletriumph in 2014-2015 for “Best Information
Program – Region”. Nominee of All-Ukrainian Award Teletriumph in 2009 and 2012
within a group of authors for “Best TV Program Scenario” and “Best TV Serial
Scenario”. Nominee of All-Ukrainian Award Teletriumph in 2016 for “Best Regional
programs Presenter”.

34. TEAM
Ruslan Tkachenko is an expert in the sphere of TV production and creative
processes organization. For almost 25 years on television he worked within
various specialties, learning the process from the inside.
He is a personification of combined experience of creative, operational and
administrative activity within projects of various sizes. He is a director of
photography, editor and producer. Systematic analysis, knowledge of the market
and teamwork building skills both in state-funded and commercial projects.
Has been working as a producer-in-chief at National TV and Radio Company of
Ukraine, ensuring preparation of projects and PBS broadcasting programs.
Organized broadcasts and special projects. Produced documentaries, serials and
Junior Eurovision Song Contest 2009. Ideologist and implementer of information
system used at NTRCU. Had experience of launching communication IT startup as
an independent producer.

35. TEAM
Vadym Pelekh – director of TVA channel (Chernivtsi)
20 years of experience in journalism, 11 years of these was a staff
correspondent of Ukrainian Radio. Author and presenter of analytical TV
and radio programs.
Initiated creation of Media Center that was working 24/7 at Chernivtsi
Regional State Administration during the Revolution of Dignity. He created
Chernivtsi Independent Media Trade Union and was its head for three
years. The Trade Union pleaded about ten journalists cases in court and
won them.
At the US government invitation, was studying the experience of American
mass media work in areas of compact settlement of ethnic communities.

36. Model of transition to new structure
Problem of structure efficiency: channel’s fulltime employees will make up a minimum number (up to 600 people):
management, operational activity, news and current afairs program. Large majority of the content (at least 50 % of
programs on all channels) will be prepared on a competitive basis by producer groups and external companies.
Competition for rating will create whole new approaches to work and use of techical resources.
Problem of unmotivated personnel: PBC empolyees will receive marketable salaries (heads of departments – up to
60 % of Chairman of the Board’s salary, editors and specialists – up to 50 % of Chairman of the Board’s salary,
journalists and workers from 15 % (start) to 50 % (special correspondents and presenters). At the same time,
quality and productivity requirements will grow exponentially. It will be as difficult to stay in the team as it is
difficult to fire anyone now.
Problem of ‘patchwork’ broadcasting: Donor funded projects or state funded educational programs will be
implemented by tender. Campaign tender will be carefully prepared by the channel management, but funding and
production will be independent. The channel will control the content quality.

37. Model of transition to new structure
Closing one channel and opening another one the next day is impossible. We will require four years. Тhis model will
be implemented de facto, using Germany as an example. Following German reunification, authorities created new
channels that employed the personnel from GDR propaganda channels. However, they were employed on a
competitive basis, at a structure with its own regulations and requirements.
PBC will change channels and segmets one by one. Certain time slots will be prepared by departments that are
working in compiance with strict requirements to work quality and efficiency. We will start with news, information
block and morning show.

38. Model of transition to new structure
50 % rule: at least half of the programs (in addition to news and information programs) should be made by outside
producers. Fair competition of producers, studios and authors will provide space for existing initiatives, project
quality and the future for projects which are financed by donors at present.
Partnership with donor and state-funded projects: information campaign, state funding of movies and series
should take place in close cooperation and synergy with other projects and initiatives. However, to avoid a channel
having ‘patchwork’ broadcasting, all projects and regulations will be discussed BEFORE the implementation starts.
They will have to be embedded into broadcasting structure.
Partner projecs with European broadcasters. History of Ukrainian channels’ cooperation with the Russian
Federation is not technologically harmful. Nevertheless, idelogically it is a part of hybrid war. It is time to refocus
these markets to the EU.

39. Model of transition to new structure
Funds: government or officials can still block the channel’s funding (even under new legislation). Speed and quality
of transformations depend on full-scale funding. Having no intention to make arrangements with the government
behind the closed doors, the team will only rely on public pressure exerted by the Supervisory Board and general
public to guarantee funding.
Independence: any high profile investigations or awkward questions in the time of post-truth will be treated as
criticism or prejudice. However, maintainance of editorial policy and fullness of details will protect new concept.
Permanent committee for ethics complaits should be functioning effectively.
Team: channel’s trade union movements were repeatedly used to return the channel to the periphery of
production quality. Protests against dismissals are unavoidable. New broadcasters won’t start working without
them. The answer is simple: employees will be given a possibility to approve themselves and receive respectable
salary for proper work. The emphasis is on proper work.

40. Expectations
The situation when there are more funds for “salaries” than production in the current budget of the channel offers
no possibility to redirect recourse promptly. Reconstruction of internal structure will take place till late 2017. The
first results will appear in autumn, new image - from 2018, and the channel will be fully ready to new image in
2020. Operrational management will concentrate on minimizing ineffective expenses and directing allocated
resource to development: high quality programs (according to the 50 % rule).
Important challenge: preparation to elections 2019. Presidential and parliamentary elections have always been ‘a
honey flow period’ for TV channels. By the start of the elections news and information segment will be functional
and organized sufficiently for providing the public with fair, open, full scale, high quality informational picture
reflecting problems of the country and possible solutions suggested by ‘new elites’.

41. Priorities
2017: Structure renewal, the largest unavoidable staff reduction. Building new quality current affairs and news
programs. Coordinating priorities of production companies and partners, taking into consideration NPCU strategy.
Advocacy work regarding funding. Creating and launching new information portal.
2018: Launching new network with minimal resources, beginning preparation to full-scale broadcasting on all
channels (including regional segments). Web portal functions in full force. Talk radio functions in full force. Largest
possible (considering funds and human resources) number of authorial programs. Production of serials. Regional
stations work in new format.
2019: News.House launch. NPCU becomes a standard of news coverage. TV and radio broadcasting channels get a
recognizable image.
2020: Preparation of new concept. Launching segments that had not been launched in earlier years and shifting to
new strategy that will start being drawn early in the year.

42. P.S. How can media landscape be influenced?
Setting standards. Public broadcaster should maintain highest operational standards in all segments. News,
analytics, sports, serials, investigations, music, online news coverage. This all should be presented in high
quality and professional manner, straight out, considering needs of the audience which is measured not
only by ratings but through special surveys.
Existence of the standard will not only boost broadcasters’ ratings (aim: UA:1 TV Channel hits TOP 10,
UA:Discovery TV Channel hits TOP 20, radio channels hit TOP 10). This will also set standards others will
follow. Such trend already works for technological infrastructure – channels started chasing after picture
quality long time ago.
It’s time to start chasing after content quality, and all-new PBS TV will set quality standards.