Public Service Media prioritise domestic content, serve all of their audiences across multiple platforms, adhere to the strongest journalistic codes and practices, support independent production, and employ thousands in their respective service areas and generate significant economic activity in their respective countries. But what happens if misinformation and disinformation erode trust in Public Service Media, if public or political support erodes or falls away?

In this session, we explore the issue of declining trust and the best ways to communicate the true value of Public Service Media to a public which may not be listening. What’s working? What’s not? Should Public Service Media collaborate on joint messaging? How can we reverse a troublesome trend to cut back our place in our media ecosystems?