Supplying and Viewing Diversity

Abstract

From the late 1980s, the television market in the Netherlands developed in a single decade from a public monopoly to one of the most competitive markets in Europe. As a result, diversity of television supply declined while the absolute number of programmes that viewers could choose from considerably increased. Viewers make use of this increase in viewing opportunities to actively select a diverse combination of programmes from a less diverse supply. Consequently, the Dutch audience views as much diversity in the late 1990s as in the late 1980s.

Public Service Media and Diversity in the Digital Media Landscape: Opportunities and Limitations for Social Justice

“…Yet, two important factors should be considered when evaluating whether diversity through participatory content indeed means heightened diversity in reception and engagement, and whether this is an effective vehicle for social justice. First, empirical studies demonstrate that although diversity of supply is a necessary precondition, "on its own… it cannot secure diversity of reception" (McQuail, 1992, p. 158) or "diversity of choice" ( Van der Wurff, 2004). That is, the existence of varied content that might cater to minority groups and reflect diversity in society does not itself ensure diversity of consumption.…”