GLOBALISATION AND MODELLING OF NATIONAL MEDIA SYSTEM

An overview of the changes in the broadcasting policies of developed countries involved in the process of globalisation is analysed. The main idea is to redefine the role of national broadcasting corporations: British, Australian and others. Globalisation is beneficial to those who give cultural samples and generate a dominant model. Australian Broadcasting Corporation has built a television network that goes far beyond the "fifth continent". Australia Network television is available in 41 countries. Australian Broadcasting Corporation operates as the main provider of information and the leader of expert opinions for South-East Asia and the Pacific. Though television in Australia started only in 1956, and the Olympic Games in Melbourne was a stimulus to development.The analysis of the concept of ABC broadcasting and program policy can lead us to some conclusions. Since Australia's history, culture and language are associated with the UK, naturally we see the best professional traditions of BBC in ABC. Australians, too, have shared nationwide broadcasting on two channels: ABC 1 and ABC 2; and just as the British did it on the principle for general public and for young educated gentlemen. Just as in Canadian broadcasting, ABC funding assumes two sources: the state budget (80%) and commercial activities (but not advertising in the programs). Due to the successful combination of funding sources and an elaborate legal framework ABC can maintain their independence in programming from business corporations and politics, successfully competing with commercial television networks and remaining a public company for all Australians.There is a unique system of feedback with the ABC audience: the Ombudsman's office (judge for information disputes and the professional ethics of journalists), as well as the ABC Audience and Consumer Affairs unit. The fixed and processed 179,556 requests the audience for the year mean that every sixth TV-viewer for this or that occasion came in contact with the ABC: complained, asked for information, expressed approval and so on.It is difficult to use the experience of the Australian Broadcasting Corporation in the practice of Russian television, because in our country we have other traditions of state propaganda, and other TV viewing habits. However, it would be wrong not to see the rational basis in the Australian, Canadian or British broadcasting model for improving our own TV. It is useful to learn from those national broadcasting corporations, which in the global world have became transnational and attracted a lot more viewers to their programs than metropolises attract.

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