THE EVOLUTION OF THE PRINCIPLES OF PUBLIC BROADCASTING (ON THE EXAMPLE OF THE BRITISH BROADCASTING CORPORATION)

The article provides the overview of the evolution of the principles of public broadcasting by the British Broadcasting Corporation (BBC). The concept of public broadcasting as the result of long-term self-reflectionof the BBC has led to the fact that the Corporation has earned the reputation of almost unattainable ideal of impartiality and objectivity in mass consciousness, promoting itself as a media with many years of experience and traditions, high professional standards. The uniqueness of this concept is that the oldest principles of broadcasting correlate with the generally recognized principles of universality, independence and diversity. At present, the leading principles include:1) accessibility correlated with universality; 2) independence; 3) diversity; 4) accountability; 5) acting in the public interest; 6) promoting culture and science, education and enlightenment; 7) quality. The principles and norms set out in The BBC's editorial rules apply to all the Corporation's content and claim to be universal for any media that strives for high standards of quality and objectivity in events coverage.