A report by the European Broadcasting Union (EBU) has found TV and radio are the most trusted sources of information and entertainment
A leading body in the world's public service broadcasters, the EBU's Media Intelligence Service regularly carries out research into media practices and new developments in the broadcasting industry on behalf of its international members.
The report 'Trust in Media 2016' used a net trust index compiled using a media trust survey ranking of each participating country and aimed to reveal more about public perceptions of media organisations and their output. EBU members then use this information in audience building and strategic planning.
Head of the EBU Media Intelligence Service, Roberto Suárez Candel, said: "People maintain a strong relationship with radio and TV, which are still their primary sources of information and entertainment.
"It is also not surprising that in countries where there is a high level of trust in TV and radio, public service media organisations tend to have a higher market share - they produce quality content and provide valuable information for society."
Using data from 33 European countries, the EBU found 48% of citizens say they tend to trust TV with only 20% saying the same about social media. In the UK in particular, TV and radio scored the highest in levels of trust, compared with the written press which was deemed the least trustworthy media source in the country.
A sister report was also conducted looking at the relationship between the quality of a country's public service media and the state of its governance.
Entitled 'PSM Correlations', the study found that good public service media was directly connected with a healthy democracy, as well as a high degree of press freedom; increased voter turnout; and tighter controls on state corruption.
The aim of this research was to uncover satistical links between public broadcasting services and political and social welfare. "While we can't say that strong public TV and radio directly leads to greater democracy and less corruption," said Suárez Candel, "we have been able to show, for the first time, how these factors are connected."
You can read both reports in full here.
