Public Service Broadcasting (PSB) worldwide is confronting a technological paradigm shift with the advent of digitalisation. The consequent changes in the media landscape are overwhelming several Public Service Broadcasters mainly in the developing countries.
The government strategies for the reorientation of PSB for the digital media environment vary with broadcasters’ perception of digitalisation. The neoliberalist economic policies have increased the vulnerability of PSB and threatened its future PSB is without a policy cover and is in a disarray. There are basically two types of universal challenges; internal which is rooted in the organisational culture and external unleashed by the wave of digitalisation. Both call for a policy paradigm shift in endorsing the rehabilitation of PSB in the digital age.