Ms Áine Kerr:

There is definitely an argument for a fairer playing space, particularly when it comes to advertising. As we know, the monopoly platforms are acquiring much of the new digital revenue. Is there an effort that can be made where we can create a fairer competitive space? It comes back to the point I tried to make earlier, that for public broadcasters or journalism in general, we have to get away from the attention economy to the intention economy. What I mean by that is that we are being tracked across the Internet. What does it look like for a public service broadcaster and others to give power back to people, to give them control of their experiences and, by doing that, for them to feel that experience with journalism? That is where the imperative is at in general for us, but it will take a level playing field and taxes and subsidies to ensure that from the ground up people understand that role.

That is why Lord Puttnam's media literacy question is important. We have to ingrain this from the get-go for people to understand why the institution of media is important. Critical thinking skills are important because, unfortunately, misinformation and disinformation are a part of our lives. They are part of the human condition. There will always be bad actors. They will get more sophisticated about how they go about their business. Much of the analysis from the United States suggests we will want to inoculate children from the age of 12 against misinformation so that they will seek out the public broadcaster and engage with it as a source of truth, fairness and accuracy.