A System of Indicators for Evaluating Public Broadcasting Corporations

Resumen

We describe an operational procedure to build an integrated information system (IIS) for monitoring and evaluating the performance of public broadcasting corporations (PBC). The procedure grounds in a conceptual framework derived from evaluation models, and consists of two stages. The first stage is the selection, through expert judgment, of simple indicators that illustrate the most relevant aspects of the corporations. The second stage is the definition of a system of indicators related to each level of the hierarchy of objectives planned by the corporations. The system of indicators has two levels. The first level is a basic indicator system that allows description and monitoring of the reality of the activities of a corporation on a daily basis. The second level consists of a strategic indicator system, which expresses the consequences that the activities of a PBC generate in its environment, both as short-term effects and as medium and long-term impacts.