Public service media is today challenged on every front. Publics and politicians see the commercial approach as the ‘normal’ way to organise broadcasting. There are strong pressures to downsize PSM organisations, to limit investment options, to restrict online and digital operations, to narrow remits to genres and for audiences that are not commercially attractive, and for increasingly intrusive assessment procedures. The principles no longer resonate very widely and there is growing criticism about a decline in distinctiveness. Even among traditional allies, support is flagging and skepticism is growing. In Europe the institution has not yet presented a coherent and convincing strategy attuned for relevance in the 21st century. PSM has lost or is in danger of losing the initiative. At the same time, there are promising efforts to develop PSM in regions and countries lacking a domestic history with PSB – to gain the in initiative for building PSM.