The current popularity of both radio and television services in the United Kingdom which are run on a not-for-profit basis, be they operated by the BBC or to a much lesser extent by the state-owned Channel 4, attests to the strength of public service broadcasting there. Largely – as this article seeks to explain – the strengths of the BBC and the influence of the public service ethos even in the way mainstream private-sector broadcasting, especially television, is regulated, can be attributed to the importance placed upon public service media right from the 1920s. Even in this pluralistic, multi-platform, age of media proliferation, the effects can be seen of the early establishment of clear objectives and standards for the sector by its founders, which have been largely maintained by their successors. There have been many pressures on the BBC and its supporters in public life to cede territory to the commercial sector, but although change has in some respects been inevitable, the corporation’s funding model and constitution have served the population well in bolstering the BBC against such attacks on its ability to function as an important bulwark of quality broadcasting and freedom of expression in democratic society. This is not merely a matter of territory, though, of spectrum allocation and the distribution of resources. It is also about public perceptions of the BBC and its output, the trust it enjoys among its audiences and the resultant brand loyalty upon which it ultimately depends and which is firmly rooted in quality and inclusiveness. This public sector ethos has, however, almost inevitably been weakened since the 1920s, as increasingly strident voices have lobbied for greater opportunities for the private sector to generate as much profit as possible from broadcasting have gained greater traction at certain critical points in the history of broadcasting, as is now also the case in 2016.

It can be regarded as we have a problem with the application of its provisions to the content present in the network in terms of law because regulations on media infiltrate boundaries – so, and the media themselves. Polish law is not adapted to the changing technology reality. And it is not only the universal use of social media. Traditional media also taking into account the convergence process are present in the network. The purpose of this publication is to analyze certain aspects of legal regulations concerning the distribution of content in cyberspace – on the basis of the law in Poland the media. To demonstrate that self-regulation in the area of electronic media has the great advantage that it can go in a relatively short distance for the development of “new” media. In contrast, new, precise regulations in the matter of electronic media are difficult to be implemented in a short time.

Convergence has contributed to placing some media contents on different electronic platforms. Bloggers and internet users have almost taken professional journalist’s place. The evolution has affected all branches of media sector, the citizen journalism has entered into the new media and social networks have become a source of information for many people. New models of media content management are primarily targeted at reducing costs and increasing profits and at splitting off from the traditional bilateral management model. In the modern chaos of information overload society needs to have not only free, clear and segregated media content available from a variety of devices but also to share their opinion with others.

Such demand was sensed by Arianna Huffington who created the whole media empire counting more than 100 million readers from all over the world. She has created a huge opinion-forming platform (The Huffington Post) which combines a news aggregator and blogging platform together to which you can add TV channels, magazines and e-books activity. Such combination of media content aggregator activity with bloggers platform activity can be defined as “huffinization”. Media content are created by the platform users and more than 30 000 unpaid bloggers that is allowed not only to ramp up profits but also stimulate the development of political and social events.