During our conversation with Pascal Doucet-Bon, Deputy Director of the News Department at France Télévisions, he shared insights into how the broadcaster is using JTI certification to enhance transparency and distinguish itself in the media landscape. France Télévisions competes with privately owned commercial media and faces challenges from disinformation spread through social networks. By adopting JTI standards, the broadcaster aims to reinforce public trust and set a benchmark for accountability in journalism.

“Through JTI, France Télévisions—as a public broadcaster—wanted to differentiate itself from competitors, particularly privately-owned commercial media, and from actors spreading disinformation and propaganda on social media networks.”

Pascal Doucet-Bon, Deputy Director of the News Department at France Télévisions

Why did France Télévisions choose to engage with JTI?

Through JTI, France Télévisions—as a public broadcaster—wanted to differentiate itself from competitors, particularly privately-owned commercial media, and from actors spreading disinformation and propaganda on social media networks. We were looking to prove our commitment to transparency as a means of preserving and improving the citizens’ trust in us and our programmes.

What challenges in media regulation led you to seek JTI certification?

We wanted to find an alternative or at least something complementary to numerous regulatory organisations which claim to be monitoring us, with more or less legitimacy. Of course, the two must coexist—contentious regulation on one hand, provided that it is not instrumentalised, and preventive self-regulation on the other.

How does France Télévisions use JTI within the organization?

JTI, like other similar initiatives, represents commitment rather than a trophy. That is how I communicate about JTI internally. These labels serve as a reference to say: ‘Hey, we cannot do this, or that! If we do it, we will be in contradiction with our own commitment.

How do journalists at France Télévisions perceive JTI?

Many journalists from France Télévisions see all this improvement on ethical standards without knowing what JTI is.