This chapter argues that a complete transformation to mature public service media institutions and strategies is necessary due to disruptive changes in global media structures producing a digital media culture (DMC). Broadcast enterprises are endangered by a generation rift and threatened with declining relevance and a minor role in online competition. Renewing their relevance requires abandoning the historic prioritisation of linearity and embracing interactivity in non-linear media production and operations. Building digital infrastructures for the production and distribution of linear programmes was accomplished and important, but can now be seen as an intermediary step in the continuing development of digital media culture. The future of public service media hinges on whether these organisations can be a proactive player in the digital media eco-system where the former privileges of heritage broadcasters will be dismantled or shared with other players. The author believes efforts in achieving this are uneven and, so far, too often ineffective.