SBC programme makers know that credibility and integrity are their most precious assets. They are therefore always aware of their professional role. They live by the standards set out in the Editorial Guidelines and demonstrate professionalism at all times, always maintaining professional distance, and never acting in a personal capacity. Their personal convictions play no role in their decisions or their journalistic conduct. At its core, their journalistic stance relies on critical self-scrutiny. They act as observers of the world’s events, while maintaining close engagement with the people and realities they report on. They report on what they believe to be true at that moment to the best of their knowledge and in good faith. They see themselves as conveyors of informative, sporting and cultural content, as well as entertainers and discussion partners for the users of their services. SBC employees make a clear distinction between their professional role and their private commitments (e.g. political activities or voluntary work).

• News programmes are factual and analytical. SBC employees distance themselves from all ideologies and interest groups.
• In social and cultural reporting, personal approaches open up interesting perspectives on a discussion or a work. This must not compromise journalistic distance, however.
• In sports reporting and the presentation of music and entertainment shows or radio programmes, emotion and enthusiasm are part of the content.

However, presenters maintain a critical and rational distance, especially when it comes to political and socially relevant topics. As programme makers, they adopt an objective and fact-based stance and refrain from expressing personal opinions. This also includes refraining from using ideological, political, religious and advertising symbols in journalistic appearances, as these could give the audience the impression of personal bias. Exceptions to this principle (e.g. in religious programmes) must always be signed off by the responsible editor.

In talks, digital audio or video formats, and on social media, content creators can reveal more facets of their personality and journalistic position. But no matter how committed and “close to the story” they may be, SBC  content creators do not act in a personal capacity or without critical distance, but are always professional – in line with their role and their public service remit.

When engaging live with audiences on everyday topics, in interactive elements such as game shows, more light-hearted current affairs topics such as weather and sports, and in music programmes, hosts present themselves as recognisable, distinctive personalities. They form an emotional connection between the live programme and the audience.