1 / 15

Broadcast Television

Virtually anywhere electricity is available, there are tv sets ... Orbit Television (relationship with Al Jazeera?) TV & Public Diplomacy

Kelvin_Ajay
Download Presentation

Broadcast Television

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Broadcast Television Whither thou goest?

  2. Broadcast TV Penetration • 2nd most prevalent medium globally • Historical roots in broadcast radio • Virtually anywhere electricity is available, there are tv sets

  3. Can you find evidence of electricity? TV?

  4. Challenges & Opportunities • Competing ICTs • Problems faced by broadcast TV networks in US • Survival strategies for US broadcast TV networks

  5. Problems faced by TV broadcast networks in US • Diminishing audiences • Falling advertising revenues • Reduced overall influence • Telecommunications Act of 1996 • Increased competition • TV networks targets for takeover • Network-Affiliate tensions

  6. Survival Strategies for US Broadcast TV Networks • Expanding overseas operations • Backlash on “cultural imperialism” • Extending int’l distribution via Direct Broadcast Satellite (DBS) networks & Direct to Home (DTH) service in Europe, Asia, Latin America • Expanding programming • Entering new markets • E.g. CIS, Eastern Europe • Seeking partners • Cable-Broadcast alliances

  7. Direct to Home (DTH) Broadcasting • Access limits • Control issues • Why international audiences tune in

  8. Government Satellite TV • Preceded by int’l radio broadcasting • Purposes: instrument of foreign policy; mirror of society; symbolic presence; coercer & intimidator educator; entertainer; seller of goods & services • Begun in 1980s • UK: BBC World Service (protested/banned in China & Saudi Arabia) • US: US Information Agency WorldNet; Merged with Voice of America Radio/TV in 1998

  9. Commercial Satellite TV • US: CNN • UK: Independent Television News (ITN) • Sky News • Orbit Television (relationship with Al Jazeera?)

  10. TV & Public Diplomacy “If you can write a nation’s [the world’s?] stories, you needn’t worry about who makes its laws…” George Gerbner • Governmental, NGO and Corporate actors all seek to influence public opinion via TV • Policies & news framing • Paid advertising • Events that will ensure media attention • Concept of “Soft Power” by Joseph Nye

  11. Soft Power • Herb Schiller: governments frequently benefit from private forms of public diplomacy • Joseph Nye: The US can benefit from the “soft power” of its cultural industries, software, and media

  12. Terrorism & Public Diplomacy • Terrorism can be considered “low-level warfare” • Unlikely to achieve military-type objectives • But very likely to garner global media attention, thus draw public attention to a cause -->Terrorist act as media event

  13. The Case of Al Jazeera

  14. Questions for Discussion: • How would WST & ECT theorists assess Al Jazeera? • What should the US broadcast and satellite networks do with Al Jazeera materials from groups like Al Qaeda & Chechen separatists? • Should the US government be involved in establishing policy on this?

  15. Future of Int’l Broadcasting Because of the proliferation of publics, electronic media, & groups with internationally focused causes to publicize Use of broadcasting likely to increase: • For explicit public diplomacy • For less overt political purposes • E.g. Entertaining, informing, selling goods & advertising • Allied Media Corp. & Al Jazeera

More Related