Category: Broadcasting

Adorno and Horkheimer argue that the culture industry “impedes the development of autonomous, independent individuals who judge and decide consciously for themselves” (Adorno, 1991, p.6). This section will discuss how this perspective has influenced the field of audience research.Adorno and Horkheimer argue that individuals are fed information through the media that makes them forget about independent thoughts and views that they might want to make.

The view proposes that the media present consistent information which has been presented in a manner that ensures people feel that everything is proceeding on well without hitches even when this is not the case. Adorno felt that individuals in the society usually have to sacrifice their own beliefs which they believe so that they can agree with the beliefs of the society, especially those that are perpetuated by the media.

Audience research usually targets a specific group of individuals so as to find out what their interests, tastes, attitudes and knowledge might be concerning a particular item. Using such audience research, companies can usually be able to market and target their products or services towards a specific group of people so as to get maximum returns for their business ventures.

According to Adorno and Horkheimer, the society has agreed to sacrifice their own beliefs and judgments so that it can fit into the views and perceptions of the media about certain cultures. If the confusion in the society translates to trying to fit in into the society, then individuals would answer questions in audience research in a manner that would be expected of the individuals of that particular culture and might not genuinely reflect the true beliefs of such individuals.

The media has a very strong on individuals in the community and almost every person in the individual wants to ensure that they are perceived in the “correct” manner in the society. Therefore, when field researches are conducted, the researchers already have preconceived ideas about how the respondents should answer and this might interfere with the results of the researcher.

The researchers are bound to be biased towards giving the politically, academically and economically correct answers that are expected of certain cultural groups that might be involved in the interview processes for the audience research. This concept is in agreement with the impediment of self-awareness of culture, individuals and free thoughts of individuals and conscious decisions made by individuals in the society according to Adorno and Horkheimer.

In this section, I will discuss the public service broadcasting and commercial broadcasting in the UK, focusing on the characteristics of their funding system and differences in their relationship with audience in terms of their programming and scheduling.

The major difference between public service broadcasting and commercial broadcasting in the United Kingdom is that the public service broadcasting is funded and regulated by the government. The commercial broadcasting system is funded through advertisements from private companies that want to reach a large number of individuals.

The more audience that a particular television has, the better and higher the number of private companies that are likely to approach such companies because the advertising message from such a company is likely to reach a wider audience translating to higher sales. The public service broadcasting service allege that the British Broadcasting Corporation (BBC) is owned by the government and is made freely available to individuals.

In contrast, the commercial broadcasting corporations in the country are privately owned and some of them require people to pay subscription fees to access their services. The public service broadcasting systems promote the agenda of the government with the interest of the larger public in mind while the agenda of the commercial broadcasting companies is promoted which might be the agenda of a few rich people who own and control the company or the advertisers who control the resources of the broadcasting company.

Most of the programming in public service broadcasting is usually educational or news on all areas that affect the citizens of the country are; political, health, financial and weather. Such public services are watched by individuals to receive reliable news on events that are happening across the country and all over the globe.

Most of the commercial broadcasting stations in the United Kingdom usually air programs that attract a wide audience such as soap operas, sports shows and fashion news. Broadcasting news that is highly preferred by many individuals ensures that the commercial companies get a wide audience.

If research indicates that commercial broadcasting companies have high ratings in terms of audiences, such commercial companies are highly likely to get business in form of advertising companies to pay the commercial stations so that they can air adverts and try to increase market share for such companies in comparison to competitors.

The third question will Outline and evaluate the media effects model of audience research. Using the concept of the active audience I will use contemporary media examples to illustrate the argument.

The media effects model of audience research proposes that individuals are passive members of the advertisements process whereby, they get information that is transmitted by the media and offer no resistance in form of question or arguing with what is communicated to them through the media.

The media effects model of audience research proposes that the target audiences are manipulated to do what the advertisers want without taking into account the opinions, intelligence or decisions of the audience. Proponents of the media effects model claim that it is efficient and that most audiences are composed of passive individuals that want to be told what they should do or the kinds of products that they should consume.

Due to hero effects that are observed among individuals, the media usually uses selected individuals that the population respects such as respected musicians, sports players or Nobel Prize winners to endorse products so that audiences can get validations of the products or services that consumers want to purchase.

To some extent, the media effect model seems to be true after observing the high number of overweight teenagers that spend almost most of their time watching music shows and young girls that want to starve themselves thin so that they can appear like their favorite musicians on the television. Most of these children also want to dress like the celebrities that they observe on the television and they also want to eat the foods that are advertised on the television.

In contrast, the active audience model proposes the argument that audiences are different. The media fails to take into account the differences between individuals, such as differences in age, gender, economic and social differences among people. The media also fails in their assumption that people will perceive the intended message in the way that the media intends for it to be perceived by the particular target audience.

The medical drama grey’s anatomy has a female lead actor which is unlike the message that is usually portrayed by the media that males are greater achievers in the society in comparison to the men. The program also portrays the characters in the television drama as having flaws which is unacceptable. The pre-modern period portrayed most of the characters in television programs as being perfect which is unrealistic.

The fourth question evaluates Stuart Hall’s (1981) encoding/decoding model and the idea of polysemic texts. One media example will be anlysed to illustrate the role of audiences play in meaning-making.

Hall is famous for having introduced the concept that not all of the intended message will be taken by the audience. This is because everyone has different views based on their social, economic, cultural, religious and economic backgrounds and all of these play a part in decision making and translation for audiences that observe the media.

Hall made clear observations that the meaning of the media message is not necessarily determined by the individual that sends it because people perceive different things in different ways. He also proposed that most media representatives do not know what they mean to pass on to the audience.

Most of the time, the intended message is usually “hidden” and it is up to the audience to decode the message and utilize the meaning. Hall finally proposed that audiences for whom the messages are usually intended are active listeners that think, analyze and make conscious decisions from what they observe from the media.

The producer of the message portrayed in the media is usually the encoder while the audience is usually the decoder. Polysemic texts usually involve encoding and decoding whereby, the producer usually has an intended message for the audience and the audience decodes the message in a particular manner depending on their perception, tastes, likes and preferences. An example of a message in the media involving encoding and decoding would be a documentary on married women that are battered by their husbands.

The producer’s main goal would be to show how women are in bad situations while in their marriages, but the decoder who is the active audience might not sympathize with the women and instead feel that it is the women’s fault that they experience such abuse because they have the ability to get out of abusive relationships. Although the encoder might show valid reasons as to why the women stayed in the marriages, such as lack of an income to take care of young children and the audience might not understand.

The fifth question will critically discuss the news and agenda setting theory, using an example and three news stories. The issue of the news and the agenda-setting in the media is very important as it determines what is aired in the media.

The media has a very important responsibility in the society because it has the power to shape or change the attitudes of people about certain factors in the community. Agenda setting also influences social, economic, political and academic aspects of citizens of a nation because it drives the setting of the agenda for corporate, government and personal policies. News that are aired on stations or printed in different types of media and should abide by set rules.

Media organizations usually belong to regulating bodies which have certain rules whose failure to follow should attract penalties or disciplinary measures such as being taken off air for radio or television stations that air pornographic content. Forming of agenda-setting involves analyzing the kind of media outlets that people subscribe to and forming ways through which the intended news can reach those individuals.

The media can transmit news that easily influences the public through in a certain way. The individuals could already have an opinion about an issue that is on the news, but framing of the issue by the media stimulates the public to think about the issue further and in a way that affects the public.

For example, a newspaper might print a story that would influence a public debate and make the public pressure the government to act on a neglected issue in a country. The aspects that the media focuses on give the public the impression that those are the important issue in the local, regional and international scene.

Therefore, media houses should ensure that they are professional and gain the respect of individuals if they want the news that they air or print to be considered relevant in the lives of individuals. An example of agenda-setting would be the Bill Clinton case who was the president of the United States who had an affair with one of his staff members. The issue was aired on all television stations and pictures of the former president and Monica Lewinsky were in pages of newspapers all over the world.

This made the public feel that this was an important issue in the world. The issue of the terrorist attacks on September 11 in the United States was all over the news which made people focus on the issue and may be even think about probable terror attacks elsewhere. The issue of president Barrack Obama getting into power as the first African American president of the United States of America was all over the news, which made it an issue to focus on.

Article Summary

This is a concise representation of revolution of media in terms of how audiences are captured, analyzed and sold to the advertisers; particularly understanding the capture of the media and how it has evolved with time to the present internet era.

Audience manufacture calls for concise determination of size and behavior of the audience and by the use of a set of measurement procedures shaped by industry dynamics and technological usage patterns, the audience is manufactured and sold to the advertisers. The need for advertisers to understand the quantity and quality of audience they were paying for led to the evolution of audience manufacture and analysis (Bermejo 2009).

Audience manufacture dates back to the radio era where different methods of advertisement approaches were carried out over the radio. However, the mode of determining or measuring the quantity, behavior and response of the audience receiving began with the invention of advertising rating systems most of which depended on the sampling concept. Such early methods included the famous Nielsen’s metered system.

The growing need for understanding of media audience led to rise of independent third party to carry out the research. With much struggle and improvements, national representative samples were achieved at around 1940 (Bermejo 1).

Initially, the concept of dividing a program into segments which were sold to different sponsors was preferred but this later changed to spot commercials. Different methods of measuring audience exposure time were invented with the most prominent being use of questionnaires, telephone and booklets with each having its advantages and disadvantages.

This was later followed by A.C. Nielsen of audiometers which did not last for a long time due to the increased need for detailed demographics and personal viewing patterns as well as the shift from household to individual unit of audience. Audiometers could not keep up with the diminishing size and increased portability of radio receptors.

People meters provided viewing data at the individual level and thus provided more precise information about the audience. Possible solutions such as satellite, cable and digital television as well as switching channels using remote controls brought yet another complexity in audience measuring techniques (Bermejo 1).

Evolution of the society brought about yet another advertisement platform with the internet technology. Internet technology provided better methods of audience analysis with techniques such as trace Log files, and use of tags both of which could provide the needed information about the interaction of the audience with the internet platform.

However, they could not give details of the number of viewers or their profile for a given page. Search for a standard source of measurement took the center stage. This brought about new methods of advertisement pricing depending on cost-per-action on the platform. Internet is global in nature and thus presents a problem of precise sampling such as home or work based users. Metered panel method when integrated with other methods seems to generate acceptable audience information.

The idea of site visit is a somewhat misleading since there are far too many considerations to be factored in. Google provided part of the solution by clearly separating advertising from search results and distinguishing between organic, algorithmic or editorial search results and sponsored links (Bermejo 1).

New searching methods developed with time and different types of advertising and pricing such as frequency, location and prominence dependent models, page relevance as well as pages pay-per-placement and system AdWords programs. This has brought yet another advertisement model based on the concept of quality scores whereby the price models are based on the performance of the relative sites (Bermejo 1).

Work Cited

Bermejo, Fernando. New Media and Society. New York: Sage, 2009. Print.

Introduction

Over the past few decades, media audiences have experienced fragmentation in many countries such as the United Kingdom, the United States, and Australia partly because of increase in media choices. Audience fragmentation and media polarization are common in today’s generation dominated by technology and the new media.

Audience fragmentation is caused by media proliferation, which makes the broadcast opportunities more diverse posing a challenge to media providers and advertisers. The media proliferation means that the media content, once a preserve of specific outlets such as public broadcasters, is now available in all platforms, which results to a more participatory and fragmented audience.

While this may be good for democratic development, it presents major challenges that affect mainstream media financially (Benkler 32). Society and audiences in many countries are changing in line with the developments in media technology, the new media, and the internet.

In Australia, the audience is increasingly becoming fragmented particularly with regard to television viewing. In 2009, about 84% of all Australian households were audience of free-t-air TV, which, however, was shared with three other major stations (FreeTV 12).

Audience fragmentation in Australia has arisen due to increase in the number of commercial channels. By the end of 2010, the number of free-to-air channels grew sharply with the licensing of six additional government-sponsored and commercial television channels further contributing to audience fragmentation (FreeTV 9).

Public broadcasters have responded quite positively to the changing media environment. Radio stations, television networks and other content providers have rapidly shifted their services to involve the internet. At the same time, public broadcasting has adopted more personalized services and products to meet the diverse needs of the consumer in a fragmented society (Murdock 54).

Despite the stiff competition occasioned by media proliferation, public broadcasting is best suited in delivering and receiving content that informs, entertains, and educates a fragmented society through the new media and the internet in line with its original mission and therefore public broadcasting is still necessary even in the face of audience fragmentation and proliferation of media outlets.

Principles of Public Broadcasting

The commercial broadcasters often offer programs that propagate their commercial interests. In contrast, public broadcasters’ mission is to offer a balanced programming that focuses on public and governance affairs while being politically neutral and non-commercial (Tomaselli 31). However, with the recent advancements in technology and the emergence of the new media, which has led to audience fragmentation, public broadcasters appear to compromise their initial mission.

Among the principles of public broadcasting is its quest to be universally accessible and have a universal appeal (Tomaselli 34). By integrating technology like digital Audio broadcasting (DAB) into public broadcasting, public broadcasters have been able to increase their reach in most countries.

In Australia, DAB digital radio is broadcasted in five major metropolitan areas with the community radio sector shifting to digital broadcasting to increase accessibility (Free TV 12). Public service broadcasting should be available to everyone regardless of his or her geographical location. In Australia, a digital community radio was launched on May 2011, to offer a broad range of digital content and increase accessibility of public broadcasting (CBAA).

Unlike commercial broadcasting, which is governed by commercial and advertising interests, public service broadcasting plays a crucial role in dissemination of unbiased information to the public. It offers a forum for public debate on issues affecting the people, which enable people to make informed choices.

In this way, public service broadcasting allows people to express their opinions on contentious issues and in the process fosters cohesion in the society. Public broadcasting also empowers citizens owing to its programs that cover governance and political issues (Tomaselli 39).

This phenomenon enhances the quality of life of individuals and social groups can participate in issues affecting their economic and social lives. Public broadcasting, therefore, offers actual and unbiased information, which promotes free opinion formation as compared to other commercial broadcasters and this trend makes public broadcasting necessary in the society even in the wake of audience fragmentation and media proliferation.

Public service broadcasting also takes into account the interests of the minority within the society with an intention of promoting social cohesion. The central issue, however, is whether public broadcasting can be detached from government interests given its source of funding.

Public broadcasters are expected to exercise independence from political interference or commercial interests. However, absolute independence is often difficult in practice. In addition, the public broadcasters need to emphasize on quality programming instead of multi-channeling, which is common in commercial broadcasting to support the programs.

The Australian Broadcasting Corporation (ABC) increased the number of channels, which has affected the quality of its programming and stretched its resources (Frangopoulos Para. 2).

Public Broadcasting and the New Digital technologies

The technological developments have made it easier for both the media providers and the users to move across the media platforms. Digital technologies have led to the new media commonly referred to as “social media”, which also has contributed to audience fragmentation.

These include social networks like Face book, video sharing media such as You Tube and search engines such as Google and iTunes (Webster 371). The social media, unlike the traditional media, aim at increasing their popularity and in the process attract more audience.

To achieve popularity, many of the social media compete for audience by offering attractive user-friendly options to attract the attention of the users. Unfortunately, the attention of the public is limited and scarce. The focus of the new media is to catch the attention of the audience as the prerequisite for attaining their social and economic objectives (Davenport and Beck 65) and this has led to the proliferation of the social media further contributing to audience fragmentation. However, integration of public broadcasting and social media allows the public to debate on national issues more effectively.

The media users also contribute to audience fragmentation as they usually choose the media products they prefer. The user preferences are reflective of their attitudes, their needs, or tastes. The audience can opt to remain loyal to a particular genre provided by a given media or sample a diverse range of media genres.

Users preferring a particular genre especially with regard to news lead to a highly focused audience known as “gated communities” or “enclaves”, which lead to audience fragmentation (Iyengar and Hahn 112). The users are expected to understand the media environment in which they operate.

However, the proliferation of the media outlets especially the digital media makes perfect understanding of the digital marketplace almost impossible. In addition, the diversity of the media products makes informed user choice difficult. Users cannot even be sure of which brand would provide the desired gratification and therefore have to sample different media outlets.

Public broadcasting offers better means through which the public perceives and addresses public affairs through digital technology and the new media forms, partly because public broadcasting, owing to its focus on public affairs, enjoys a higher level of public trust than the commercial broadcasting. In addition, public broadcasting focuses on universal accessibility and therefore, the new technologies offer a platform to increase its reach in line with its mission.

Forms of Media Fragmentation

The proliferation of media outlets like channels and websites or media products as music or movies play a significant role in audience fragmentation termed media-centric fragmentation. Under media-centric fragmentation, the media providers are arranged from the most popular to the least popular using data derived from monthly visitors or total sales reached in a month conducted by independent providers (Anderson 54).

In media-centric fragmentation, the audiences are spread across many media outlets. In Australia, rationalization of the audience is high and continues to increase because of restrictions that prevent multi-channeling. By 2009, free-to-air TV (FTA) had an estimated audience of 84%, which it shared with three other commercial TV stations (FreeTV 16). In 2011, three national TV channels, three more channels that are commercial and Pay TV have entered the market.

However, government restrictions prevent multi-channeling involving FTA broadcasting (FreeTV 13). This has contributed to audience fragmentation as users and advertisers migrate to other media including the new media. Despite the continued fragmentation of the audience, public broadcasting remains a reliable means of promoting social cohesion while promoting diversity of culture.

The public broadcasting works is even more useful in a fragmented society as the individual needs of social groups and community public service broadcasters address minorities more effectively.

Fragmentation at micro-level involves the distribution of each individual’s use of media across many providers. People become specialized in their patterns of media use by becoming concentrating on a certain class of media products or media outlets that deliver the desired services.

In addition, under the micro-level fragmentation, the characteristics of the audience e.g. age or gender is common. The audience relies on subsets of the available media, at a micro-level, on a daily basis to obtain relevant information in the complex media environment. The public broadcasters through its range of educative and informative programs can attract all different segments of audience as they discuss political, economic, and social issues affecting their lives.

Another form of audience fragmentation relies on a macro-level way of perceiving audiences based on the media they use. This approach can identify the audience for a particular media outlet and by doing so; it is easier to determine how the public attention is spread across the media environment.

The macro-level fragmentation can evaluate channel loyalty and audience flows within the media environment (Napoli 67). According to Webster, analysis of the media environment which indicates that users do not spend a lot of time in gated communities but rather sample a variety of media products to satisfy their needs (378).

The Future of Audience Fragmentation

In spite of audience fragmentation caused by interactions between media providers and users, public broadcasting remains an important source of media products. According to Webster, most media users do not spend much time in niches or gated communities nor does typical users consume particular media products only, rather most of them range widely across the media outlets as they search desired media products (381). The audiences may appear highly fragmented but they do not stay long within the niches or gated communities.

Majority of the users have rather varied media repertoires, which are specialized subsets of media that provide desired media products at particular times. This implies that the micro-level and macro-level fragmentation have no much impact on the consumption patterns of the audience.

In fact, the public prefers to associate and debate public affairs. The public broadcasting offers an ideal platform for citizens to be informed on national issues and contributes to national development. Moreover, despite relying on different media repertoires, users can still get the same products and the traditional media remains a preferred source of quality media content.

The popularity of the media providers is fundamental to the future distribution of audiences across the media environment. Anderson beliefs that the many media offerings or choices offered would contribute to audience fragmentation in the future (181).

Frank and Cook, on the other hand expect that high concentration of the audiences will continue to be experienced in the digital media as compared to other forms of media (56). Moreover, in the digital media, because of differential quality of the digital media products, there will be less audience fragmentation. Due to the diversity of the digital media products and the social nature of the digital media, it is likely that the digital media will become more popular than the traditional media.

Audience fragmentation is not likely to be high in digital media as the quality of media products is not normally uniform. Assuming the prices are fairly the same, the audience choices would gravitate towards the digital media that offers high quality choices.

As Caves notes, most content providers and the users alike tend to prefer high quality media products if they can afford them (33). Digital media provides a platform for providers and the users to access high quality services on demand, which effectively reduces the available choices and concentrates the audiences around the best media options thus reducing audience fragmentation.

The social nature of the digital media consumption makes digital media more desirable. Through social media networks like Facebook, You Tube, and Twitter among others, few programs, or sports events contribute to live audience debates on various topics, which the public broadcasting service can use to propagate its mission.

The social networks also allow simultaneous media use especially alongside television viewing. Twitter and Facebook allow conversations on a virtual space, which concentrates the audience on these networks as they discuss topics they find noteworthy. Since the digital media products are more diverse, the users rely on recommendation systems that guide their consumption.

While the media recommendation systems may vary across the media environment, they are mostly directed at promoting the popular media products or media outlets relying on the information on what other have chosen (Webster 389). Nevertheless, the digital products, the media outlets, or their content only varies slightly.

The major concern about audience fragmentation is its economic impact on advertising as companies find it difficult to reach the intended market due to audience fragmentation. Contrary to these concerns, fragmentation, and the large number of media channels actually allows practitioners to reach a large number of audiences and can even provide access to additional audience. In order to maximize reach, advertising should be carried out across multiple media channels (Ephron 19).

A study conducted by Newstead to establish the strategies of maximizing reach to the Australian market, found out that, extending the media coverage coupled by distribution over a wide range of media during advertising increases reach efficiency of between 2-46% (Newstead 76). Despite the proliferation of media outlets, the media outlets offer more or less similar content, which makes public broadcasting even more reliable as a source of information.

Conclusion

It is evident that the proliferation of commercial media outlets has influenced public broadcasting in many ways. However, public broadcasting in many countries remains the appropriate means of promoting public interaction. Due to competition from commercial broadcasters, public broadcasting has adopted different broadcasting methods involving introduction of diverse programs tailored for specific social groups, more interactive programs that make use of the new media, and introduction of appealing media content.

In addition, public broadcasting has made use of digital technologies to promote accessibility in line with its mandate. All this has translated to public broadcasting playing an important role particularly with regard to promoting social cohesion. In conclusion, public broadcasting is still necessary even in the wake of recent proliferation of media outlets and audience fragmentation.

Works Cited

Anderson, Craig. Free: The future of a radical price. New York: Hyperion, 2009.

Benkler, Yunus. The wealth of networks: How social production transforms Markets and Freedom. New Haven, CN: Yale University Press, 2006.

Caves, Richard. Switching channels: Organization and change in TV broadcasting. Cambridge, MA: Harvard University Press, 2005.

Community Broadcasting of Australia (CBAA). “Sidney Community Radio Digital Launch”. 2011. Web.

Davenport, Tim, and Beck, Julie. The attention economy: Understanding the new Currency of business. Boston, MA: Harvard Business School Press, 2001.

Ephron, Eric. “More Weeks, Less Weight: The Shelf-Space Model of Advertising.” Journal of Advertising Research 23.1 (1995): 18-23.

Frangopoulos, Angie. ABC’s purpose lost in 24-hr transmission, 2010. Web.

Frank, Rodger, and Cook, Peter. The winner-take-all society: Why the few at the Top get so much more than the rest of us. New York: Penguin, 1995.

FreeTV. Industry Report: 2009 Year in Review. FreeTV Australia. 2010:9-16.

Iyengar, Steve, and Hahn, Kim. “Red media, blue media: Evidence of ideological Selectivity in media use.” Journal of Communication 59.1 (2009):110-115.

Murdock, Grace. Citizens, consumers, and public culture. London: Routledge, 1992: Napoli, Peter. Audience evolution: New technologies and the transformation of media Audiences. New York: Columbia University Press, 2011.

Newstead, Kim. Best-practice media scheduling a practical application. Adelaide: University of South Australia. 2010.

Tomaselli, Robin. “Public Service Broadcasting in the Age of Information Capitalism.” Communicare 8.2 (1989): 27-41.

Webster, Gordon. “Beneath the veneer of fragmentation: Television audience Polarization in a multichannel world.” Journal of Communication 55.2 (2005): 366-389.

Public Service Broadcasting is a broadcasting program meant for the public, financed from public funds and commercial undertakings. Companies that offer broadcasting services of this nature are mostly state owned or non-profit organizations.

Public broadcasting is mostly employed by governments for educative reasons, quality programming and informative purposes, which is not always the case in most countries. Broadcasting in the America is no exception; it has degraded in value due in recent years due to various reasons mentioned herein.

In the United States, the PBS (Public Broadcasting Service), a non-profit organization, was founded to broadcast to public television stations. The organization, rather than distributing its services directly, relies on its member stations for this purpose. PBS’ lack of a central program production department gives the member stations more flexibility in choice of programs.

PBS is not accountable to member firm programming schedules, thus state public television providers often tend to air programs that appeal to their individual citizens.

Furthermore, some states have more than one PBS member station, leading to competition for viewership which results in more airtime given to popular programs. The competition also leads to a lack of unity, which further undermines the public broadcasting initiative.

Source of financing for public broadcasters in the US could help explain why programming is different from the model used in Europe. Funds required to operate a public broadcasting service are mainly from donations, television fees, government grants and commercial advertising services.

In the US, money sourced from the federal is only a percentage of its budget, which leaves public broadcasters to rely, on a great extent, on commercial advertisements.

America’s market driven culture will require such stations to concentrate more on entertainment programs, and thereby awarding less time to educative programs. A major sponsor fall-out from a contract might lead to budgetary cuts and frozen salaries for a program’s newscast, for example “The NewsHour with Jim Lehrer” program on PBS (NY Times 2008).

Due to the bureaucracy involved in most non-profit organizations, a lot of consideration is given to the stories aired in public media. Public service broadcasters would be reluctant to air negative news about a key donator, or even a politician, for fear of loss of funds or job loss. For this reason, news content is reviewed in more detail and, depending on management’s stand, edited before it can be aired.

This causes a delay in airing the news, the outcome of which is a loss in the viewership market to private media companies that are always keen on being the first company to report the news.

Subsequently, the low viewership ratings will lead to a loss in advertizing revenue that public stations desperately require. Low funds would imply that fewer funds are spent on technology and personnel, thus public broadcasters loose out to for-profit organizations in delivery standards.

Public stations are also facing a hard time in a market characterized by capitalism. Public broadcasting stations, due to lack of adequate resources, cannot compete for quality journalism talent with private companies. America’s corporate culture has a strong influence on journalism personnel, who will seek employment from top US media companies such as CBS, FOX and CNN, due to hefty pay packages and recognition.

Lack of a qualified and respectable journalism workforce furthers a public station’s problems since most viewers relate credibility to recognition. As such, prime hours, in a public broadcaster’s schedule, fail to reach the initial targets set by management. Management in public broadcasting stations are currently in search of for programming services that will increase viewership.

Sponsors require public stations to air programs that will reach large audiences, so as to better market their products; else they’ll end the sponsorship contract. This has the effect of airing more commercial based programming for the American public stations, rather than qualitative programming.

Most private media conglomerates show-case programs nowadays which would traditionally be aired by public broadcasters. With more money at their disposal, private media companies use better technologies and experts in order to get quality programming, as they seek to expand their audience.

Public broadcasting stations are facing an uphill task of catching up to such media powerhouses, given that they have fewer resources and the slow nature of their decision making processes. Independent film makers also opt to enter into contract with these large media companies due to the lucrative royalties.

Without enough fresh material to air, most public stations result to repeating broadcasted dramas, comedies and science fiction during off-peak hours. Failure to innovate on their part forces public stations to sit by and watch as conglomerates eat up their market share. Without enough sponsors, the government will be forced to step in and infuse money into the station’s budget.

As with most lenders, a government loan comes with regulations. The broadcasting station will be required to take measures that will ascertain its long term future and plans that will help repay public funds used in the bail-out.

From the above argument, it can be seen that the public service stations will be forced into profit making activities, while trying to maintain objective programming. The public broadcaster’s management will end up being more selective in the events and programs they wish to air, thereby placing more emphasis on material that is likely to attract advertising.

This diverts management’s efforts towards source of funds, rather than on quality programming. Managers are also looking for ways to attract young viewers, since the audience of public service stations comprises of mostly an ageing population. Public television in recent years now focuses on a large extent in providing children and cultural programming, as the public stations concentrate on these two niche markets.

Unless PBS makes efforts to modernize its technology and gain public support, then public broadcasting in the US will cease to serve national objectives. Member PBS firms should also establish guidelines so to ensure coordination in programming, which will guarantee uniformity along state borders.

The guidelines set in place need to be obligatory, as this will ascertain conformity in programming of quality programming, as opposed to commercial practices. The American government should review its budgetary support framework for public stations, while still steering clear of managerial influence and control.

Without these funds, public stations will be left to rely extensively on advertizing revenue, which comes with its own drawbacks, as stations are forced to detect into commercial broadcasting. In so doing, both the government and the public service broadcasters can ensure timeliness of information, and qualitative and educative programs meant for the public good.

But even if these suggestions are implemented, a few questions still remain; will the public stations be able to compete with private enterprises? Are public stations self sustaining in the long-term? And finally, how long are they here to stay?

References

Buckley, S., Duer, K. M., Mendel, T., (2008). Broadcasting, Voice, and Accountability: A Public Interest Approach to Policy, Law, and Regulation. Ann Arbor, MI: University of Michigan Press.

Bullert B.J. (1997). Public television: politics and the battle over documentary film. San Francisco, CA. Rutgers University Press.

Caves, R. E., Guo, K, (2005). Switching channels: organization and change in TV broadcasting. London: Harvard University Press.

Jensen, E. (2008). Lehrer Says ‘News Hour’ Money Woes Are Worst Ever. New York Times. Web.

Seneviratne, K., ASMICC, (2006). Public service broadcasting in the age of globalization. New York: AMIC Publishers.

Introduction

Media is important to society as it is one of the main sources of information. In the course of playing its role, media faces some challenges. Broadcasting has been a part of the society for a long time, but seems to have run its course.

The main challenges faced by the media relate to greater public views. Individuals in media should engage in moral reasoning as it is important in passing of content. This paper analyzes the use and purpose of broadcasting and proper use of media.

Facts of broadcasting

• “The days of broadcasting are behind us”, as the new age has brought a number of other mediums that make broadcasting unnecessary.
• Radio is becoming less used in the digital world.
• It is not as intriguing as it was before, comparing to television and internet.
• Broadcasting is usually meant to send out a message or opinion to a great amount of people.
• Is more personal than any other medium, as people prefer listening to certain shows (Hoeg, 2009).

According to Paddy Scannell, broadcasting takes place after the events have taken place and the media has an important duty to let people know about the situation.

• It is significant to be able to draw a picture using words.
• CNN and other programs are taking over regular broadcasting, as the offer a visual image.
• A person, who sees live events and then joins a discussion, is better oriented in the news story and feels included visually.
• The fact that news is presented live and different people or experts can be consulted, has many advantages (Scannell, 2006).

The technological changes have greatly progressed the way news travels, and Lev Manovich stresses how computers are taking over almost all other forms of news delivery.

• Modern news is presented with an open view and contexts that are multilayered.
• The amount of visual and audio information has greatly increased and become more interactive.
• The use of computers creates a better organization of news and allows the user to address side stories or follow the main events more closely.
• A great number of sources can be consulted, so it is now unnecessary to rely on only one source.
• Automation has made the process extremely easy, allowing for a more comfortable and thorough news reception (Manovich, 2000).

At the same time, Jim Thompson has been one of the key figures in sport broadcasting, and it seems there might be some future for broadcasting after all.

• It is a unique style of information transference and connects better with listeners.
• A person must have certain characteristics to be able to attract people and retain their attention.
• Some forms of news are better presented as a broadcast.
• As there are many people who have little time to watch the news or prefer broadcasting, it might possibly stay a part of the greater society (The Powerful Voice of the West 2011).

Conclusion and recollection of positives and negatives

• Even though technology has changed the world, some things stay a part of society.
• The unique style of broadcasting creates a specific setting for news.
• The new generation uses internet and computers, so the need for broadcasting might disappear.
• Most likely, broadcasting will be modified, but will not disappear completely.

References

Hoeg, W 2009, Digital Audio Broadcasting: Principles and Applications of DAB, DAB + and DMB, John Wiley & Sons, West Sussex, United Kingdom.

Manovich, L 2000, The Language of New Media. Web.

Scannell, P 2006, What reality has misfortune? Web.

The Powerful Voice of the West 2011. Web.

Introduction

Media is important to the society given that it is one of the main sources of information. Unfortunately, in the course of playing its roles, media faces some critical challenges. Broadcasting via radio and television has been a part of the society for a long time, but it seems to have run its course.

Broadcasting in this context refers to transmitting of information, either in the form of audio or video (mainly through radio & television) to the audiences (Holznagel 2000). On the other hand, media in this context refers to the emerging forms of communication like the Internet.

The public conception about broadcasting is continuously negating the ways through which media is behaving in the context of how it is currently handling public matters (Manovich 2001). Almost the entire population across the world significantly depends on broadcasting for critical information on contemporary issues of daily life.

Commonly known as Public Service Broadcasting (PSB), which radio and television heavily support, there is a conviction that a new phase of modernized communication is threatening the survival of broadcasting. In relation to radio and television broadcasting, this essay critically analyses the statement, ‘the days of broadcasting are behind us’.

Major Facts arising about broadcasting

The globalized world is rapidly developing with a massive influx of new technologies that come with newly integrated features becoming more appealing to users. Lately, the world of media has gradually evolved from old broadcasting and information and communication platforms to modernized and efficient technologically supported media.

So far, the conviction that ‘the days of broadcasting are behind us’ is rooted to the perception that technologies are constantly changing, with each of the new forms of media proving more competent and capable. In a bid to understand this conviction attached to broadcasting from a deeper perspective, the philosophy of new media is influential, but yet to prove competent to public service broadcasting.

The face of public broadcasting, especially the ones involving radio and television networks in the digital and technological age, is constantly losing its initial value as the world witnesses rapid emergence of new media platforms.

Whether it will remain considered as subjugation resulting from technological advancement or changes in consumer attitudes and behavior, it is clear that broadcasting is diminishing in importance as the world approaches new world innovations.

Traditionally, innovators in the broadcasting realm endeavored to convey important events beyond their immediate location to the fast-growing listening public that microphones uncomfortably offered (Scannell 1997). The radio broadcasting was perhaps the most successful technologies that marked significant changes in information sharing and communication, but little was known that technology was transforming rapidly.

At this point, massive public interest in broadcasting developed, with individuals becoming less interested in certain events like sports becoming solid fans (Laven 1998).

Radio integrally redistributed broadcasting of public events too far wider audiences than via microphones, thus making events more tantalizing. Gradually, the television technology emerged with its ability to integrate audio and visual communication elements in the same communication device, thus making radio broadcasting a little worthless.

Subsequently, the radio technology and it is broadcasting techniques started receiving little attention, as the television technology became more convincing and efficient (Arino & Ahlert 2004).

The essence in the modernity of televisions and their broadcasting techniques that expanded the public communication services to the representation and expectations of the modern society did not take long before the massive growth of the Internet and web technologies emerged (Hoeg, 2009).

Before that, television suitably gained consumers’ reputation following its ability to communicate and redistribute information to far wider audiences. As noted by Thompson (1999), the primary intent of public broadcasting services if not abused in any manner as opposed to its focus, is to convey a message to massive population.

Despite television communication and its broadcasting techniques meaning to manipulate public reputation to further lengths and proving to be a significant communication media to the present times, a looming debate is raising whether it is still competent in meeting the advancing public communication demands given modern viewers’ preferences.

Indication that broadcasting is still unique

Despite the unrelenting criticisms protracting from public convictions regarding the current position of media broadcasting in the modern technologically supported communication life, the broadcasting technique has its own uniqueness.

The swiftly growing Internet communication that supports social networking platform is becoming competent, but undoubtedly a dangerous form of public communication that comes with manipulated, distorted, and confusion in its communication. One of the imperative features of broadcasting, as noticed by Scannell (1997) and Thompson (1999) is its ability to communicate information after the occurrence of actual events.

Accuracy of information passed to the public is integral to avoid mayhem and confusion, and through broadcasting, information passed is heavily confirmed and corrected before reaching the audience.

According to Manovich (2001), the elements of audio and video broadcasting through the radio and television platforms have an essential responsibility of informing the public as imagination becomes easier when verbal communication is clear and that people enjoy live events that also provide an opportunity for joining significant discussions in bulletins.

The Internet and social networking communication platforms are becoming private and individualized communication tools, which pose a significant challenge for marginalized groups, the unfortunate, and other excluded social groups. According to Scannell (1997), “the radio and television platforms have given voice to voiceless and faces to faceless, creating new communicative entitlements” (p.64).

Televisions and radios are going through a slow extinction, but the attractiveness of the news, bulletins, and other programs that the Internet and other modern communication tools can barely support, makes broadcasting an old, but resilient technology (Hoeg, 2009).

Notably, the television and radio communication is still clinching high in public broadcasting following its professional approach to information sharing and permeation.

Scannell (1997) postulates that the fact that televisions and radios have the ability to use professionals and experts with consultation aspects in broadcasting is more appealing and realistic to the public. Even though it comes with greater features that are engaging and attractive, live streaming of news and other programs via the Internet is expensive and incompetent.

Influence of new technologies in broadcasting

The advent of Internet technologies might have posed great challenges to the slowly evolving radio and television broadcasting technologies, but modern technologies have emerged with unprecedented changes to the broadcasting itself (Arino & Ahlert 2004).

Virtually, all concepts and elements that initially supported traditional broadcasting in radios and televisions are fading away as new technological changes much determine the way news travel. The focal points of technological changes entail computers that have significantly enabled transmission of information in a more advanced manner.

Nonetheless, the pace of computerized technologies is growing in relative tempo with broadcasting technologies and it has allowed presentation of news with an open view and with multilayered contexts (Jakubowicz 2003).

A significant transformation that will make broadcasting triumph even further is the modern digital age that has received unprecedented support. The digital revolution, as postulated by Norris and Pauling (2005), is swiftly sweeping through the world of communication since digital compression has enabled the formation of assorted television channels.

The trend of digital television networks has taken time, but it is worthwhile to enhance expected changes. The amount of visual and audio information has greatly increased to become more interactive (Holznagel, 2000).

A digital platform that comes with compression technology has changed broadcasting of information and entertainment. Despite being immobile, unlike other technological devices such as laptops, tablets, phones, and other Internet-enabled devices, new innovations make television broadcasting more enticing (Norris & Pauling 2005).

High-definition TVs (HDTVs) produce standardized clarity of picture and sound with its flat widescreen technology delivering a unique experience to consumers, hence more entertaining. Interactive applications that have been integrated into modern televisions allow consumers to engage more in broadcasting and other services.

The personal Video Recorders (PVRs) in digital platforms allow consumers to record programs, pause, and replay programming, hence fitting consumer’s preferences. The Electronic Program Guides (EPGs) allow consumers to navigate easily through the content superfluity. Modern televisions are broadband-enabled, and thus they allow some computerized features. Hence, this aspect makes broadcasting a lifetime technology.

Broadcasting still & may continue performing

The convictions of some individuals that broadcasting is becoming obsolete are perfectly in moral lapse and contain no evidence whatsoever. The future of broadcasting is still lively and promising since it is a unique style of information transference and connects better with listeners (Thompson 1999).

In the modern broadcasting practice persons, whether broadcasters or those featured in news and programs, must possess specific characteristics to attract listeners and viewers. Most interesting in the contemporary world is global and national politics, celebrity life, entertainment, sportsmanship, and women circulate where broadcasting technology is covering exponentially.

According to Scannell (1997), “broadcasting has created a public world of public persons who are routinely made available to whole populations” (p. 67).

The practice of broadcasting is usually the most reliable and depended on communication media that enlightens populations about major entertainers, politicians, celebrities, churchmen, and even sportsmen and their involvement in certain occasions. This aspect makes broadcasting a more proffered communication tool despite substantial literature connecting it to extermination.

Broadcasting is unique as it presents information and entertainment to the public. Most captivating to the youthful generation, which accounts for the highest global population, is show that involves modern technologies and movies and music (Jacka 2006).

Broadcasting is the only reliable and effective means of delivering modern movie and music entertainment, and this aspect makes public broadcasting a unique information transference tool. Also, many comedy, soap operas and documentary programs feature in broadcasting televisions and radios each day.

According to Jakubowicz (2003), as many people have little time to watch the news or prefer broadcasting, it might stay part of the greater society. Coupled with its ability to deliver news in a professional manner, entertainment in the most anticipated form and inclusion of accuracy and confirmation of news for surety, viewers, and listeners’ confidence increases each consecutive year.

The television and radio media devices form a more significant part of people’s living room milieu and they are the most available media tools readily available for entertainment and leisure in different homes. This aspect makes broadcasting in its present form; the best public communication and information sharing means that heavily contribute to democratization of everyday life.

Some forms of news are better presented as a broadcast, especially those containing an inclusion of ordinary social life matters or different entertainment parameters (Jacka 2006). Crime, injustice, ethical prejudice, the plight of women, and other issues of marginalized groups across the world have affected the modern living and broadcasting has been in the forefront in sensitizing people across the world on such matters.

As postulated by Scannell (1997) and Thompson (1999), sportsmen entertainment including events of football, athletics, basketballs and tennis among others, which form a greater part of youth involvement, makes television and radio broadcasting all-generation media devices.

Conclusion and recollection of positives and negatives

Historically, broadcasting forms an integral part of human communication and interaction through television and radio platforms. Whether the broadcasting process is undergoing recession, no one has firmly stood to confer this judgment. Digital media is still evolving, but at a slow pace and cannot match modern tablets, phones, laptops, and other modern.

However, despite the growing trend in consumption of new media innovations, including the Internet and computerized communication and information sharing devices that enable interactive social networking platforms, broadcasting is still championing essential segments of modern communication.

So far, the new media technologies have not made any destruction to broadcasting, and if any, then it has little influence on the broadcasting practice. Digital platforms that enable high compression of channels to convey numerous broadcasts with high definition video and audio make broadcasting attractive and appealing to public.

Professional broadcasters with their ability to feature almost all aspects of political, social, and economic issues make broadcasting a unique form of information dissemination than other media and thus, the days of broadcasting are not behind us.

Reference List

Arino, M & Ahlert, C 2004, ‘Beyond broadcasting: the digital future of public service broadcasting’, Prometheus, vol. 22 no. 4, pp. 393-410.

Hoeg, W 2009, Digital Audio Broadcasting: Principles and Applications of DAB, DAB + and DMB, John Wiley & Sons, West Sussex.

Holznagel, B 2000, ‘The mission of public service broadcasters’, International Journal of Communications Law and Policy, vol.1 no. 5, pp. 1-6.

Jacka, E 2006, ‘The Future of Public Service Broadcasting’, in S Cunningham & G Turner (eds), The Media and Communications in Australia, 2nd edn, Allen & Unwin, Sydney, pp. 344-56.

Jakubowicz, K 2003, ‘Endgame: Contracts, Audits, and the future of public service broadcasting’, The Public, vol. 10 no. 3, pp. 45-62.

Laven, P 1998, ‘Predicting the future of broadcasting’, EBU Technical Review, pp.1-12.

Manovich, L 2001, ‘The Language of New Media’, MIT Press, Cambridge, MA.

Norris, P & Pauling, B 2005, Public Broadcasting in the Digital Age: Issues for New Zealand. Web.

Scannell, P 1997, ‘Public Service Broadcasting and Modern Public Life’, in T O’Sullivan and J Yvonne (eds), The Media Studies Reader, Arnold, London, pp. 60-71.

Thompson, J 1999, ‘The Media and Modernity’, in H Mackay and T O’Sullivan (eds), The Media Reader: Continuity and Transformation, Sage, London, pp. 12-27.

Introduction

1 July 1932 was the first time when the Australian ABC went on air. It controlled twelve radio stations which were; 2FC and 2BL in Sydney, 4QG in Brisbane, 6WF in Perth, 3AR and 3LO in Melbourne,5CL in Adelaide, 2CO at Corowa, 4RK in Rockhampton, 7ZL in Hobart, and the relay stations 2NC in Newcastle, and 5CK at Crystal Brook. The stations opened with sports programs, children’s sessions and other news and they opened in the morning and evening with a break in transmission in the day. All of the programs in the ABC stations were live until 1935 when a recorder disk was installed in the studios in Sydney (Inglis, 2002).

During the world war II years, programs had to be submitted three weeks before broadcast to the censors and due to this, there was no broadcast in the news for the months that followed. The department of information took control of the nightly national news in June 1940 before giving it back to ABC in September same year. There was enormous development since then including a mobile recording unit, satellite broadcasting in the 1980’s, changed the organization from commission to corporation, changes in program format, and establishment of new corporations to upgrade ABC radio services.

Main body

ABC has always been an attractive topic for the media, editors know that many of the viewers are occasional viewers and listeners because they prefer listening and watching the commercial stations. ABC is a permanent field of contest by the parties in the organization and between the interest groups as well as the government as every one takes keen interest on its operations.

In the recent years, ABC has had to endure more than its fair share of sorrow and labor and therefore many organizations including the national party needs to chip in to save ABC from passing away which may be very soon if nothing is done about its situation. Criticism has been drawn from all corner hence ABC needs to receive sufficient funding to enable it to produce quality programs so as to remain as the country’s most unique asset. If this does not happen any time soon, the Australians will soon be denied the quality programs which they have always enjoyed and especially if the ratings prospects determines what broadcast is.

Tim Bowden who has been with ABC for almost half of its lifetime says that it is no longer possible for ABC to create programs which are based on oral history because in the recent times, the radio producers would not be allocated to a specific topic for long as the situation is just a sample of the more expensive medium of television. He further says that the budget cuts which have been inflicted by the government of Howard alone, has forced ABC to abandon most of the in house comedy, drama and documentary productions (Buckell, 2002).

However, there was no sympathy offered to ABC in the Australian’s editorial in the column headline which read that ‘ dear Aunty ABC, you are looking old’ was published. The writer said that the rural people still benefit from the services provided by ABC which the commercial operators fail to operate or provide to the people. On the other hand, the writer however, says that the urban audiences don’t need a public broadcaster, in fact, the urban dwellers wonder why all taxpayers should subsidize the small and well off audience of ABC with a penchant for programs which could be provided by the pay or commercial televisions which are mostly available in the urban areas.

ABC has for along time been in the broadcast field in Australia and due to it being a public broadcaster, many of the audience of the radio stations and those who watch the TVs, especially those in the urban areas have opted for the commercial television and radio stations because they have better and more entertaining programs. This has made it to be unpopular among the higher population of Australia. This population feel that ABC has failed to focus on what people really want to hear and watch and the audience opt to pay for other stations which are more captivating, (Cunningham & Turner).

As a result of the negative impact of ABC to the general audience, the corporation has used many alternatives for survival in the industry. This includes an inauguration of a new music station for the listeners so that they can have a variety of music to listen to. ABC corporation has also launched ABC on line and a survey carried out shows that it is one of the most visited websites in Australia. The ABC online which was launched in 1995 has won media category in the Australian Internet awards contest for five years continuously. The online ABC has enabled people to read the news in the websites, listen to radio stations, and can watch and listen to programs many days after they have been on air and they still listen to programs which are off air due to the test ticket which are usually done in the stations.

ABC has also changed the kind of music played in its stations such as triple J so as to get more audience and be able to compete with its commercial competitors in the country.

ABC has also entered into a joint enterprise of ABC radio, ABC on line and Monash university which has yielded a thirteen part series of the subject of what digital technology may be doing to people’s lives. Such collaborations are easily spread from the universities to public cultural institutions such as archives, art galleries and libraries so long as there is presence of skill, imagination and money Inglis, 2002).

In the past decade, ABC has been under repeated attacks from the government and the right-wing ideologues due to its left-wing bias and as a result, the budget of ABC has been slashed by the government and there has been installation of pro-government figures which have been placed in its board of directors so that it can spy on the undertakings of the corporation, (Corvin, 2006). Due to this act by the government, it seems that their mission for intimidating the journalists and editors has been accomplished since they have been instilled with fear of documenting issues which have negative message regarding the government or the United States. Due to this, the Australian people have been denied the honest objective of the critical world events examination because the real events which are happening in the world are not shown to them and the people only see what the government want them to see but not the actual events taking place in the world (Buckell, 2002).

Despite the unique contributions of ABC on rural affairs, science, religion and education, critics have ignored that and in turn they have conducted attacks against ABC and have demanded for balance and accountability. The critics mean that because it provides a balances world of commercial print and the media broadcast, their ideologies are biased therefore their organization must be destroyed, (Phillips & Lindgren, 2002).

There was fear in the ABC management especially to the response of the Vietnam war as some of the journalists asked embarrassing questions, the Iraq war has also led to ABC being accused of all the bad things which included treason as the fearless 5% journalists asked and raised real issues which were generally ignored by other commercial broadcasters. Not only was it seen as bad enough to question the Australian politicians about the real reasons for the war in Iraq, but according to the critics it was worse to question the Bush administration on the attacks which it carried against Iraq.

Most of the claims concerned the Iraqi war and the questioning of the U.S claims, tactics and assumptions and as the George Bush policies ruin more than Baghdad, the complains from the Bush Australia supporters are louder now than ever (Adams, 2008).

Many people view ABC as a watch dog for the Australian media, this is because it usually conducts investigations and exposes the media bias as well as breaches which have been conducted by other stations on journalistic ethics and standards which have been set in the country. Australia desperately needs a media watch dog like ABC which will monitor information of the misinformations which are fed to the consumers who are unsuspecting about many of the news raging from politics and to football matters.

ABC should continue surviving because there is need to expose the untruthful and damaging comments which are being passed about many things such as the Melbourne football club which include disgraceful statements that it will be the next Fitzroy. However, the worrying bit of all this is that the misinformations received by people are from trusted sources such as newspapers and journalists who are experienced and therefore people see no reason as to why they should doubt them. Such sources are like Reuters which was previously viewed as an agency which dispensed honest news for years but it is criticized for bringing biased news and even doctoring pictures of war scenes and the Australians ends up getting the wrong message (Jack, 2008).

Back in the 1990s, triple J station was the station which was being listened by most of the youth as they found it interesting and educative. It was a leader in broadcasting unique blend of music and its announcers were no only knowledgeable and amusing but they also had relevant youth topics which talked about cultural and social events happening in the world.

Today however, the station seems to have trouble connecting with its audience and especially the youth and rather than facing the challenge and try to regain the glorious days, the station blames Nova which is a competing station, the audience and even the former government which was headed by Howard. The youth feels that triple J station does not understand their audience. They claim that it is arrogant, the music is not to the customers taste and the announcers are boring and the on air presentations are mediocre and just bad and distasteful. For triple J to be good and become popular once more, ABC needs to play commercially popular music so that their audience have an alternative for their songs. They also need to understand the music played by its competitors like Nova and therefore come up with good music for the teenagers for if they fail to do that very soon then it will be hard for ABC to maintain the radio station and might even come to a close.

As a way of trying to get back the young audience, ABC corporation has taken several measures so as to get triple J’s glory back. To effect the measures therefore, triple J has changed its ‘old’ Arnold Frolows and has been succeeded by a young person whom they hope will be able to rekindle enthusiasm for the rock station to the young people in Australia. It has also relaunched in a bid to rebuild the station and also try to change course of its recent steady slide of ratings. Due to this, the station is changing and trying to catch up with its competitors who seem to capture the attention of most of the young people. triple J also organized a big day out in 2006 which was part of the station trying to win back the young audience. The station has launched a series of TV programs which are available on line. Triple J has started an independent news team for covering the news and issues which are related to the youth the young generation. These topics includes environment, education and news on music and music stars (The grapevine, 2007).

Conclusion

In conclusion, ABC corporation has taken Australia far and therefore Australia needs it and relies on it for the best news. Although ABC may be said to have a small number of audience which makes its critics fail to see the importance of the station, the corporation is as important to the people as any other corporation because it acts as a watch dog for the people of Australia. ABC is not likely to send home 1000 of its staff since it is slowly gaining its fame and with more effort, the corporation will be back to its good old days when people listened to no other station apart from it.

References

Adams P, bias brigade eager to dance on ABC’s grave, 2008. Web.

Buckell, J, (2002), Can’t write, can’t spell and can’t find a story,HigherEducation Section, Sydney, News Limited.

Colvin, M. (2006), Government appoints ABC board members, Australian Broadcasting Corporation, 2008.

Cunningham, S. and Turner, G. The media and communications in Australia, Allen & Unwin, Sydney, Australia, (eds). Jack, W, That sinking feeling, 2008. Web.

Inglis, K. (2002), Anty at seventy: health report on the ABC, ANU national Institute of Social sciences. 2002. Web.

Phillips, G & Lindgren , M, (2002) Australian Broadcast Journalism Manual, Melbourne, Oxford University Press.

The grape vine, (2007), Triple J is losing touch and the ratings, 2008. Web.

This is an extremely frustrating fact that some commercials or advertisements within American broadcasting make people get bewitched and simply buy whatever. The campaign ‘America Runs on Dunkin’ can be deservedly called a national offense for those who understand the real underlying meaning. The United States of America has had Dunkin Donuts’ products since the middle of the last century. Although the company has been known as an American feature in a long run, today it boasts of the extremely outrageous fact of launching anti-advertisement. Namely, the anti-advertisement characterizes the people of America – with all its diversity – as an ignorant nation.

It is hard to believe that an average American, who has been living in this state for years and saw the old good ads of the company before, such as “Time to make the donuts”, are likely to indulge in wasting their money just because the company conveys that all America does that, and this became a common American habit. To be more exact, it is necessary to draw the example of the ‘Auto-pilot’ campaign here. It suggests to firstly buy a coffee or going to their store before doing anything else at the beginning of the day. So, why is it considered to be the best thing to do in the morning? Who said that hopping in your car and driving to the nearest Dunkin store makes you a proud American? It is decidedly that Americans do not pay much attention to what they do with their savings and furthermore with their lives. However, sorrowfully, this forces to make a conclusion that ‘Corporations Runs the US’

Another commercial that aroused controversial feelings as per diversity and mental abilities of Americans is the campaign about ‘Fritalian’. Isn’t it the saddest thing in the world when the foremost fast-food company in the American market persuades that Americans are not able to ‘form the words’? Whereas keeping in mind that the US is the richest country as per diversity of the population. This is a real anti-ad for those who stick to it and take it for granted. Moreover, this fact becomes even more embarrassing when we realize that ‘corporations run the US’ because of this way the scale of the horrible ignorance enhances, creating a new image of Americans – the wrong one.

The anti-ad broadcasts that high-calorific products as ‘White Hot Chocolate’ – being a new flavor – make us proud to be Americans. Is it really so? What hides beyond that? Maybe, it is the fat rates of America and the related diseases that should really force us to open the eyes, while corporation offers to autopilot to the nearest Dunkin’ Donut store where neither grammar nor culture matter. Therefore, it is necessary to mention that corporations have to respect the nation rather than releasing the anti-ads hoping that people will not be able to understand the hidden motives.

In conclusion, it is essential to not let the slogan ‘America runs on Dunkin’ fool Americans, whereas it is all the other way around: Dunkin runs on America, indeed. The right way to handle the problem is to either come back to old slogans or make up new ones, less offensive since the buyers that corporation targets are the working class. So, it is important not to humiliate the nation because the latter is the one that helps Dunkin’ Donuts say ‘America runs on Dunkin’.

Introduction

Considered as the oldest broadcasting network in Canada, the CBC (Canadian Broadcasting Corporation) has been experiencing a considerable decline in its viewership as of late. In comparison, BBC Canada has gained a considerable viewership making it one of the top rated channels that ordinary Canadians tune into when they want to watch quality prime time programming (Canada Newswire, 1). It is based on this that this paper will investigate the reason behind the decline of CBC and the rise of BBC Canada.

Isolating the Main Difference between the Networks

The main reason behind the decline in CBC’s viewership as compared to BBC Canada is in the type of programming that is available on the channel. Despite the fact that channel had a considerable amount of network dominance within Canada during the early 1960s to late 1970s, the fact remains that its network lineup has focused mainly on “made in Canada” programs. In comparison, BBC Canada not only has a line-up of popular British shows but it also has several popular American TV series in its channel line-up. While “made in Canada” television programs are produced under a high standard, they are generally considered less interesting as compared to their American and British television counterparts which have proven effective in drawing millions of viewers each episode.

Culture of TV Programming

The reason behind the sheer popularity of American and British programs has to do with the culture of TV programming that is systemic in their respective television industries. Plot lines within many of television series show instances of dystopia, systemic violence, sarcasm, and dark humor which generate considerable level of anticipate regarding the next episode in the series (Broadcasting & Cable TV Industry Profile: Canada, 1 – 6).

Examples of this range from “Breaking Bad”, which is a top rated American drama, are series to “Doctor Who”, a similarly popular British made sci-fi series. In either television program, the aforementioned plot line aspects can be seen which helps to draw audiences into the series since it features elements and personalities which are simply not seen in an ordinary person’s life. In comparison, while the quality of Canadian TV production titles is superb, the plot lines, on air personalities and even the general behavior of the cast in the series is far too “nice” in relation to the “gritty” details and actions that are often sought by television viewers (Broadcasting & Cable TV Industry Profile: Canada, 1 – 6).

What Does the CBC do well in Comparison to BBC?

While this paper has so far detailed the inadequacies of the CBC network, it is also essential to determine what it does well in comparison to BBC Canada. Presently, CBC does well when it comes to its sports coverage of international and local sports, its news network which is considered one of the primary news networks that local viewers tune into as well as its provision of services to remote locations that simply do not have access to cable television (Canada Newswire, 1).

External Competition

Unfortunately, despite the popularity of CBC as a source of news and sports related programming, it has continued to decline due to various sources of external competition. The sheer popularity of the internet has made it one of the most popular sources of information in relation to recent events and sports (Okalow, 1). Not only that, with the development of satellite TV series that reach even Canada’s remotest regions, many of CBC’s previous viewership have shifted towards other channels that have a greater variety of network content (Okalow, 1).

Works Cited

“Broadcasting & Cable TV Industry Profile: Canada.” Broadcasting & Cable TV Industry Profile: Canada (2012): 1-35. Print.

Canada, Newswire. “CBC/Radio-Canada looks to the future as it makes tough choices to balance its budget.” Canada Newswire 2014: Regional Business News. Web.

Okalow, Samson. “Cable TV Subscribers In Historic Decline.” Canadian Business (2013): 1. Print.

Introduction

According to McClean (2012), Special Broadcasting Service provides both the radio and television broadcasting services. The main purpose of such service is to make known the cultural diversity that exists in Australia. The programs provided by the company are tailored so as to inform, educate and entertain. The success and the growth prospects of the company are dependent on a number of factors.

The first relates to the regulatory environment, which influences the manner in which the companies operate in the country. This could have a significant bearing on the profitability of the said organization. The other aspect that influences the development of Special Broadcasting Station is the business environment.

Business environment encompasses both the internal and external environment of business. The external environment is comprised of elements such as the political issues, legal issues, social issues, economic issues and technological issues.

On the other hand, the internal environment is comprised of those factors that can be controlled by the business. It is the external environment for which the business must be properly aligned to ensure that it does not fall by the wayside.

Therefore, this paper will deal with the manner in which the regulatory framework and the business environment influence the development of Special Broadcasting Service.

Business and regulatory environments in Australia

Regulatory environment in Australia

Australia is known to be one of the countries with the most efficient and business-friendly regulations. This is intended to spur the level of investments in the country, whose overriding goal is to enhance economic growth in the country. In addition, it is adduced that Australia has very few restrictions when it comes to the product market.

At the same time, the government has very few public investments so as to allow the private investors to enjoy a liberalized environment. This has a positive impact on the economic behavior since the country is not heavily affected by overly restrictive business regulations (‘Business Environment’ 2012).

In addition, the few business restrictions have the effect of expediting the process that needs to be undertaken to start a business in Australia. Australia business regulations are known for being transparent which has the effect of creating an environment that is predictable and conducive for business.

Some of the other areas that are liberalized include foreign exchange controls, capital flows, profit remittances, the government is also said to favor transparent policies that ensure that the business owners are always fully informed about the regulations.

Since regulations are not very stringent, the broadcasting company will be able to increase the number of customers with ease. This is consistent with the business objective of enhancing their market share and consequently their profitability.

In addition, having transparent policies regarding the regulatory framework will ensure that the business owner will operate in a predictable environment which removes the uncertainty aspect that may make the business owners hesitant when it comes to investments.

Business environment in Australia

Given that the Special Broadcasting Service is located in the state of New South Wales, it is important to understand the business environment that is prevalent in that area.

Some of the reasons that make this state be an ideal location of the business include an economy that is both diverse and stable, the regulatory environment that is business friendly, a large pool of skilled personnel, and infrastructure that is supportive of investments (Australia 2012).

It must also be pointed out that Australia is one of the most expensive counties in terms of broadband connection. Towards this end, the government should put in place the necessary measures to bring down this cost, with a view to spurring investment in the media industry.

Economy

‘Australia Autos Report’ (2012) adduces that Australia have recorded economic growth for the last 19 years. The state of New South Wales has consistently been ahead of the other states in terms of the economic output. This points out to the fact that the economy is stable, and it is supportive of investments.

It has also been postulated that the state has a very diverse economy that consists of all the major industries. Additionally, it has been adduced that about 80% of the total income for this state is derived from the service industry. This implies that the media industry is well developed and contributes substantially to the economy of this state.

Australia is said to have a very strong regulatory framework to govern the financial services industry. This enabled it to avoid the negative effects that were occasioned by the most recent global economic recession. This has very positive effect on the service industry since the companies are able to access either short term or long term credit to enable them to go ahead with their expansion plans.

At the same time, the Intellectual Property Rights in Australia are among the best in the world. This tends to favor the service industry because they have most of their assets in the form of Intellectual Properties. Starting up a business in Australia is an easy process. For private limited companies, the process should not take more than 2 days from the time it is initiated.

A robust economy will invariably portend good prospects for Special Broadcasting Service. As a result, the company becomes more competitive in the market than most of its major competitors.

Highly skilled labor force

One of the greatest attractions of investors to this state is that fact that it is very populous than any other state in Australia (‘Chapter 4: Business Environment’ 2012). Another very important feature of this state is that its population is also very highly educated.

This provides a pool of qualified personnel from which the company can recruit its staff, who are going to be instrumental in the attainment of the goals and objectives of the organization. It is postulated that bout 60% of the population are university graduates. In addition, the state hosts a multicultural population, with most of the citizens being able to communicate in other languages in addition to English.

A highly skilled labor force is very desirable for any organization that needs to develop in the long run. Given the kind of the labor force that is prevalent in Australia, the company has a wide pool from which it can draw its workforce. A skilled workforce is such a valuable asset for any organization, as it enables it to achieve its business objectives.

Infrastructure

According to Keller (2013), New South Wales is home to the busiest airport in the whole of Australia. Another very special feature of this state is that it has a very extensive network of electricity. This implies hat the energy needs of the companies are well taken care of in this state.

That notwithstanding, the electricity supply has been reliable most of the times. For the investors that want to set base in Australia, it is claimed the state has cheaper commercial office space as compared to other locations.

Infrastructure is a very key component that influences the development prospects of Special Broadcasting Service. Without the necessary infrastructure, the company cannot realize its objectives, and neither can it develop.

Challenges faced by the media industry in Australia

According to Ross (2012), there has been an increase in the number of businesses offering services in the developed economies and Australia is not an exception.

However, the downside to this is that, the service industry in Australia has been buffeted by a lot of pressures emanating form the international and the domestic business environments. It must be appreciated that the media industry falls under the service industry.

One of the challenges that are faced by the firms operating in the service industry is the failure by the government to appreciate the significant contribution that the industry makes by way of balance of payments.

The apparent negligence by the government of this crucial sector of the economy has somewhat been exacerbated by the fact that the other industries are performing well, which serves to mask the deplorable state that the service industry is in.

This implies that the service industry is lacking the key infrastructure that may be required to propel it forward. The responsibility for the development of this key infrastructure is dependent upon the joint efforts of the service industry as well as the government.

It must be appreciated that there has been advancement in technology, which if properly harnessed can lead to better prospects of the service industry. There are two key drivers that can be used to spur development in the service industry namely- technology and new business processes.

Development of the Special Broadcasting Service

Looking at the business environment and regulatory framework in Australia, it is apparent that Special Broadcasting Service is not unduly restricted (Khan 2010). This would have the effect of increasing the opportunities for growth and development.

Inasmuch as there are challenges which can work against their favor, they can be surmounted by putting in place the necessary business processes and making use of technology. This could make Special Broadcasting Services to be a company of choice for the fast growing clientele.

The possible impact of transnational corporations and digital technologies

Digital technologies

According to Trending Topics (2012), the digital technology has impacted heavily on the media industry. It has resulted to new ways of doing things, and it has rendered some other business processes to be obsolete. Of utmost concern is the fact that the viewers have the ability to determine what to view and at what time.

This is in sharp contrast to the traditional setup whereby the broadcasting company had the final say on the content as well as the timing of their programs. The digital technologies coupled with diminishing economic prospects have had the effect of destabilizing the media industry.

Those companies that will adopt the digital technologies in the provision of broadcasting services will have an upper hand over those that do not take advantage of it. However, there are some who will incorporate the digital technology with the traditional approaches of broadcasting services. At the same time, there are those that will carry out complete overhaul of the manner in which they deliver their services to their audience.

The digital technologies have increased the content that is available in the internet. Looking at Australia, it is estimated that about 70% of the entire population are in a position to access internet services. Additionally, it is adduced that about 80% of those who are aged over 14 years have a constant access to the internet. Additionally, about 20% are able to access the internet using their mobile phones.

Consequently, the media industry should strive to make use of the internet to transmit programs, improve the quality of the services, and also encourage the audience to be actively involved in ensuring that they get quality content. Additionally, this technology can be used to enhance the quality of the images relayed by the television broadcasters.

Some of the strategies that can be adopted to counteract the negative effect of digital technologies include: having a very wide presence on the web, and having a very vigorous advertising campaign on the internet. The broadcasting companies should also levy a fee on the content that is found on the internet.

There are two ways in which the digital technology can be defined. One relates to the manner in which the broadcasting stations transmit their content. On the other hand, digital technology can also relate to the new version of TV formats that are currently in the market. It is postulated that these different aspects of digitalization should be understood by all the stakeholders in the media industry.

This will enable the government to make the right policies that are in conformity with the new trends in the media industries, which have been spawned by the digital technologies. Without the right policies, the media industries will not be able to adapt appropriately to the changes that are being brought about by the digital technologies.

However, the government in Australia has made some strides in the regulation of the digital content that is being relayed by broadcasting stations such as Special Broadcasting Service.

Transnational corporations

According to Li & Foster (2012), transnational corporations are those companies that operate in more than one country. In the media industry this relates to those broadcasting stations that are in operation in more than one country.

This could have a substantial effect on the operations of the industry in that the smaller companies, which have not ventured in other markets, might not be appropriately positioned to compete effectively. It has also been postulated that transnational companies have a higher chance of becoming more competitive due to their financial strength.

It has also been said that for those media companies that want to compete effectively, they can consider diversifying their operations in other regions. Another impact of the transnational companies on the media industry is the emergence of media companies that have increasingly gained strength, which has enabled them to exert their influence in the rest of the world as compared to the localized media houses.

It can be said that the multinational media houses dominated the media industry. This is because they have vast resources that can be used to take advantage of the business opportunities in the industry.

Conclusion

It can be seen that both digital technology and multinational corporations have far reaching consequences in the media industries. For companies like Special Broadcasting Services whose operations are localized, they might find it difficult to compete effectively in the prevailing business environment. This could partly be due to the fact that they might not have the necessary financial ‘muscles’ to compete effectively.

At the same time, the business environment and the regulatory framework have a tremendous influence in the manner in which the media house carries out their operations. Regulatory framework dictates the activities that can be undertaken and those that cannot be undertaken by the concerned entity.

In addition, the regulatory framework outlines the process that must be undertaken by the investor that may wish to invest in Australia. However, it must be acknowledged that Australia provides a business friendly regulatory framework. This can have the effect of spurring investments especially in the media industry.

This business-friendly regulatory environment will have the effect of enhancing the development of Special Broadcasting Services.

In those areas that the broadcasting station is challenged in terms of digital technology, it should look for ways of adapting to ensure that it takes advantage of the opportunities that are provided by the technology. The company should also consider diversifying its operations with a view to enhancing its financial position, which would have the effect of enhancing its competitive advantage.

Reference List

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‘Australia Autos Report’ 2012, Australia Autos Report, 4, pp. 1-57, Business Source Complete, EBSCOhost.

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Keller, GF 2013, ‘AMENITY CONFLICTS BETWEEN URBAN PORT FACILITIES AND COMMUNITIES IN AUSTRALIA’, Global Journal of Business Research (GJBR), 7, 1, pp. 101-108, Business Source Complete, EBSCOhost.

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