I.I: Worldwide System
Create the Worldwide U.S. International Broadcasting System Other Information:
The Board believes it is essential to consider the capabilities and resources of U.S. international broadcasting as a whole
as we look to substantially enhance our impact in the priority markets. It would be unwise not to do so when 40% of BBG language
services overlap. It is precisely by drawing on all available resources and assessing how the different components of broadcasting
can best work together that we will be able to marry the mission to the market in priority areas worldwide. We see this as
rationalizing our broadcasting consistent with the U.S. International Broadcasting Act of 1994. A broad purpose of the Act
was to make our broadcasting more coherent and effective through the reorganization and consolidation of broadcasting. The
Broadcasting Board of Governors has already moved strongly to fulfill the mandates of the1994 Act. It has consolidated worldwide
program delivery systems (transmission networks and marketing of programming to affiliate stations), initiated annual language
service review to address redundancy, centralized audience research within a single contract administered by the Board, and
harmonized program quality standards. The BBG will carry this rationalization further. It will look upon U.S. international
broadcasting as a single system. However, the Board has no pre-conceived configuration of the system. Marrying the mission
to the market requires approaching each country and region on a case-by-case basis. The Board’s aim will be to leverage broadcasting
assets in the most efficient and effective way to enhance overall impact in those places of greatest importance to U.S. strategic
interests. · Create integrated programming streams across U.S. international broadcasting services –where such streams are
both possible and advisable. While the programming of U.S. international broadcasters has long been complementary – i.e.,
VOA’s focus on representing America and providing regional and international news has complemented the surrogates’focus on
reporting local news – integrating it into one stream is new. Integrating programming in this way has distinct advantages:
(a) it allows each broadcaster to focus on its specific value-added; (b) it eliminates the need for separate, costly distribution
channels; and (c) it heightens complementarity by having one service buttress the mission of the other – i.e., local news
reporting will give audiences the news they most want, thereby attracting them at the same time to hear news and views from
America. There is no one formula for integration. It can assume the level of full-scale integration as in the planned BBG
24/7 Farsi service in which VOA and RFE/RL will adapt their current formats to a new programming approach entirely. Integration
can also assume the form of discrete programming blocks for each broadcaster using a shared broadcast frequency, with a coordinated
overall sound, common production values, smooth on-air hand-offs, cross promotion,etc. – as in the case of the VOA-RFE/RL
Afghanistan Radio Network. However, in some markets, such as China, any attempt to integrate programming would be counter-productive.
For example, VOA’s efforts to distribute elements of its programming inside China would not be successful if its programming
were bundled with RFA’s. As noted above, the Board will pursue the integration of programming on a case-by-case basis.· Fulfill
both the VOA and the surrogate (local news) missions in every high priority market. The Board is committed to sustaining dual
missions in all high priority markets. Both the VOA and the surrogate missions are vital to promoting freedom and democracy.
Marrying the mission to the market as a general strategy is rooted in honoring the BBG’s legislatively mandated missions for
VOA, RFE/RL, RFA, and OCB while seeking the largest possible markets for these missions. It is the express purpose of program
integration to enhance the accomplishment of this mission.· Format the content of the joint broadcasting to suit the given
market and to maximize appeal. As just noted, there is no pre-set formula for integration. It is important that the programming
streams to a given market have internally consistent formats as well as formats that make them competitive and compelling
within specific market conditions. Regardless of the scale of integration, the programming blocks of the broadcasters must
sound broadly consistent and reflect uniform production values.· Rationalize news, programming, and administrative resources.
Forging a U.S. international broadcasting system and integrating programming will facilitate a host of other activities that
enhance BBG efficiency and effectiveness. In short, it’s less expensive to produce one programming stream than to produce
two. When operating in concert, VOA and RFE/RL or VOA and RFA will hew closely to their legislative missions, preventing redundancy
in news gathering and reporting and other programming resources. This affects, for example, the number of correspondents and
stringer reporters required by each. A common format means both services share production costs for a host of programming
elements such as musical bridges, station IDs, etc. As important, sharing of news bureaus and other office space should result
not only in greater collaboration between services but in cost savings as well.· Marshal BBG resources towards the high priority
markets. Limited resources are a challenge for all Federal government agencies. New allocations are often essential to expand
program activity. This said, BBG resource allocations will take into account the relative priorities of broadcasting. Given
the rising costs of modern transmission systems, research, and marketing, the BBG will assess the trade-offs required to ensure
funding to be effective in reaching information-denied populations in countries like Iran, Pakistan, and China, to cite just
a few high priority markets.
Indicator(s):
|
