CBA General Conference - 2004
NEWS AND SPEECHES
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What Future for the State Broadcaster?
Syafiq Al fonse Abdullah (Radio Television Malaysia – RTM)
The growth of the broadcasting industry in Malaysia is both evolutionary and revolutionary. It started first as radio (Radio Malaya) in the 40s before gradually evolving into television (Television Malaysia) in the early 60s, with the state holding complete ownership. While in terms of evolution of the commercial stations, it was TV first in the 70s, followed by the radio stations. The state broadcaster, Radio Television Malaysia (RTM), with more the 20 radio channels (national and regional) and two TV stations (TV 1 and TV2), had complete control over the airwaves.
The industry was “jolted” with the arrival of satellite TV in the 90s. It revolutionized the Malaysian broadcasting scenario. For the first time the Malaysian public had a choice of over 20 television channels in comparison to only 3 free to air TV channels in the past.
The opening of the Malaysian skies with the advent of satellite TV besides bringing about changes in Malaysian laws with regard to broadcasting also brought about changes in the viewing habits of the Malaysian public. The public had access to information beamed straight into their living rooms. Information was no longer the monopoly of the state broadcaster. As satellite TV catered for a niche audience, the state broadcaster found itself “pushed” out as the sole provider of information and entertainment.
The other broadcasters (state and commercial ones) also began to schedule their programmes for a niche audience. As a result the state broadcaster including the commercial ones found them selves chasing for the audience as well as the advertising dollar. TV programmes were now more market driven than consumer (audience) driven. A station or programme‘s popularity depended on the amount of advertising dollar it brought in. The state broadcaster, who had a complete monopoly of the airwaves, now had to fight with the others not only for audience but also for the advertising dollars. Against this backdrop, what is the role and position of the state broadcaster, or in other words “is the state broadcaster still relevant?”
The state broadcaster is still very much relevant. However in view of the present changing conditions, the onus is on the state broadcasters to prove their relevance. The role and responsibility of the state broadcaster is still very much the same – to inform, to educate and entertain. Nothing has changed except for the way we play the game.
The time has come for state broadcasters to constantly ask themselves “who is listening or watching our programmes?” If the programme is intended for the young, are the young actually being reached? We often assume we know what our listeners or viewers want, little understanding their needs. It was all right in the past as there were not many broadcasting stations around with the state holding complete monopoly. But the situation is different now, with many players, all chasing the same audience.
The state broadcasters have to reinvent themselves, and reinvent the way they do business, to stay relevant. Otherwise they may find their roles as state broadcasters being taken over by the commercial operators.
The state broadcaster is no longer just the producer of programmes. It has a multifunctional role. It has to be a researcher first, to find out who listens or watches the programmes, what are the needs of the listener or viewer. Research especially audience research “can be used as means of maximizing the effectiveness of public campaigns”. It can also provide the essential information to aid the creative process of programme making.
The state broadcaster also has to learn how to market its programmes to the public and would be sponsors. It has to learn to develop strategies for the production and distribution of its programmes. This will go a long way to help maintain a balance between economic viability and public service obligations.
Although the situation looks somewhat “bleak”, the future is not all at bad for the state broadcaster. State broadcasters have advantage in comparison to the commercial broadcasters in that they have global and regional networking like the CBA for example. The networking gives state broadcasters an opportunity to share experiences and resources, joint ventures for building programme productions, and the training and sharing of expertise at the regional and global level. This is the advantage the state broadcaster has over commercial operators, and one which we the state broadcasters seem quite reluctant to take advantage of.
Reaching audiences wherever they are is “only a part of our responsibility” as state broadcasters. It is “only when we seek out and then bring in local stories for local communities and also for national audiences that we truly fulfill” our duty as state broadcasters. We need to continually reach all our people wherever they live” (Russell Balding, ABC).