1. Broadcast Television Whither thou goest?

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

3. Can you find evidence of electricity? TV?

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

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

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

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

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

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

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

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

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

13. The Case of Al JazeeraAl Jazeera

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

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