1. Radio Sawa and Alhurra

2. Run-Up to Radio Sawa  VOA’s first Arabic broadcast, January 1950 from New York studios  Broadcast hours increased steadily based on events in the Arab world  VOA audience always small vis-à-vis the BBC and Radio Monte Carlo Middle East  Limited medium wave and FM coverage, limited hours, and “U.S. Government” Broadcasts

3. Radio Sawa’s “Together” Creation  Planning for Radio Sawa started 8 months before 9/11  Money from VOA program elimination  Norm Pattiz: Westwood One founder and former BEA board member appointed to BBG by Clinton  Pattiz became Radio Sawa driving force re programming, transmission, and distrubution  First broadcast: March 23, 2002

4. Radio Sawa’s Format  Top-40 Music and News—Designed for an under-30 audience  News at :15 and :45  Music: Western, mostly a U.S. song followed by an Arabic song  Some commentary/features

5. Reaction to Radio Sawa  Generally favorable in the U.S.  Promoted heavily by Norm Pattiz  Initial positive listener response  Copycat local Arab stations  Continuing positive listener response

6. Radio Sawa’s Limitations  Some language difficulties  Some news difficulties  Medium-wave distribution for an FM- oriented service  Lack of coverage in important Arab states: Saudi Arabia and Egypt

7. Radio Sawa in 2006  Mature radio station  “Popular” in some countries: Jordan, Kuwait, and Morocco  Serves more listeners than the old VOA Arabic service  Seen by U.S. Administration as important aspect of U.S.-Middle East public diplomacy

8. Alhurra, “The Free One”  24-hour BBG DTH Arabic television service  Modern studios in Springfield, VA, outside Washington, D.C.  Seen by the U.S. Administration as important part of U.S.-Arab World public diplomacy  Funded by BBG, operated by Middle East Television Network

9. Alhurra Programming & Staff  Pattiz: “People are loyal to radio stations, and loyal to television programs”  Block news, information, features, entertainment programming  Staff hired from the Arab world

10. Alhurra’s Impact  Measuring the Alhurra audience  Problem: A lack of standards for measuring international media audiences  BBG-funded 2005 7-country study showed 25 percent had tuned in once per week  Zogby 2004 International found 0.2 percent tuned in