Working Group on Broadcasting in a Global Environment

Chair's Conslusions
Rome, Italy - March 12, 2001

Under the auspices of the International Network on Cultural Policy (INCP), Mr. Vincenzo Vita, Under-Secretary of State, launched the first meeting of the Working Group on Broadcasting in a Global Environment.

The meeting, which took place in Rome on March 12, 2001, brought together experts in the field of broadcasting from 10 countries of the INCP, UNESCO, and Italian public and private sector leaders in the communications and audiovisual fields. The morning was devoted to discussions of key challenges in the Italian context. The afternoon broadened the discussion to an exchange among international delegates, and potential future work of the INCP.

As Chair of the meeting, Mr. Vita stated that cultural and technological globalization is a reality, and recalled that the Secretary General of the United Nations recently compared it to the force of gravity: one can oppose it, but it exists nevertheless. He asserted that there exist choices to be made however, for governments and democratic institutions in the directions that we wish the effects of this technology to take in the lives of citizens.

The participants exchanged perspectives on the principal challenges facing the broadcasting sector in this era of globalization, and the importance of a diversity of cultural expression. Among the key concerns and directions which emerged.

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A Model of Sustainable Communications

It was suggested that decision-makers have two directions before them: one based on a «laisser faire» approach which reflects only the force of the marketplace, and a second direction which calls for creative, active governance while supporting change and valuing the opportunities offered by technology.

The first direction, which appears dominant, comes from an essentially technocratic vision of convergence and takes an exclusively commercial view of the effects of technology posing challenges for the attainment of public policy objectives. This is evidenced by the process of concentration and vertically integrated company structures in multimedia, which favours a small number of multinational groups.
The second direction is less developed but is of major importance for the political and economic dimension of communications systems and technologies - it speaks to a model of «sustainable communication» which is based on democratic values and freedom of expression in order to respect the autonomy of the media, and encourage cultural diversity while recognizing, in this context, that a diversity of approaches may be required to address the issues related to broadcasting and globalization.

The model of sustainable communication should address the following:

• A distinction between technological convergence - centred on digital distribution and on networks - and linguistic and cultural diversity of content in the media (radio, television, cinema, publishing, etc);
• A policy approach to the treatment of «multimedia» which acknowledges and supports both the integration of communications technologies and their underlying distinctiveness;
• A valuing of cultural diversity, including e.g., language, ethnicity, and promotion of production capacity in different countries;
• An approach to rules which treats tools, networks and content appropriately;
• Assurance of a pluralism of ideas and cultures, and equality of access to media content and technology solutions without discrimination.
• Role of the Public Service Broadcaster - A Global Alliance
• In the new global environment, the public service broadcaster has a key role in achieving cultural policy objectives.
• The public service broadcaster is essential not only for its legal characteristics but also for its central role in technological innovation in the era of digitization, active play in the production and promotion of quality content, and as a point of reference for local communities in a global environment. The benefits of digitisation on a global state cannot become the domain of the privileged. If so, deeper economic, social, and cultural divisions in all societies will be created.
• For these reasons, in the spirit of the United Nations and UNESCO, a potentially useful initiative to consider is a «global alliance» of public service broadcasters which could work to ensure respect for collective and individual rights, and enhance the availability of a diversity of ideas and culture.
• A New Approach for Citizen Participation
• A new approach is needed to the concept of «universal service» which can no longer simply be a guarantee of connection for «citizen-users» but must become the basis for full participation by citizens.
• Some believe that a «world authority» is necessary to influence the market (including settlement of rights issues) to ensure the development of «sustainable communications» which reflects all economic, social, and cultural aspects of countries small and large.

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«Globalization»

• A key which should guide us in the years to come must be that of «Globalization» - bringing together global and local.
• Globalization could be an extraordinary force for «connecting communities» bringing international and regional audiovisual content to local markets, and vice versa.
• International mechanisms are necessary to facilitate the promotion and exhibition of these products for global audiences.

Next Steps

• The INCP provides an important forum for the development of initiatives which could support a model of «sustainable communication». The working group will concentrate its future work in three areas.
• Exploration of the potential for an alliance between public service broadcasters to:
  • enhance the availability of a diversity of ideas, information, and culture
  • address the issue of access to a diversity of programming and to covering of global events and rights costs (ex. Olympic Games).
  • Questions to explore in this regard could include:
    • scope and mandate (e.g., exchange programming, work on clearing rights to such programming, facilitate dubbing or subtitling, etc); and,
    • whether such an alliance should be confined to public broadcasters, or whether private broadcasters, producers of content and creators should also be involved.
  • Creation of a compendium of «best practices» in bringing local production to global markets from member countries (ex., tools, experiences)
    • Sharing perspectives on the potential impact of the international trade agenda on broadcasting and cultural policy

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