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BROADCASTING AND MEDIA IMPERIALISM:The truth in the debate

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Introduction to Broadcasting ­ MCM 411
VU
LESSON 32
BROADCASTING AND MEDIA IMPERIALISM
It did not take long the world intellectuals to generate a heated debate when TV broadcast
was introduced in the middle of the last century.
Since the effects of the TV broadcast were far more than the radio broadcast for obvious
reasons, a number of countries, feeling weak in this technology and production techniques,
expressed the fear that their cultural values were seriously threatened in the presence of TV
broadcast.
In practice it is not wrong. Many a societies are still living with their centuries old living style in
the sense of dressing up, human relationship and the moral values which they cherish to keep
and feel proud. Such societies are very vulnerable from the fast changing societies on all
social counts and which are economically stronger. The glamour attached with the rich, and
the desire to show off their riches from so many angles, some time cause anxiety among other
societies as they feel their cultural heritage is under threat.
Many countries did not allow beaming of TV transmission from other countries they though
were enemy of their cultural heritage but with the advancement in transmission technology, it
became difficult to stop the beaming of the programs from other societies.
The truth in the debate
As far as the truth in the charges of invasion is concerned, there is hardly two opinions on this
subject. You can influence a society by continuously showing it strong images of a different
culture ­ the change of fashion and living style across the world stand as a testimony to this
argument.
But, as a matter of fact, no nation has so far attacked directly some of the basic elements in a
society. For example, there is no TV broadcast which speaks against any religion though TV
channels belonging to different countries and religions ­ Islam, Christianity, Buddhism,
Hinduism or any other, continue to make programs in favor of their religious belief... no harm.
But there are certain areas like exposure and sex matters which are discussed at the TV
channels to an extent their societies permit, cause irritation to those who do not want a
discussion on these topics. This is an area which the world has yet to settle as TV broadcast
keeps enlarging itself across the globe.
Some, however, claim that certain cultures, especially the European nations are cited in this
regard, deliberately try to allure the youth of other societies through spicy TV broadcasts. In
defense, these nations say it is not mandatory to watch our channels by others if they do not
like the broadcast material.... The debate seems going on and on and is still far from a logical
conclusion.
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Introduction to Broadcasting ­ MCM 411
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Propaganda
Media has always been a strong tool for propaganda ­ to hammer that side of an issue which
only suits one party. With more means available to rich nations ­ like more funds to employ
reporters and place them all over the world's most newsy sites, buy equipments and exploit
latest and costly technologies, they are in a far better position than others to hammer their
side of an issue thus change the mindset of the people of other societies. The broadcast of
half-truth amounts to concealing the other half. It is here that broadcast on electronic media
which has more penetration as compared to the print media, comes under lot of questioning.
Unfortunately, there are little ethics known to avoid propaganda as strong nations believe that
it is more a communication technique rather than a bad practice. But students of mass
communication can easily find by watching different channels what the truth is. But it is a time
consuming affair.
The Benefits
There are many benefits nations have been drawing from the advancements in the TV
broadcast over the years.
Economic
The maximum exploitation of the TV broadcast has been done by the business community
from all over the world. Reports on damage to crops, floods, industrial growth and provision of
infrastructure in different countries have greatly helped the businesspeople to make their bids.
The tourism and hotel industry has been earning many times more now than before as TV
channels screen beautify tourists resorts in their countries to draw attention of holiday makers.
Tourism business is regarded the second highest earning area and perhaps number one for
many countries like Sri Lanka, Switzerland, Canada and some far eastern countries.
Political
Understanding of political issues ... from local controversies to international disputes, are now
better understood as one can always see leaders from both sides talking, shaking hands or
giving proposals for the resolution of long outstanding issues. They are sometimes invited by
the TV stations to sit together and discuss with a neutral person on matters of controversy.
Sports
The coverage of sports has brought the nations very close to each other as sitting back home
people can watch not only the players but the spectators in the stadium and observe which no
other source can provide them. A friendly slogan waved by a group of spectators to members
of rival teams does a miracle in creating feeling of peace and friendliness among people of the
two nations.
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Introduction to Broadcasting ­ MCM 411
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The Globalization
Very strong debate on globalization of world order has been going on. The role of TV
broadcast is understood to keep bringing people of different shades of opinion close to each
other so that people have a collective way of thinking for the betterment of our planet,
especially on matters like green house gases and breach of ozone layer, heating up of the
planet and melting of glaciers. Global campaigns for prevention of fauna, facing extinction
seems to have already bearing fruit as people all across the world are getting an awareness to
keep these animals and the ecological balance which is so desperately required for the
human survival. So strong has been the impact of the TV broadcast about these issues that
people even the far flung areas talk sense on these matters. A great achievement of the TV
broadcast, one must acknowledge.
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Table of Contents:
  1. BROADCASTING:Historical Facts about Radio, Wireless and Radio
  2. CLASSIFICATION OF PROGRAMS:NEWS, Language, Sensationalizing
  3. CURRENT AFFAIRS:Talk Shows, Discussions, Seminars, Live Shows
  4. OUTDOOR BROADCASTING I:VIP Movement, Suddenly Assigned Events
  5. OUTDOOR BROADCASTING II:Pakistan Day March Past, General Elections
  6. CURTAIN RAISER:Political, Financial, Sports, Academics
  7. RADIO FEATURE:Personality Features, Features on Events
  8. MUSICAL PROGRAMS:Classical Music, Light and Film Music, Folk Music
  9. RADIO DOCUMENTARY:Narrative, Dramatized, Imagination, Close to places
  10. DISC JOCKEY:Women in Focus, Daily/ Weekly Division, Making Titles
  11. VOICE IN BROADCASTING:Speech, Accent, Loudness, Stress
  12. NOISE:Physical, Medium itself, Problem at sender’s end, Semantics
  13. STUDIO:Drama Studio, Studios for Talk Shows/ Discussions, Music Studios,
  14. RADIO DRAMA I:Stage Dramas, Early Radio Dramas, Ethics, Classification
  15. RADIO DRAMA II:Selection of director, The Playwrights, Script, Voices
  16. ADVERTISEMENT – INCOME GENERATION:Similarities, More Analysis
  17. ADVERTISERS’ APPROACH:Dramatized, Dialogue based, News
  18. FM – A NEW GENERATION IN BROADCASTING:Low Cost, The Difference
  19. MICROPHONE TO TRANSMITTER:Amplifiers, Modulator, Transmitter
  20. WRITING SCRIPT FOR RADIO BROADCAST:NEWS Script, Interviews
  21. INTERACTIVE BROADCASTING:On-line, E-mails, Interview, Views in News
  22. REVISION:CURRENT AFFAIRS, RADIO FEATURE, MUSICAL PROGRAMS
  23. HISTORY OF TELEVISION:Early History, The Black & White Images, Color Television
  24. PAKISTAN TELEVISION (PTV):The Excitement, Timing, Live Broadcast
  25. BROADCASTING LAWS:Laws in the 19th century, Press Council of Pakistan
  26. REPLICAS OF RADIO BROADCAST:The Staff, News Reading, Programming
  27. NEW SCRIPT WRITING AND DIRECTION TECHNIQUES:TV Script
  28. SETS:Permanent Sets, Hot & Cover Sets, Special Sets, Economical
  29. CAMERA SHOTS – THE VISUAL LANGUAGE:Angle Shots, Movement shots
  30. LIGHTS IN VISUAL BROADCASTING:Light Temperature, Light and Distance
  31. INTERIOR AND EXTERIOR:NEWS and Interviews, Dramas and Music
  32. BROADCASTING AND MEDIA IMPERIALISM:The truth in the debate
  33. ENVIRONMENT OF TV BROADCAST:Optical Illusions, POV, Depth of Field
  34. BUDGET:First Part, Second Part, Third Part, The Sponsors
  35. COMPARISON AND CONTRAST OF DIFFERENT RADIO AND TV FORMATS:TV NEWS
  36. CURRENT AFFAIRS – FROM RADIO TO TV:Seminars, Interviews
  37. PRE-PRODUCTION:Brain Storming, Scripting a new program, Approval
  38. PRODUCTION & POST-PRODUCTION:Booking Shifts, Rehearsals
  39. TV ADVERTISEMENTS – MONEY WITH ENTERTAINMENT:Early Phase, Getting Spots
  40. ENIGMA OF MORE CHANNELS:The Investment, Fresh Ideas, Closure of channels
  41. ANCHORPERSON:Appearance and Confidence, Job Opportunities
  42. COMPARISON BETWEEN RADIO AND TV BROADCAST:The Difference, Script
  43. TERRESTRIAL TO SATELLITE TO CABLE TV:Cable Network, CD Channels
  44. CAREER IN BROADCASTING:Production, Direction, Lighting Director, Script Writer
  45. REVISION (LESSON 23 TO 44):Broadcasting Laws, PEMRA, Budget