Presentation on theme: "Where do Social Media Leave Traditional Broadcast Media? (The title on the programme) Graham Mytton CIBAR, Prague 2011."— Presentation transcript:
Where do Social Media Leave Traditional Broadcast Media? (The title on the programme) Graham Mytton CIBAR, Prague 2011
The Enduring Importance of Shortwave for International Broadcasting (My more precise title!) Graham Mytton CIBAR Conference Prague 2011
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Shortwave broadcasting has been in gradual but accelerating decline for years;
BBC Global Audience 2010 161 million weekly listeners In 1980 it was 100 million 53% of the global audience in 2010 accessed BBC WS on shortwave. That was then 85 million listeners, the largest single group of BBC users on any platform! This was in spite of massive cuts to shortwave over the previous decade
John Tusa, Managing Director BBC World Service 1986 - 1992 If shortwave had been or discovered today instead of eight decades ago it would be hailed as an amazing new technology with great potential for the world we live in today.
Access to locally retransmitted services can be and often are blocked Nigeria does not allow any local rebroadcasts of news Ivory Coast, Azerbaijan, both Congos and several other countries have blocked local rebroadcasts when local circumstances have changed and governments in these countries have not wanted outside interference
Shortwave use declines when political circumstances change! In Portugal, Greece, Former Yugoslavia, former East European states and many others, when free media emerged, there was a massive fall in shortwave use But shortwave is still a major means of reception in many parts of the world. It is showing amazing vitality and survival It has survived massive cut backs and the talking down of it by many senior broadcasters who ought to know better!
Global Shortwave Access and Use 2 billion people in the world have access to at least one shortwave capable set at home 300 million people use shortwave on a weekly basis to access radio services When crises happen, as they often do, the number is increased many times over Shortwave use declines not because of new technologies but because of local political changes More freedom means less shortwave use!
BBC World Service issued some promotional postcards a few years ago It displayed them on the walls all around the building The photos were of well known people, including world leaders in business, politics, entertainment, arts and more The main way these WS users listened in the way they said they did was on shortwave. The photos soon had to be removed or withdrawn. The BBC was cutting back on the means whereby they could continue to listen
Huge changes in technology over the past 20 years But another change has had as much, if not more, impact on human communications It has been the deregulation of media, especially broadcast media In 1996, when the process had been going for about 6 years I produced the following charts, showing how control on broadcast media had changed, globally and region by region with predictions for the next 6 years.
The charts show first what the situation was like in 1990, then 1996 and then a prediction for 2002 Definitions: Monopoly means where radio and TV are under state control with little or no exception. This situation was true in most countries in Africa and Asia as well as communist states in Europe Pluralist means where the state allows private radio and TV with varying degrees of regulation but where independent voices are allowed. Transitional means that a country is moving from Monopoly to Pluralist
I think I showed this chart first in 1992. It plots weekly audiences for any BBC WS listening against the number of radio stations in that countrys capital city. Clear evidence that while a state monopoly (with few radio services) does not guarantee a large audience, large audiences are not achieved where there is a lot of local choice