The Relationships Between the Arab Satellite TV Broadcasters and Their Audience
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The Relationships Between the Arab Satellite TV Broadcasters and Their Audience Author Alhedaithy, Zeyad M. Published 2011 Thesis Type Thesis (PhD Doctorate) School School of Humanities DOI https://doi.org/10.25904/1912/1250 Copyright Statement The author owns the copyright in this thesis, unless stated otherwise. Downloaded from http://hdl.handle.net/10072/366652 Griffith Research Online https://research-repository.griffith.edu.au The Relationships Between the Arab Satellite TV Broadcasters and Their Audiences Zeyad M. Alhedaithy B Ed, M Media School of Humanities Arts, Education & Law Griffith University Submitted in fulfilment of the requirements of the degree of Doctor of Philosophy August 2011 Abstract A large amount of research has been dedicated to the relationship between the TV broadcasters and the audiences around the world. Moreover, TV broadcasters are usually keen to build a wider and deeper understanding of their audiences’ needs and tendencies. Meanwhile, the audiences have their own expectations and views towards the broadcast material. Accordingly, many theories and models have been designed to study the relationship between TV broadcasters and their audiences, and the mutual influences between the two. This study has used qualitative research methods to assess the performance of Arab satellite TV channels within three dimensions to answer a central question about the relationships between the Arab satellite TV broadcasters and their audiences. Firstly, commercial TV which plays an important role in the overall media market as a source of information and fun for the masses. Their importance and popularity rely on the fact that they are not owned by governments, but are mostly independent, and they try to adjust their broadcasts to prevalent needs and tendencies among audiences for the purpose of achieving the highest business benefits. Therefore, the study deals with an emphasis on the Lebanese LBC channel. The study found that LBC has been surviving as a media business on the idea and intention of maintaining the widest audience base possible with a strong flow of program sponsorship, regardless of what is permitted or not by the local Arab culture. Accordingly, the channel has differentiated itself from other Arab TV channels, and given itself the unique role of satisfying the sexual and entertainment needs of the wider audience, as the studied factor of human needs has been shown to be the most influential among the other study factors. Secondly, religious TV is focused on, as it is well known that religion plays an important role in the daily lives of most Arab people, especially in the Gulf region. For this reason, a need has emerged to have special channels, or at least programs in the local TV channels, that preach religious teachings and values among the Arab masses. Therefore, the study considers the various aspects of the religion-based satellite TV channels in the Arab world, with an ii emphasis on Almajd satellite TV channel as the first channel to specialise in preaching Islamic doctrines. The Almajd channel was launched for the purpose of buffering the effect of the mostly commercialised satellite TV channels. Being a religious channel, Almajd enjoys wide support from the Muslim clergy and gives in to its audience’s tendencies rather than to purely professional or media standards. The channel, for instance, does not permit women to appear in its broadcasts, even in traditional Muslim clothes, a stance that the study found does not rely on any clear Koranic or theological grounds. Therefore, the audience is most effective in shaping the channel’s broadcasting policy. The study found that the audience has the power to force Almajd to refuse potential sponsorships and commercials that can bring considerable revenue to the channel. Consequently, for the respondents, trust is the most effective factor that makes them comfortable with the channel’s broadcasts by not breaching their social and religious norms. Thirdly, there is an analysis of political TV which is dedicated to informing on the Arab political satellite TV channels in terms of their history, circumstances surrounding their emergence, and their role in shaping the minds of the Arabic-speaking viewers around the world. Consequently, the study discuss Aljazeera channels as an example because Aljazeera broke many taboos in the Middle East by causing controversy through interviews with dissidents and convicted terrorists, and showing programs that encourage social and political debates on problematic topics. The study found that the channel obviously creates a balance between the very needs of the audience and its application of the aforementioned code of ethics. In fact, it was found that Aljazeera does not bow to audience pressure to limit its hosting. Moreover, the study found that the audience’s need for information is satisfied by Aljazeera providing them with the opportunity to familiarise themselves with situations in their own countries and abroad. Such an opportunity did not exist during the pre-Aljazeera era. Furthermore, the study found the respondents’ trust in the channel an important factor in keeping its popularity high in the Arab countries and elsewhere because of the ongoing opportunity to acquire information through means not provided before. iii Declaration This work has not previously been submitted for a degree or diploma in any university. To the best of my knowledge and belief, the thesis contains no material previously published or written by another person except where due reference is made in the thesis itself. Signature Date: August 2011 iv Contents Abstract ............................................................................................................................. ii Declaration ....................................................................................................................... iv Contents ............................................................................................................................ v List of figures .................................................................................................................... x List of tables ..................................................................................................................... xi Acknowledgements ......................................................................................................... xii Chapter 1: Introduction ................................................................................................. 1 1.1 Introduction .................................................................................................... 1 1.2 Research questions ......................................................................................... 2 1.3 Research rationale ........................................................................................... 2 1.4 Significance of the study ................................................................................ 3 1.5 Research method ............................................................................................. 4 1.6 Key terms ........................................................................................................ 5 1.7 Organisation of the study ................................................................................ 6 Chapter 2: Arab satellite TV channels.......................................................................... 8 2.1 Introduction .................................................................................................... 8 2.2 Commercial TV .............................................................................................. 8 2.2.1 History of international commercial TV ............................................ 9 2.2.2 History of Arab commercial TV ........................................................ 9 2.2.3 Geography of Arab satellite TV transmission providers ................. 12 2.2.4 How do the Arab satellite pay TV channels compete to get audiences? 13 2.2.5 Who are the audiences? ................................................................... 14 2.2.6 LBC Channel ................................................................................... 14 2.3 Religion-based Arab satellite TV channels .................................................. 23 2.3.1 History of religions in the Middle East ............................................ 24 2.3.2 Effects of religions on the Arab societies ........................................ 25 2.3.3 Religion and the media .................................................................... 25 2.3.4 Almajd satellite TV channels ........................................................... 27 2.4 Arab political satellite TV channels ............................................................. 35 v 2.4.1 History of the Arab political media ................................................. 35 2.4.2 Aljazeera satellite TV channel ......................................................... 36 2.5 Conclusion .................................................................................................... 46 Chapter 3: Audience theory ......................................................................................... 49 3.1 Introduction .................................................................................................. 49 3.2 Definition of audience .................................................................................. 49 3.3 Measuring audiences ...................................................................................