Viewing the World (Dfid)

Department for International DFID Development issues Viewing Department for International Development the The Department for International Development (DFID) is the British government department responsible World for promoting development and the reduction of poverty. The government elected in May 1997 increased Viewing the its commitment to development by strengthening the department and increasing its budget. The policy of the government was set out in the White Paper on International Development, published in A studyofBritishtelevisioncoveragedevelopingcountries November 1997. The central focus of the policy is a commitment to the internationally agreed target to halve the proportion of people living in extreme poverty by 2015, together with the associated targets including basic health care provision and universal access to primary education by the same date. DFID seeks to work in partnership with governments which are committed to the international targets, and also seeks to work with business, civil society and the research community to encourage progress which will help reduce poverty. We also work with multilateral institutions including the World Bank, UN agencies and the European Commission. The bulk of our assistance is concentrated on the poorest World countries in Asia and Sub-Saharan Africa. We are also contributing to poverty elimination in middle income countries, and helping the transition countries in Central and Eastern Europe to enable the widest number of people to benefit from the process of change. As well as its headquarters in London and East Kilbride, DFID has offices in New Delhi, Bangkok, Nairobi, Harare, Kampala, Dar-Es-Salaam, Pretoria, Dhaka, Suva, Kathmandu and Bridgetown. In other parts of the world, DFID works through staff based in British Embassies and High Commissions. A study of DFID DFID 94 Victoria Street Abercrombie House British television coverage London Eaglesham Road SW1E 5JL East Kilbride of developing countries UK Glasgow G75 8EA UK Switchboard: 020 7917 7000 Fax: 020 7917 0019 Website: www.dfid.gov.uk email: [email protected] Public Enquiry Point 0845 3004100 (local call rate) ISBN 1 86192 254 X 07/00 500 Produced by Stairway Communications for DFID. ©Crown Copyright 2000. Brief extracts from this publication may be reproduced, provided the source is fully acknowledged. Requests for reproduction of larger extracts should be addressed to Frances Burns, DFID at the Glasgow address given above. Executive Summary In a multi-media age television is the foremost provider of information about international affairs to the British public. Repeated surveys confirm this1. And in this globally integrated age, television’s role in shaping people’s understanding of the world takes on a greater significance than ever. So what kinds of images and ideas from around the world are British viewers being offered? What impact are they having on the viewers? And how do television decision-makers approach the global content on their channels? This research project addresses these questions, in three distinct studies, focusing on programming about the developing world. The content study analysed news and feature programme output over a three-month period. The audience study looked at viewers’ responses to this programming. And the production study examined the broadcasters’ approach to their international output. The content study found a marked imbalance in the way developing countries are portrayed, especially on news where coverage was generally limited to disasters, bizarre events, or visits by prominent westerners. The audience study found that television was a strong source of beliefs and impressions about the developing world. Viewers generally perceived the developing world in a negative way, blaming this on television images. This study identified a serious problem with audience understanding of development issues, especially on news programmes. The production study pointed to a dilemma. Television policy-makers all recognise the importance of television’s role in informing people about the world. But most doubt that viewers want to watch programmes about the developing world, so this output has come to be regarded as a ratings risk. Together, the studies highlight existing problems, but also point to new approaches that could be taken with television’s global coverage. The research points to programme formats and genres that have both attracted and informed their audiences, which should be placed more prominently in the TV schedules. It points to the need for continued work on making global issues comprehensible to viewers. And it reveals the concern of television programme-makers and policy- makers that the portrayal of the wider world should be turned into compelling viewing. 1Harris 1989, RSGB 1993, MORI 1997, ONS 1999 DFID – July 2000 1 Introduction to the Three-Part Study Definitions Context of the study The terms ‘developing world’ and ‘developing countries’ The study is a timely undertaking for a number of appear extensively in this document. They are used to reasons. cover the low-income countries of the world, as defined by the World Bank according to Gross National Product The changing face of television services and per capita income. With the rapid development of digital, multi-channel In the audience and content studies, the Glasgow technology and media convergence, there is currently Media Group defined the developing world as all those widespread uncertainty and debate about the countries outside of Europe, North America, Japan, implications of these changes for television programme Australia and New Zealand and the countries of Eastern content. UK television output is still regulated, and still Europe formerly within the Soviet ambit. These are listed dominated by a handful of channels imbued with public at the end of the full audience study report. service principles. But as internet, broadband and multi- In the production study, participants generally channel services transform viewing practices into a far assumed the term also included the countries of Central more personalised and market-led activity, the question and Eastern Europe. of maintaining programme content quality and diversity will arguably become all the more pressing. Purpose of the study This research project was commissioned by the The public service and quality debate Department for International Development (DFID) in The competitive, commercial climate now dominating order to examine the role of television in public the television industry has put pressure on television’s understanding of international affairs. traditional public service ideals: to inform and educate as With its concern to raise public awareness of well as to entertain, and to provide breadth and diversity development, the Department acknowledges the huge in programming alongside predictable mass audience influence exerted by the media on our knowledge and favourites. The drive to increase audience share has attitudes. The influence of television in particular was favoured programme genres like game shows, sport and confirmed by a recent national survey which showed that popular drama, but not those such as news, current over 80% of the British public were informed about affairs, education, arts, science and religion which have developing countries by television, far more than by the been the key providers of television’s foreign coverage. print media, radio or any other source (ONS Omnibus Survey, July 1999). The deregulation debate In 1998 DFID decided to work with the major British Television’s regulatory framework is currently under television companies on a research project designed to review. A white paper due in the Autumn of 2000 is set to review attitudes to international coverage within the redefine the regulation of all the main terrestrial television industry, analyse current coverage, and test channels. At the moment these channels are all obliged, audience attitudes. under their licence or charter terms, to meet certain public service requirements, which include the inclusion Conduct of the study of international news and current affairs coverage. But A steering committee of senior broadcasters was set up most broadcasters are pushing for more relaxed for the project, and first met in January 1999. This regulation in order to operate more competitively. consisted of representatives from the BBC, ITN, the ITC, Channel 4, Channel 5, and Discovery Channel. The decline of international programming DFID invited the Glasgow Media Group at Glasgow In an age of undoubted global integration and interde- University to conduct the audience research and content pendence, when most people still look to television to analysis, and the Third World and Environment help them make sense of the world, easily accessible Broadcasting Project (3WE) to carry out the production foreign coverage is arguably a vital necessity which study reviewing attitudes within the television industry. should not be dismissed as a minority specialism. DFID – July 2000 3 Yet quantitative research shows that, apart from news Such considerations raise questions not simply about output, there is substantially less international factual the quantity of global programmes on British television programming on British television screens now than in the future, but also about the quality of representation there was 10 years ago. And whereas 10 years ago, of other countries on our screens, the impact of this developing world output concerned human rights, output on

Load more