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Social and cultural impact of satellite broadcasting

Ramanathan, Sankaran.

1994

Ramanathan, S. (1994). Social and cultural impact of satellite broadcasting. In AMIC Seminar on Television Development in the Asia‑Pacific Region : Jakarta, Dec 8‑9, 1994. Singapore: Asian Media Information and Communication Centre. https://hdl.handle.net/10356/93500

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Social And Cultural Impact Of Satellite Broadcasting

By

Sankaran Ramanathan ATTENTION: The Singapore Copyright Act applies to the use of this document. Nanyang Technological University Library

SOCIAL AND CULTURAL IMPACT OF SATELLITE BROADCASTING

by Sankaran Ramanathan Principal Lecturer School of Mass Communication MARA Institute of Technology Malaysia

Introduction As predicted by Clarke, Naiabitt, Toffler and other futorologista, the communication expLosion is creating waves of great magnitude affecting the global village worldwide. The future shock is reverbratmg here and now, particularly along the shores of nations visited by the Pacific and Indian Oceans and surrounding seas.

In the face of this onslaught, what steps shouLd Asia- Pacific nations take to protect their social and cultural heritages? Should they discard that part of their heritages which have been exposed by the new communication technology as being anachronistic and outmoded? In the name of communication for development, what social and cultural values should the mass media (particularly television) strengthen and promote? In particular, what can Asia-Pacific nations do (collectively or individually) to ensure that the growing phenomenon of transnational satellite broadcasting does not become a monster that will swallow up national television organisations?

This paper attempts to answer the above questions baaed upon the Malaysian perspective. It also includes a discussion of the development of broadcasting in Malaysia, privatisation of telecommunications, the recent implementation of the National Telecommunications. Policy (Daoar Telekomunikasi Negara - DTN) and its implications, particularly via-a-via sateLlite broadcasting and impact upon social and cultural values influencing Malaysian society.

Paper presented at the AMIC - DEPPEN Consultation on Television Development in the Asia-Pacific Region, Jakarta, Dec. 8-9, 1994.

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£>gyel.opmetit_g £, Broadcapting in Malay sia : An .Overview Consonant with the experience of other nations, broadcasting in Malaysia started with the development of radio, which originated with the efforts of ham radio operators during the British colonial. era prior to World War Two (1941-45). After the War, the British set up a department of broadcasting, which became the Jabatan,Penyiaran after independence in 1957. Black-and-white television on one channel was introduced in 1963, initially for the Peninsular Malaysian states (Note:- GeographicaLly, Malaysia can be divided into two areas, viz Hast Malaysia consisting of the 3tatas of Sabah and Sarawak on the island of Borneo, and West Malaysia, consisting of the 1.1 states of the former Federation of Malaya, popularly known as Peninsular Malaysia. These two areas are separated by 500 miles of sea, and this in itself creates problems for communication within the nation). Starting with a name change, Radio-TQievia.iP^.-...-M3iJ-.aYsia (RTM) began to develop in stages as follows:- (a) Move to its permanent headquarters at Angka.aap.uri. in Kuala Lumpur. (b) Establishment of a braodcast training centre, which was subsequently named In.s.titut..Peny.iar_an_.Tun Abdul_.Razak, now also located on the Anakasap.ujri complex. (c) Establishment of a second television channel, RTM2. (d) Increase in the number of channels for radio. These changes were accomplished in tandem with technological advances such as gradual increase in the number of hours of colour transmission, (almost 100 percent of RTM transmissions today are in colour, the exception being old P.Ramlee movies), buiLding of relay stations to ensure better transmission and reception nationwide and construction of an earth satellite station at Kuantan, Pahang.

According to Jaafar Kamin, RTM has five major objectives as follows:- (a) To explain government policies and plans in-depth by having wide coverage so that citizens wiLl clearly understand these policies and plans. (b) To influence citizens' attitudes and way of thinking so as to bring about attitude change that is consonant with government needs and policies.

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(c) To help create civic consciousness and encourage the development of Malaysian arts and cultures.

(d) To produce materials that tut; suitable for general, knowledge acquisition, information and entertainment.

(e) To help create national unity through Bahasa Malaysia and the growth of a national culture in a multi-racial society (JAAFAR KAMIN, 1982 : 15-16).

In thia decade of the 90s the role of RTM has of receaaity changed in the face of the increasing privatisation of the electronic media, as will be discussed later.

Another broadcasting organisation, earmarked for change is the Educational Radio and TV Service of the Ministry of Education (R§diq..dan„TV .Pe_nd.idikanJ._.Kemente_ri.an Pendidikan) , which wa3 set up initially to produce and disseminate educational programs in the various languages (Bahasa Malaysia, English, Mandarin and Tamil) for broadcast to primary and secondary schools in the country. Recently, the Minister of Education announced that his Ministry would apply for a channel to continue providing this service.

It is also pertinent to note that a number of regional communication organisations operate from their base in Kuala Lumpur. These include the Asia-Pacific .Institute for Broadcasting, _ Development (AIBD), the A.sia^Pacif j,c Broadcasting Unicm (ABU) and the Asian Institute, for. the Development of CJqiiTUiiunica.t.ion (AlDCOM).

Privatisation of Broadcasting and Telecommunications Prior to 1983, private broadcasting was confined to Re.cliff..U3ion, a cable radio service available for subscription in the major Peninsular Malaysian cities such as Kuala Lumpur, Petalj.ng Jaya, 'Ipoh, Penang and Butterworth. In October that year, Sistem Television..Malaysia Berhad (STMB) or TV3 was set up as the first commercial, television station.

Mass Media privatisation was not carried out as an isolated case, for the Malaysian government had been planning for privatisation since early 1982. The road to privatisation was charted out in the face of the financial difficulties experienced by the government from 1980 onwards {SANKARAN RAMANATHAN, 1988).

Hence, in addition to increasing privatisation of the mass media, there was al3o privatisation in other sectors of government enterprise such an ports, road3, railways, public utilities and education. Consequently private invantment at local and international levels has increased considerably in the eighties as a result of the privatisation policy.

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Privatisation of broadcasting, beginning with the establishment and Bteady progress of TV 3, has injected capital and manpower investment which ate necessary prerequisites for the expansion of the mass media. In addition, it has provided more avenues of employment, espec i o 11 y for mass communication graduates. Further, there has been greater democrat!sation of the mass media, leading to competition between privately-owned media and government media. This competition has resulted in higher standards of broadcasting, thus giving greater benefits to the audience, primarily the people of Malaysia.

For example, coverage of the 1990 Malaysian general elections by the electronic media was much better and more extensive than the coverage of the previous (1986) general, elections (GANKARAN RAMANATHAN, 1990:- ). Further as noted by Mohamad Md. Yusoff, the increasing challenge posed by TV3 plus the privatisation by RTM of...:« r tain sections such as the drama and commercial sections have rejuvenated PTM, such, that RTM2 managed to recapture the "Chinese Belt" segment In 1990 (MOHAMAD MD. YUSOFF, 1993:24).

More recently, in Juno 1994, the government, has approved the operation of a fourth television channel known as TV8, which is a private entity made up of a few key players in the Malaysian mass media scene. Further, a private radio service Time Radio, has started operation in the Kin rig Valley area, primarily to cater for motorists and highway usees. Hence, the groundwork has already been laid for greater privatisation of broadcasting.

With regard to tele.comrtuiri ica tions, jf can be stated that the industry is developing so fust that keeping track of these developments itself becomes a herculean task. For example MARK HUKILL (who undertook one Che pioneer studies of telecommunications while 1.1 was in the process of being privatised in 1987) noted that, the impetus for the government to continue a monopoly Cor fjyar i kat. Telekom Malaysia (S'TM) in basic 3ervice provision was Likely (HUKTl.L, .1991 : 24-25).

In fact, the initial listing of Telekom Malaysia shares on the Kuala Lumpur Stock Exchange in 1991 was far more successful that the expectations of: its most optimistic shareholders. The success of Telekom Malaysia lends credence to the belief that information is recognised bo^h as a commodity and as a resource (JUSSAWALLA. 199 3: 128).

Hence, aa predicted by .r'JfiSAWALI.A, telecommunications has become a leading variable foi industrial, development in Malaysia, resulting in deregulation and increasing!y-libera I policies, including approval for new servi.ee suppliers such an Ce 1 com and At.ur.3p0, which compete with Telekom Malaysia for the cellular market. in addition, now ;.ompani.es such as Sapura and Federal. Cables are fast aggressively -altering into this Lucrative market.

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Implementation of NationaI_ Telecommunications Pol Lcy__ and _it3 Implications for_ ...SatgJ,li to Broadcasting.

The impetus for the further development of broadcasting and telecoinmunicationa in Malaysia was boosted by a number of events in 1994, primarily the official unveiling of the National Telecommunications.....Policy < Dasar..Telecommu.nlkasi Nega.ra - DTN) and the signing of a contract between Syarikat JB.inaring (Binariang) and Hughes Corporation, U.S.A. confirming thn launching of Malaysia's satellite system (Mea3at - Malaysia East Asia Satellite System}. Doth events, held on the same day at a Leading hotel in Kuala Lumpur in May 1994, were witnessed by Prime Minister Datuk Seri Dr. Mahathir Mohamad, Minister of Power, Telecoms and Posts; Datuk Seri Gamy VelLu, Minister of Information Datuk Mohamad Rahmat, other dignitaries, media moghula and academicians. -

Prior to its official unveiling, the DTN's draft had been the subject of discussion for more than a year, with divided opinions on whether To lekpm__ Malaysia should retain its monopoly status. In the final outcome, the advocates of democratisation/competition prevailed, and the encouragement of competition is in fact one of the key strategies 3tated in the DTN (pp. 9-1.1). Other strategies spelt out by the DTN, which is meant to cover the period 1994 to 2020 are:-

* Expansion of systematic and comprehensive services.

* Development of local factory industries that are strategic and export-oriented.

* Research and development (R -Si D) activities to strengthen tbe use of technology. * Development of dynamic and innovative manpower.

* Strengthening rural telecommunications facilities.

* Encouraging active bumipu.tra participation.

* Promoting strategic international interaction.

This document a Loo specifies the macro T ad micro-level. objectives of the DTN. The macro-level objective is support the thrust of the National Development Policy i.e. national unity and national integration through promoting, i.nter-ethn i.c and inter­ regional communication. In addition, the DTN aims to assist In achieving the objectives of Vision_2020. I.e. for Ma Lays i a to achieve developer! nation status by the year 2020.

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The document also contains 12 micro-level objectives which aire related co the strategies of the DTW {as mentioned earlier). Finally, the document mentions six aspects of supervisory control, including Licensing system, .spectrum control, tariff regulation, standards for channels and services, accessibility and telephone directory services. One interesting aspect is the government's intention to establish consultative panels and forums as channels for obtaining views from various groups involved in telecommunications, including consumers and end- users. This writer hopes chat academicians, consumer advocates and undependent organisations are adequately represented on those consultative panels.

With regard to the second major event that occurred this year, it must be noted that B.inariQ.ng had boon in operation for over a year before it attracted public notice. Its principal shareholder being Pe_t.ronas, the~organisat.ion should have little difficulty in obtaining financial backing. Further, its chairman IB Tun Haniff Omar (former Inspector - General of Police), who is already making his presence felt in the corporate world.

According to its advertisement, Dinariang has made significant investments in state-of-the-art technology to implement a satellite - based system consistent with the Malaysian government's objectives and national aspirations. This technology will provide safeguards against the reception of unauthorised transmissions, "hence protecting the cultural values of Malaysians as well as allowing for the first time in Asia, a Direcc-To-User (DTU) subscription service." MEASAT-1, which is scheduled for launch in late 1995 will provide a service covering both Peninsular and East Malaysia and will also have capacity to service other countries in Asia, specifically the Philippines, Thailand, Brunei, Vietnam, Kampuchea, Laos, Myanmar, India and Singapore.

The ground station will be located at the island of langkawi, which is being transformed into a telecommunications hub (Star, Dec 1, 1994, p. 4) . In addition to B.inaria.n<2 and Telekom Malaysia, other organisations planning to expand their operations in Langkawi are Celcom and Time Telecommunications.

Hence, the MEASAT service in East Asia is designed to assist regional network operations in strengthening their capacity to provide fixed and mobile telecommunications services such as telephone, facsimile, video conferencing and data transmission. Further, the satellite system has provision for carrying 20 television channels nation-wide.

Speaking at the signing ceremony. Prime Minister Dr. Mahathir noted that:

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Th e MaI a y a i a n G a v eni me n t h -a s a I w a y s b e n c a u t i o u s in licensing communications techi'icloc es duo to our concerns about securing the nation's ultural and social integrity. Tin? broadcast! g licences of Measat Broadcast Network Systems Sin. Bhd. will incorporate the customary condit ons of the Ministry of Information.

He also noted that tin* MEASAT COIUK . tium is committed to build a regional broadcasting centre in V ilaysia for video and audio broadcasts, which he hoped wiL be ..he base of a "truly Asian broadcasting network".

The Prime Minister also suggested t :at the whole nation should think global 1 . e. "not global vmpov :o but global exports. Not just exports of commodities and tru: nifactured goods, but exports of services derived" from talent ail brainpower".

However, the euphoria generated by tie publicity ocasioned by these two events seems to have disappeared fast, particularly following the announcement that Hong-Kong based Star__TV has begun talks to broadcast in Malaysia. (Star, Nov. 12, 1994,p. 8). The news report quoted Information Ministry < ar liamentary secretary Datuk Fauzi Abdul Rahman's statement that :he government is very open to anyone v;ho is interested to bro^" least in Malaysia and that the country would need many TV progr: as once the 20 channels became available through MEASAT.

From this brief review of major event 3 in 1994, it is clear that the pace of developments in • ?lecommunications and broadcasting in Malaysia is bewildering with the entry of so many players into the scene. It is ant. c.ipated that the pace will quicken in the ye^rs to come, particularly as the nation moves inexorably in pursuit of Vi..ai2Q...20: 0 . Theso developments will have a significant impact not only > ithin the nation, but also outside its borders, specifically Ithin the surrounding nations in Eaat Asia.

Social and Cultural Impact of Satol 1 ite 13 aadcasting

BHATIA observed that

The entry of transnational satellite broadcasting, especially free-to air services, has definitely affected the television operations o national broadcasting organizations and has f reed them to realise that their monopoly is in danger. (BHATIA, 1993: 185) .

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In the context: of Malaysia., his observation is vali.d with regard to broadcasting as weL1 as telecommunications. HHowever , his injunction that, "if you cannot beat them, join them" need not be adopted a.d_homenium. Another scholar who makes the same recommendation is GEORGETTE WANG (1993: 147) who nevertheless recognises the existence of issues such as media imperialism, cultural invasion, cultural hegemony and cultural synchronization. In mitigation, she notes that signs are mined regarding the influence of foreign programmes on local cultures. HUGHES and MENON present a more-balanced view, noting that there are sharp differences in perspective between East and West over policies related to broadcasting and the role of the media. Commenting on the isaue of press freedom, they note that: There is an ongoing debate between those who support the American concept of absolute press freedom in both word and practice, and those who argue that governments have the right to control access, and establish moral codes defining the limit3 of the acceptable in media messages (HUGHES & MENON, 1994: 88).

The view3 of Malaysian leaders on issues such as press freedom are well-known, For example, Dr. Mahathir has stated that Malaysia believes in press freedom. But that freedom, as with other freedoms and rights, must be accompanied by responrj.ibil.ity. We will continue to expect the Malaysian media to be responsible. We will not forego the need to enforce thi3 responsibility (MAHATHIR, 1993: 203).

Whereas deputy prime minister Datuk Sen Anwar Ibrahim has stated that We must not be swept along In the impending tide of change. Rather, we want to be able to respond creatively and purposefully to direct its path to our advantage. If requires no less than a genuine commitment to our society's ideals, as well as being a supreme challenge to our intelligence and ingenuity. Cn the final analysis, the communication order that we seek must not only expand our mental horizons, increase the range of our choices, facilitate our decisions, it must; also enrich our cultural experience and enlarge our freedom (ANWAR, 1993: 1S8).

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Where then is the middle path, if there is such a path? According to JAMIAS, who quotes other scholars such as BIED :NKOPF and ITHIEL DE SOLA POOL, most Asian governments, fearing a genie they cannot control have not devoted resources to commun.i :ation comparable to what they invest in other areas of enterprise. Yet technology ia not neutral, rather it is good or bad dependi ig on the use to which it is put. Therefore, it is not technolc jy as such that determines its effects on society; it is wru : Che different societies do with it (JAMIAS, 1993: 206-7).

Jamias cites two studies on the impact of satellite broadcasting in rural Indonesia, one which indicated that there are beneficial effects and the other which pointed o< t the negative effects. He therefore suggests that research should inform media policy makers, particularly about choice. that people make in their media"usage. Thus, he feels ttu t the appropriate research approach builds on the primacy of social needs, not merely the play of market forces (JAMIAS, 1993: 207).

In studying the selection and flow of foreign n< wa in Malaysia, AMELIA ABDUL AZIZ and SANKARAN RAMAMATHAN (1992 make the following observations:-

(a) Mass media in Malaysia do not exhibit similar ty in judgement when deciding what news to print. This is beca se of the plurality of the mass media, which reflect the plural ociety they seek to serve.

(b) With regard to the infusion of Western news values, o -ly two values ("altruistic democracy" and "responsible capitalism ) are reflected in Malaysia news programs, while other values like "ethnocentncism", "individualism" and "smalltown paste alism" are not accepted. In their place, values such as "economic development", "cooperation and unity" and "empathy" are i; led to determine news, as these are compatible with the poJ .tical, economic and social needs of the country.

The study therefore concluded that though the balk of international news is still provided by internatioiv I news agencies, Malaysian editors utilise only such news is is consistent with the values of the environment in whit \ they operate and the society which they seek to serve.

Hence, news in Malaysia is not an isolated entity, rather it is associated with various elements and values that ! sip to create Malaysian culture and reflect the aspirations jf the various segments of Malaysian society.

The same pragmatism and spirit of tolerance is evi ent in attitudes and practices which have come to be coll ctively regarded aB the Malaysian way of life, though this par tic Lar

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phrase defies exact: definition. MAHATMA GHAMDI 3tated :ifty years ago that he would like to live in a house where the anda from ail four directions could freely blow in and out, and that it was left to him to decide which tidings he would reta: .1 as being beneficial and which tidings he would dissard. a my view, Malaysia has shown the same spirit of, openness -ad a willingness -to adapt, particularly with regard to new communications technology, including satellite broadcasting

Thus the current question in Malaysia is not whether w can join them, but whether we can beat them after having joined them. Given the ingredients of success (including political 3ta iiity and economic prosperity) which have carried the nation afely through the decade of the 80s and the first part of the nineties, Malaysia 1.3 poised to enter the 2lst. century on an upbeat lote.

Summary aad Conclusions

This paper has provided a brief overview of the developing it of broadcasting and telecommunications in Malaysia, starting from independence in 1957 and ending with a description of thre> major events in 1994. The unveiling of the National „Telecpmm.u_ni; atious Policy and preparations for the launching of Malaysia s own satellite in 1995 are strong indicators of the directio. s and policies the country will be pursuing in these sectors.

With regard to the social and cultural impact of these developments, the Malaysian experience demonstrates th t its leaders are aware of these implications and that Ma aysian society as a whole has the capability to deal, wit . the communicacxuna LoohnoLc^-y in c-.-cb. =• way rhat it will reta n and utilise the good tidings and reject the negative effects.

Note:

In addition to his academic position at the MARA Instit : 1 Tecnnoiogy, mo rAulllv. ~...... v .._'. ' _--'—- -•"• " ^nr-aqAntai the Federation. of_. Ma.lays.ian ..Consumer._AaBpciatiot)i3 -__F.OMCA meetings leading to the formulation of the I Telecommunica_tip.ns_ PoJ._icy .

A c k now lodgements If. Tuan Haji Ahmad Zaidee Laidin, Director, MARA In titute of Technology.

Dr. Bukhory Hj. Ismail, Dean, School of Mass Commun cation, MARA Institute of Technology.

Mr. Vijay Menon, Secretary-General, AMIC.

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Selected Bibliography

1. Amelia Abdul Aziz and Sankaran Ramanathan, "S'eiectir i and Flow of Foreign News in Malaysia, "Paper AMIC Conference on Communication in a Changing \sia", Manila, Philippines, July 1992.

2. Anwar Ibrahim, "Communication, Technology and Developr3nt: Alternativea for Asia," Media_Asia (Singapore: AMIC) Vo1. 20, No. 3, 1993, pp. 157-8 f.

3. Bhatia, Brajesh, "LegaL and Regulatory Aspects of Transnational Satellite Broadcasting," Media .Asia, (Singapore, AMIC), Vol. 20. No. 4, 1993, pp. 183 186.

4. Hughes, John and Vijay Menon, "Issues in Tran border Communication," Media Asia, (Singapore, AMIC), Vol. 21 No. 2, 1994, pp. 87-89.

5. Hukill, Mark A. "Asean Telecommunications: Infrastruc ure Investment and Regulatory Policies," Asian__Jpur al .of Communication - (Singapore) Vol.. 1, No. 2, 1991, pp. 19-40.

6. Jaafar Kamin "Perkembangan. Media Elektronik dalam Mas arakat Malaysia", (Growth of Electronic Media in Ma aysian Society) dalam Hamzah Hamdan. (Penyuaun). Media Maaaa dan Per.anannya di Malaysia (Mass Media and Thei Role in Malaysia), KuaLa Lumpur; Dewan Bahaaa dan Piataka, 1982.

7. Jamias, Juan F. "The Impact of New Commur .cation Technologies on Cultural Identity in Rural Asia, ' Media Asia (Singapore, AMIC) Vol. 20, No. 4, 1993, pp. 205-7.

8. Kemantenau Tenaga, Telekom dan Poa (Ministry nf Powo -;, Telecommunications and Posts), Uasar Telekon inika.si Negara, KuaLa Lumpur: May 1994.

9. Leonard, Hugh, "Asian Broadcasting: The Changing See; i, " Media Asia (Singapore, AMIC), Vol. 20, Mo. 3 L993, pp. 123-126.

10. Mahathir Mohamad, "The Truth Must Be Told Sometime," ^edia Asia (Singapore, AMIC), Vol. 20, No. 4, 1993, pp. 22-23.

LI. Meheroo Juasawalla, Information Technology and F.cono ic Development in the Asia-Pacific, "Media Asia (Singapore, AMIC), Vol.. 20, No. 3, 1993, pp. 12 -132.

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Mohamad Md. Yusof, Media .dan J4asyarakat (Media and So lety) , Kuala Lumpur: Dewan Bahasa dan Pustaka, 1993. Sankaran Ramanathan "Mass Media Privatisation : Implications for Educational Policy," in Rahimah H j. Ahmad ec. ai Editors: Penrlidikan. ..dan Po.lisi. '.osial (Education and Social Policies), Kuala ,umpur, Persatuan Pendidikan Malaysia, 1988. Sankaran Ramanathan, "Coverage of the 1990 general el jctions by the electronic media," Sanaran (Magazine if. the School of Mass Communication, MARA Institi :e of! Technology, Shah Alam, Issue Mo: , Dec. 1990, pi . Wang, Georgette, "Satellite Television and the Futur> of Broadcast Television in the Asia-Pacific, "Mod \ Asia (AMIC, Singapore) -Vol. 20, No. 3, 1993, pp. 140 48).

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