Ibaa Ahmed El-Tigani Omer Awad 195

UDC 070 Ibaa Ahmed El-Tigani Omer Awad Assistant Professor, Sudan E-mail: [email protected] Positive And Negative Characteristics Of DBS TV Channels On Audience: Case study on Sudanese Viewers

This study was on the positive and negative effects of the DBS TV channels on Sudanese viewers. The sample of the study represented the viewers who watch the DBS programs in Khartoum (capital of Sudan). It found that there are some positive and negative effects of the DBS viewers. The problem of communication in the third world countries could be tackled by applying modern technology and urging these governments in providing sufficient finance for media. The negative impacts of the DBS TV channels issue could be solved by producing high quality of TV products and activation of the media education among viewers. Keywords: positive and negative effects, communication, media education.

Иба Ахмед Эль-Тигани ОМЕР Авад «DBS ТВ» жағымды жəне жағымсыз сипаттамасы: Судан көрермендері мысалында

Мақалада DBS телеарнасы бағдарламаларының судандық телекөрермендерге оң жəне кері əсерін зерттел- ген. Судан астанасы Хартум қаласындағы DBS телеарнасы бағдарламаларының көрермендерін зерттеу негізге алынған. Соның нəтижесінде DBS телеарнасының көрермендерге оң жəне кері əсері бар екені анықталды. Үшінші əлем елдеріндегі мұндай мəселелердің шешімі заманауи технологиялар мен үкіметті БАҚ- ты жеткілікті қаржыландыруға шақыру арқылы, сонымен қатар DBS телеарналарының кері əсерін телеөнімдер сапасын жақсарту жəне көрермендер арасында медиа білім беруді дамыту арқылы шешуге болатыны көрсетілген. Түйін сөздер: оң жəне кері əсер, коммуникация, медиа білім беру.

Ибаа Ахмед Эль-Тигани ОМЕР Авад Положительные и отрицательные характеристики DBS ТВ: Кейс-стади суданских зрителей

Данная статья содержит исследование положительных и отрицательных эффектов влияния телеканалов DBS (Судан) на зрителей. Автор отмечает, что проблема общения в странах третьего мира может быть решена путем применения современных технологий, путем создания высокого качества телевизионной продукции и активации медиаобразования среди зрителей. Ключевые слова: положительные и отрицательные эффекты, коммуникация, медиаобразование.

Introduction This study is concerned with communication satellites which play a great role in sending and Satellites are considered as modern innovation exchanging of the information through TV channels. in the fi eld of communication. Scientists exerted They also help in sending radio transmission. great efforts to make communication among people Newspapers can also be printed and published in easy through satellites. TV channels benefi t from several cities of the world simultaneously by the satellites by sending messages to their targeted help of satellites. audience. Satellites are placed in the outer space in

ISSN 1563-0242 KazNU Bulletin. Journalism series. №1 (35). 2014 196 Positive And Negative Characteristics Of DBS TV Channels On Audience: case study on Sudanese Viewers geosynchronous orbit in a speed allows them to state beside they illustrate similarities among match exactly the same speed of Earth’s rotation, so different cultures in Sudan. that their stationary in relation to any point on Earth. The sample of this study was chosen from the DBS TV programs can create impacts on their viewers of the DBS TV channels who own receiving viewers in all fi elds of life. The impacts of TV sets in Khartoum- the capital of Sudan. programs on the viewers may be positive or negative. Objectives of Study These effects are not only on the third world viewers This study aims at some objectives, which are but also on those who live in the developed counties. as follows: There are two types of communication satellites, Measuring the positive and negative effects of the fi rst ones are the indirect communication the DBS TV channels on Sudanese viewers. satellites. It requires ground stations though Specifying the types of positive and negative which messages are sent and distributed to the impacts of the DBS TV channels. other destinations. The second ones are the Direct Allocation of means of tackling the negative Broadcasting Satellites (DBS) by which massages effects of the DBS TV channels on Sudanese can be sent directly to TV to reach viewers by viewers. receiving sets without using ground stations. Questions of the Study There are a number of communication satellites Questions of this study are: systems in the world. The most important ones are What are the positive and negative effects of the Interest and Comsat which are established by the DBS TV channels on Sudanese viewers? US as international systems and Eurosat which is How can viewers benefi t from the positive placed on the orbit by European nations. There are effects of the DBS TV channels? also regional ones such as Arabsat and Afrosat. 3-What the ways of tackling the negative Necessity of the Study impacts of the DBS TV channels? The importance of this study comes from the Methodology Of the Study necessity of the DBS TV channels because it is The study chose the historic and descriptive considered as an effi cient tool of conveying and research methodology beside the questionnaire exchange of information. which was distributed to the sample to reach some This type of communication can promote the results. values of accuracy and quickness in news receiving. Sample of the Study The communication message can be clear for the This study was on the positive and negative audience the DBS TV channels because TV is an effects of the DBS TV channels on Sudanese viewers audio–visual medium. who watch DBS programs in Khartoum (capital of This study is on the DBS TV channels which Sudan). Some 100 persons represented the sample reach home directly, applied study on Sudanese beside another one of decision makers of Sudanese audience who live in Khartoum. This type of media. communication plays a prominent role in the fi eld Terms of the Study of communication connectivity in Sudan. There are some terms which are used in any Problem of the Study study. This study has . The DBS TV channels have become dominant International communication in the market of the media in the world because It (referred to as global communication or they are available and can reach viewers all over the transnational communication) is the communication world easily. practice that occurs across international borders [1]. The DBS TV channels also play a great role in As a fi eld of study, the international commu- the political, economic and social fi elds. They also nication is a branch of communication studies, promote the social development and apply types concerning with the scope of «government-to- of entertainment through fi lms, series, interviews, government», «business-to-business», and «people- political programs. to-people» interactions at a global level [2]. The DBS TV channels and their refl ections are International communication «encompasses considered as a phenomenon in such country like political, economic, social, cultural and military Sudan which has varieties of the politics, culture, concerns». economics and ethnicity. They also can activate the 2-Communication Satellites building of the national integration and the national A communications satellite or what it is called

ҚазҰУ хабаршысы. Журналистика сериясы. №1 (35). 2014 Ibaa Ahmed El-Tigani Omer Awad 197

Comsat is an artifi cial satellite sent to space for feeds for network and syndicated programming, the purpose of Telecommunications. Modern live shots, and backhauls), as well as being used communications satellites use a variety of orbits for distance learning by schools and universities, including geostationary orbits, Molniya orbits, business television (BTV), Videoconferencing, and elliptical orbits and low (polar and non-polar Earth general commercial telecommunications. orbits). FSS satellites are also used to distribute national For fi xed (point-to-point) services, communi- cable channels to cable television headends. cations satellites provide a microwave radio relay Free-to-air satellite TV channels are also technology complementary to that of communication usually distributed on FSS satellites in the Ku band. cables. The Intelsat Americas 5, Galaxy 10R and AMC They are also used for mobile applications 3 satellites over North America provide a quite such as communications to ships, vehicles, planes large amount of FTA channels on their Ku band and hand-held terminals, and for TV and radio transponders. broadcasting. The American Dish Network DBS service DBS TV channels has also recently utilized FSS technology as well The Direct Broadcast Satellite (DBS) is a for their programming packages requiring their term used to refer to satellite television broadcasts SuperDish antenna, due to Dish Network needing intended for home reception. more capacity to carry local television stations per A designation broader than the DBS would be the FCC’s «must-carry» regulations, and for more direct-to-home signals, or DTH. This has initially bandwidth to carry HDTV channels. distinguished the transmissions directly intended A Direct Broadcast Satellite is a communications for home viewers from cable television distribution satellite that transmits to small DBS satellite dishes services that sometimes carried on the same satellite. (usually 18 to 24 inches or 45 to 60 cm in diameter). The term DTH predates DBS and is often used Direct broadcast satellites generally operate in the in reference to services carried by lower power upper portion of the microwave Ku band. DBS satellites which required larger dishes (1.7m technology is used for DTH-oriented (Direct-To- diameter or greater) for reception. Home) satellite TV services, such as DirecTV and Satellite TV DISH Network in the United States, Bell TV and As television became the main market, its Shaw Direct in Canada, Freesat and Sky Digital in demand for simultaneous delivery of relatively the UK, the Republic of Ireland, and New Zealand few signals of large bandwidth to many receivers and DSTV in South Africa. being a more precise match for the capabilities of Operating at lower frequency and lower power geosynchronous Comsats. than DBS, FSS satellites require a much larger dish Two satellite types are used for North American for reception (3 to 8 feet (1 to 2.5m) in diameter for television and radio, Direct broadcast satellite Ku band, and 12 feet (3.6m) or larger for C band). (DBS), and Fixed Service Satellite (FSS). They use linear polarization for each of the The defi nitions of FSS and DBS satellites transponders’ RF input and output (as opposed to outside of North America, especially in Europe, are circular polarization used by DBS satellites), but a bit more ambiguous. this is a minor technical difference that users do not Most satellites used for direct-to-home television notice. in Europe have the same high power output as DBS- FSS satellite technology was also originally class satellites in North America, but use the same used for DTH satellite TV from the late 1970s to linear polarization as FSS-class satellites. the early 1990s in the United States in the form of Examples of these are the Astra, Eutelsat, and TVRO (Tele-Vision Receive Only) receivers and Hotbird spacecraft in orbit over the European dishes. continent. Because of this, the terms FSS and DBS It was also used in its Ku band form for the now- are more so used throughout the North American defunct Primestar satellite TV service. continent, and are uncommon in Europe. Some satellites have been launched that have Fixed Service Satellites use the C band, and the transponders in the Ka band, such as DirecTV’s lower portions of the Ku bands. They are normally SPACEWAY-1 satellite and Anik F2. NASA as well used for broadcast feeds to and from television has launched experimental satellites using the Ka networks and local affi liate stations (such as program band recently [3].

ISSN 1563-0242 KazNU Bulletin. Journalism series. №1 (35). 2014 198 Positive And Negative Characteristics Of DBS TV Channels On Audience: case study on Sudanese Viewers

Some manufacturers have also introduced in the world, it is interested in the world of special antennas for mobile reception of DBS communication though satellites. It was one of the television. pioneer countries in this fi eld among its Arab and Using Global Positioning System (GPS) African neighboring counties. Its ground station technology as a reference, these antennas which is owned by Sudanese government, was automatically re-aim to the satellite no matter established in 1972. It strengthened ties with Arab where or how the vehicle (on which the antenna is and African neighboring countries by the exchange mounted) is situated. of cultural radio and TV programs. These mobile satellite antennas are popular with DBS TV channels spread in Sudan during some recreational vehicle owners. Such mobile 1990s and have some positive and negative effects DBS antennas are also used by JetBlue Airways on Sudanese viewers particularly the youth and for DirecTV (supplied by LiveTV, a subsidiary of children who are prone to that impacts. JetBlue), which passengers can view on-board on Communication through DBS has a relation with LCD screens mounted in the seats [4]. the international communication which strengthens Satellite Communication links among nations. It has positive and negative Satellite communication, in telecommunications, impacts on the audience. the use of artifi cial satellites to provide DBS is considered as one of the international communication links between various points on communication elements, a number of researchers Earth. Satellite communications play a vital role in in this fi eld found that there are many positive and the global telecommunications system. negative impacts [6]. Approximately there are 2,000 artifi cial satellites Positive impacts of International Communi- orbiting Earth relay analog and digital signals cation carrying voice, video, and data to and from one or There are some positive impacts of the many locations worldwide. international communication, they are : Satellite communication has two main Media support the international communication, components: the ground segment, which consists so the world has become an Electronic Island or of fi xed or mobile transmission, reception, and what is called electronic cottage, electronic utopia, ancillary equipment, and the space segment, which individual Electronic, global communes or global primarily is the satellite itself. village as Marshal Mc Luhan described it. According A typical satellite link involves the transmission to these terms, nations of the world receive news or unlinking of a signal from an Earth station to a and events punctually. satellite. The satellite then receives and amplifi es 2-International Environment Supervision the signal and retransmits it back to Earth, where it The international communication helps the is received and re-amplifi ed by Earth stations and international audience in environment supervision terminals. to unveil the impacts which affect the international Satellite receivers on the ground include security. Environment supervision is an ancient direct-to-home (DTH) satellite equipment, mobile issue in the world which was adopted by Charles reception equipment in aircraft, satellite telephones, Wright and Dan Quail [7]. and handheld devices [5]. Supporting Common Interest Communication Satellites in Sudan Gaining of information is one of human rights. It As Sudan is an independent state and one of Arab is considered as a common interest. It is supported by – Afro countries, owned a ground station which was the world law. The information which is sent to the established in Umm Haraz suburb in a distance of 70 decision makers, can tackle the expected problems, Km south to Khartoum capital of Sudan. The ground such as all types of crimes. station aimed at receiving messages and sending The international communication helps in the them to Omdurman National TV during 1970s. social development in many aspects such as artistic In 1984, the government of Sudan established performance, scientifi c researches and the people’s a satellites ground station in Umm Haraz area for daily life. receiving messages which were sent by Arabsat. Exchange of Heritage This station aimed at the activation the programs The international communication plays a great exchange with Arab countries. role in conveying the heritage to generations and In spite Sudan is one of the poorest countries nations, it is clear in that the former generations

ҚазҰУ хабаршысы. Журналистика сериясы. №1 (35). 2014 Ibaa Ahmed El-Tigani Omer Awad 199 secured heritage for the existing and coming Cultural Alienation generations. These generations can convey it into It is considered as the worst result of the the coming ones [8]. international communication. Thus, Mc Bride Negative Impacts of International Communi- commented on this issue, saying that (spreading new cation communication media, such as TV, in traditional There are some negative impacts of the communities led to confusion ancient traditions). international communication, they are: Communication Imperialism Positive Effects of DBS TV Satellites Channels The imperialism is the monopoly which applied There are many positive effects for the DBS TV by some of Western media on the third world channels, they are: countries. The third world countries news are covered Benefi ting from of the West experiences with the Western media correspondents because in all fi elds of life, particularly in the fi eld of these countries governments are not concerned with communication for example Canada benefi ted from their news and media. These courtiers also suffer these experiences in linking all of its rural parts with from the bad economic situations. a communication system networks because 27% of Communication researchers summarized the the Canadian population lives in rural areas [10]. communication imperialism in the following types, All citizens can communicate with the world which are: through the DBS easily and realize novelty and The fl ow of the information moves from the immediacy elements. industrial countries to the poor ones in a one way Realizing children’s needs of entertainment and track. Poor counties can’t overcome the negative education aspects through the educational programs impact of that fl ow. with parents’ supervision. The news sources are run by US, UK, France, Promotion of intellectual and spiritual levels Germany and former Soviet Union which are the of a certain community by transmitting cultural news agencies. These countries set TV messages to support their objectives and strategies. They also programs for viewers in respect of their age attitudes form fi nancial plans of media stuffs production and and tendency. send them to poor viewers. Development of the education systems in a Rich countries also are interested in conveying certain community. their values to the poor nations to change their values, Television is an audio–visual medium so it culture, traditions and customs. Rich countries also can help in interpretation and elaboration of the monopolize fi lms production and distribution to information by using drawings, cartoons and graphs poor countries. which makes viewing interesting. The clear feature of the Western imperialism in People tend to spend a long time in their home the third world countries is that foreign media send than going out, for taking rest and entertainment their correspondents to cover poor nations’ news, which help in strengthening ties between parents and then they return the news back to the third world and their children by shared viewing. countries. Westerners can also own media in poor Negative Effects Of DBS of TV Satellites countries and impose imperialistic views [9]. Channels Cultural imperialism Some of researchers in the fi eld of communication It is a new type of Western monopoly on viewers. summarized them as they are: Cultural imperialism is imposed by the Western 1-Cultural Effects media through spreading their conducts and culture The negative impacts of the DBS TV channels and eradicating the poor nation’s culture and values. are in TV programs, which carry the immigrating Electronic Colonialism cultural principles with the aim at eradicating third The term (Electronic Colonialism) was adopted world different cultures. The most affected people by Thomas Mc Veil who found that there was a by these changes are the illiterate ones in these relation between the electronic colonialism and rich countries, who just receive these programs without countries by sending their media production and evaluating the information and decide whether to tools to poor countries. watch them or not. He also criticized the New World Order, Political Effects considered it as a political power only which doesn’t When the independence of the third world was have values. realized, developed countries imposed a new type

ISSN 1563-0242 KazNU Bulletin. Journalism series. №1 (35). 2014 200 Positive And Negative Characteristics Of DBS TV Channels On Audience: case study on Sudanese Viewers of colony on these countries. It is known with the defi ned as «When the habit interferes with the (Electronic Colony). Developed countries used the ability to grow, to learn new things and to lead an DBS in applying their colonial targets and objectives. active life, then it constitutes a kind of dependence The effect of the DBS TV programs is clear and it should be taken seriously. in Canadian children who are not aware with their Conquering the addiction is not easy. The identity is it a Canadian or American, because they addiction is an uncontrollable compulsion to concentrated in watching US TV programs [11]. repeat a certain behavior regardless of its harmful Security Effects consequences. Many types of the addiction have These effects are connected with many types of been described including alcohol, tobacco, drugs, insecurity effects, which are: gambling, food, sex, pornography, computers and Some of the DBS TV channels are connecting the work. with foreign intelligence. Adding the television to that list should not be Tension is connecting with the frustration which a stretch considering the ubiquitous presence of attacks people because the DBS helped in shaking TV screens throughout our world. Additionally, traditional ancient cultures. the classic vacant stare of the TV watcher should C-The increase of crimes numbers. also count as prima facie evidence of the medium’s Some of the researchers think that viewers tend power [12]. to commit crimes after they watch violent fi lms. Breaking a television addiction involves In Spain, a study was carried out on 39% of replacing the virtual TV experience with real delinquent juveniles extracted their thoughts in experiences. This is a choice. Choosing not to watch crimes from aggressive fi lms and programs which television and deciding to do something else with were transmitted by the DBS TV channels. one’s time and money is not life changing, only In a study carried out by American psychiatrists experience changing. on US people who watch violent and sex fi lms, Moderate and heavy TV watchers are creating which found that these fi lms led the selected sample nodes of experience in the mind fi lled with images to many types of hostile behavior and increased their and lifestyles proposed by the world of television. tendency to consider violence as a normal behavior. The addiction of watching TV is not physical, Ethical Effects but behavioral. Moving away from the addiction Some of the communication researchers think requires the physical acts of turning off the tube and that the DBS programs can spoil the conducts of walking away from the set, but the choice is entirely viewers by what is presented in fi lms, advertisements cognitive [13]. and the propaganda. 7-Economic Effects In a study which was carried out on the Spending a lot of money in buying TV receiver commercial advertisements effects on children, 96% sets and antennas. of the children keep the song which is shown in the Advertisements affect consuming habits. advertisements by heart. Audience tendency toward buying foreign Moreover, commercial advertisements are commodities, which lead to audience’s negligent to presented to other viewers who are located away local products. from the country of origin of advertisements. These Other Effects advertisements frustrate the viewers because the Some of the media foundations control TV commodities of the advertisements are not available programs production by monopolizing affecting TV in their countries. channels and other media. These foundations are Emotional Effects owned by UK, France, Germany, US and Australia. Some of the TV programs increase temptation TV shaped production: which lead to anxiety among children, moreover, The communication technology made media the children can also mix between reality and production available for the audience. Thus, imagination. audience neglected newspapers’ reading. Some Health Effects voices have been raised asking for printed media In Britain, a study found that children who watch distinction. TV programs lose their innocence. Monopoly of media production: TV Addiction Media market and the communication technical TV watching may lead to addiction which is leap led to a strong competition among the

ҚазҰУ хабаршысы. Журналистика сериясы. №1 (35). 2014 Ibaa Ahmed El-Tigani Omer Awad 201 foundations, which produce stuffs of media. These These concepts which David Buckingham stuffs could carry different values of the viewers defi ned represent the features of media education. who live away from the country of TV stuffs origin. [15]. Tackling DBS Negative effects problem Field Study 1 – Some of the communication researchers This study was carried out on people who receive think that this problem can be tackled by applying the DBS TV channels programs in Khartoum beside modern communication technology or by producing decision makers in the fi eld of communication. TV programs in the same level of foreign DBS The study was carried out through fi lling the TV channels production to realize competition, Questionnaire by the sample and decision makers in strengthening TV channels transmission and Sudan concerning TV transmission. providing the required fi nance beside encouraging Findings of Study private TV channels to work side by side with the There are some fi ndings of this study, they are national TV channel in order to meet local audience as follows: needs. Firstly 2- Urging Local third world governments in The study found that there are some positive lifting their monopoly on TV channels, which are and negative effects of the DBS TV channels on owned by these governments. Sudanese audience, are: The necessity of protecting the viewers from the Some 50% of the sample prefers watching the DBS negative effects. DBS TV channels programs during 8pm – 1 am. The media must exert great effort to strengthen Some 87% of the sample prefers watching the values among viewers and raise media education DBS Arab TV channels because they transmit their concept. programs in Arabic language which is spoken in the There are two solutions for the problem, it country. diffi cult for third world countries, they are: Some 22% of them prefer watching MBC TV Applying noise system against the DBS in two channel. ways: [14] Some 44% of the sample agrees on that the DBS 1-Setting mechanical noise against the satellites TV channels have positive effects. which carry TV transmission, however the Some 33% of the sample thinks that the most international acts restrict all types of noise against important positive effect is the follow up the events TV transmission. Noise application cost is expensive of the world. for the third countries. Some 31% of the sample thinks that negative 2- Setting noise against the DBS TV channels effects of the DBS TV programs can affect audience receiving sets. faith. Local authorities in these countries can issue 37% of the sample agrees that the DBS TV laws to ban the DBS channels receiving sets programs can affect children behavior negatively. ownership, however, this method is impractical 8-Some 47% think that one of the ways of because receiving sets can be manufactured locally tackling the DBS programs effects is well upbringing and some of them could be smuggled from abroad. of children. Children also should be given more Applying of media education in third world concern. countries which can play a great role in tackling Secondly the issue of the negative effects of the DBS TV Results of decision makers’ interviews showed channels. The media education is defi ned in terms that: of conceptual understandings of the media. 1-Decision makers think that the Egyptian DBS It has key concepts or key aspects. This approach TV channels are suitable for Sudanese audience. does not specify objects of study. This enables media 2- The Sudan TV is not able to complete with education to remain responsive to students’ interests the other DBS TV channels. and enthusiasms. The most important reason of Sudan TV inability David Buckingham has come up with four key of competing with others is that Sudan TV is not up concepts that provide a theoretical framework which to communication modern technology. can be applied to the whole range of contemporary The most important positive effect of the DBS and traditional media, production, language, TV channels is that they give a chance to their representation and audience. viewers to follow up the world events.

ISSN 1563-0242 KazNU Bulletin. Journalism series. №1 (35). 2014 202 Қазақстан, Түркия жəне Франция телевизиясындағы ұлттық ерекшеліктер

The most important negative effect of the DBS negative effects of the others DBS channels. TV channels is that they help in spreading Western The concerned bodies of communication in traditions among Muslims. Sudan should be concerned with Sudan TV high 6-The suitable period of the DBS TV channels quality programs. watching is at night. Viewers need to form a new method of TV The DBS TV channels effects could be found on watching. They also should differentiate between the elites only. what is useful and useless beside they need to be The DBS TV channels affect audience values aware of what they and their children watch. and ethics. 10 – Enhancing the culture of media education among audience which can protect them from the Recommendations negative effects of the DBS TV channels. According to the results of the study, the recommendations are: Conclusion Reducing the political effects on Sudanese TV programs production and presentation. The DBS TV channels are considered as Planning of the Sudanese TV programs should models of the communication technology which are meet all of the Sudanese viewers needs. innovated during the modern era of communication. The Sudanese TV must go with the modern The DBS supported the communication performance technology and benefi t from experts who work in by providing the required information. foreign TV channels. TV stuffs are presented in many different Producing of high quality of local TV programs programs. These programs are produced to apply to compete with the other DBS TV channels. the distinction. Raising viewers’ awareness with their local This study aimed at answering the questions for culture to face the world changes. specifying the positive and negative effects of The The necessity of benefi ting from the other DBS DBS TV channels on all types of viewers. The study TV new ideas and not depending on direct copping. also found out means of restricting the negative The importance of improvement of the impacts of the DBS TV channels by applying media performance of Sudan TV channel which reduces education on viewers.

References

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ҚазҰУ хабаршысы. Журналистика сериясы. №1 (35). 2014