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1 lntroduction 2 2 Aims of the Working Party 2 3 Models of ethnic minority channels 2 4 Approaches 3 5 Findings 4 Objectives of our ideal Jewish television 4 Type of television presence 4 Content tr Audience 5 6 The way forward h Appendices 1 Tara Television (lreland) 7 2 Hellenic TV (UK) 10 3 Jewish Television Network (USA) IJ 4 Shalom TV (France) 17 5 Alef Network (Argentina) 20 6 JTV (UK) 21 page 1 A Elu de to Jewish televlslon: prospects and possibi ities tpr/pollcy paper no.3 o .lPR 1999 1 lntroduction other than English. ln many ways these channels have a captive audience of people with other The JPR Working Party on Television was native languages. Most Diaspora Jewish predicated on the belief that there is a case for populations speak in the home the language of seriously considering television as a catalyst for their country of residence, and for this reason reinvigorating contemporary Jewish culture. there is no barrier to accessing national television or any need for an alternative and additional It was established to examine the possibilities for native-language channel. A UK Jewish television Jewish programming and content following two presence would be expected to be predominantly (May seminars 1997 and February 1998)and the an English-language presence for there is no publication by JPR of Roger Silverstone's policy longer an appreciable audience of Hebrew and paper Jewish television: prospects and Yiddish speakers in the community. On the one possibilities (March 1 998). hand, this makes the channel accessible to a wider audience; on the other it makes the It met five times during 1998-9 to explore this competition for viewers tougher. ln this new field. This papel which details the findings technological age the possibility for a global and conclusions of the Workrng Party, will television channel is available via multi-language hopefully act as a guide in this field and move channel tracks. forward the intellectual exercise involved in creating a Jewish presence on television. Due to their aim, ethos, target audience and programming, five channels were of particular relevance to the Working Party. A selection of 2 Aims of the Working Party material from the following channels has been reproduced in its original unedited form in the The Working Party aimed to explore ideas and Appendices. sought to define possibilities for the content and tone of programmes applicable to and appropriate Tara Television (lreland) for Jewish television. lt considered the following Tara Television was of interest to the Working questions: Party as it fashions itself foremost as an o What programme materral is presently available entertainment channel as opposed to an lrish minority channel (a point reflected in its name). and what needs to be created? 'l . lncluded in Appendix is a press release about Who are the target audiences for the various the channel, a sample of programme choices and types of programming and to what extent is a summary of a piece of market research on content determined by the possible audience? attitudes towards Tara Television. o What are the costs of creating new material for (UK) the various programme genres (e.9. drama, Hellenic TV sport)? This is a London-based Greek-language television channel. lt broadcasts many local interest It did not consider the specifics of financial or programmes and is a good working model of a technical issues (e.9. platform) involved in community channel. lts publicity leaflet and establishing a Jewish television channel. information on how to sponsor and advertise on the channel are reproduced as Appendix 2. 3 Models of ethnic minority channels Jewish Television Network (JTN) (USA) JTN provided the Working Party with a model of a process ln the of considering a Jewish presence Jewish television channel with a strong Jewish on television, the Working Party examined a range ethos. Appendix 3 includes details of the history of models of existing or aspiring ethnic minority of the channel, organizational mission and goals. televisron channels. Also included are an overview of its programmes and a more detailed programme brief (including Whlle these channels provided a number of information on audience projectrons, scheduling drfferent working models, the case of a UK and sponsorship). Jewish television presence was seen to differ in a number of ways. Of foremost importance is the Shalom TV (France) language of broadcast of minority channels. It is presently reorganizing its commercial Hellenic TV-like the Asian Zee Network, Chinese structure and intends to re-launch in 1999. Network or Middle East Broadcasting Centre- Appendix 4 contains detarls of the channel's broadcasts to a UK-based audience in languages characteristics and professional staff. page 2 A guide to Jewish telev s on: prospects and poss bi ittes tprlpol cy paper no.3 @ JPR 1999 Alef Network (Argenti na) ln its mission statement Alef Network states that it is 'not an ethnic channel nor a ghetto channel, it's an open channel to the community, the whole community'. More information on the channel's hrstory and programming is included in Appendix 5. 4 Approaches The Working Party considered a number of approaches to the challenge of creating a Jewish presence on television, internationally, globally or locally: . A subscription- and/or advertising-based channel. A dedicated Jewish mixed sponsorship channel r A dedicated Jewish subsidized channel. o A sponsored channel. Bought 'Jewish air time' on an existing channel. o A partnership/shared facility with other ethnic TV channels. Jewish production houses from which the content would be disseminated on 'Jewish air time' or to the mainstream. The above approaches are not mutually exclusive and in reality may not be so clearly delineated. All are dependent on the availability of resources, particularly capital, to meet start-up costs. page 3 A quide to Jew sh te ev sron: prospects and poss btltttes prlpo1 cy paper no.3 O JPF 1 999 5 Findings and to counteract apathy. The findings of the Working Party, listed below, o To create an environment where Jewish issues are not specific recommendations and the can be discussed comfortably and openly. Working Party did not seek to create solutions or o To act as an educational tool for the young, to explore commercial viability. perplexed or ignorant. There was general agreement that it is feasrble . To make Jewish lrfe transparent and accessible and opportune to consider the creation of a to all. Jewrsh presence on television at this time, but . To provide a platform for expression for all the fact that Jewish television has been so long in segments of the Jewish population. coming, both in the UK and elsewhere, indicates that there are particular problems associated with Type of television presence it. Not least are the issues involved in creating minority TV for a variegated, sophisticated but The Working Party agreed that an ideal Jewish small population. channel is global. There are arguments for a global, rather than a UK-specific, channel: 'dreamers' The Working Party was divided into . Jewish culture is transnational and the channel 'pragmatists' and but there was general should reflect this reality. agreement that unless there were to be an injection of massive resources into the field, there . More programme material becomes available. is no single solution or prescription for Jewish . Audience potential is greater. television. However, some members of the Working Party felt that there was a need to create . Production costs would be lower. a feasible practical vehicle, such as a digital o To gain revenue Jewish television could Jewish television channel, as soon as possible broadcast several hours of its own material on (see Appendix 6 on the UK initiative, JTV). Others other channels. expressed reservations on a number of grounds. A key concern was that failure would be both . Wlth Jewish communities in many different detrimental to community morale and likely to parts of the world the channel could reflect and prevent f uture alternative initiatives. draw on the various approaches to Jewish lrfe that exist. This provides programme makers It is hoped that the dos and don'ts detailed in the with a plethora of themes and ideas to create guidelines below will assist decision makers, more diverse and educational programmes. potential investors, creative talent, other minority o lf different values and attitudes are represented ethnic groups and interested parties in the TV the channel becomes inclusive and may industry and media, to find a foothold in thrs area. encourage viewers to feel comfortable about being Jewish and bringing Jewish subjects to Objectives of our ideal Jewish television the fore. presence . Jewish talent has a worldwide presence and . To be led and drrected professronally. global Jewish television could draw on the r To reflect, express and enhance Jewish culture talents of Jews in any country. as an active and creative force within society. ln terms of practicable possibilities for a Jewish To convey ideas and issues that have relevance presence on UK television, a 'mixed economy' to revrvrng various levels of Jewish culture. model seems the most feasible and desirable . To celebrate Jewish culture at the same time as approach: educating audrences-a mixture of o The Working Party recognizes that TV is a entertainment and information. medium which can be controlled by viewers: . To reach the maximum audience possible. audiences can pick and choose, switch on and off. o To identify, and provide a forum for, new and . f uture Jewrsh talent. A traditional terrestrial channel does not appear to be viable because of audience limitations and o To provide information and educational cost structures. resources-e.9. Teletext and videos for schools.

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