This document is downloaded from DR‑NTU (https://dr.ntu.edu.sg) Nanyang Technological University, Singapore. 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 Downloaded on 01 Oct 2021 12:45:22 SGT 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 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. I. ATTENTION: The Singapore Copyright Act applies to the use of this document. Nanyang Technological University Library £>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. 2 ATTENTION: The Singapore Copyright Act applies to the use of this document. Nanyang Technological University Library (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. 3 ATTENTION: The Singapore Copyright Act applies to the use of this document. Nanyang Technological University Library 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