FC NOW: The Fast Company Weblog
April 26, 2006
The Coming Smackdown Over International News
In the coming war for the hearts and minds of international news junkies, the BBC Worldservice just launched a pre-emptive strike.
This week it announced that it has hired BBDO New York to handle the advertising promoting its new 24 hour news channel scheduled to launch at the end of this month. The channel will be available to Cablevision subscribers in the New York market.
That can't be good news for Al Jazeera International, which had hoped to launch its own 24 hour English language news channel at the end of May, but is struggling to find a US distributor willing to take on the controversial brand.
On one level, the channel's problem is not unique: US cable distributors have little space for new entrants, so finding a home is tough whether you're Al Gore or Al Jazeera. Additionally, the channel wants to be able to stream simultaneously over the Internet, a proposition which doesn't seem to bother folks in other countries, but is a sticking point in the US. Then, of course, there's the channel's Arabic pedigree, and the dicey issue in the States of offering a channel whose sibling has a reputation of being Osama's favorite news outlet.
Finally, there's a more fundamental issue: do Americans have an appetite for interntional news, or do they just want to know the latest on Tomkat's baby, or the Duke lacrosse team? Whatever their poltical persuasions, cable operators agree on one thing: they want their offerings to make money. If that's all poker, all the time, fine. If it's international news, that's cool too. As long as it's green, it's keen.
But Americans haven't been known for their thirst for news from Sao Paolo or Sri Lanka.
Still, the BBC thinks there's a market here. Seema Kotecha, BBC World's head of marketing, said: "Our research shows that there's an increasing demand from US viewers for an international news agenda and our unique news service will offer them an impartial, global perspective on world events."
Do you think that's true, or is that wishful thinking on the part of news providers, whether they're British, Arabic, or American?
Posted by Linda Tischler at April 26, 2006 1:11 PM | Category: news + current events |
8 Comments
ADVERTISEMENT
FC NOW MENU
NEWSLETTERS
FC NOW CATEGORIES
FC READS
As a news junkie, I cannot say that my opinion is partisan; however, an international perspective would certainly find open eyes and ears here in the United States. And the reason why is obvious; people are naturally drawn to bad news, especially when it is news that will make the individual citizen look and feel better about themselves. If the typical American had to choose between images of a homicide in a U.S. city or a child dying of AIDS in Africa, I believe many would choose to watch the deathly news in Africa.
Why? In a day where the United States' image is deteriorating, Americans will naturally be drawn to death and destruction elsewhere as a moral booster. Americans will have an outlet to question the decisions of other world leaders instead of the constant questioning of our own. The stubborn feeling of superiority and hegemony will naturally be drawn to images of chaos and destruction in the "inferior world."
Additionally, since most Americans have never left North America, I do not believe it is the global perspective on worldwide events that will draw people to international news (most don't know exactly what this is), but the comfort the images bring to the common American questioning whether the U.S. is in as bad of shape as its being made out to be. Any news that can refocus the eye on something worse than the situation we face here, will be welcomed with the click of the remote.
I have to say, if cable distributers are willing to try things like "the food network", why not Al Jazeera's news channel? I hope cable companies don't feel they should be filtering the type of news that reaches American citizens. Isn't this the land of the free (press)?
I am all for Al Jazeera (they have a lot of ex- staff from the BBC) and the BBC broadcasting in the U.S. I already don't feel I am getting truthful reporting, i.e., media that has been bought & paid for, right now. I usually go online to get "real news" and my paper (Chicago Tribune) that's delivered is for fun, local stuff & sports. I want the truth and I want objective reporting and not shills for the Bush administration, I think we can get it with the BBC. Business people consistently underestimate the public's intelligence and desire for truth, they would be surprised as to how well they would do. How many people think Fox news is just a tabloid joke? ABC, NBC, and CBS report the same garbage and lies, and rarely is there any real in-depth reporting or coverage. I've traveled in over 20 countries, so I am interested in what's up around the globe and I do care what's on other peoples' minds. I say bring it on, it'll be a success. Plus, the BBC is kind of a hoot. I was in London when Clinton was there and the BBC reported, in a British accent, "that is's a love fest between Tony & Bill this week". Fantastic!
I have almost stopped watching US TV because I can't get international news or other programing. I have instead become a heavy surver of the internet to get the truth. the TV companies are losing a large part of their most influential customers. With hundreds of channels available they could surely offer one channel that I would find interesting.
With the hours many of us work these days, 24-hour news is a wonderful thing. And if it is international, all the better. Unfortunately, you are right: Money talks. I think that, while there may be a market for multiple global broadcasts, it is still a niche market.
"Interntional" is misspelled.
Does the last sentence mean "is it wishful thinking that the BBC really provides as impartial perspective on world events?"
As a long time shortwave listener and ham I really respect the BBC World Service. I liked BBC America on cable too. Unfortunately we quit cable due to family issues; i.e. too much sex and violence on TV, homework and the cable programming wasteland. We will probably opt for family programming found on Echostar in the future. We do watch PBS a lot and enjoy BBC programming on that network. I have a indoor antenna that we use to get local programming.
Sometimes I think BBC has overly influenced the US airwaves. I get tired of seeing news about the royal family. I would like to see a more diverse international flavor on cable. Our local university, UC San Diego, broadcasts French and Russian TV news with subtitles. Deutche Welle is also offered on UCSD TV. I am not sure of the American response to Al Jazeera TV though. Many Americans think it is a mouth piece for Arab radicals. If it does enter the US market how about a Israel feed.
I have always been drawn to international news, going as far as watching the 6PM world news update on BBC America. I think that the general public is tired of all of the favoritsm shown to one side of the fence by certain networks in both directions. We have to wonder where we stand in the world, especially in light of 9/11 and Iraq. I would like to see what they think and keep my options open. With Discovery Networks backing the venture, I hope it is successful.