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Use more television in development advocacy, UNICEF urges

Thursday, 12 June 1997: Popular, ratings-conscious programming still drives television, and Western television news agencies still set the agenda for international news, according to a UNICEF-commissioned survey, entitled The Bigger Picture, released today. Referring to its recommendations, UNICEF Executive Director Carol Bellamy urged development assistance agencies to actively encourage global television coverage.

"Seven out of ten households own a television set," she said. "This is an unparalleled opportunity to use the world's most powerful communication tool to help create a secure and healthy future for millions of children around the world."

The influence of television continues to grow rapidly in developing countries, where three out of four of the 100 million television sets sold each year are purchased. In India, one out of three homes has a television set and viewership of domestic programmes is up to 400 million. In Vietnam, households that have television are predicted to rise within two years from the current 37 per cent to over 70 per cent. Television reaches 280 million homes in China, with 60,000 colour sets purchased there everyday. Only in sub-Saharan Africa is the impact of television still negligible.

For The Bigger Picture nearly 80 television executives were canvassed for their opinions by Robert Lamb, executive director of Television Trust for the Environment (TVE), a London-based non-profit organization that promotes environment and development around the world through television. The producers, editors and distributors interviewed for the study expressed a strong willingness to work in cooperation with UNICEF and other aid agencies, and urged these organizations to become better acquainted with television programming and to tailor their message to the individual needs of each broadcaster.

By analyzing data on news coverage in 35 countries, The Bigger Picture found that Western television news agencies such as Reuters, WTN and APTV still set the agenda for international news and current affairs for all except the most prosperous broadcasters. National television services also rely heavily on satellite broadcasters such as CNN, BBC World and Deutsche Welle for foreign reports. Based on these findings, the study recommends that development agencies should collaborate more with mainstream agencies and broadcasters for news, current affairs and magazine programmes.

One of the most important findings in The Bigger Picture is the success of national broadcasters in holding on to the majority of viewers despite the proliferation of channels through digital broadcasting -- that is, the transmission of a high quality television signal in frequencies previously not powerful enough to be used for television. In Europe, Asia and Latin America national television services attract by far the biggest audiences, typically 70-90 per cent. Even in the US, the nation with the most cable stations, 70 per cent of prime-time viewing is on the four main networks. The study also found that even though satellite communications and interactive television are actively promoted, audiences remain conservative in their viewing habits.

According to The Bigger Picture, television viewers prefer locally-produced programmes in the national language. Except for the occasional Hollywood blockbuster or glossy soap opera, the strong preference is always for locally-made dramas and soaps. In Hong Kong, where a quarter of a million homes are satellite-connected, locally-produced programmes command over 90 per cent of the viewers.

Another phenomenon explained in the study is the growth of channels aimed at small, specialist audiences. Mr. Lamb warns that "niche" markets can distract development agencies from the bigger picture. "The new themed or specialty channels register a tiny share of the audience," he points out.

For Ms. Bellamy, The Bigger Picture shows the myriad possibilities for television to present in-depth factual programmes on seemingly remote countries to mass audiences around the world. "Many people know foreign countries only by their disasters because that's what is covered on the evening news," she said. "But the real challenge is to let the world know about the successes and about life before and after the crises."

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