[HCDX] External broadcast: How should the world see us?

["Alokesh Gupta" <alokeshgupta@xxxxxxxxxxx>]

External broadcast: How should the world see us?

NIVEDITA MOOKERJI
Posted online: Monday, June 13, 2005 at 0000 hours IST

NEW DELHI:  Public broadcaster Prasar Bharati is in a rethink mode, as far
as the external services division (ESD) of All India Radio (AIR) is
concerned. With no direct funding from the government and absence of support
from the ministry of external affairs (MEA), the pubcaster is reviewing the
working and relevance of ESD, according to a Prasar Bharati official. In
1991, when AIR came under the 'autonomous corporation' Prasar Bharati,
direct government funding of ESD was withdrawn. That was the beginning of an
end, a source pointed out.
Consider the global scenario, as an internal presentation at Prasar Bharati
showed. All around the world, external broadcast service is always funded by
the government, while home services are financed by various other sources,
it said. Whether it's British Broadcasting Corporation (BBC), Voice of
America (VOA) or Deutche Welle of Germany, external service is invariably
funded by the government, the presentation argued. Same is the case with
other countries like Sri Lanka, Pakistan and Bangladesh.
The results show. Radio Bangladesh broadcasts in 19 foreign languages; China
in 43 foreign languages along with English; Pakistan in 17 foreign
languages. India, which has had the external service division since 1939,
broadcasts in 16 foreign languages-Arabic, Baluchi, Dari, Burmese, Chinese,
French, Indonesian, Nepali, Persian, Pushtu, Russian, Sinhala, Swahili,
Thai, Tibetan and English. But some of these languages have lost their
relevance, pointed out critics.
Significantly, among the suggestions being discussed at Prasar Bharati is
inclusion of languages such as Japanese, German, Spanish and Korean in AIR's
external division. Also, as per the new thinking, the service must reach
markets like the US, Canada, Latin America and Korea. Currently, ESD covers
some countries in Asia, Africa, UK, Western Europe, New Zealand and
Australia.
It's important to note that when external broadcast started in 1939, it was
considered a mouthpiece of British India. Post-independence, however, the
objective changed. Now, ESD became the real window of India, to the world.
The country's first prime minister Jawaharlal Nehru said ESD was meant to be
"the authentic voice of independent, secular, modern and resurgent India".
Insiders at Prasar Bharati argue that even today, the objective remains the
same. ESD must project the foreign policies and culture of the country, to
the world. But, it's time for a review, they say.
Besides introducing new languages and removing some of the obsolete ones,
the pubcaster wants a review of the staff position also. There's a shortage
of manpower in the division. Technology is another area which needs
upgradation. Advance digital studio with database is the need of the hour,
officials say. Also, ESD must take up online distribution of content, they
add. Even Pakistan Radio programmes are available on the Net.

http://www.financialexpress.com/fe_full_story.php?content_id=93572

--------------------------
Alokesh Gupta
New Delhi



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