The Global News Challenge
Market Strategies of International Broadcasting Organizations in Developing Countries
The Global News Challenge tackles one of the timeliest topics in mass communication today—the challenges facing international broadcasters with universal branding strategies in developing countries. In these heavily government-controlled media environments with a scarcity of reliable information, international news providers traditionally had an influential position. With the ongoing media liberalization, however, commercial domestic providers have gained in strength to become strong competitors. Additionally, in a number of countries, pan-Arab broadcasting enterprises have widened their reach, contributing to the growing competition for traditional international providers such as the BBC or France 24.
This book employs a global perspective to explore the subject across the whole population and different media platforms in select developing markets of Africa and South Asia. It is unique in providing a theoretical framework by which to analyze demand and usage of and trust in news from international broadcasters across the whole population, not just opinion leaders. It outlines the strategic options for international broadcasters in these evolving market contexts.
Table of Contents
1. International Broadcasting: A Strategic Challenge 1.1 From Information Crusade to Business Challenge: Are We in an Information War? 1.2 International Broadcasting and Developing Countries: Histories and Definitions 1.3 A Strategic Challenge 2. Unlocking Developing Markets: Global Information and Communication Infrastructures as Gateways to Change 2.1 The Beginnings: Imperial Connections 2.2 The Political, Commercial and Cultural Impact of Communications Satellites 2.3 Information and Communication Infrastructures in Developing Markets 3. Strategic Environments and Media Audiences in Developing Countries: The Changing Face of Consumption of Information in Restricted Media Ecologies 3.1 Changing Audience Structures in Developing Countries 3.2 Strategic Environments: Introducing the Five Markets 3.3 Media Supply and Audiences in the Five Markets 3.4 Emerging Media Supply and Consumption Patterns in Developing Countries 4. Funding Streams and Missions of International Broadcasters Operating in Developing Markets 4.1 Introducing the Operators 4.2 Legal Frameworks and Scope of Activities 4.3 Value Proposition: Missions and Key Strategic Objectives of the Eight International Broadcasters 4.4 Market Segment and Audience Reach 4.5 Funding Streams and Cost Structures 4.6 Evaluation 5. Audience Trust and Loyalties in Developing Markets: Transformations and Adaptations for International Broadcasting Organizations 5.1 Changing Media Ecologies in Developing Countries: Cultures, Content, and Connectors 5.2 Audience Perceptions of Different Types of Broadcasters: Connecting the Global, Regional, National, Local, and the Personal 5.3 The Cultural Life of News 5.4 Audience Trust and Loyalties: Changing Norms and Implications for International Broadcasters 6. International Broadcasters and National Crises - Lessons from the Arab Spring Illustrated Through the Example of Egypt 6.1 Egypt’s Evolving Media Landscape – an Unfinished Revolution 6.2 Egypt’s Media Landscape and News Consumption before the January 25 Uprising 6.3 "The Revolution Will Be Televised" - Media Consumption during the Uprising 6.4 Media Consumption after the Uprising 6.5 Potential Opportunities for International News Broadcasting Organizations 7. Strategic Options for International Broadcasters in Developing Markets 7.1 Strategic Options for International Broadcasters 7.2 Strategic Options for International News Organizations 7.3 Strategic Outlook 8. The Global News Challenge and International Broadcasters in Developing Countries: From Surrogate Broadcasters to Platforms of Dialogue 8.1 A World in Transition: Changing International News Markets 8.2 The Changing Balance of Power and Strategic Choices of International Broadcasters 8.3 Trajectories: From Strategic Narrative to Inclusive Debate
"This is an important and largely eloquent review of the way international news organizations project themselves and are perceived by their erstwhile audience – in Developing Countries…[T]he evolving status of news media in Developing Countries is a welcome breath of fresh air in a field dominated by the staid traditional players of the West and the opinions of Western audiences."
--Robert Davison, City University of Hong Kong, Editor-in-Chief of The Electronic Journal on Information Systems in Developing Countries