Canadian broadcasting held as example for its ethnic broadcasting at IIC confab

Canadian Heritage minister Sheila Copps has been bragging for several months that Canada is admired by South Africa for its cultural diversity in broadcasting, so it comes as no surprise that the country had a major presence at the recent International Institute of Communications (IIC) conference. The organization, which deals with broadcasting and telecommunications issues, met for the first time in Johannesburg, South Africa and spent much time discussing topics involving the developing world. "You find that in the world of communications, the issues are quite similar across different countries and across the developed and developing world, but they may be at very different time points in dealing with a given issue," says IIC president Bernard Courtois, executive counsel for BCE Inc. and Bell Canada. CRTC commissioner Joan Pennefather delivered the keynote address on protecting diversity in broadcasting. She explained how Canada promotes linguistic, ethnic and Aboriginal concerns. She celebrated the fact that Milestone Radio was able to launch in Toronto against more established applicants. "It grows out of a minority community in its style and ownership. But it won its place as a mainstream commercial radio station in competition with other mainstream applicants," Pennefather noted. "It’s majority owned and operated by black Canadians...I think its arrival is a very encouraging sign – because it shows that the mainstream itself is becoming more and more diverse." One of the plenary sessions dealt with the lack of diversity in coverage of the developing world. South African, American and British journalists discussed the manner in which the western media cover the emerging nations. "They will show gory images of war in a particular zone in a country and they’ll show graphic and extended images of things going on that they would actually never, ever show if it was taking place in the U.S.," Courtois remarks. "... The result is you get a very distorted view of those countries compared to how the U.S. portrays itself in its media." Courtois, who is serving a one-year term as head of the IIC, is glad that the organization exists to host such a forum. It gave delegates from developing countries a chance to voice their frustration.South Africa was a perfect location to learn about the hurdles that must be overcome in providing diversity. Courtois reports that the South African Broadcasting Corp. distributes programming in 11 official languages. The country has also put certain employment requirements on broadcasters and others in the communications sector. Specific percentages have been set for jobs to go to members of disadvantaged groups. Copps has called for similar support for policies that reflect Canada’s cultural diversity (CCR, May 23/02). The South Africa national regulator is similarly demanding that companies that are granted licences reach certain social policy targets. While most western nations judge primarily by monetary concerns, South Africa lists its social needs. Winning bidders for licences can then negotiate with the government, trading off some requirements with other conditions.

Canadian broadcasting held as example for its ethnic broadcasting at IIC confab

Broadcast | October 24, 2002

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