Magazine article Marketing

Raymond Snoddy on Media: Has TV News Lost Air of Authenticity?

Magazine article Marketing

Raymond Snoddy on Media: Has TV News Lost Air of Authenticity?

Article excerpt

Next week will be a remarkable one in the development of international media.

On 15 November, the long-delayed launch of the English-language version of Arabic TV channel Al Jazeera takes place, with the help of presenters Sir David Frost and Darren Jordan. The following day, France 24, news from a French perspective, broadcast in French and English, goes live.

It may appear more than a little curious that people should persist doggedly in such expensive pursuits when the days of linear TV are supposed to be numbered.

It is difficult to see France 24 having much impact in the Anglo-Saxon world, other than with language students.

However, the launch of Al Jazeera International in high definition, which coincides with the 10th anniversary of the original channel, is far more significant. It could also be a prime site for advertisers trying to reach international movers and shakers.

The channel has probably had a bum rap in its first decade by being branded as Osama bin Laden's mouthpiece. Too many otherwise sensible people fail to distinguish between coverage and support, and expect news channels to be cheerleaders for their own version of reality.

When Al Jazeera broadcast in Arabic, it was difficult to know what the channel was up to and how independent it was, other than to say that by comparison with the reigning values in the Middle East, it has been independent. Now we should be able to make up our own minds.

At last week's News Xchange event in Istanbul, which brought together 500 TV news executives from 55 countries, Al Jazeera pleaded impotence as far as al-Qaeda was concerned.

The channel no longer receives inflammatory tapes from the terrorist group because it applies normal journalistic standards, editing them and putting them into context.

Instead, Al-Qaeda now posts its videos straight on the internet, where thousands of jihad sites circulate the most gruesome material.

When it comes to the issue of user-generated content, however, how do you know that what you are seeing or reading is what it purports to be? As many TV executives argued in Istanbul, there are still questions surrounding the authenticity, trust and the power of established brands. …

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