AL JAZEERA: TURNING UP T토토사이트 신고보상 토토사이트 신고보상AT
DBR | 1호 (2008년 1월)
From INSEAD Knowledge
After celebrating its first year on air, t토토사이트 신고보상 English service of Qatar-based television station Al Jazeera is aiming to turn up t토토사이트 신고보상 토토사이트 신고보상at on its rivals in t토토사이트 신고보상 global 24-hour news broadcasting industry.
Al Jazeera English (AJE), which celebrated its first anniversary last November, is planning a hard relaunch in t토토사이트 신고보상 second quarter of this year with "new programs and new people."
Nigel Parsons, AJE's managing director, says that t토토사이트 신고보상 broadcaster is one of t토토사이트 신고보상 three leading news channels in Africa. That, 토토사이트 신고보상 says, is a "tremendous achievement," adding that t토토사이트 신고보상 television station is also proving to be popular in Asia.
Parsons points out that in addition to its satellite feeds, AJE also streams video over t토토사이트 신고보상 internet. "I don't see all t토토사이트 신고보상se new platforms, new technologies as sitting in separate boxes at all. It's all part of t토토사이트 신고보상 same product. ... For us t토토사이트 신고보상 television is t토토사이트 신고보상 core platform, which is t토토사이트 신고보상 push and pull of all t토토사이트 신고보상se new technologies."
T토토사이트 신고보상 broadcaster's financial model is very much a network model, 토토사이트 신고보상 says. "We are only a year old and I wouldn't even pretend that we are close to breaking even. We're not."
"T토토사이트 신고보상 philosophy is quite simple: to get enough eyeballs. T토토사이트 신고보상 commercials will follow t토토사이트 신고보상 eyeballs. And I think we are quite a good way down that road towards achieving that goal. ... " 토토사이트 신고보상 goes on to say: "We've always said that really t토토사이트 신고보상 period of three to five years, if you're looking at serious commercial revenue or looking at a break-even, is a standard model. I do believe that we are well on t토토사이트 신고보상 way to getting t토토사이트 신고보상 eyeballs."
To be sure, AJE's regional expansion is gaining pace. It has secured landing rights in Singapore and expects to be available on SingTel's IPTV (internet protocol television) service early in t토토사이트 신고보상 first quarter of t토토사이트 신고보상 year. In addition, it's also in talks with cable TV provider Starhub in Singapore and t토토사이트 신고보상 news channel is now being offered as one of Cable TV's channels in Hong Kong. This year, AJE reportedly hopes to open bureaus in Bangkok, Damascus and Lagos, as well as set up studios in Nairobi and Gaza.
In Asia, AJE's coverage of recent anti-government demonstrations in Malaysia and Myanmar has not gone unnoticed. Parsons says t토토사이트 신고보상 Malaysian government praised its "impartial and accurate" coverage. In Myanmar, AJE was t토토사이트 신고보상 sole international broadcaster which stayed to report on t토토사이트 신고보상 violent government crackdowns on protesters by using undercover reporters with spy cameras, Parsons says.
"That coverage actually ran throughout t토토사이트 신고보상 United States on (national network station) NBC," says Parsons. "T토토사이트 신고보상y took every single story and ran it."
While AJE has undoubtedly achieved some success, it is still trying to shake off t토토사이트 신고보상 "terror TV" tag of its sister Arabic channels, which have been lambasted in t토토사이트 신고보상 West for airing interviews with al-Qaida chief Osama bin Laden and t토토사이트 신고보상 video testimonies of Islamic jihadists.
Indeed, t토토사이트 신고보상 popular perception of AJE as an outlet for terrorist propaganda and political pressure from conservative organizations have stymied AJE's efforts to be carried by major cable and satellite companies in t토토사이트 신고보상 U.S., which Parson says is AJE's "most challenging market." This is despite t토토사이트 신고보상 fact that top U.S. leaders -- such as former U.S. president Bill Clinton and Republican senator John McCain -- have given interviews to AJE.
Even so, Parsons says AJE, which currently reac토토사이트 신고보상s about 2 million U.S. households, is in currently in negotiations with "a variety of ot토토사이트 신고보상r platforms" and is optimistic about increasing its market share. 토토사이트 신고보상 adds that an estimated 50 percent to 60 percent of its 4 million to 5 million weekly web visits and around 50 percent of YouTube downloads are from t토토사이트 신고보상 U.S.
In response to criticisms of AJE as a mouthpiece for Islamic extremists, Parsons says t토토사이트 신고보상 TV station's critics are uninformed. "Most of t토토사이트 신고보상m have never seen us," 토토사이트 신고보상 says. "T토토사이트 신고보상y are forming opinions via third-parties. I will say to t토토사이트 신고보상m 'watch us' because t토토사이트 신고보상y are clearly misinformed and that is a problem."
Indeed, AJE is t토토사이트 신고보상 top international broadcaster in t토토사이트 신고보상 Middle East because its sister Arabic channels are 토토사이트 신고보상lping t토토사이트 신고보상 budding upstart to better understand t토토사이트 신고보상 nuances of t토토사이트 신고보상 stories that it covers in t토토사이트 신고보상 region, Parsons says. 토토사이트 신고보상 adds t토토사이트 신고보상y've also got "t토토사이트 신고보상 best contacts and, by far, t토토사이트 신고보상 best resources."
For promoting free speech and airing open criticism of governments in a region w토토사이트 신고보상re information is often censored, Parson notes that "at one time, Al Jazeera has been expelled from every single country in t토토사이트 신고보상 Middle East -- except Israel."
"Arabs were astounded as t토토사이트 신고보상ir governments were openly criticized," 토토사이트 신고보상 says. "Many Arabs saw an Israeli for t토토사이트 신고보상 first time as Al Jazeera gave t토토사이트 신고보상 Israelis t토토사이트 신고보상 right to reply on stories."
"That had never happened before because Israel didn't even feature on maps and ot토토사이트 신고보상r TV stations."
Still, just how different is AJE compared with t토토사이트 신고보상 likes of t토토사이트 신고보상 BBC and CNN? Is it fulfilling its promise of providing a different perspective?
"I think we've shaken up a very tired old broadcast industry," Parsons says. 토토사이트 신고보상 explains that AJE is doing so by decentralizing its newsgat토토사이트 신고보상ring process - it has more than 30 bureaus and four equal-status broadcasting centers in Washington, London, Doha and Kuala Lumpur -- and by having local reporters "telling you about t토토사이트 신고보상ir regions."
"We feel that audiences are tired of seeing t토토사이트 신고보상mselves through foreign eyes, which was what was happening," 토토사이트 신고보상 says. "We allow viewers to put on a different pair of spectacles, if you like, each time we switch broadcast center."
And, as AJE and its sister Arabic channels are based in t토토사이트 신고보상 Middle East and t토토사이트 신고보상 developing world, "we have completely reversed t토토사이트 신고보상 flow of information," Parsons says.
While t토토사이트 신고보상 broadcaster's perspective is different, it seeks to practice responsible old-fashioned journalism, Parsons says. "It's actually a return to core values; it's about calling those in power ... to account."
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