Certification Scheme dedicated to the Broadcasting

1
Feasibility study of a Certification Scheme
dedicated to the Broadcasting Industry Prelimina
ry Results
Montreal 21, 22 November 2002 isas_at_isasgroup.com
Guillaume.Cheneviere_at_cmrtv.org Gmorand_at_rezonance.
ch
2
Many Thanks to ...
CANADA Coordinators Micheline VAILLANCOURT,
Carole BOISVERT Users Dominic CYR, Anne
FRADETTE, Jacques POIRIER, Jules PATENAUDE,
Jacques CHAMBERLAND Providers Denis PELLERIN,
Louise LENTEIGNE, Jean-Claude LABRECQUE, Jean
HEBERT, Lucie LALUMIERE Experts Marc RABOY,
Claude BEDARD, Lise CARDINAL, Daniel GIROUX,
Diane LAFLAMME, Charles VALLERAND
3
Many Thanks to ...
COLUMBIA Coordinator Prof. Ana Maria
MIRALLES Users Victor DAZA, William DOUSDEBES,
Pablo Emilio TORRES, Myriam VELASCO, Carlos
CORDOBA, Hugo GONZALEZ, Daniel BERNATE, Manuel
ESTEVEZ Providers Clemencia CHIAPPE, Amparo
PEREZ, Mauricio MIRANDA, Ana Cristina NAVARRO,
Kathy OSORIO, Daniel CORONEL, Alvaro OSORIO,
Fernando RAMIREZ Experts Fernando CALERO,
Patricia TELLEZ, Omar RINCON, German MUNOZ, Luis
Fernando GUTIERREZ, Luz Amalia CAMACHO
4
Many Thanks to ...
INDIA Coordinators Javad Mottaghi, Dr. Hara
Prasad Padhy Users Padma SEN, Aparna DEBNALH,
Shiv DAYAL, Mohan LAL, Shapuntala GUPTA, Sunil
GUPTA Providers P.S. MURTY, M.S. RUGMINI, Y.K.
SHARMA, T. DOLKAR, Noreen NAQVI, Rattan SALDI,
N.S. MAROD Experts P.N. VASANTI, Prof. Devesh
KISHORE, Divya RAINA, Madhu MALTI, Jyoti Pati
DHRUBA, A.R. KRISHNAMURTHI, B.R. CHALAPATHIRAO
5
Many Thanks to ...
SOUTH AFRICA Coordinator Sherelle
SCHMULIAN Users Sharon KOTTLER, Christoff
BLAAUW, Jolandé NEL, Lumumba SIBAYA, Angy
HAMMOND Providers Zweli MTHEMBU, Zamambo MKIZE,
Sherelle SCHMULIAN, Dorothy VAN TONDER, Judi
NWOKEDI, Helen GRAHAM, Lesley NTLOKO
Experts Peet VAN STADEN, Chris BISHOP, Masa
Khane NGE ANGATA, Manasseh MORAPEDI, Ben RAKUBU
6
Many Thanks to ...
SWITZERLAND Coordinator Jasmine
RICHARDET Users Benoit DUBUIS, Dominique
DESMANGLES, Ilona PONGRACZ, Gilles Emmanuel
TRUTAT, Caroline GUEISSAZ, Michel DOUSSE, Berthe
JUILLERAT Providers Gilles MARCHAND, Gérald
TSCHOPP, Pascal SCHOUWEY, Bernard BARUT, Costa
HARALAMBIS, Isabelle BINGGELI Experts Peter
TSCHOPP, Alain MODOUX, Marie-Hélène MIAUTON,
Charly SCHWARZ, Pierre SMOLIK, Nicolas HENCHOZ,
Yves DACCORD
7
Summary ...
Feasibility Study of a Certification Scheme
dedicated to the Broadcasting Industry
Preliminary Results 1- The Broadcasting
Industry from theory to practice 2- What is a
Certification Scheme? 3- A worldwide success
story ISO 9000 4- The objectives of the survey
5- The methodology used 6- Results 7-
Synthesis 8- Appendix 8-1- Raw Data 8-2-
Bibliography
8
Broadcasting Industry From Theory to
NATION (3 Powers)
CIVIL SOCIETY
GOVERNMENT
NATIONAL REGULATION AUTHORITY
Citizenship feedback loop
Financing
Taxes
Publicity
BROADCASTER
ADVERTISERS
Audience feedback loop
Subscriptions
AUDIENCE
Consumer feedback loop
9
Broadcasting Industry From Theory to Practice
Example of a strong deviation The Audience/
Viewer measurement is governed by the
assumption QUANTITY MAKES QUALITY
10
Broadcasting Industry to Practice
NATION (3 Powers)
Lobby feed back loop
GOVERNMENT
CIVIL SOCIETY
Lobby feedback loop
NATIONAL REGULATION AUTHORITY
Citizenship feedback loop
ADVERTISERS
BROADCASTER
Audience feedback loop
AUDIENCE
Consumer feedback loop
11
Broadcasting Industry From Theory to Practice
How to improve the functioning of the whole
system?
12
Summary ...
Feasibility Study of a Certification Scheme
dedicated to the Broadcasting Industry
Preliminary Results 1- The Broadcasting
Industry from theory to practice 2- What is a
Certification Scheme? 3- A worldwide success
story ISO 9000 4- The objectives of the survey
5- The methodology used 6- Results 7-
Synthesis 8- Appendix 8-1- Raw Data 8-2-
Bibliography
13
Broadcasting Industry From Theory to Practice
One possibility, very popular in industry and
services, is by introducing a Certification
Scheme dedicated to the broadcasting industry
14
Broadcasting Industry From Theory to Practice
Certification schemes bring a pragmatic answer
to the following key question How to ensure
the best sustainable quality to my activities?
15
Broadcasting Industry From Theory to Practice

• Certification schemes are generally covering
  three major subjects
• Product / Service
• Organizational Systems
• Personnel
• This segmentation is applicable to the
  broadcasting industry

16
Broadcasting Industry From Theory to Practice

• Certification schemes are based on
• three key-ideas
• Impartial assessment
• Based on pre-defined requirements
• By an independent body

17
Typical Certification Scheme
STANDARDIZATION BODY 4th Party
ACCREDITATION BODY 4th Party
CERTIFICATION BODY 3rd Party
SUPPLIER (Broadcaster) 1st Party
CUSTOMER (Audience) 2nd Party
18
Typical Certification Scheme in the Public Sector
STANDARDIZATION BODY 4th Party
ACCREDITATION BODY 4th Party
CERTIFICATION BODY 3rd Party
SUPPLIER Administration 1st Party
CUSTOMER USER 2nd Party
POLITICAL POWER
CITIZEN
19
Summary ...
Feasibility Study of a Certification Scheme
dedicated to the Broadcasting Industry
Preliminary Results 1- The Broadcasting
Industry from theory to practice 2- What is a
Certification Scheme? 3- A worldwide success
story ISO 9000 4- The objectives of the survey
5- The methodology used 6- Results 7-
Synthesis 8- Appendix 8-1- Raw Data 8-2-
Bibliography
20
A Worldwide Success Story ISO 9000

• ISO 9000
• Born in the UK in 1982
• Becomes international in 1987
• Worldwide acceptation in 1992
• Today (Dec 2001), 510616 companies certified in
  161 countries

21
The benefits of ISO 9000

• CUSTOMERS BENEFIT BY RECEIVING THE PRODUCTS THAT
  ARE
• Conforming to the requirements
• Dependable and reliable
• Available when needed
• Maintainable
• Safe in use

22
The benefits of ISO 9000

• PEOPLE IN THE ORGANIZATION BENEFITS BY
• Better working conditions
• Increased job satisfaction
• Improved health and safety
• Improved morale
• Improved stability of employment
• Improved continuity

23
The benefits of ISO 9000

• SOCIETY BENEFITS BY
• Fulfillment of legal and regulatory requirements
• Improved health and safety
• Reduced environmental impact
• Increased security

24
The benefits of ISO 9000
Most of the above benefits are applicable to
the broadcasting industry
25
The example of Tele Antioquia in Columbia
Tele Antioquia in Columbia is currently
implementing a management system which will be
soon ISO 9000 certified. For more information
please contact Ana Cristina Navarro
Posada gerencia_at_teleantioquia.com.co
26
Certification Scheme dedicated to the
Broadcasting Industry

NATION (3 Powers)
CIVIL SOCIETY
GOVERNMENT
STANDARDIZATION ACCREDITATION BODY
NATIONAL REGULATION AUTHORITY
Citizenship feedback loop
CERTIFICATION BODY (Fondation Media Societé,
Genève)
ADVERTISERS
BROADCASTER
Audience feedback loop
AUDIENCE VIEWERS
Consumer feedback loop
INTERNATIONALLEVEL
NATIONAL LEVEL
27
Summary ...
Feasibility Study of a Certification Scheme
dedicated to the Broadcasting Industry
Preliminary Results 1- The Broadcasting
Industry from theory to practice 2- What is a
Certification Scheme? 3- A worldwide success
story ISO 9000 4- The objectives of the survey
5- The methodology used 6- Results 7-
Synthesis 8- Appendix 8-1- Raw Data 8-2-
Bibliography
28
The objective of the survey ...
What should be the evaluation criteria of
electronic media (Radio, TV Internet) in terms
of 1- Contents 2- Structure and
Infrastructure In their contribution to social
development and democracy?
29
Six countries selected ...

• Six Countries selected in a first run
• Canada
• Columbia
• India
• Japan
• South Africa
• Switzerland
• To be done

30
The objectives of the survey ...
BROADCASTERS
Best practice In country N
Best practice In country B
Best practice In country A
Compilation, analysis By WRTVC
Reference Document WRTVC Standard
Associated Reference Documents
Certification Guidelines
31
Associated Reference Documents ...
Journalistic Norms Practices
Programmes Policy
Associated Reference Documents
Code of Ethics
Advertising Standards
32
Some examples of BEST MANAGEMENT PRACTICES and
KEY REFERENCE DOCUMENTS ...
1- The SABC Performance Management Guideline 2-
Vision Mission for Indias Public
Broadcasting 3- Politique des programmes Radio
Canada 4- Code publicitaire Radio Canada 5-
Normes et pratiques journalistiques Radio Canada
33
Summary ...
Feasibility Study of a Certification Scheme
dedicated to the Broadcasting Industry
Preliminary Results 1- The Broadcasting
Industry from theory to practice 2- What is a
Certification Scheme? 3- A worldwide success
story ISO 9000 4- The objectives of the survey
5- The methodology used 6- Results 7-
Synthesis 8- Appendix 8-1- Raw Data 8-2-
Bibliography
34
The methodology used ...
Methodology used the Affinity Diagram a
very popular tool in Total Quality Management,
in order to ensure the best possible coherence
to the results of the survey.
35
Summary ...
Feasibility Study of a Certification Scheme
dedicated to the Broadcasting Industry
Preliminary Results 1- The Broadcasting
Industry from theory to practice 2- What is a
Certification Scheme? 3- A worldwide success
story ISO 9000 4- The objectives of the survey
5- The methodology used 6- Results 7-
Synthesis 8- Appendix 8-1- Raw Data 8-2-
Bibliography
36
CANADA ...
Providers
Users
TOTAL
Experts
53
24
1- Quality of Contents
22
7
53
2- Quality of Information
19
22
12
44
3- Citizen Empowerment
22
22
4- Diversity of Contents
30
16
2
12
26
5- Innovation création
9
7
10
22
6- Independence Transparency
6
8
8
16
7- Opening to the World
12
2
2
15
8- Educative Mission
4
11
13
9- Ethics Policies
8
0
5
10
10- Audience Satisfaction
1
9
11- Vision, Values, Mission
7
1
6
12- Proximity to Cultural Identities
7
7
4
13- Accessibility to the Media
0
0
4
37
COLOMBIA ...
Providers
Users
TOTAL
Experts
92
1- Vision, Values, Mission
14
37
41
2- Independence Transparency
31
0
31
11
30
3- Quality of Contents
9
10
4- Participation Interactivity
29
16
13
15
5- Proximity to Cultural Indentities
28
13
28
28
6- Ethics Policies
14
26
12
7- Citizen Empowerment
9
8- Audience Satisfaction
9
8
3
9- Innovation Creation
5
10- Accessibility to the Media
6
6
6
6
11- Quality of Equipment
12- Quality of Information
5
5
13- Opening to the World
2
2
38
INDIA ...
Providers
Users
TOTAL
Experts
37
1- Accessibility to the Media
15
13
9
36
6
2- Diversity of Contents
24
6
34
3- Independence Transparency
16
18
30
33
4- Educative Mission
3
29
5- Ethics Policies
11
8
10
24
7
6- Social Relevance
17
7- Proximity to Cultural Identities
23
11
12
8- Innovation Creation
19
19
9- Audience Satisfaction
15
2
13
13
13
10- Religion
11- Corporate Social Investment
10
10
12- Pluralism
8
8
7
13- Programmes scheduling
7
7
7
14- Women Empowerment
5
15- Competence of Broadcaster Staff
5
39
SOUTH AFRICA ...
Providers
Users
TOTAL
Experts
92
22
1- Social Relevance
30
40
59
2- Quality of Information
22
37
3- Audience Satisfaction
33
11
9
13
29
4- Independence Transparency
29
17
5- Proximity to Cultural Identities
9
5
3
15
6- Diversity of Contents
15
15
7- Accessibility to the Media
12
3
8
8- Competence of Broadcaster Staff
8
7
9- Vision, Values, Mission
0
7
7
10- Creation Innovation
7
11- Ethics Policies
6
1
5
0
12- Corporate Social Investment
6
6
13- Participation Interactivity
6
6
40
Providers
Users
TOTAL
SWITZERLAND ...
Experts
48
17
1- Quality of Information
31
47
2- Independence Transparency
5
25
17
20
41
3- Ethics Policies
21
12
36
24
4- Mission, Values, Vision
5
18
23
5- Accessibility to the Media
19
3
6- Audience satisfaction
22
15
6
21
7- Proximity to cultural identities
16
16
8- Pluralism
13
13
9- Diversity of contents
2
8
10
10- Participation Interactivity
9
11- Quality of Contents
9
4
4
12- Programmes scheduling
2
2
4
13- Educative Mission
4
4
14- Competence of Broadcaster Staff
15- Innovation Creation
2
2
41
Summary ...
Feasibility Study of a Certification Scheme
dedicated to the Broadcasting Industry
Preliminary Results 1- The Broadcasting
Industry from theory to practice 2- What is a
Certification Scheme? 3- A worldwide success
story ISO 9000 4- The objectives of the survey
5- The methodology used 6- Results 7-
Synthesis 8- Appendix 8-1- Raw Data 8-2-
Bibliography
42
South Africa
ALL COUNTRIES...
CH
India
Colombia
Canada
TOTAL
Top 10 77
165
53
5
59
48
1- Quality of Information
163
22
31
34
29
47
2- Independence Transparency
142
7
92
7
36
3- Vision, Values Mission
4- Ethics Policies
117
13
28
29
6
41
5- Social Relevance
116
24
92
96
7
28
23
17
21
6- Minority representation Proximity
94
30
36
15
13
7- Diversity of Contents
92
53
30
9
8- Quality of Contents
89
10
9
15
33
22
9- Audience Satisfaction
10- Accessibility to the Media
85
4
6
37
15
23
43
South Africa
ALL COUNTRIES...
CH
India
Colombia
Canada
TOTAL
70
44
26
11- Citizen Empowerment
62
26
8
19
7
2
12- Innovation Creation
52
15
4
33
13- Education
14- Participation Interactivity
45
29
6
10
24
8
16
15- Pluralism
16- World Perspective
18
16
2
17- Competence of Broadcaster Staff
17
5
8
4
16
10
6
18- Corporate Social Investment
13
13
19- Religion
11
7
4
20- Programmes Scheduling
21- Women Empowerment
7
7
22- Quality of Equipment
6
6
44
South Africa
ALL COUNTRIES...
CH
India
Colombia
Canada
TOTAL
41
163
22
31
34
29
47
1- Independence Transparency
117
13
28
29
6
41
2- Ethics Policies
3- Minority Representation Proximity
96
7
28
23
17
21
4- Audience Satisfaction
89
10
9
15
33
22
5- Accessibility to the Media
85
4
6
37
15
23
62
26
8
19
7
2
6- Innovation Creation
45
Preliminary Conclusions ...
Preliminary Conclusion 1

• In the five countries visited, there is a real
  interest for a Certification / Evaluation Scheme
• dedicated to the broadcasting industry
• based on common pre-defined requirements

46
Preliminary Conclusions ...
Preliminary Conclusion 2
There is a strong convergence in terms of
evaluation criteria to be applied
1- Independence Transparency
2- Ethics Policies
3- Minority Representation Proximity
4- Audience Satisfaction
5- Accessibility to the Media
6- Innovation Creation
47
Preliminary Conclusions ...
7- Quality of Information
And, to a lesser extent,
8- Social Relevance
9- Diversity of Contents
10- Quality of Contents
11- Citizen Empowerment
12- Education
13- Participation Interactivity
14- Pluralism
15- World Perspective
16- Competence of Broadcaster Staff
17- Corporate Social Investment
18- Religion
19- Programmes Scheduling
20- Women Empowerment
21- Quality of Equipment
48
Recommendation

• Do not re-invent the wheel, and make your future
  standard compatible with the ISO 9000 series
• It will guarantee a smooth and credible
  introduction of your standard on the
  international stage,
• It will be quickly understood by everybody

49
Summary ...
Feasibility Study of a Certification Scheme
dedicated to the Broadcasting Industry
Preliminary Results 1- The Broadcasting
Industry from theory to practice 2- What is a
Certification Scheme? 3- A worldwide success
story ISO 9000 4- The objectives of the survey
5- The methodology used 6- Results 7-
Synthesis 8- Appendix 8-1- Raw Data 8-2-
Bibliography
50
Raw Data ...
CANADA
51

• Quels devraient être les critères dévaluation
  des médias électroniques (Radio, TV, Internet) en
  termes de
• Contenu
• Structure et infrastructure
• dans leur contribution au développement social et
  à la démocratie ?

13
20
8
1
5
6
1
0
25
17
9
0
OUVERTURE SUR LE MONDE
QUALITE DE LINFO
ETHIQUE
VALEURS IDEAUX
MISSION EDUCATIVE
INDEPENDANCE ET TRANSPARENCE DE LA GESTION
CONNAISSANCE DE LAUDIENCE
EVALUATION DE LA SATISFACTION
QUALITE DES CONTENUS
DIVERSITE DES CONTENUS
INNOVATION
QUALITE TECHNIQUE
Prise en compte de sources dinformation
étrangères
Rigueur dans les émissions dinformation
Code éthique Pas trop violent
Charte des droits et libertés de la personne
Avoir une plus grande ouverture
desprit Eveiller la curiosité pour de
nouvelles façons de vivre et dêtre
Répartition budgétaire équitable pour la
production
Bien connaître le public-cible du média en
question
Evaluer les besoins des auditeurs
Mesurer la qualité des émissions
Le contenu (programmation) devrait sadresser
à tous les types dâge (diversité)
Produire des contenus originaux
Limiter les niveaux sonores des publicités
Faire connaître les émissions étrangères
Impartialité des lecteurs de nouvelles
Pas vulgaire Existence dun code éthique
vulgarité
Liberté dexpression malgré la rectitude
politique
Structure centralisée mais dotée dun réseau
étendu
Diversité des publics-cibles
Ne pas sassujetir aux côtes découte
Présence équitable des émissions culturelles
Plusieurs catégories démission à lintérieur
dune même catégorie
Innover dans les contenus de linformation
Ouverture sur le monde Correspondants
étrangers
Expliquer plus en détail les faits dactualité
Sobriété dans la couverture dune tragédie,
dun drame Code éthique garantissant le respect
des personnes
Permettre le développement culturel
Vulgariser le savoir spécialisé
Transparence dans la gestion compétence des
gestionnaires
Mesurer satisfaction /programmation /émissions Et
c.
Divertit Divertissement dans tous les types
démission
Le contenu devrait être diversifié tant sur le
plan culturel que sur le plan de linfo
Informer lauditoire de ce qui se passe ailleurs
au pays (province et région)
Participation des publics et experts à des
débats de société Ser. Public Privé
Existence dun code déthique publicité
Identifier, promouvoir et décrire les
différents métiers
Indépendance par rapport au politique
économique (pouvoir)
Couverture géographique Contenu Rejoindre
lensemble de la population (non seulemet la
métropole
Avoir des contenus nationaux, régionaux, locaux
minimum définis par la com. nationale
Respect des dispositions nationales pour la
signalisation sexe violence
Télé service axé sur les préoccupations quotidienn
es
Faire connaître plusieurs aspects de la
société (pas seulement les policiers et les
crimes)
Groupe UTILISATEURS
MONTREAL, le 17 octobre 2002
Savoir comment fonctionnent les médias à
létranger
Dominic CYR
Anne FRADETTE
Jacques POIRIER
Favoriser les échanges culturels et
scientifiques
Jules PATENAUDE
Jacques CHAMBERLAND
52
23
7
6
11
23
2
23
8
0
2
0
RESPECT DU CITOYEN
INNOVATION CREATION
MISSION VISION
SATISFACTION
QUALITE DE LINFORMATION
DIVERSITE DES PUBLICS
QUALITE DES CONTENUS
INDEPENDANCE
TRANSPARENCE
OUVERTURE SUR LE MONDE
ACCESSIBILITE
Les médias respectent le citoyen/auditeur
Serv. pub priv
Encourager la création culturelle, artistique,
etc.
Qui corresponde à lidée dune télé (radio/
nouv. Médias) publique
Ils doivent procurer la satisfaction des
différents publics
Ils doivent informer
Plaît aux jeunes et moins jeunes
Les idées circulent librement Pas de censure,
pas de pression
Indépendance totale du pouvoir politique
Gestion transparente des ressources humaines
et financières
Qui vous informe sur ce qui se passe ailleurs
dans le monde
Couverture géographique presque totale
Permet aux gens de sexprimer à lantenne
Développement (public) du talent (artistique,
athlétique, etc.) Promotion (privé)
Lentreprise a le souci de rassembler le plus
grand nombre
Consulter/mesurer les usagers sur leur
perception /besoins du média
Crédibilité de linformation
Ils doivent offrir/satisfaire tous les publics
ciblés
Encourager les débats didées
Programmes Indépendance des pressions
commerciales Contenus des émissions
Permet de comprendre les autres cultures,
sociétés
Sadresser à lintelligence Ne pas sous-estimer
son auditoire
Innovation Recherches de nouvelles façons de
faire Contenus, formats, etc.
Etre centré sur la mission
Proche des préoccupations du public
Offrir une information fiable
Service national public privé Reflet
régional Reflet des interêts régionaux
Lenrichissement du débat public
Niveau élevé de qualité de la langue Serv. pub
priv
Perception dêtre un service essentiel par la
majorité de lauditoire
Equilibre dans le traitement de linformation
Reflet de toutes les réalités ethniques,
sociales,
Caractères complet-profondeur tous contenus
Favoriser la tolérance
Le service est perçu comme utile (général)
Code déthique journalistique
Ils doivent divertir
Indépendance éditoriale journalistique
Surprendre Etonner

• Quels devraient être les critères dévaluation
  des
• médias électroniques (Radio, TV, Internet) en
  termes de
• Contenu
• Structure et infrastructure
• dans leur contribution au développement social et
  à la démocratie ?

Groupe PROFESSIONNELS
Offrir plusieurs points de vue Pluralité
équilibrée
Que vous ayiez plaisir à regarder, entendre
MONTREAL, le 16 octobre 2002
Denis PELLERIN
Louise LENTEIGNE
Citoyen enrichi
Le citoyen en est enrichi
Jean-Claude LABRECQUE
Jean HÉBERT
Faire découvrir
Faire découvrir
Lucie LALUMIERE
53

• Quels devraient être les critères dévaluation
  des médias électroniques (Radio, TV, Internet) en
  termes de
• Contenu
• Structure et infrastructure
• dans leur contribution au développement social et
  à la démocratie ?

17
15
10
10
0
10
7
31
8
8
6
11
4
3
QUALITE EDITORIALE
CONNAISSANCE
INNOVATION
QUALITE DES CONTENUS
AUTOREGULATION
PROXIMITE
ACCOUNTABILITY
CITOYENNETE
DIVERSITE
PLURALISME
ACCESSIBILITE
INDEPENDANCE
CREATION
OUVERTURE SUR LE MONDE
Emploie des journalistes bien formés
(?relationnistes)
Emissions visant à améliorer les connaissances
du monde contemporain
Structure dapprentissage démergence.
Formation de la relève etc.
La qualité des émissions - Analyse des
quintiles - Selon les indicateurs A définir
Problème de compression du son Harmoniser le
volume du son dune émission à lautre
Reflète culture Populaire Service public
Le public doit être au centre de la
préoccupation des mass médias
Obligation de service public
Programmation variée (Info, variété, jeux,
dramatiques, science) Chaîne généraliste
Mesurer le dialogue dans les contenus (des
cultures, des idées, des pros et des novices)
Présenter les émissions dans les créneaux
susceptibles de rejoindre les publics visés
Propriété Structure indépendante de
toute influence indue (information)
Trop de programmes achetés La démarche
programme est essentielle à la
contribution sociale et démocratisation du mass
média
Des émissions qui présentent une vitrine sur
le monde TV Exploratrice
Information signifiante ? faits divers
Léchange des connaissances est essentiel (un
contenu qui enrichit)
Présence à lantenne de jeunes enfants (Créateurs
)
Témoin, témoignage Téléspectateur acteur
Les médias électroniques doivent être
redevables à la population quils
desservent. Organisme de régulation qui défend
la population
Emissions à caractère civique
La spécificité de chaque élément du système par
rapport à lensemble. Chaînes complémentaires
Le média doit dadresser au plus grand nombre
possible, de son public possible
Public privé La distance (arm length) entre le
pouvoir et le mass média est proportionnelle
à sa contribution utile à la démocratie
Avoir des services à létranger Service public
Structure qui permette la création
Information autonome (Equipes en propre)
Emissions qui réveillent la créativité des
jeunes enfants
Informelle (Structure, pour faciliter léchange
interne. Ex courrier elec libre)
Contenu efficace, professionnel, de qualité
(Maitrise du média)
Limiter le temps de publicité
Contenu naturel, réel, sans tricher
Présenter des émissions sans but lucratif
(Non rentables)
La présence de la plus vaste gamme des sujets,
et de la diversité des perspectives sur ces
sujets
Contenu sélectif tout en étant ouvert
Luniversalité daccès (Structure)
Présenter les meilleures émissions étrangères
Qualité de la langue parlée et écrite (nouv.
médias)
Code éthique Indépendance journalistique à
tous les niveaux politiques, économiques,
culturels
Contenu responsable (assumer ses choix, être
affirmé, précis)
Pour service public Emissions Formats novateurs
Limiter les lignes (appels tel.) ouvertes à
certaines heures
Proximité à la population desservie (Médias
locaux, Commu- nautaires, régionaux, nationaux,
etc) Contenus et structures
Un contenu respectueux de son auditoire Ex
violence, sexe ..
Contribution aux objectifs sociétaux en
termes de respect de la loi qui fixe les
missions de lan
Culture de la tolérance, de la dissidence
Laccessibilité des contenus
Elimine scènes de violence gratuite des
dramatiques Ne pas programmer horaire de
diffusion
Culture de la tolérance, de la dissidence
Structure participative des citoyens (Comités
consultatifs, causes commu- nautaires)
Présenter une variété des genres (critère
systémique) Ensemble du système
Du contenu innovateur dans une forme qui fait
appel aux nouvelles possibilités technos
Contenu représentatif des différents segments de
la société Age/Sexe/ Ethnie/Urbains /Ruraux
Groupe EXPERTS
Actualité (immédiate, active,présente) Rejoint
la proximité
Représentation dans lespace public de
lensemble des acteurs sociaux à lantenne
(Représentation dans la program.)
MONTREAL, le 15 octobre 2002
RABOY Marc
Univ. Montréal
Chercheur et prof. Dep communication
La promotion des débats publics hors antenne
(autant par des émissions dinformations que
de fiction /divertissement)
Structure régionalisée de production
et programmation
BÉDARD Claude
Président
Exelmans Prod.
CARDINAL Lise
Présidente
Lise Cardinale et ass
GIROUX Daniel
UM Laval
Chercheur au Centre détude des médias
Le contenu mass média doit être intimement lié
au tissu social qui labrite au niveau du
contenu
LAFLAMME Diane
SRC
Coord. TV régional et rel. internationales
VALLERAND Charles
SRC
Chef affaires réglementaires
54
Raw Data ...
COLUMBIA
55
Cuáles deberían ser los criterios de evaluación
de los medios electrónicos (TV Radio) en su
contribución al desarollo social y la democracia?
CIUDADANOS Bogota, Colombia, 11 Octubre 2002
20
16
15
15
12
9
6
9
3
Preservación de la diversidad cultural y
connexiones interculturales
Equipos apropiados e infraestructura
Participación ciudadana
Visión y estrategia
Planeación
Capacitación de audiencias
Regulación apropiada
Innovación
Etica e idoneidad
Atender las opiniones y los aportes de las
asociaciones de usuarios
Etica en el manejo de las fuentes. Información
verificable
Hacer cumplir los objetivos democráticos de la
comunicación
Tener formulada la VISIÓN
Preparación adecuada de la programación
Formación de las audiencias con sentido crítico
Promover el diálogo intercultural
Tener equipos apropiados
Permanente evolución y crecimiento
Responder a las necesidades educativas de la
sociedad
Balance entre os objetivos de educar, orientar,
informar y recrear
Definir los contenidos de la democracia desde los
productores
Representación apropiada en la Comisión Nacional
de Televisión
Información clara para los lectores
Calidad del material técnico, de la programación
y la estética
Identificar las necesidades del receptor
Identificación de nuevas necesidades
Tener programación que genere identidad cultural
Retroalimentación entre emisores y receptores
Etica periodística frente a las presiones
Ser medios para mejorar el conocimiento
Regulación de programación educativa
Desarrollo de nuevas tecnologías
Diálogo entre diferentes culturas
Cobertura amplia del servicio
Interés público
Recuperar los contenidos de los medios para la
ciudadanía
Educar a los que hacen televisión
Investigar las necesidades de conocimiento de las
audiencias
Programación que exalte las minorías
Promover proyectos educativos y de recepción de
los televidentes fuera de las pantallas
Compromiso social
Mostrar diferentes puntos de vista que generen
criterios en las audiencias
Enfoque multicultural
56

• Cuáles deberían ser los criterios de evaluación
• De los medios electrónicos (Radio, TV, Internet)
• De un sistema audiovisual
• En su contribución al desarollo social y la
  democracia?

PROFESIONALES Bogota, Colombia, 12 Octubre 2002
13
4
5
7
4
8
1
1
10
7
9
6
0
Derecho a la independencia de la información
Educación del público hacia los medios
Garantizar la Participación e inclusión de todos
Participación del público
Construción de la democracia
Defender los intereses colectivos
Crear enlaces con terceros
Garantizar contenidos de calidad
Garantizar Parámetros de calidad
Derecho a la independencia del poder económico
Innovación permanente
Fomento de Valores
Empoderamiento ciudadano
Responder necesidades del Servicio Publico
Un medio debe estar al servicio de su audiencia
por encima del interés particular de sus
propietarios
Igualdad de acceso para todos los actores sociales
No hay democracia si el ciudadano desconoce el
manejo del Estado y los recursos públicos
Formación para la recepción del mensaje
audiovisual
Satisfacer necesidades colectivas y no
particulares
El medio debe cumplir los más altos estándares de
calidad de producción y emisión
Buscar nuevos talentos en lo audiovisual
El medio debe ser el reflejo de la divsidad
étnica, política y cultural de la sociedad
Servir como mediador o enlace con el mundo
Evaluar la calidad de los contenidos
Fomentar valores de convivencia pacífica
Imparcialidad en la información
Cumplir con los fines de informar educar y
entretener
El medio debe abrir todos los espacios posibles a
la participación de los espectadores
Defensores del televidente para formar
espectadores críticos
Manejar contenidos acordes a las necesidades de
la población
Las audiencias tienen derecho a saber lo que
sucede por encima de los intereses del gobierno y
los grupos de presión
Dar paso a la creatividad y a la experimentación
Fomentar valores en general
Garantizar amplia cobertura
Compromiso social por encima de los intereses
económicos
Garantizar un alto porcentaje de contenidos
nacionales, regionales y locales para reforzar la
identidad cultural
Contribuir a la generación de opinión pública
Ser reflejo de nuevas corrientes de pensamiento y
estéticas
Educar y/o viabilizar la construccion de
democracia
Crear más espacios de participación para que la
gente pueda expresar su opinión sobre los
contenidos
Ofrecer contenidos acordes con las franjas
horarias
Los medios deben estar al servicio de los
ciudadanos y no del poder
Contribuir a la realización de programas del plan
de desarollo
Respetar la intimidad de las personas
Tener programación coherente
Debatir permanentemente sobre la influencia de
los medios
Derecho a la transparencia de información sobre
los propietarios de los medios
Tener un buen conocimiento de las audiencias
Tener en cuenta el proyecto de Estado
57
13
10
4
3
2
EXPERTOS Bogota, Colombia, 11 Octubre 2002
Criterios de participación en contenidos y
programación
Criterios de servicio público
Criterios de calidad de la producción
Criterios de recepción
Criterios de gestión
Acceso abierto a la programación por parte de
diversos sectores de la población
Contenidos locales y significativos culturalmente
par las audiencias
Espacio democrático para la construcción de
intereses nacionales
Competencia, idoneidad y transparencia
Cuáles deberían ser los criterios de evaluación
de los medios electrónicos (TV Radio) en su
contribución al desarollo social y la
democracia? (Servicio público audiovisual,
participación, administración, contenidos,
programación, audiencias, estándares de calidad
de los programas)
Crear ligas de televidentes
Expresión ciudadana, visibilidad de los
ciudadanos en la pantalla
Hacer estudios cualitativos de las audiencias e
identificar sus perfiles
Focalizarse en la idea de que el producto
consiste en hacer tv y no manipulación política
Producción de agenda pública con temas de interés
colectivo
Auto-regulación de los contenidos
Producción concertada con la ciudadanía para la
producción de bienes públicos desde la
divergencia y la no exclusión
Hacer la programación basada en estudios
cualitativos de audiencias
Buen balance en el tipo de programas y segmentos
de programación
Apertura a la innovación y uso del lenguaje pleno
audiovisual
Sistema gerencial eficiente
Conocimiento del manejo del medio. Idoneidad del
equipo de administradores
Crear sentido de pertenencia y ser factor de
reconocimiento social
Investigación sobre los públicos en cada una de
las franjas
Administración y gestión del bien común
Políticas públicas para garantizar la
participación ciudadana
Que los contenidos tengan mirada crítica,
presenten opciones creativas y muestren un
contexto de realidad
Garntizar la continuidad del servicio público
Hacer estudios de recepción sobre géneros exitosos
Adaptación a nuevos desarrollos
Participación del ciudadano en los contenidos
Privilegiar las necesidades de las audiencias y
la estructura de la programación por encima de
los intereses políticos y comerciales
Autonomía, independencia y eficiencia financiera
Creatividad y calidad de los contenidos
Estándares de calidad pensados desde la gente y
no sobre la gente
Dar soporte técnico y financiero a otras
modalidades de televisión, como la comunitaria
Innovación y competitividad
Representación en el manejo del servicio en las
instancias oficiales
Responder a las necesidades de información y
contextualización de las audiencias
58
Raw Data ...
INDIA
59
What should be the evaluation criteria
of electronic media (Radio TV Internet) in
terms of 1- Contents 2- Structure and
infrastructure In their contribution to social
development and democracy?
USERS New Dehli, India, 30 October 2002
24
5
9
6
13
6
11
6
4
Quality and Balance in programmes contents
Targeted Audiences
Women empowerment
Preservation of national identities
Social Relevance
Technical coverage
Religion
Education
Code of conduct
Educational and agricultural programmes and
social development
Women programme should be introduced on
Doordashan national TV
More entertainment programmes, maket programmes,
programmes for solving unemployment of youth
Shift devotional programme from 4 a.m. To 6 a.m.
On FM II
Entertainment programmes are being broadscasted
suitably (in terms of timing, contents and
quantity)
Radio signal are not received in Palika Bajar
Public Service should have a code of conduct
Regional programme is not sufficient
Programmes for army personnel and patriotism
should be broadcasted between 5 and 6 p.m. On
sundays only
More duration on Bakti Sangeet (religious
devotions)
Radio signal in Calcutta downtown is very poor
Educational discussions for the students
Women programmes should be introduced which
should include cookery also
Based on audience feedbacks, ensure continual
improvement of programmes quality
Keep the moral and traditional values in all
programmes
Programmes for army personnel should also be
broadcasted by national TV, not only radio
Children education
Doordarshan should telecast following
programmes Monday Shiva chalisa Tuesday
Hanuman Chalisa Wednesday devotional programmes
on some gods and godesses Thursday Satnarayan
ktha Friday Bhakti Sangeet on any gods
Duration of programmes on cookery should be
increased
Availability of educational broadcasting
Good balance between education, information and
entertainment
Radio programme is better than TV especially for
children education
Women freedom and their social activities
Programmes for increasing ones knowledge should
be introduced
Children programmes should be of good quality
60
What should be the evaluation criteria of
electronic media (Radio TV) in terms of 1-
Contents 2- Structure and infrastructure In their
contribution to social development and democracy?
PROFESSIONALS New Dehli, India, 30 October 2002
23
1
7
12
11
16
7
15
1
Feedback mechanism
Accessibility to the media
Social Relevance
Code for broadcasting
Balanced Contents
Independence of the structure
Preservation of cultures and regional identities
Technical quality Of broadcasting
Impact measurement
Provides a balanced source of information,
entertainment
By questionnaires through networking with
community head, ngo, or any other institution
To what level the contents contribute to
socio-economic development
Make available the broadcasting infrastructure to
different political groups
Impact of public service broadcasting by
satisfaction indicators
Sound based programmes on actuality recording in
own dialects from cultural linguistic minorities
for better integration with main stream
Broadcasting was under Ministry of Information
and Broadcasting. In 1997 an autonomous
corporation was structured and formed. All Media
follow a code of ethics
Established guidelines for broadcast including
both conventional and written
By programmes which help the listeners in solving
common problems
Availability of satisfactory reception in coverge
area
Strong infrasructure network to cover
geographical area
Availability of programmes of national, regional
and local interest
AIR is public broadcasting service with theme
contents
Content of programmes should be dovetailed to the
needs and taste of audience
By programmes on health, hygiene, info on day to
day happenning, awareness programmes on social
evils and superstitions, blind faith, etc
Wether programmes of separate religion/language
are serving the needs of minorities
With what easyness he gets the radio signal
Contents meets regional aspirations
Structure is reasonably independent from the
Government but Govermental policies are projected
Contents meet linguistic aspirations
AIR has 212 stations that cover 99 of the
population. All the stations broadcast programmes
in the languages and dialects spoken in their
coverage area. Programmes, indigeneous music,
literature, cultural and religious festivals,
besides enrichment programmes meant to improve
their quality of life.
Does it have well identified sectors, issues,
pointers to relate programmes to social
development
Unity in diversity is projected promptly for
protection of cultural minorities
Programmes, news, including current affairs
programmes protecting social and development
aspects of all cultures and linguistic minorities
61
27
5
9
15
14
26
9
19
10
5
6
Research interface Audience feed-back
follow-up
Educational contents
Diversity of contents
Innovation, Creation and Interactivity
Independence and transparency
Coverage
Ownership and access to medias
Media Education Initiatives
Scheduling
Codes of conduct
HR development
Have Campus TV and Radio programmes made by
students and demystify (teach) technical other
skills to students groups
Time of broadcast of public service messages
Existence of research programmes on TV spot, Tv
programming, content outline, formating, audience
feed-backs, participation, discoore analysis,
social awareness, participant observations Informa
tion facilitation, etc.
Range of issues covered in daily programmes
(health, women, children, etc.)
Independence from sources of funding
Code for advertisement content monitoring
HR practices defined and followed (recruitment,
training, evaluation, etc.)
Innovative and Creative programming
Pay special attention to literacy, distance
education, build up of social awareness
Access, penetration and availability of media
Provide total or near total coverage of national,
regional and local audiences
News and current affairs. Editorial freedom
Time devoted to different facets of PSB
Code of conduct giving the guarantee of
independence
Practical and Flexible methodology of broadcasting
Focus on children (number of programmes for by
and of children
Training for broadcasters
Systematic control mechanism on programming,
independence, scheduling, etc
Make media literacy mandatory in schools, part of
their new curriculum so that it becomes a tool,
not a nuisance to be dealt with
Consideration of local social norms (obscenity,
vulgarity, good taste, etc.)
Provision of interactivity in programmes
Encourage production of local programmes instead
of relay from Dehli
EXPERTS New Dehli, India, 31 October 2002
For media transparency, regular visits to
newsrooms medias organisations by selected
regulatory committees
Public participation, Mass involvement. Public
Cause
Existence of a research survey system
Provide a comprehensive service merging,
information, education and entertainment
Provide access programming to facilitate
expression of their views, articulation of talents
Have archival, transcription and media monitoring
done by students of media on a regular basis
Understand public needs (felt needs) immediate
and future needs
Good balance between national/foreign programmes
Integration of needs and wants into programmes
Provide domestically produced programmes to
stregthen cultutal identity and cater to minority
audiences
To know your public profile, social status,
minority, religions, demografic. Then prepare
schedule. Interaction through personal contact,
ltters, phone, newspaper.
Emphasis on education through entertainment
What should be the evaluation criteria of public
service by electronic media (Radio TV
Internet) in terms of 1- Contents 2- Structure
and infrastructure In their contribution to
social development and democracy?
Feed back approach
62
Raw Data ...
SOUTH AFRICA
63
USERS Johannesburg, South Africa, 6 November 2002
What should be the evaluation criteria of
electronic media (Radio TV Internet) in terms
of 1- Contents 2- Structure and
infrastructure In their contribution to social
development and democracy?
22
1
12
11
22
8
14
1
8
0
0
Resources Allocation
Vision Values Mission
Audience Measurement
Diversity in Information
Independence of Information
Skills Development
Social relevance
Technical Access and Reach
Diversity in Contents
Policies Guidelines
Preservation of identities
Education through informative programmes on
social issues like aids, crime, unemplyment,
interpersonal relations
Improve instruments (diary vs meters) for
assessing audience feed-back
To provide news local, national, international
To deliver content that entertains, informs and
educates according to consumer needs (diverse
targets)
African langages stations. National
stations. Community stations. International,
unesco, BBC
Consolidated, sensible broadcast footprint for
home langage radio
To establish a news service independent from Govt
ito content (i.e. Not politically one sided)
Time spent on voter education Voting
figues Stations and channels involved
Democracy Stability indicators Foreign debt
figures
Identify isolated minorities provide content,
estimate infrastructure to improve their mindset
Working policies for news gathering and production
Skills and training of Radio and TV
Managers (Make use /advantage of Internet)
News bulletins per vernacular over time /
duration. Topics adressed
Expose people to social norms and values in an
entertaining way through soapies for example
Accessibility of Internet in schools, internet
cafes, universities
Fair consistent coverage of unions,
associations, etc. that may be anti-govt
Develop broadcast weekly programmes on
identified social problems that have reached
endemic proportion in SA (HIV, AIDS,
RAPE,Poverty) to educate public
Assess track consumer needs media consumption
patterns (urban rural)
Programmes for army personnel should also be
broadcasted by national TV, not only radio
Contents local vs international of language
group. Content categories
No news is bad news (independent censorship
monitor). Lobby for broadcasting authority
Broadcast contents for different and identified
target markets to cover population (e.g. Age,
gender, youth, etc.)
National PBS TV. Int. TV e.g. CH, Africa, BBC, CNN
Increased public access to Internet (only 5 of
the pop in SA)
To foster social responsibility in output
(attitudes, ethics) (can change how people think
Build national pride in SA by providing
programmes on resources, heritage, developments
that obtain international recognition
Include quota for local content to
encourage/foster local industry (music,
programmes, etc.)
Audience figures, TAMS ratings, websites,
pupils/students/people visiting web sites
To develop and sustain (through relevance) radio
stations within PBS portfolio of P.B. Content
(programmes) covering all of official languages
of country)
For evaluation purposes focus on problems
needs that are affecting SA society
To increase access to electronic media through
satellite/digital technoology
Minority groups, language, political expression,
economic power
Typical SA Problems needs unemployement,
poverty, health issues, crime, slums/squatter
camps, shortage of basic needs (water, housing,
transport, electricity, food)
Use of research to improve local programming
through customer satisfaction feed-back
To assess reach of electronic media by community
size (i.e. Urban/rural) by total pop (age,
gender...)
Evaluate local content but expensive to produce
infrastructure.
Languages out of total used, target audience
numbers/size, coveraged
Topics adressed in social development Success
rates Growth/decline Problems solved
Increase transmitters in rural areas
How are individual needs met by Radio and TV
(e.g. Police files, health, etc.)
Problems needs adressed, topic duration, feedback
received
Ensure 100 radio access in SA
Nb of stations, cahnnels, internet sites in use,
area covered, money spent
64
PROFESSIONALS Johannesburg, South Africa, 7
November 2002
32
6
5
16
6
10
7
3
15
5
SOCIAL LOCAL RELEVANCE
CORPORATE SOCIAL INVESTMENT
LANGUAGES
RESEARCH MARKET INTELLIGENCE
CREATION INNOVATION
UNIVERSAL ACCESS
GOVERNANCE
REGULATORY FRAMEWORK
PUBLIC PARTICIPATION
CORPORATE ETHOS
Existence of daily content free of sex and
racism bias
Social development to be broadly defined Not too
narrowly
Language relevance for the intended market
segment
Clarify the role of ICASA Clarity Power
Public support (participation, ) affinity to
the relevant media i.e ARS AMPS (All Media
Public Survey
RAMS/TAMS linked to our needs
Development of on-air talent

• - Footprint
• should count
• AM or FM or
• satellite mode
• to qualify

Ability to confront authority/ Level of
independence from government authority
Deciding on country specific definitions of
social development democracy
Daily programs on issues relating to people
lives
Social uplifment of society through social
investment programs
Existence of one hour daily TV programming in
the 4 minority languages (Venda, Tsonga,
Ndebele, Swati)
Comply with rules of ICASA by the broadcaster
Voting by listeners if the content is in line
with their needs
Existence of audience research in order to
determine if the contents satisfy the audience
Providing broadcasting services to all
economical sectors of the country (universal
access)
Dismantle bureaucracy allow ordinary voices
to be heard
Translation of defining variables into -
Information - Education - Entertainment
Daily programs for the marginalised (ex
unemployed, poor, uneducated) where they speak or
contribute
Measurable development programs that are
sustainable
Existence of programming catering for the
audience needs in eleven official languages
Radio TV
More teeth given to NAB, ASA and BCCSA
Public voting/rating
Customer satisfaction relationship
Appointment of an independent board and
executive management structure
Existence of daily formal educational
programming curriculum based school radio
and TV at all levels
Radio stations off-air contribution to and
support of social issues

• Understanding
• population needs
• Information
• Education
• Entertainment

News content to provide accurate unbiased
reporting on national and international issues
SABC specific monitoring system in place
Local content of its affinity with
characteristic life of the cultural group
DJs that present shows to