THE REMAKING OF "AL-IRAQIYYA" - PRIMITIVE BUT

UNCLAS SECTION 01 OF 02 BAGHDAD 002616

SIPDIS

SENSITIVE

STATE FOR NEA/I, NEA/PPD, DRL, S/TT, PA, AND R
DOD AND NSC FOR PA
EMBASSIES / CONSULATES FOR PAO

E.O. 12958: N/A
TAGS: KPAO PREL SCUL
SUBJECT: THE REMAKING OF "AL-IRAQIYYA" - PRIMITIVE BUT
EFFECTIVE PROGRAMMING

REF: Baghdad 00928

Entire text sensitive but unclassified - please handle
accordingly.


1. Summary: After almost two years of confusion, several
hundred million dollars in investment, chaotic management,
and Byzantine internal machinations, "Al-Iraqiyya" -- the
television component of the Iraqi Media Network (IMN) --
shows signs of finding its voice and projecting a populist
"Iraqi" message, even as technical capabilities deteriorate.
The network has gained credibility and impact (and audience
share; it is now the leading broadcaster in the country)
through its perceived "Iraqi-ization" following the April
completion of a support contract by the U.S.-based Harris
Corporation. Nonetheless, it continues to face serious
hurdles in management, personnel training, and program
production. The Embassy is supporting efforts within the
ITG to enhance Al-Iraqiyya's long-term viability and
capability by addressing structural and legal shortcomings
with the IMN Board of Governors, and is engaging -- largely
through USAID resources -- on selected program, training,
and other areas of support. End Summary.

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ON THEIR OWN
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2. By all accounts, "Al-Iraqiyya" continues to suffer
severe administrative problems, and on a regular basis
disgruntled Iraqi employees engage American interlocutors
seeking assistance and "intervention." There are serious
questions about the capabilities and "agenda" of Director
General Habib Al-Sadr (related by marriage to SCIRI leader
Abdul Aziz Hakim),as well as concerns about the "autonomy"
of the (supposedly independent) Board of Governors. Like
many Iraqi institutions, financial resources, training
opportunities, and authority are centralized, and regional
affiliates are often left to fend for themselves.


3. Nonetheless, since the completion of the Harris contract
just over two months ago, an element of resentment which had
existed on the part of some towards what was considered
outside influence has disappeared. Funded now entirely by
Iraqi Government funds -- and by all indications none too
generously -- the station's image has changed from one with
high production values but considerable foreign programming
(Lebanese soap operas and game shows, American
documentaries, etc.) to an "Iraqi" broadcaster -- warts and
all. The emphasis is now on inexpensive, local programming
-- "talking head" public policy programs, "reality TV," and
the like.


4. Unlike its main rival -- the upscale broadcaster "Al-
Sharqiyya," which appeals to a more cosmopolitan viewer --
"Al-Iraqiyya" carries programming that ranges from the
pedestrian (live sessions of the Iraqi Transitional National
Assembly),to the provocative (such as its most popular
program, "Terrorists in te Hnds of Justice," which puts
alleged malefactors on camera for a grilling by an off-
camera Iraqi security officer; see reftel). The common
denominator is Iraq-centrism. "Al-Iraqiyya" also carries a
prime time weekly economic reform talk show (funded by PA
Baghdad, through a local NGO) called "Iqtisaduna," and a
wide spectrum of inexpensive, "man-in-the-street," phone-in
and talk shows. Graphic, patriotic spots with up-tempo
music promoting the Iraqi security forces, ads calling on
citizens to report terrorists' activities, explanations of
the electricity shortage, and the promotion of Iraqi
democracy are ubiquitous. "Al-Iraqiyya's" frequent paid
public service announcements promoting Iraqi confidence and
pride -- produced by outside organizations -- are the
broadcasters most professional programming.

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MEN OF THE WOLF LEAD THE WAY
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5. One of the most effective local spots is a music video
produced by the Iraqi Ministry of Interior (MoI) which
precedes the top rated "Terrorists" show. Set to
traditional Iraqi tribal music and called "Men of the Wolf"
(MoI's Wolf Brigade produces the "Terrorists" program),it
juxtaposes Iraqi troops training, shooting, dancing, praying
-- a red-tabbed Iraqi general gently opens and kisses a
Qur'an -- with the destruction caused by terrorists,
included damaged mosques and churches, burning oil pipes and
wounded women and children. It is quite an effective piece
of agitprop.


6. In addition to consistently carrying TNA sessions and
press conferences by Iraqi officials, the station churns out
locally-produced music videos praising Iraq and its security
forces. On Friday, viewers are treated to both ends of the
new Iraq's socio-ideological spectrum: in the morning a
religious program offers a unique form of "Sunni outreach,"
with a call-in show featuring four anti-insurgency but very
conservative salafi Sunni Arab shaykhs, while in the
afternoon the program "Hawazir" features an attractive Iraqi
woman conducting random interviews in markets, street
corners and shops; she approaches total strangers (mostly
men),makes small talk with them, and asks them a question
which, if they answer correctly, allows them to select a
prize.

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STILL A DIFFICULT WAY FORWARD
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7. All recent polling and anecdotal evidence continues to
show "Al-Iraqiyya" as, currently, the most popular station
nationwide. This is no small accomplishment considering
that Iraqis now have at least 22 local stations plus -- with
a boom in once-forbidden satellite dishes -- a plethora of
regional Arab networks to choose from. The station's
production values compare poorly with many of its
competitors, but it offers something they do not (or do not
wish to): undiluted positive messaging and an image of
normalcy and self-confidence for the Iraqi people.


8. The ITG has been sensitized to the need to bring "Al-
Iraqiyya's" Board of Governors to full strength and get the
new Board approved by the Transitional National Assembly.
Habib Al-Sadr, an Allawi appointee with family ties to SCIRI
leader Al-Hakim, is under close scrutiny from sectors within
the ITG who would like to see him replaced with a Shi'a
Islamist figure (such as Jawad Talib, Prime Minister
Ja'afari's media advisor and, prior to 2003, Ja'afari's
representative in Tehran).


9. Comment: The key to "Al-Iraqiyya's" continued
effectiveness and sustainability will be its ability to
create an effective and efficient management structure,
including addressing serious personnel issues (especially
staff training and retention),lack of production
capability, and dysfunctional administrative practices.
Embassy Baghdad, both PA and USAID, are engaged in an
intensive dialogue with the ITG and IMN on how the USG can
assist "Al-Iraqiyya" in addressing these urgent needs.


10. Ultimately, a competitive media environment, such as
exists in Iraq, requires excellence for success. But in the
Iraq of today, "Al-Iraqiyya" -- with its simple but targeted
messaging and homespun credibility -- is currently enjoying
a stay at the top of the competitive media heap. End
Comment.

SATTERFIELD