Bahrain Broadcasting Builds Independence from

UNCLAS SECTION 01 OF 02 MANAMA 001523 SIPDIS STATE FOR NEA/PPD CWHITTLESEY, NEA/ARPI JJOHNSTONE E.O. 12958: N/A TAGS: KPAO PREL PGOV BA SUBJECT: Bahrain Broadcasting Builds Independence from Within, Sees Future in PBS/BBC Models REF: Johnstone/Hornbuckle emails/telecom 10/11) ¶1. This is an action cable. See paragraph 13. ¶2. Summary: The Bahrain Radio and Television Corporation (BRTC) has begun a major overhaul of its state-run media enterprise, and has embraced a reform strategy that has potential to enhance its independence by making major structural changes to the organization. The goal is to increase editorial and financial independence, including creation of a PBS-style board of directors and a separate BBC-style commercial service. This initiative, generated by a personal request from the Minister of Information and supported by a MEPI-funded assessment, has already resulted in changes to editorial content, with more attention to local news, business and health programs. The long-term strategy calls for more structural changes in the organization, consolidating staff, and paying greater attention to its financial viability and long-term sustainability and independence. If successful, this initiative will constitute a substantial shift away from government-run media to government-owned and increasingly independent media. ¶3. The Ministry of Information has asked for more support from the USG to implement the recommendations in the MEPI assessment. We believe the energy behind this project is genuine and will advance our democratic reform goals in the region. The Embassy urges further USG support for this endeavor. End Summary. ¶4. In July 2005, CHUM Television International began its assessment of BRTC and took a hard and realistic look at the organization, its bloated state-bureaucracy, its preoccupation with royal "Court" coverage, and its increasing irrelevance against a backdrop of an explosion of Arab satellite television networks. With support and buy-in from the Bahraini Minister of Information Abdul Ghaffar, eager to modernize and "brand" Bahrain as a financial services center to the region, BRTC quickly adopted changes in news content. These changes included granting editorial control of Royal Court News to the News Department, which quickly acted to shorten Court news items, and devoting a team of five reporters to local news coverage instead. BRTC has created a digital newsroom, laying the groundwork for greater efficiencies throughout the organization. The local program "Bab Al Bahrain" has begun airing real local Arabic language news, but continues to be severely under-resourced. ¶5. On October 16, PAO met with Fawzi Tolefat who, as advisor to the Minister of Information, is charged with implementing the strategies recommended by CHUM Television International. CHUM's recommendations for BRTC include substantial organizational and management changes, enhanced commercial production, and the development of quality news content and channels. ¶6. According to Tolefat, BRTC would like to move forward with what he referred to as "radical changes." He said the ultimate objective of this reform is a broadcaster that is customer-oriented and driven by the needs of the audience for news, information, and entertainment. To accomplish these changes and overcome the entrenched resistance to change among its aged and atrophied civil service, BRTC is convinced it needs a foreign expert to assist in the implementation stage, which they forecast will take two years. The Ministry has requested USG assistance to at least partially fund this project, preferably the CHUM advisors with whom they have already worked. These two consultants would work with the Chief Executive Officer (CEO) and the Chief Operating Officer (COO) to oversee and implement the recommendations. COMMENT: From mission perspective, CHUM has created real momentum and a dynamic working relationship with BRTC management. BRTC Genesis -------------- ¶7. CHUM's recommendations for organizational changes are aimed at improving BRTC's commercial viability and editorial independence, including the recruitment of a CEO with experience in market and customer-driven organizations, and a COO. Other recommendations include: introduce job descriptions for corporate officers and department heads; develop a mission statement for BRTC as a domestic public broadcaster and as an international broadcasting service; clarify lines of authority and responsibility; simplify management structure and consolidate operating units; evaluate BRTC's opting out of the civil service system in order to reorganize departments for operational efficiency with a merit system for performance; initiate 12-month program planning cycles and budget; improve planning process; acquire financial software and systems to support BRTC's budget; and develop a centralized Information Technology Department. ¶8. Recommendations for commercial production changes include creating an independent commercial production unit to serve both radio and television. This unit would be a profit- center for BRTC. A promotions department would serve to brand and promote BRTC on and off the air, and would produce a marketing plan in conjunction with the sales and marketing department. ¶9. CHUM's recommendations also include changes to BRTC news content and channels that would foster competitive domestic channels that inform, educate and entertain. The assessment found that due to a lack of audience research, current programming priorities are driven by subjective preferences rather than objective market information. Objectives also include the development of quality international channels that resonate beyond Bahrain. ¶10. The heart of the CHUM recommendations are in the area of News Programming and include the following: develop news programming that is relevant to the people of Bahrain; increase local news coverage of events and issues inside Bahrain, to improve and diversify international coverage, and localize and personalize news content and presentation. Since the assessment began, the news department has gained editorial control of Royal Court coverage, and has begun to address the deficit of local news that has resonance for everyday Bahrainis, such as education, housing, spot news reporting, traffic, health, environment, or other relevant topics. ¶11. In contrast to Bahrain print media, which does devote substantial print to local events and community news reporting, BTV has been largely void in this area. CHUM recommends the appointment of a full-time News Director as soon as possible, and the establishment of an independent News Advisory Board to define editorial content and standards, thus contributing to a (Corporation for Public Broadcasting) CPB/PBS-style editorial independence. The board would work on issues such as elections coverage, ethical standards, government news and advertising content. BRTC also plans to re-launch the successful Arabic local news program "Bab Al Bahrain" as a sophisticated local news program, with a professionally trained news team and studio set, and its own independent editorial policy. Both the news department and Bab Al Bahrain should be free of interference from the marketing department, and would develop a policy on how to handle requests for coverage from government agencies and the private sector. ¶12. COMMENT: Backing from the Bahraini government for increasing the editorial independence of BRTC is an important development in the course of Bahrain's democratic reform process, and reflects an attitude of enlightened self- interest that has major potential benefits for the country and its media freedoms. According to Tolefat, the CHUM report has provided a "spark" in an environment where the organization's younger members ("new blood") are already eager for change, greater openness, and to make Bahrain television competitive, relevant, and valuable to the Bahraini public and the Gulf region. ¶13. ACTION REQUEST: Bahrain has requested support for the hiring of two consultants for two years (total cost: $500,000). The Ministry has indicated it might be able to fund about one-half of the costs, but wants USG support for the remainder, both for financial reasons and for the symbolic impact of USG commitment and backing of this reform project. The Embassy strongly recommends participation in this project, which supports the democratic reform process in Bahrain by encouraging development of independent media. By contributing to this project, we show our support for reforms, and retain our ability to influence implementation to ensure the Ministry holds to its commitment to independence of its News Advisory Board. MONROE