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