By Cătălina Dumbrăveanu
Is one European international broadcasting media possible? In the context of a common EU foreign policy and growing sense of European identity, the need of a single voice for Europe is questionable.
A pan European media institution could advocate the issue of the Union amongst its citizens and abroad. The views on this topic are divided and as a possibility – it is critically seen among European public media institution leaders.
Peter Limbourg, Director General of Deutsche Welle, Germany’s international broadcaster and one of the largest companies in Europe, believes that a single European broadcasting can only exist in an ideal world.
“It’s not possible in this realistic world,” Limbourg said, after discussing the challenges of managing media establishments. In his opinion, closer collaboration with local media and constant search for new partners might work better to broaden the impact. The importance of having an individual continental voice shouldn’t be forgotten.
“We are together [in the EU] but we are different,” said Cécile Mégie, Director of Radio France International. She noted that diversity and plurality are the values staying at the core of their work, as international broadcaster.
Jean Philip De Tender, Director of Media at the European Broadcasting Union also shared the view that the multiple opinions are crucial in the European democracy.
“This plurality of voices is what makes European Union stronger, we debate and argue on our differences,” he added
In the context of global information, the importance of international broadcasting stays in the contribution it can bring to the societies, impacting on people. Arguing on the fine line between public diplomacy and propaganda, the leaders emphasize their mission of presenting a reliable source of information.
“Our mission is to reflect plurality around the world,” stated John F. Lansing, CEO and Director, Broadcasting Board of Governors, USA.
“Plurality of opinions and facts is not propaganda”, he added.
While a growing number of European citizens seem to question EU’s policies and many local voices express stronger positions against the EU, the responsibility of international broadcaster’s increases. Their impact can be measured through analyzing how their audience sees the world.
It is crucial to connect with this audience at domestic level and engage much more people in the media process, offering space for debate.
“The job actually starts when you publish the content”, de Tender noted. Only afterwards you have to engage the public by using a plethora of digital tools. Moreover, citizen’s journalism can be a powerful resource for providing local insights, broaden perspectives and influence political sphere.
In the age of high speed internet and global information, finding balance between breaking news and providing context is more necessary than ever. The public international broadcasters have the capacity to achieve this goal, without the need of compromising their voices to a single, European one.
