MEDIA AS PUBLIC SERVICE

At the beginning, news and programming in the media industry were essentially public service. Let us then trace the history.

According to Wikipedia entry, in the early 21st-century news programming – especially those of commercial networks – tended to become less oriented on “hard” news, and often regularly included “feel-good stories” or humorous reports as the last items on their newscasts, as opposed to news programmes transmitted 30 years earlier.

From their beginnings until around 1995, evening television news broadcasts in the United States of America continued featuring serious news stories right up to the end of the programme without humour or feel good anecdotes.

This to my understanding is an avenue to increase viewer and listenership. We all know after the fall of the Soviet Union which heralded perestroika and glasnost, defined loosely as the opening of USSR to the rest of the world through commerce, business and information, access to information from communist USSR and eastern blocs including the then East Germany was hard buy aggravated largely by the cold war engaged by the East and West in pursuit of hegemony.

Traditionally, the eastern countries reported censored news through a reduced level of responsibility, attributing their information to a spokesman. As obtained in the West the East also operated news agencies that are closely censored.

News agencies in the west were however more liberal, whereas their press releases and editorial contents were of commercial value mostly through subscriptions. They avoid making judgments and steer clear of doubt and ambiguity. Though their founders did not use the word, objectivity is the philosophical basis for their enterprises – or failing that, widely acceptable neutrality. These ethical standards contributed largely to its acceptability within newsrooms all over the world, commerciality of their products notwithstanding.

Common topics for news reports of these news agencies which included the pioneer Associated Press, include war, government, politics, education, health, the environment, economy, business, fashion, and entertainment, as well as athletic events. And in keeping with tradition, they also cover government proclamations, concerning royal ceremonies, laws, taxes, public health, and even criminal activities; this has also been dubbed news since ancient times. In retrospect, human beings are known to exhibit a nearly universal desire to learn and share news, which they satisfy by talking to each other and sharing information.

Technological and social developments, often driven by government communication and espionage networks, have increased the speed with which news can spread, as well as influenced its content. The genre of news as we know it today is closely associated with the newspaper, which originated in China as a court bulletin and spread, with paper and printing press, to Europe.

THE HISTORY OF NEWS

The English word “news” developed in the 14th century as a special use of the plural form of “new”. In Middle English, the equivalent word was newes, like the French nouvelles and the German Neues. Similar developments are found in the Slavic languages the Czech and Slovak noviny (from nový, “new”), the cognate Polish nowiny, the Bulgarian novini, and Russian novosti – and in the Celtic languages: the Welsh newyddion (from newydd) and the Cornish nowodhow (from nowydh).

With time, news developed from the town crier format from Africa to Europe to Americas to today’s internet driven. Individuals contributed immensely to the development of news and journalism. One that fascinates me the most is one Jessica Garretson Finch, who is credited with coining the phrase “current events” while teaching at Barnard College United States of America in the 1890s.

NEWNESS of NEWS

As its name implies, “news” typically connotes the presentation of new information. The newness of news gives it an uncertain quality which distinguishes it from the more careful investigations of history or other scholarly disciplines. Whereas historians tend to view events as causally related manifestations of underlying processes, news stories tend to describe events in isolation, and to exclude discussion of the relationships between them.

News conspicuously describes the world in the present or immediate past, even when the most important aspects of a news story have occurred long in the past—or are expected to occur in the future. To make the news, an ongoing process must have some “peg”, an event in time which anchors it to the present moment. Relatedly, news often addresses aspects of reality which seem unusual, deviant, or out of the ordinary. Hence the famous dictum that “Dog Bites Man” is not news, but “Man Bites Dog” is.

Another corollary of the newness of news is that, as new technology enables new media to disseminate news more quickly, ‘slower’ forms of communication may move away from ‘news’ towards ‘analysis’.

NEWS AS COMMODITY

According to some theories, “news” is whatever the news industry sells. Journalism, broadly understood along the same lines, is the act or occupation of collecting and providing news. From a commercial perspective, news is simply one input, along with paper, or an electronic server, necessary to prepare a final product for distribution. A news agency supplies this resource “wholesale” and publishers enhance it for retail.

NEWS TONE

Most purveyors of news value impartiality, neutrality, and objectivity, despite the inherent difficulty of reporting without political bias. Perception of these values has changed greatly over time as sensationalized ‘journalism’ has risen in popularity. Michael Schudson has argued that before the era of World War I and the concomitant rise of propaganda, journalists were not aware of the concept of bias in reporting, let alone actively correcting for it. News is also sometimes said to portray the truth, but this relationship is elusive and qualified.

Paradoxically, another property commonly attributed to news is sensationalism, the disproportionate focus on, and exaggeration of, emotive stories for public consumption. This news is also not unrelated to gossip, the human practice of sharing information about other humans of mutual interest. A common sensational topic is violence; hence another news dictum, “if it bleeds, it leads”.

NEWSWORTHINESS OF NEWS

Newsworthiness is defined as a subject having sufficient relevance to the public or a special audience to warrant press attention or coverage.

Many news values seem to be common across cultures. People seem to be interested in news to the extent which it has a big impact, describes conflicts, happens nearby, involves well-known people, and deviates from the norms of everyday happenings. War –terrorism as of today – is a common news topic, partly because it involves unknown events that could pose personal danger.

During the 1920s, radio became a news medium, and was a significant source of breaking news. Although, during World War I, radio broadcasts in America were only given information about Allied victories because Great Britain had a monopoly on the transatlantic radio lines.

The Communications Act of 1934 was an agreement between commercial television and the people of the United States that established that: The airways are public property; Commercial broadcasters are licensed to use the airways. The main condition for use therefore will be whether the broadcaster served “the public interest, convenience, and necessity.”

Though television news – which came much later as radio broadcast predates it is classified as belonging to the same family – became a dominant feature of the modern world as a potent news outlet with physical presence as against the radio which only relates in voice. That however did not negate the importance of radio because it still maintains wider reach even in this time and age. Television however can be said to enjoy advantage of prime space largely because of the leap in technology, its expansion dates from the 1970s, and by 1990 more than half of American homes had cable systems and nationally oriented newspapers expanded their reach.

With technological advancements in the newsroom, notably the Internet, a new emphasis on computer-assisted reporting and a new blending of media forms emerged, with one reporter preparing the same story in print, online, and on camera for a newspaper’s cable station.

ETYMOLOGY OF NEWS

A “medium” (plural “media”) is a carrier of something. Common things carried by media include information, art, or physical objects. A medium may provide transmission or storage of information or both. The industries which produce news and entertainment content for the mass media are often called “the media” (in much the same way the newspaper industry is called “the press”). In the late 20th century it became commonplace for this usage to be construed as singular (“The media is…”) rather than as the traditional plural. The radio and television are also called press because a more appropriate name is yet to be found. Perhaps one of you would the hero.

programme Broadcasting

Broadcasting is the distribution of audio and video signals (programmes) to a number of recipients (“listeners” or “viewers”) that belong to a large group. This group may be the public in general, or a relatively large audience within the public. Thus, an Internet channel may distribute text or music worldwide, while a public address system in (for example) a workplace may broadcast very limited ad hoc sound-bites to a small population within its range.

Radio programme, current affairs or news magazine are typed, printed and published piece usually broadcast in daily or weekly slots with duration of 15 to half an hour. This of course, defends on the broadcast traffic within the radio station. It consists of one-on-one, an array of guests or a vox populi.

News magazines or current affairs generally discuss stories in greater depth than do newspapers or newscasts, and are aimed to give the listener an understanding of the important events beyond the basic facts.

By the last count there are over 400 radio stations in Nigeria with the 36 states of the federation and Abuja owning an average of five radio stations from medium to FM and internet. That is a crowd considering the low technology imprint of Nigeria. What this means is that there is stiff competition down there for advertisement and financial sponsorship from blue chip companies. The best and profitable season for radio stations unfortunately comes every four years; the nine months within an election year when jingles, advertisements come rushing. It is the period managers of radio stations make the kill of the century, so to speak.

The question however is, do they, on equal measure? Obviously not. I bet Nagarta Radio didn’t rake 100s of millions of Naira during the 2019 elections or even during the 2015 elections which by a conservative estimate of an online media, over three billion Naira was spent with the media estimated to have smiled to the bank with close to 200-400million Naira. The government of Goodluck Jonathan, who was fighting to get re-elected, was reported to have spent over half of the 3billion Naira, with the main contender and eventual winner, Muhammadu Buhari and his All Progressive Congress suspected to have spent in a region of about a third.

IS NEWS A COMMODITY?

Are news magazine and current affairs programming commodities that can be sold and purchased? This is a hard question to answer as it is subject to various interpretations. As mentioned earlier, people seem to be interested in news to the extent which it has a big impact, describes conflicts, happens nearby, involves well-known people, and deviates from the norms of everyday happenings. As is the case with us in Nigeria, until recently, media is viewed with dread; it does not keep secrets under wraps. People who are naturally reserved prefer to deal with the press at arms-length. With the advent politics however, it became a friend to all including the most secretive persons. Those who want to be heard took advantage of it to push their political agendas. Its expansion therefore became inevitable even by government owned.

In 1988 to be precise, the Federal Government of Nigeria decided to promulgate decree number 25 which grouped the Federal Radio Corporation of Nigeria, FRCN and the Nigerian Television, NTA as partially commercialized enterprises. The idea was that with dearth of government subvention to the two enterprises, and government’s desire to free some funds for development, the FRCN which later became Radio Nigeria were ordered to partially fund its operations.

Dr. Hamza Zayyad Rafindadi, now late, who chaired the Technical Committee on Privatisation and Commercialisation TCPN, declared in the final report submitted to the Federal Government  that the two entities “will cherish some high level of autonomous mode of operation and to conduct their affairs on strict commercial basis”.  He noted in the report that the Federal Government cannot continue to fund them 100% as it was the case in the past. Therefore, his report noted the compelling reason for them to chart a new course for their survival.

Following this sudden transformation, government ministries, departments and agencies found that they can no longer enjoy free press. They were forced to pay certain stipulated fees to have their programmes aired.

At first this move sounded and appeared very funny. The unions were alarmed. So were the socialist who felt it was a ploy to take away their means of livelihood. At the end, the result that came out was to certain extent pleasing to the managers who breathed a sigh of relief that now they can improve on programming content and have a hefty reserve of funds to finance their operations and venture into uncharted territory – a territory that was dominated by businesses that thrive on free trade and commerce.

Every new thing has challenges though. Old school news managers, journalists and editors found the new freedom as challenging: how to reconcile media as public service with media as an enterprise. What to do with code of conduct and the ethics of the profession? The fear was that commercialisation of news, news magazines and programming will stock falsehood, encourage brown envelope syndrome and the bastardisation of ethics and code of conduct.

But with human nature, nothing is insurmountable. The various media houses found their way around the conundrum without hurting or bruising the rules. The rest, as the saying goes, is now history. Media houses are now wrecking in millions with which they are expanding their reach.

 One might ask, is there anything as ethical profit. In my opinion there is. It entails providing service at a cost. Making sure the customer is satisfied and expectedly would come back. Selling within rules of engagement and ensuring no one felt cheated. As for the buyer it must be incumbent to pay as agreed and the seller provides untainted product. It goes for journalism too.

My humble suggestions are premised on the following:

1).   become less oriented on “hard” news, and to regularly include “feel-good stories” or humorous reports;

2). Seek partnership with business concerns to fund or finance certain segments of news, news magazines and current affairs programmes for a fee or preferably on annual retainership;

3). Incentivise its staff through additional funds to go out there and court business owners and enterprises that need publicity to thrive;

4). Engage families to celebrate memorable occasions at highly subsidies fee. Thereby improving reach;

5). Liberalise news slots to accommodate various shades of opinions. Politicians (who are with the deep pockets) would be forthcoming if they recognise they would enjoy level playing field;

And finally,

6). make advertisement rates more COMPETITIVE and flexible to attract greater patronage.

There is nothing wrong in commercialising an enterprise. There is nothing wrong too in selling a commodity, and journalism is no more a public service but a commodity than can be sold and bought. It is a goldmine; Cable News Network has since blazed the trail forcing conservative media like the British Broadcasting Corporation BBC to cut off the umbilical cord and venture into money making.   It is the best way to survive the turbulent waters of broadcast journalism. With over 700 radio stations across Nigeria alone and with the advent of internet radios and online newspapers all over the airwaves one cannot afford to be complacent or rigid in philosophy.

Thank you for listening