In Maslow's Hierarchy of Needs media comes either under 'esteem' or 'self-actualization'. |
Along with his colleague Whittingdale, the Secretary of State Media Culture and Sports, Osborne also need to have a close look at how the corporation, considered to be one of the prized British institutions, is managed. BBC Director General Tony Hall has already promised a leaner and thinner corporation which fits into the mold of a modern, inclusive and smart organisation. He has also announced a further thousand job cuts comprising mostly of managers, yet a closer scrutiny is necessary to make sure that public money is not wasted especially at a time of austerity.
'Imperial ambition'
The other observation made by the chancellor about the BBC is equally important. Osborne has expressed his concerns about the “imperial” ambitions of the BBC. His concerns may have stemmed more from Osborne’s political ideology promoting free market where other media organisations within the UK are on a level playing field so as to encourage healthy competition, but a different facet of the problem is as important as mending its finances.
George Osborne wants the BBC to play its role in balancing the books and rein in over its "imperial" ambitions |
As the successor of the “Empire Service”, the BBC World Service may have lived its age of “overseas broadcasting” since the early 1930s and decided to continue with it in 1946 “after the immediate exigencies of the war had melted away and in harsh austerity conditions”, and many may enjoy the grandiose of referring it to be a “jewel in the BBC’s crown” but one also has to recognise the changed global order where Britain no longer occupies the position of importance it once did.
The purpose of the media in the modern day society may be of an antidote to power and the powerful, ironically its voice and that of the wider civil society is listened to only if they are associated with those who matter and with clout. Whatever may have been its imperial past, not much sheen is left for Great Britain in the current matrix of diplomacy and accordingly the British media doesn't enjoy that kind of penetration and reach as is the case with those in the United States of America, or the emerging economies like in Brazil, Russia, India, China and South Africa. Despite all the myth surrounding the glory of the BBC, it has to be accepted that Britain is neither a trend-setter in today's world nor does it have the power and position to adjudicate on maters global as was once the case.
In such a backdrop, it makes little sense to flaunt the BBC World Service as an effective soft power tool. Soft Power as proposed by Joseph Nye becomes effective only when it is supplemented by Hard Power, the resultant being the Smart Power, which lies somewhere in between Hard Power and Soft Power. For the proponents of the argument surrounding World Service as a soft power tool may be self-aggrandisement, but there are doubts as to whether it is value for money for the British economy and fetches any commensurate benefit to the British people.
Cost-benefit analysis
Its now time to do a cost-benefit analysis of the benefits accrued to Britain from the BBC programmes in India and Bangladesh |
According to the information available through the Freedom of Information Act 2000, "the incumbent editor of the Bangla Service spent 49 working days on duty away from London during the period 1 April 2009 to 31 March 2010. The total cost of the three trips paid by the BBC World Service was £6,384.44". The BBC, however, didn't provide any information regarding the costs incurred by the BBC World Service Trust, now the BBC Media Action, as it is not subject to the Freedom of Information Act 2000.
The media market in Bangladesh is already saturated with a large number of television channels and it will be hard to make any impact for any new entrant. Moreover as it happened with the BBC Hindi TV in India in the 1990s (and the beneficiary it that case was the ANI), Channel I will flourish at the cost of the British taxpayers. These sort of projects generally serve as a platform of quid pro quo, often nourishing symbiotic relationship between those in the upper echelons of in this case the Bangladeshi society. The privileged make hay as the impoverished and the vulnerable in Britain suffer, and it is morally imperative on the government of the day to rectify such delinquencies.
Also available:
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Scrap BBC tax at a time of austerity
Tirthankar Bandyopadhyay is a journalist and media consultant.
All comments are personal.