Kim Andrew Elliott

Alhurra, the U.S. government funded Arabic-language television channel, is facing a storm of criticism. During late 2006 and early 2007, the station broadcast an unedited speech by the leader of the Hezbollah, parts of a speech by a Hamas leader, and coverage of a conference in Tehran denying the Holocaust.

Obviously, Alhurra will have to assess these incidents and review its editorial controls. But some members of Congress are seeking more drastic remedies that would change the entire nature of U.S. international broadcasting.

When the Voice of America first went on the air in February 1942, its famous first words were, “the news may be good. The news may be bad. We shall tell you the truth.” The idea was that by transmitting accurate news even when things were going badly for the Allies, audiences would believe VOA when the tide of the war turned. It was an exercise in building credibility, the most vital commodity of international broadcasting.

At a recent subcommittee hearing about Alhurra’s troubles, Representative Mike Pence, R-Ind, had a different idea: "I believe in a free and independent press. This is, however, a diplomatic mission of the United States of America. And are we communicating in a very practical way to employees down the line that this is not a 'we report, you decide' television station?”

The response by Brian Coniff, president of Alhurra’s parent corporation, suggested a willingness to move in the direction advocated by Pence. "We need to find as many venues within the organization as possible that this isn't just straight journalism, but it's journalism with a mission," Coniff said.

I have worked in international broadcasting audience research during the past thirty years. Surveys and focus groups tell me that people tune to foreign broadcasts when they need news that is more reliable than they get from their state controlled domestic media. They want “just straight journalism.” They will soon sense if their news has “mission” mixed into it. They’ll tune elsewhere, probably to the BBC, whose Arabic language television channel starts later this year.

Ideally, U.S. international broadcasting would be conducted by the private sector. This would help provide the independence required to maintain credibility, and there would be no expense to the taxpayer. In reality, there are few prospects for commercially self-sustaining international broadcasting television in Arabic, and almost none in languages such as Persian, Dari, Pashto, or Urdu.

So the government must fund the stations, while at the same time giving them the independence necessary to provide a credible news product. Why would the U.S. government want to do this?

First, because it is necessary to attract an audience. A station transmitting full-time advocacy of U.S. policies will not attract many listeners or viewers. If you want to do propaganda, purchase issue ads in newspapers and on television stations in the target country.

Second, audiences may disagree with U.S. policies and actions, but they will appreciate that the United States is providing an accurate, balanced news service. Propaganda to sell those unpopular policies might give the audience another reason to dislike the United States.

Third, comprehensive news is a demonstration of democracy in action. It portrays the independent journalism that is necessary for a democracy to function. And it will cover the debate between government and opposition. Audiences will hear about politicians – U.S. politicians -- whose views are closer to their own.

Finally, a comprehensive news product helps bolster the audience against the misinformation and disinformation of dictators and terrorists. Listeners and viewers are then better equipped to make up their own minds about current events.

International broadcasting involves a subtle, long-term communication process. If audiences are not compelled to agree with U.S. policies in the present crisis, at least credibility and goodwill will have accumulated. Those could be useful in the next crisis.

Kim Andrew Elliott, expressing his own views, is an audience research analyst in the U.S. International Broadcasting Bureau. His personal website is kimandrewelliott.com.