Public Broadcasters Told to Make Broadcasting More Interactive

The nature of the relationship between broadcasters and audiences is changing, with international broadcasting now very much a two-way dialogue of interactivity...

In May 2005, the Asia-Pacific Institute for Broadcasting Development (AIBD) hosted a 3-day Asia Media Summit 2005 in Kuala Lumpur, Malaysia. As detailed within this brief article on the Asia-Pacific Broadcasting Union (ABU) website, participants, including the BBC's Director of World Service and Global News, Richard Sambrook, discussed the creation of public interactive forums by public service broadcasters, worldwide.

It is new technology, such as email and mobile text messages, that participants consider key in fostering this interactive public exchange. As Sambrook explained, this technology has provided "an immediate, informative, intelligent and interactive platform for discussion and debate." He stressed that "the creation of wide public interactive forums is becoming a new and increasingly important role for the BBC and for public service broadcasters everywhere" because he thinks it contributes to "greater understanding, openness and dialogue on global issues."

Sambrook also said that digital broadcasting and the internet are increasingly weakening the grip of repressive regimes worldwide by "fuelling an information revolution."