No one doubts the importance of the media in influencing the course of events and affecting people’s lives. It is the method by which a country can project itself in a fast-moving world. With the 21st century already turned into a century of information war, the task facing the Saudi media is indeed daunting.
It can be said that over different periods of time the Saudi media has been able to at least fulfill part of its responsibilities. Today, the responsibility is much greater, and for our media — especially television — to survive and compete in a world where satellite television has established itself as the most powerful weapon, it needs to ride the wave of the communication revolution. This can only be done by impacting the very people the television is addressing.
Over the past few years a number of specialized television channels have opened and radio transmission expanded. The development witnessed by these two mediums has had an impact, but much remains to be done if our television and radio service is to compete with those in other Arab countries.
Our media has to learn to use the available tools skillfully. Saudi Television has celebrated its 40th anniversary. This is the age that experts define as the age of maturity. Our media strategists and planners should embark on conducting an objective and comprehensive evaluation and come up with a clear vision as to how to tackle the future challenges facing our country.
Media literacy is an absolute necessity in today’s world. We live in a media-saturated environment that provides people with unlimited alternatives to choose from.
Our television must consider itself lucky that it continues to receive state funding and public support. What it lacks, however, is a vision and a more open message.
Until recently, Saudi Television was able to retain a substantial percentage of viewers who remained loyal thanks to its educational and religious programs. Gradually, viewers began tuning in to other satellite stations that both have a more serious and committed message and operate with a high degree of professionalism.
Our media planners must realize that media-literate people are not just concerned with knowing the source of a message; they are equally concerned with knowing the purpose and the credibility and reliability of that source. People have the alternative to get information from many other sources and consider the issues presented to them from multiple perspectives. Our television must learn how to develop critical thinking skills to attract more viewers.
