The Global News Challenge: Market Strategies of International Broadcasting Organizations in Developing Countries
The Global News Challenge, a new book authored by Dr Anne Geniets, examines challenges facing international broadcasters with universal branding strategies in developing countries. In these heavily government-controlled media environments with a scarcity of reliable information, international news providers traditionally had an influential position. With the ongoing media liberalization, however, commercial domestic providers have gained in strength to become strong competitors. Additionally, in a number of countries, especially in the Middle East, pan-Arab broadcasting enterprises have widened their reach, contributing to the growing competition for traditional international providers such as the BBC or France 24.
The book employs a global perspective to explore the subject across the whole population and different media platforms in select developing markets of Africa and South Asia.
Drawing on extensive focus group interviews in different markets conducted in the context of the Reuters Institutes International News Project and Trust in News Media in Egypt Project, the book offers a timely analysis of changing information infrastructures and audience demands in developing countries and their impact on business strategies for international broadcasting organizations.
The book provides a theoretical framework by which to analyze demand and usage of and trust in news from international broadcasters across the whole population, including media consumption needs and strategies of people from low socio-economic status backgrounds, not just opinion leaders. It outlines the strategic options for international broadcasters in these evolving market contexts.
This book is now available to buy from Routledge and on amazon.co.uk
Anne Geniets is a research associate at the Reuters Institute for the Study of Journalism and at the Oxford Internet Institute. Her research focuses on communications, media and development. The writing of the book was partially funded by a generous Green Templeton College TECT grant.
