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Export potential not
being exploited
by Ivan Brincat
Some radio stations could strengthen their operations if they
joined forces, Michael Frendo, former parliamentary secretary
in charge of bringing pluralism into Malta told The Malta Business
Weekly.
However, he said that to date, 10 years after the introduction
of pluralism and notwithstanding the prophets of doom, casualties
have been minimal.
“From a consumer point of view the introduction of the
Broadcasting Act has been the basis for choice.”
Dr Frendo said that this sector was one of the first in Malta
to be liberalised and it went so smoothly that people sometimes
forget that it was a liberalisation process.
He believes that the sector can expand further following its
first 10 years of operation. “This is an economic sector
which can grow and which can utilise Malta’s advantages
including that of
having people speaking many languages.”
This sector offers export potential but this has still not been
exploited and neither have the rights given to Malta because
it is a signatory of the Transfrontier Broadcasting Convention
of the Council of Europe.
“This convention renders it illegal to block transmissions
across frontiers. It also makes it possible for countries like
Malta to extend their transmissions to other European signatories.”
He believes that Malta could be a centre for international broadcasting
companies transmitting from Malta to Europe and the rest of
the world.
“This is a sector which requires attention and professional
preparation on the part of the regulatory authorities.”
Another aspect which needs to be tackled is the convergence
of media. Here, Dr Frendo believes that the way the sector should
be regulated must be reconsidered in the light of the endless
possibilities which exist including image over telephone and
video on demand.
“Maybe the time is ripe to see how the Broadcasting Authority
should function in relation to these new developments and
also in relation to public broadcasting.”
Dr Frendo said the advent of new radio stations and television
led to a boost for the advertising industry in Malta with companies
which previously did not resort to any form of advertising now
using different media to reach their customers.
Liberalisation also created employment opportunities for journalists
and professional broadcasters and it has also led to an increase
in the number of production companies. “These companies
should now look overseas because they can produce programmes
which have export potential,” Dr Frendo said.
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