Eine Kooperationsveranstaltung der
Bundeszentrale für politische Bildung und des Adolf-Grimme-Instituts
Berlin, 29 - 30 November 2007

Aims and objectives l To make cultural diversity part of the reality of television, radio and print media l l
To combat negative portrayal by the media of minority groups
To encourage the use of media as a tool to improve social cohesion in the society and to offer minority groups a voice of their own in the public debate.
Activities a.o.: l Interculturalisation of media companies l l
Media empowerment of minority groups: spokes persons and minority journalists
Encouraging critical intercultural media behaviour with audiences l Support of usage of media as social cohesion tool

OLMCM is a European network of NGO's, broadcasters, training - and educational institutes and researchers, set up to make the European media more diverse both in terms of access to media jobs and of portrayal of minorities. It was established in 1997. Since then, it has
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• initiated and co-ordinated projects and networks in the fields of: employment and training
Interculturalisation of media organisations intercultural media education and career orientation audiovisual programme exchange support of minority media empowerment of minority audiences research

Ein Blick nach draußen
Teil 2: die Niederlande l l l l l l l l l l
Dutch multicultural society
Media environment
Media and Diversity Strategy
Dutch governmental policies
Diversity policies Dutch Public Service Broadcasting
Diversity in PSB programmes
Initiatives of Dutch Civil Society
How did Diversity in the media develop
European cooperation
Conclusions

Dutch Multicultural Society
Demographic figures l 16.357.992 inhabitants
– Total registered (non western) migrants 738.452 (10,6%) (one of the parents born abroad) l Biggest minority groups
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Surinam (333.504 - 2,04%),
Dutch Antilles (129.965 - 0,79%)
Turkey (368.600-2,25%)
Marocco (329.493-2,01%) l Other minority groups
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Economical refugees: African countries, Iran, Irac, Afganistan
New EU arrivals: Polen, Romenia and Bulgaria

l l l l
Positive l Platform for (intercultural) dialogue
Information
Education
Cultural expression
Entertainment
Negative l Exclusion of audiences l l l
Negative portrayal of minority groups
Media hypes
Political agenda setting l l
Negative influence on integration and impact on social cohesion
Isolation of audience groups

l l l l
Global
National
Regional
Local l l l l
Broadcasting
Narrowcasting
User generated content
You Tube l l l l l l
Television
Radio
Print
PC-screen
Mobile telephone
Multimedia l l l l l
Terrestrial
Satellite
Cable
Digital
Internet

l l l l l l
3 national public television channels
13 public regional television channels
107 local public television channels
10 national commercial television channels
31 other commercial television channels
374 public and commercial radio stations l l l l l l l
70 % Dutch households have internet access at home (radio, tv, weblogs, etc)
98 % of population has cable tv/radio
31 daily newspapers (4,1 million copies)
58 weekly magazines (9 million copies)
37 internet newspapers
85 cable newspapers
~ Satellite stations

l l l l l l l l
General public
Women / men
Children
Youngsters
Urban / country site
Adults
Elderly
Highly educated l l l l l l l
Ethnic minorities
Religious minorities
Language minorities
Cultural minorities
Disabled groups
Sexual minorities
Illiterate

Confusing audience research l Minority groups turn away from PSB. Especially Turkish (84%) and
Moroccan (71%) audiences watch satellite stations. When they watch national televison they watch SBS and RTL4 (Motivaction
2007).
l l
Other research:
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– all minority groups watch the PSB news, only in times of crises they tend to switch to satellite stations.
35% of minorities never watch national mainstream news programs
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Second and third generation show same media behaviour as autochthon audiences.
Big diversity in media behaviour between minority groups, between generations and between individuals
Consensus in research on the negative portrayal and the impact on social cohesion. Minorities do not feel fairly represented

l l l l l l l l l
Media more and more important in our societies
Platform for intercultural dialogue
Media hypes can destroy relationships and policies which have been carefully build up over the years
National media were and should be the most trusted source of information for everybody
All citizens are paying their license fees
99% of the media staff will stay autochthon for many years to come
These professionals have to become more intercultural competent
Migrant professionals will have to integrate in all levels of the media.
Youngsters have to become interested already in media in a very young age

l l l l l l l l l l l l l l
National media and diversity policy + budget + monitoring
Diversity as part of national media legislation
Diversity in media management and in media advisory bodies
Diversity in mainstream media productions
Special attention for ethnic community media
Development and support of new intercultural media channels
Diversity in Human Resources Management
Diversity and more students of ethnic minority origin in media training institutes and Schools of Journalism
Intercultural media competencies with all media professionals
Intercultural interaction with the multicultural consumer groups
Audience research
Raising awareness of the role of the medias
Intercultural media education as part of Life Long Learning
Media empowerment of ethnic minority communities

l l l l l l l l l l
Legislators
Media owners
Management of media companies
Production companies
Facility companies
Advertising companies
Audience research and rating institutes
Pollsters
Manpower agencies
Training institutes l l l l l l l l l l l l
Schools for Journalists
Consumer organisations
Minority organisations
Workers unions
Teachers unions
Religious organisations
Political parties
Pressure groups
Journalists
HRM-managers
Programme makers
Opinion leaders

Media Act l l
Article 13c: PSB (national, regional and local) shall provide a balanced picture of society and of peoples current interests and views pertaining to society, culture, religion and belief and shall contribute to the development and dissemination of the sociocultural diversity of the Netherlands)
Article 15: NPS shall provide a programme service which consists of programmes which satisfy social, cultural, religious or spiritual needs amongst the public in such a way as to ensure that this programme service, together with the programme services of the other broadcasting organisations which have obtained national broadcasting time, provides a balanced reflection of the social, cultural, religious and spiritual diversity in the Netherlands.

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PSB broadcasting organisations l Broadcasting associations based on membership (minimum
50.000 10 Euro paying members) l l
NOS – NPS
Educational broadcasters
Broadcasting associations based on religion: Islam, Hindu, OHM,
Buddhist, Christian, Catholic
Support for regional multicultural television (MTNL) and intercultural urban youth radio (FunX)
4 – yearly program monitoring process

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Specific Governmental Diversity policies l Performance contract with PSB with measurable results l Special media and diversity budget
Special budget line in press fund l
Special budget line in broadcast cultural programming fund
Media literacy policy l FunX, MTNL, Mira Media, Media Debat (Union of Journalists)

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Programme leading, HRM following
Long term objectives, with measurable targets
– At the end of 2006 the national public broadcaster started the in the answer on question 2 mentioned new policy with the working plan ‘Kleuren TV— diversiteit op televisie’ (‘Color TV, diversity on screen) a new step to develop a strategy on multiculturalism and public broadcasting. Targets and actions are designed to bring the position of the channels in line with the challenges of the diversity policy. Appointments made with individual broadcasters will be part of agreements. All public channels made binding promises to promote a minority policy in relation to programming strategies.
Monitoring and audience research
Development form Diversity Unit to inclusive policies and management responsibility
Scouting projects, Summer schools
Media Mind Open Day of the Media

Programme Practices
Intercultural approach
(often produced by / with ethnic media professionals) l Except on Radio, no programmes in the own languages in PSB l Innovative recognizable intercultural programmes of NPS:
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Sisters Hallal (talkshow) (weekdays)
PREM Time (investigative journalism) (Saturday night 20.30)
Raymann is Late (Comedy) (Saturday night 22.30) l
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Souf Souf Habibi (Soap) weekdays 19.00)
Planet Europe (Programme for young audiences) (Sunday afternoon)
Religious programmes:
– from Islamic, Hindu and Buddhist points of view and Christian programmes with attention for non-Western churches in the
Netherlands. (Saturday afternoon and Sunday morning)

Programme Practices
Mainstream l News and current affairs. NOS news has a special intercultural research desk which in touch with minority communities l Intercultural very popular discussion programmes (Lagerhuis) l l l l
Diversity in news presenters
Diversity of experts and spokes persons on various subjects (not only on integration, Islam and terrorism)
Inclusive casting in entertainment: game shows, soaps and comedy
New formats: co-production between mainstream and ethnic media

Programme Practices
Mainstream l News and current affairs. NOS news has a special intercultural research desk which in touch with minority communities l Intercultural very popular discussion programmes (Lagerhuis) l l l l
Diversity in news presenters
Diversity of experts and spokes persons on various subjects (not only on integration, Islam and terrorism)
Inclusive casting in entertainment: game shows, soaps and comedy
New formats: co-production between mainstream and ethnic media

Responsibility of Civil Society Organisations l l l
Journalists and program makers can not make balanced programs and articles if they can not find spokes persons and accurate information.
Media can only find more ethnic media professionals if youngsters of minority communities experience media professional skills on a very early age.
Audiences can only set complaints about the media, if they understand the complaint structures and if they know how the media are operating.

Priority with the media user l l l l l l
Recognition of power of consumer in the media
Encouragement to make more use of media complaint structures
(Intercultural) media education in schools
Media literacy, encouragement of critical media behaviour
Creation of own mediaplatforms
Active participation in interactive media discussions

National examples of good practice within the communities l l l l l l l l l
PALM, national association of ethnic community media
Kijkerspanels
Helpdesk for ethnic media professionals
Mediashakers: courses for starting ethic media entrepreneurs
Networkmeetings
Mediatraining for ethnic minority organisations and Islamic organisations
Maroc.nl
MoskeeTV
ZinaTales

Present effects
Media empowerment of ethnic minority communities l Spokes persons are not defensive but discuss on qual basis l Minority organisations start using the existing complaint structures in order to correct incorrect information l l
Minority groups start using media productions to present their point of views
National attention for media literacy

l l l l l l
1970 – 1980 : Radio and television for migrants
1980 – 1990 : Integration policies: start local migrant media on cable , educational programs for migrants and changing content in national migrant programs
1990: start satellite stations + change in national integration policies. Labor market and Dutch language priority, no more migrant program in own language
1990 – 2000: Political- and NGO initiatives to make media more diverse
2000 – 2007: PSB start recognizing the extra value of diversity.
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– position and future of Public Broadcasting.
9/11.
changing society and responsibility of the media.
Governmental initiatives by funding MTNL and FunX

Netherlands Europe

Examples of European initiatives l
12 countries since 2004 , www.olmcm.org
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10 countries since
2005, www.rootsnroutes.org
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8 countries in 2007, www.olmcm.org
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10 countries since 2005, www.mediamrad.org

l l l l l l l l
Media and diversity are still not seriously on the national national political agenda’s.
There is no long term diversity planning in Government and
Broadcasting concerning vocational orientation and training of ethnic youngsters
Most mediaprofessionals are not intercultural competent
There are still problems to have good and reliable data on the media behaviour of minority groups
NGO’s have not enough specific expertise about the media
Media organisations have very little contacts with NGO’s and visa versa
Medialiteracy is still not part of the school curricula.
All media projects of Civic Society are ad hoc and not structural.

l l l l l l l l l
National ratification and implementation of UNESCO conventions and CoE recommendations.
Cooperation between international organisations.
National governmental policies on Media and Diversity.
The establishment of national centres of expertise.
NGO’s and educational institutes have to encourage media users to be more critical in using the media
NGO’s should encourage minority groups to use media as a tool to express themselves in order to have a clear voice in the public debates.
Specific national and European budget lines.
Cooperation between the media industry and Civil Society
Organisations on the involvement of ethnic minorities in the media
Cooperation between media and schools in vocational orientation on media professions.

Mira Media
Ed Klute
PO-Box 1234
3500 BE Utrecht
The Netherlands
Tel: +31 302302240
Fax: +31 302302975
Email: edklut@miramedia.nl
websites: www.miramedia.nl
www.olmcm.nl