RTV Theory and Practice - Special Issue

Further research is being undertaken to investigate the relevance of this typology to listeners in other parts of the worlđ but it is already clear that programme content is not in itself the sole motivation for listening to international radio broadcasts . CONCLUSIONS ; WHAT FUTURE FOR INTERNATIONAL RADIO BROADCASTING International broadcasters are considering the future of short-wave as a means of đelivery . The Voice of America is currently consiđering direct broadcast sateilites for radio broadcasting. There are many problems however, not least the international political one that no freguencies have been allocated for the purpose . The freguencies allocated are not likely to be receivable on апу of the radio sets currently in use . Moreover an expensive converter will probably be reguired on the receiver . The view in the BBC is that while DBS mternational radio is technically f easible , it is practically unlikely . The current practice of short-wave international broadcasting succeeđeđ because short-wave was đeveloped also for domestic broadcasting. The development of DBS solely for mternational radio broadcasting is doomed to failure because the eguipment to receive would have such a limited use , would be relatively expensive and , above all , its import or production could easily be restricted by governments anxious to prevent citizens from listening . The largest audiences fог mternational broadcasts presently are found in Afnca , south Asia and Eastern Europe where short-wave sets are widely in use because domestic were relying on short-wave (anđ in many cases still do) . Short-wave will remam the main means of delivery at least untii the next century . This is also the conclusion of a major study for the US Information Адепсу (which encompasses the VOA ) m 1986 (AED, 1986). But as we noted earlier , short-wave has đeclined in importance m Western Europe . There are also relatively few listeners to short-wave m Canađa and the Umted States . The production by the major manufacturers of digital press -button-tunmg portable sets has given somethmg of a boost to the promotion of "world banđ" listenmg to the better-off. The advertismg in glossy magazmes of the Sony 7 600 senes sets has helpeđ to change the image of short-wave from bemg somethmg only for the hobbyist m western countnes . Ву the enđ of 198 7 over one milhon Sony 7 600s had been sold worldwiđe . But even this large number is unhi<ely to have much effect on overall listenmg figures . Even so . at the time of wntmg , BBC External Services is mountmg an