jpr / policy paper       No. 3 1999

A guide to Jewish television: prospects and possibilities - findings of the JPR working party

It is hoped that the dos and don'ts detailed in these guidelines will assist decision makers, potential investors, creative talent, other minority ethnic groups and interested parties in the TV industry and media, to find a foothold in this area.

1/ Introduction

The JPR Working Party on Television was predicated on the belief that there is a case for seriously considering television as a catalyst for reinvigorating contemporary Jewish culture.

It was established to examine the possibilities for Jewish programming and content following two seminars (May 1997 and February 1998) and the publication by JPR of Roger Silverstone's policy paper Jewish television: prospects and possibilities (March 1998).

It met five times during 1998-9 to explore this new field. This paper, which details the findings and conclusions of the Working Party, will hopefully act as a guide in this field and move forward the intellectual exercise involved in creating a Jewish presence on television.

2/ Aims of the Working Party

The Working Party aimed to explore ideas and sought to define possibilities for the content and tone of programmes applicable to and appropriate for Jewish television. It considered the following questions:

  • What programme material is presently available and what needs to be created?
  • Who are the target audiences for the various types of programming and to what extent is content determined by the possible audience?
  • What are the costs of creating new material for the various programme genres (e.g. drama, sport)?

It did not consider the specifics of financial or technical issues (e.g. platform) involved in establishing a Jewish television channel.

3/ Models of ethnic minority channels

In the process of considering a Jewish presence on television, the Working Party examined a range of models of existing or aspiring ethnic minority television channels.

While these channels provided a number of different working models, the case of a UK Jewish television presence was seen to differ in a number of ways. Of foremost importance is the language of broadcast of minority channels. Hellenic TV ­ like the Asian Zee Network, Chinese Network or Middle East Broadcasting Centre ­ broadcasts to a UK-based audience in languages other than English. In many ways these channels have a captive audience of people with other native languages. Most Diaspora Jewish populations speak in the home the language of their country of residence, and for this reason there is no barrier to accessing national television or any need for an alternative and additional native-language channel. A UK Jewish television presence would be expected to be predominantly an English-language presence for there is no longer an appreciable audience of Hebrew and Yiddish speakers in the community. On the one hand, this makes the channel accessible to a wider audience; on the other it makes the competition for viewers tougher. In this technological age the possibility for a global television channel is available via multi-language channel tracks.

Due to their aim, ethos, target audience and programming, five channels were of particular relevance to the Working Party. A selection of material from the following channels has been reproduced in its original unedited form in the Appendices.

Tara Television (Ireland)

Tara Television was of interest to the Working Party as it fashions itself foremost as an entertainment channel as opposed to an Irish minority channel (a point reflected in its name). Included in Appendix 1 is a press release about the channel, a sample of programme choices and a summary of a piece of market research on attitudes towards Tara Television.

Hellenic TV (UK)

This is a London-based Greek-language television channel. It broadcasts many local interest programmes and is a good working model of a community channel. Its publicity leaflet and information on how to sponsor and advertise on the channel are reproduced as Appendix 2.

Jewish Television Network (JTN) (USA)

JTN provided the Working Party with a model of a Jewish television channel with a strong Jewish ethos. Appendix 3 includes details of the history of the channel, organizational mission and goals. Also included are an overview of its programmes and a more detailed programme brief (including information on audience projections, scheduling and sponsorship).

Shalom TV (France)

It is presently reorganizing its commercial structure and intends to re-launch in 1999. Appendix 4 contains details of the channel's characteristics and professional staff.

Alef Network (Argentina)

In its mission statement Alef Network states that it is 'not an ethnic channel nor a ghetto channel, it's an open channel to the community, the whole community'. More information on the channel's history and programming is included in Appendix 5.

4/ Approaches

The Working Party considered a number of approaches to the challenge of creating a Jewish presence on television, internationally, globally or locally:

  • A subscription ­ and/or advertising-based channel.
  • A dedicated Jewish mixed sponsorship channel.
  • A dedicated Jewish subsidized channel.
  • A sponsored channel.
  • Bought 'Jewish air time' on an existing channel.
  • A partnership/shared facility with other ethnic TV channels.
  • Jewish production houses from which the content would be disseminated on 'Jewish air time' or to the mainstream.

The above approaches are not mutually exclusive and in reality may not be so clearly delineated. All are dependent on the availability of resources, particularly capital, to meet start-up costs.

5/ Findings

The findings of the Working Party, listed below, are not specific recommendations and the Working Party did not seek to create solutions or to explore commercial viability.

There was general agreement that it is feasible and opportune to consider the creation of a Jewish presence on television at this time, but the fact that Jewish television has been so long in coming, both in the UK and elsewhere, indicates that there are particular problems associated with it. Not least are the issues involved in creating minority TV for a variegated, sophisticated but small population.

The Working Party was divided into 'dreamers' and 'pragmatists' but there was general agreement that unless there were to be an injection of massive resources into the field, there is no single solution or prescription for Jewish television. However, some members of the Working Party felt that there was a need to create a feasible practical vehicle, such as a digital Jewish television channel, as soon as possible (see Appendix 6 on the UK initiative, JTV). Others expressed reservations on a number of grounds. A key concern was that failure would be both detrimental to community morale and likely to prevent future alternative initiatives.

It is hoped that the dos and don'ts detailed in the guidelines below will assist decision makers, potential investors, creative talent, other minority ethnic groups and interested parties in the TV industry and media, to find a foothold in this area.

Objectives of our ideal Jewish television presence

  • To be led and directed professionally.
  • To reflect, express and enhance Jewish culture as an active and creative force within society.
  • To convey ideas and issues that have relevance to reviving various levels of Jewish culture.
  • To celebrate Jewish culture at the same time as educating audiences ­ a mixture of entertainment and information.
  • To reach the maximum audience possible.
  • To identify, and provide a forum for, new and future Jewish talent.
  • To provide information and educational resources ­ e.g. Teletext and videos for schools.
  • To create positive feelings about being Jewish.
  • To stimulate involvement in Jewish activities and to counteract apathy.
  • To create an environment where Jewish issues can be discussed comfortably and openly.
  • To act as an educational tool for the young, perplexed or ignorant.
  • To make Jewish life transparent and accessible to all.
  • To provide a platform for expression for all segments of the Jewish population.

Type of television presence

The Working Party agreed that an ideal Jewish channel is global. There are arguments for a global, rather than a UK-specific, channel:

  • Jewish culture is transnational and the channel should reflect this reality.
  • More programme material becomes available.
  • Audience potential is greater.
  • Production costs would be lower.
  • To gain revenue Jewish television could broadcast several hours of its own material on other channels.
  • With Jewish communities in many different parts of the world the channel could reflect and draw on the various approaches to Jewish life that exist. This provides programme makers with a plethora of themes and ideas to create more diverse and educational programmes.
  • If different values and attitudes are represented the channel becomes inclusive and may encourage viewers to feel comfortable about being Jewish and bringing Jewish subjects to the fore.
  • Jewish talent has a worldwide presence and global Jewish television could draw on the talents of Jews in any country.

In terms of practicable possibilities for a Jewish presence on UK television, a 'mixed economy' model seems the most feasible and desirable approach:

  • The Working Party recognizes that TV is a medium which can be controlled by viewers: audiences can pick and choose, switch on and off.
  • A traditional terrestrial channel does not appear to be viable because of audience limitations and cost structures.
  • A Jewish TV presence needs to be distinguished from the myriad of other offerings available with the advent of digital TV.

However, there are arguments against subsidised television:

  • Few non-commercial Jewish media ventures have survived and most are in a precarious financial position.
  • Political influences have to be considered. Relying on sponsors could destroy the appeal of the channel, limiting its creative potential and its range of programmes.
  • A subsidised channel's objective is simply to transmit material as soon as it can. It has a missionary flavour.
  • If the channel relies on subscription, the content may take on the colouring of the initial subscribers and their definitions of what is Jewish.

Content

Content should be defined in terms of coherent schedules and not just individual programmes. It should take into account the widest range of categories including comedy, drama, debate, documentary, education, film, 'soaps' and sport. The drive for ratings is only one component of professional success.

  • It is not necessary to aim to keep all of the audience all of the time, but to ensure that there can be a wide enough range of programmes to appeal to all the different members of the audience. This means that no particular section of the population is targeted when determining all the content.
  • Counter-programming (i.e. not competing for peak-time audiences) could be a viable strategy.
  • While there is a shortage of Jewish teachers/educators, the channel could be used as a medium for teaching in schools.
  • There is a potential for adult education.

It is essential that new and original material be created for any Jewish TV as a specific audience will be targeted. New material needs to be created to utilize the wealth of Jewish talent and ensure quality and originality.

  • Well resourced production houses would form an ideal model.
  • High-level worldwide Jewish talent will only be tapped into if there is an opportunity to attract successful programme makers.
  • Creating new material means that the channel can invent its own character. If material is bought from other channels, it needs to fit the channel's remit and tone; this raises questions about who defines the channel's identity. Specific channel identity must be developed by management and approved by the board, who give outline direction.
  • Co-producing programmes and establishing partnerships with Israeli and other ethnic channels is an option.
  • Original programming should be sold to other channels.
  • There should be an effective repeats policy.
  • The creation of a library of programmes for educational and commercial uses should be considered.

Audience

  • The choice of name for the channel will be influential in attracting or alienating the audience.
  • Audiences do not necessarily know what they like until they have seen it. Creative ideas come from programme makers rather than focus groups.
  • A viewer will find different attributes of the channel attractive at different times.
  • The target audience needs to be defined in order to determine the overall image and ethos of the channel.
  • We need to be aware of sensitivities: stereotyping can alienate audiences within a limited market.
  • The audience should not be targeted via any intermediaries: each viewer should be seen as independent of any community institution.
  • The audience is expected to be predominantly Jewish: there is a diverse and demanding Jewish population.
  • A Jewish channel should target each and every Jew, affiliated or otherwise, be inclusive and not assume in its overall programming a certain level of knowledge or religious observance.
  • Israeli nationals abroad need to be considered as members of the audience.
  • Although the haredim (ultra-Orthodox) do not usually have TVs at home, they should not be ignored.
  • Programmes should be made with a Jewish audience in mind but should be accessible to a wider public.

The aspects of Jewish culture which would attract a wider public need to be emphasised.



6/ The way forward

During the meetings of the Working Party it became apparent that there was still room for more research ­ both theoretical and applied ­ to explore the practicalities of Jewish television. Yet, it was also necessary to place this research in a wider media context since there were still many fundamental questions about the role television can and will play in contemporary media culture and, more specifically, among Jews.

Two specific suggestions for the way forward arose during the meetings of the Working Party.

The first suggestion was for JPR to initiate a seminar, or series of seminars, on minority television in the UK and/or Europe. It is envisaged that these seminars would be a forum for ethnic and cultural minorities to share their experiences with and within the media. The seminars should take place in 'neutral space' and would be an important step towards coalition building between communities and the start of an informal network of media professionals in the minority sector.

The second suggestion is the possibility of establishing a JPR fellowship in Jewish media and culture.

The brief of the JPR fellow should include all or parts of the following research agenda:

Content of Jewish television

  • creating an archive of Jewish TV content (JTN has begun this process)
  • exploration of the phenomenon of internationalization of TV content and its relationship to global Jewish TV
  • educational opportunities

Audiences

  • study of media use in Jewish populations
  • research among professionals using professional judgement as a benchmark
  • quantitative and qualitative market research (with a UK/Europe/world wide scope)

 

Jewish culture (with a UK/Europe/worldwide scope)

  • the media in Jewish cultural history
  • Jewish and Israeli attitudes towards the visual image, particularly the question as to why it is such a weak and underdeveloped field
  • the balance of local vs. global media across Jewish communities

Economics

  • feasibility studies and business plans
  • financial consequences of a changing technology, for example the digital environment

Technology

  • platforms
  • regulatory issues

Appendices

Appendix 1

Appendix 2

Appendix 3

Appendix 4

Appendix 5


Appendix 6

JTV

JEWISH TV FOR THE UK

Whether we like it or not, TV is, for most of us, the centre of our world of information and entertainment. This trend is continuing in the new era of digital television, where we can interact to make purchases, do home banking, choose camera angles at football matches and surf the Internet. The television is becoming increasingly relevant in all our lives.

Every significant community in the UK (including Chinese, Arab, Indian, Afro-Caribbean) now has its own satellite or cable channel, except for the Jewish community. A number are aimed at communities far smaller than the Jewish one (the Japanese channel only broadcasts to a few thousand households). But with the arrival of digital television space is now available and the costs acceptable for a long overdue Jewish channel ­ JTV.

JTV will be a digital satellite and cable channel, carried on Sky Digital and by the main UK cable operators, Cable & Wireless, Telewest and NTL. In the mid to long term, it may also be carried by digital terrestrial television (On Digital), when capacity becomes available on that particular platform.

The core of the UK Jewish community is certainly thriving, with new Jewish schools, synagogues, charities and committees constantly springing up. Jewish newspapers are taken in well over half of all Jewish households and advertisers pay a considerable premium to reach this audience.

JTV stands for 'Jewish Television', and its programmes will cater to the widest possible range of Jewish groups and opinion. This includes all aspects of Jewish culture, religion, philosophy, politics and beyond. Jewish humour will take its place alongside serious issues of concern to the community. Importantly, JTV will not be answerable to or controlled by any group identified with a single political or religious position or agenda.

Costing the same as a daily mid-market newspaper, JTV will broadcast for the four prime-time hours each evening. The schedule will consist of a wide range of programming, including local and international news and current affairs, light entertainment, debate, educational programmes, and films and dramas with a Jewish flavour. The mix will contain both locally produced as well as UK and internationally acquired programmes. There will also be Hebrew news and other programmes from Israel. Alongside the channel itself, JTV will operate a community teletext service, plus a JTV internet website that will link other global Jewish websites.

A major research study undertaken by JTV in late 1998/early 1999 has shown that there is significant demand for a Jewish TV channel in the UK both from potential subscribers and advertisers.

Over the last three years, a team of industry professionals has been working to bring this channel to fruition, whose collective expertise includes detailed knowledge of the satellite and cable industry, programme production, marketing, advertising and Jewish communal organisations. A JTV Council has been established, which numbers prominent figures from relevant industries. Programming partnerships have been forged with Jewish channels all over the world from Israel to America, and Argentina to South Africa, and in this country, one of the major Jewish newspapers has agreed in principle to become a key player.

The JTV business plan shows that not only is a Jewish channel crucial for the community, but that it can operate as a viable commercial entity.

The project has a designated start date of 2nd quarter 2000 and requires funding to break even to the tune of £3,000,000.

JTV - MISSION STATEMENT

Summary statement

JTV ­ Jewish TV for the Jewish Community.

To provide entertaining, educational, informative and always stimulating TV programmes for Jewish people throughout the UK and beyond.

Full statement

JTV ­ Jewish TV for the Jewish Community.

JTV seeks:

* to transmit informative and entertaining programmes of Jewish interest, covering all genres from children's and light entertainment to drama, debate and topical Jewish news programmes;

* to celebrate positive aspects of Judaism and Israel;

* to enhance the lifestyle and activities of the Jewish community e.g. by promoting and generating support for communal charitable events, Jewish arts and entertainment, sports, Israel and others;

* to serve as an educational aid to the young of the community;

* to act as an easy information source concerning Jewish events and services;

* to stimulate greater involvement in the Jewish community, and through its broad appeal, to help combat apathy and disinterest in being Jewish;

* to identify and develop new creative talent within the Jewish community.

 

JTV RESEARCH

The largest-ever study of multi-channel TV and the Jewish Community

i) Potential subscribers

In December 1998, JTV carried out research amongst the UK Jewish community to gauge the response to the idea of a Jewish TV channel, by placing questionnaires in the following three newspapers:

­ Jewish Chronicle

­ London Jewish News

­ Jewish Telegraph

Readers of the newspapers were encouraged to respond to the questionnaire with a prize draw offering a free holiday for two, irrespective of how they answered the questionnaire.

Altogether, JTV received 624 responses. Key findings are as follows:

* 74% of respondents are 'reasonably interested' or 'very interested' in subscribing to a Jewish TV channel at a price level of £8.99 per month.

* 26.5% of respondents are 'reasonably interested' or 'very interested' in subscribing to a Jewish TV channel at a price level of £11.99 per month (ie, even when given the cheaper option, these respondents find the higher amount acceptable).

* Over 34% of respondents take cable or satellite TV (against just under 30% nationally).

* Of all those not currently taking cable or satellite, 46% intend to take one or the other in the near future.

* The existence of JTV would encourage 66% of respondents to take or upgrade to digital TV services.

NB ­ it should be noted that responses to the questionnaires are skewed heavily to the 55+ age group (42%). This is indicative of this age group having the time and inclination to fill out a questionnaire. It is almost certainly true that younger families are ultimately more likely to become JTV subscribers, and indeed, if the 55+ age group are taken out of the research results, the findings in favour of JTV are several percentage points higher.

ii) Potential advertisers

In January 1999, JTV also carried out research amongst advertisers in the London Jewish News and the Jewish Chronicle by sending out a short questionnaire to 1900 companies.

The questionnaire asked potential advertisers whether they would be prepared to advertise at three different prices per 30-second advertising.The results of this research were particularly encouraging.

135 responses were received (over 7%): 111 positive, 24 negative.

The results of both the domestic and advertiser research are regarded as extremely positive, and as statistical samples, are certainly large enough to extrapolate wider conclusions. We would summarize these as follows:

* A substantial (viable) number of Jewish homes would pay a subscription for a Jewish TV channel, and they would actively upgrade to digital TV in order to get such a channel.

* Advertisers in the Jewish press are favourably inclined to advertise on JTV, and many are prepared to do so at a considerable premium.

Report authors

Acknowledgements
JPR is grateful to Alef Network, Hellenic TV, Jewish Television Network, JTV, Shalom TV and Tara Television for permission to reproduce the material in the appendices.

Membership of the Working Party

Helen Baehr, Visiting Fellow,Middlesex University

Rex Bloomstein, Television Producer and Director, Nucleus Productions

Roma Felstein, Producer Jewish London, GLR

Louise Greenberg, Literary Agent; former Chief Producer, Arts, Sciences and Features, BBC Radio

Jeff Henry, Chief Executive, Granada Sky Broadcasting

Marcel Knobil, Member JPR Board of Directors; Director, JTV

Barry Kosmin, Working Party Chairman, Director of Research, JPR

Sonia Misak, Working Party Rapporteur, Research Officer, JPR

Wendy Rose, Research Assistant, JPR

Jeremy Silver, Vice-President, Interactive Media, EMI Music; founding member of New Moon

Ned Temko, Editor, Jewish Chronicle

Anne Webber, Television Producer and Director, Legend Films

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