The Bureaucratic Broadcasting Governing Structure and Content Diversity: The Case of the Egyptian National Television System
Media regulations become quite essential due to the rapid technological innovations appearing at unprecedented pace leading to change in the media marketplace. These changes bring along change in the framework that governs this media. Although the research on media management has been of great concern since the 1960s, it has recently gained the attention of media scholars and political economists. The main reason is the increased awareness of the scholars about the impact and the importance of media management on the media performance and on society. According to one of the recent research, media market mechanisms and dynamics has a measurable impact on the quality and the type of media that reaches the public. Because it is difficult to stop or prevent audience from being exposed to different sources of information, it is difficult as well to stick to a state run broadcasting system within an era characterized by deregulation, satellite broadcasting, technological development and the Internet. Therefore it is important to maintain at least one medium that promotes the notion of social capital and national identity. Yet, this kind of broadcasting requires regulation and independence in order to be sustainable amidst the fierce competition. As the Egyptian media is in a transitional period that requires changes to cope within the new media landscape, this study will analyze the deficiencies of the state owned Egyptian media organizational structure and the ways it affects media content. And measure the relative importance of the derived organizational principles to be applied in the Egyptian media system to ensure independency.
Rasha Allam N