Do you understand the difference between public access television and commercial televsion?
by wcca - March 8, 2010 4:38pm
The other day, while discussing the important value of Public Access television with a friend, it occurred to me that one thing that seems to be overlooked when the subject of PEG TV or Pubic Access television comes up is the profound difference between Public Access/ community TV and commercial TV, a profound difference that federal, state and local legislators should be keenly aware of and take advantage of for the good of their communities.
I never understood why many cable and telecom companies have resisted franchise licencing or the mandate to fund and to support public access television. As an institution, Public Access is a community resources, building community in a way that can set the ground work needed for a sustainable commercial markets.
Our legislators have an opportunity through HR 3745, the
Community Access Preservation Act (CAP) to ensure support for Public Access as a good for their community and business constituencies.
The goal of commercial television, as it is with really any commercial enterprise, is to exploit a market. Although the commercial enterprise may wish to sustain it’s ability to sell product, ultimately, it’s role is to exhaust the market share.
On the other hand, the goal of Public Access/Community TV, as it is really with any non-profit community media, is to nurture, enrich and build community through media. A Sustainable public access mission, provides a rich community resource which inspires, invigorates and even encourages growth in related commercial markets in fields of cable services, television and video production and other creative economy initiatives.
Here is one scenario out of many: A public access volunteer produces a show, that is distributed on WCCA TV 13 public access channel. That person may want to purchase cable or an Internet service to watch it. That same person may then want to promote that show on line to get their friends and family to watch. In order to that they need to also make a purchase cable or some video provider of a local service somewhere along the line. As many volunteers do, that same person may want to purchase his/her own camera or edit software. Maybe purchase books, take out ads ads in other local media to promote their show, maybe that person gathers with other WCCA members in a local coffee shop to discuss their project over a cup of coffee. Maybe that person, lands a good paying job in the TV industry.
Do you see what I mean by invigorating the related market? Public Access is much more than selling ads or products. There is also the aspect of social wealth. A young student creates a documentary on hunger, and as Public Access is a public forum, perhaps that leads to some local action to mitigate the numbers of people who go hungry in a city. Or maybe an honest interview about ones experience about being unemployed sends an important message that no one is alone in their suffering. Something you hardly ever see on commercial television where all is great and will be even better if you buy some junk. Once citizens in our city were tired of not being able to watch city council meetings on line, so by utilizing the facilities of WCCA TV public access, they created the first webcast of city council meetings nearly a year before city hall was able to. That type of synergy does not come from commercial television.
Commercial TV is mainly aimed at selling something to it’s viewer ship. Sure, viewers of commercial channels may be entertained, or pick up some news and information, however the real purpose of commercial television is to expose products for their advertisers. Meanwhile those viewers are bombarded with ads and calls to purchase various products, whether it is really needed or not.
Public Access TV, is a community resource. It is a place where people can directly participate and create or share the programs they choose to watch. Such content can be entertaining or provide a source for local news and information, but that is not where it stops. Public Access is relevant programming happening on the screen and taking place behind the camera. Training and educational classes and workshops help those who learn to create, share and, in turn, help build our community through electronic media. Public access provides the tools necessary to create and distribute community produced works, as the application of such simultaneously provides users with real world, career skills, which can elevate their quality of life as well.
This is all not to say that is no place for commercial media. There certainly is room for both. But it is important to understand the difference.
We have a saying at WCCA TV . WCCA TV 13 is the place where you can “Learn, Create, and Connect” all to the the benefit of our entire community.
WCCA TV, public access television, is not just a TV station, it is a community resource.
We look forward to seeing you on WCCA TV 13, “The People’s Channel” .