International Broadcasting - Listeners

Listeners

An international broadcaster may have the technical means of reaching a foreign audience, but unless the foreign audience has a reason to listen, the effectiveness of the broadcaster is in question.

One of the most common foreign audiences consists of expatriates, who cannot listen to radio or watch television programs from home. Another common audience is radio hobbyists, who attempt to listen to as many countries as possible and obtain verification cards or letters (QSLs). A third audience consists of journalists, government officials, and key businesspersons, who exert a disproportionate influence on a state's foreign or economic policy.

A fourth, but less publicized audience, consists of intelligence officers and agents who monitor broadcasts for both open-source intelligence clues to the broadcasting state's policies and for hidden messages to foreign agents operating in the receiving country. The BBC started its monitoring service in Caversham, Reading in 1936 (now BBC Monitoring). In the United States, the DNI Open Source Center (formerly the Central Intelligence Agency's Foreign Broadcast Information Service) provides the same service. Copies of OSC/FBIS reports can be found in many U.S. libraries that serve as government depositories. In addition, a number of hobbyists listen and report "spook" transmissions.

Without these four audiences, international broadcasters face difficulty in getting funding. In 2001, for example, the BBC World Service stopped transmitting shortwave broadcasts to North America, and other international broadcasters, such as YLE Radio Finland, stopped certain foreign-language programs.

However, international broadcasting has been successful when a country does not provide programming wanted by a wide segment of the population. In the 1960s, when there was no BBC service playing rock and roll, Radio Television Luxembourg (RTL) broadcast rock and roll, including bands such as the Beatles, into the United Kingdom. Similar programming came from an unlicensed, or "pirate" station, Radio Caroline, which broadcast from a ship in the international waters of the North Sea.