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New Shock and Awe Campaign for
Iraqi People, Josh Getlin, LA Times NEW YORK, 16 April 2003 — Sometime this week, Iraqis with television
reception will turn on their sets and see a parade of new faces delivering
the evening news: Dan Rather, Tom Brokaw, Peter Jennings, Jim Lehrer and
Brit Hume. The news package — which will also include nightly programming
produced by Arab journalists in Washington and the Middle East — is part
of an ambitious effort that White House officials say will show Iraq what
a free press looks like in a democracy. “Iraq and the World,’’ funded by the US government, will feature
nightly contributions from CBS, NBC, ABC, PBS and Fox News translated into
Arabic, and is spearheaded by Norm Pattiz, the Los Angeles-based chairman
of the Westwood One radio network. He said the new project marks “the
first time that we have had a horse in the TV race’’ to compete with
coverage from Qatar-based Al-Jazeera, the Arabic-language satellite TV
channel, and other media sources. CNN declined to participate in the
broadcasting program. The introduction of US evening news to Iraqis, who have lived with
state-controlled media for decades, could be a revolutionary change for
that culture, Pattiz said. But a host of critics suggest that the move may
also spark a backlash in a shell-shocked society that is already deeply
suspicious of American motives, and in no mood to trust the information or
worldview conveyed by US journalists. “It might be a pretty huge cultural disconnect for Iraqis to turn on
a TV and suddenly see Dan Rather,’’ said Mamoun Fandy, professor of
politics and media at Georgetown University and a widely syndicated
columnist in the Arab world. “Ideally, you should be encouraging Iraqis to produce their own
nightly news, and if the US is serious about communicating, they
wouldn’t rush to put something like this on the air.’’ Others credit the White House for trying to get an American message
across as soon as possible, yet warn that “any media we broadcast which
has the backing of our government will be suspect, because you can’t
export democracy overnight,’’ said Nancy Snow, author of “Propaganda
Inc.’’ and a professor at California State University, Fullerton. The Iraqi people have learned to be deeply distrustful of many
institutions, she added, “so why should they suddenly believe what they
see on our nightly news?’’ Pattiz, 60, is a member of the US Broadcasting Board of Governors, an
autonomous federal agency that also operates the Voice of America
broadcasting service. He concedes that “Iraq and the World’’ faces
big hurdles. But he believes he will succeed, just as he did last year in launching
Radio Sawa, a 24-hour US government-sponsored radio station in the region
that blends American and Arabic popular music with news broadcasts. The
station has become a market phenomenon, reaching an estimated 40 percent
of its target 18- to 39-year-old demographic, and the increasingly popular
station is spawning French and British imitators, he noted. “Obviously we’re going to have to combat the idea that we’re
broadcasting propaganda with the Iraq project,’’ Pattiz said. “But
the best way to handle this is to confront the problem head on. To show a
free press in action, and to walk the walk.’’ White House officials asked him last week to get the new
commercial-free project operating as soon as possible, Pattiz said. He
received quick approval from the heads of US news divisions to beam their
complete nightly broadcasts uncensored into Iraq via Commando Solo, a
fleet of US military cargo planes that fly over the country. At first, the broadcasts will be limited to six-hour blocks “because
that’s how long the plane can stay up,’’ Pattiz said. But ground
transmitters are expected to be functioning within a matter of days,
making 24-hour-a-day broadcasts possible, he added. Currently, an
estimated 10 percent of the Iraq’s 24 million people has a television
set, “but that doesn’t mean only 10 percent is watching. It’s like
television in America in the 1950s; one person on the block has a set, but
others come around to watch,’’ Pattiz said. As he works to get “Iraq and the World’’ off the ground, Pattiz
is also marshaling an effort to create a government-backed news channel
for the Middle East, which would compete with Al-Jazeera and other 24-hour
satellite broadcasts. Assuming that Congress appropriates the $30 million
proposed for the regional television project, Pattiz said it could begin
operations before the end of the year.
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