AMMAN -- Jordan Television (JTV) is introducing a series of new programmes, some of which will premiere as early as next month, in what officials said was a move intended to boost JTV's viewership through a new variety of shows.
Jordan Radio and Television Corporation (JRTVC) Director Faisal Shboul said Jordan Television has been working on a set of 20 new programmes over the past four months. The diversified lineup is based on weeks of discussion and research on what would attract the Jordanian audience and keep them tuned to the local TV station, he said.
JRTVC, a governmental public service platform that caters to local and pan-Arab viewers, seeks to provide cost-effective standard of excellence in broadcasting, while continuously developing in accordance to public interests and the country's priorities, according to the corporation's website.
Television transmission started in black and white in April 1968 from one studio, with three hours of programming. The following years saw several milestones for JRTVC.
The corporation, which faced major financial problems over the years, has had to implement reconstruction and reform plans to streamline its staff and improve its performance. Faced with criticism by citizens and media experts that it was lagging behind other Arab networks in performance and capabilities, over the past decade, JRTVC officials tried different forms of reforms, the last of which was incorporating the private sector into the board of directors. The main aim of the restructuring was to upgrade the level of performance and maintain JTV's viewership base in order to be able to compete with the mushrooming satellite market.
There have also been several bids to liberate the public corporation's media message from all restrictions and to turn JTV from a government into a state television that is open to all political and social powers on the basis of equality and full transparency.
Shboul told The Jordan Times that JRTVC contracted a local research company to conduct a viewership survey and detail the most viewed programmes, in addition to listing the requirements and demands of Jordanian spectators. The survey results are expected in several weeks. "The survey will guide us and give us a thorough assessment of JRTVC's weaknesses and strengths to determine how the corporation can better operate in a media market," Shboul said.
According to information provided to The Jordan Times by Ipsos-Stat, based on surveys conducted in May 2005 and May 2006 of JTV's reach, the viewership base of its combined channels (including terrestrial and satellite) dropped from 59.10 per cent in 2005 to 44.70 per cent in 2006. The studies show that terrestrial viewership dropped from 32.30 per cent to 25 per cent, while satellite channel viewership went down from 26.80 per cent to 21.10 per cent last year.
Ipsos-Stat Jordan is part of the worldwide Ipsos Group, a market research agency that provides media monitoring, qualitative and quantitative market research services.
Ipsos Media Executive Mohammad Dahleh said the fragmentation in the media could be the reason behind the drop in JTV viewership. He said the rise in the number of satellite stations providing more attractive entertainment and better programming, including news, made people lose interest in watching JTV.
"This should make the people in charge change and improve the programmes to keep attracting an audience," Dahleh added.
He noted that spectatorship is at its peak (18.7 per cent) on JTV in the evening at 7:00pm and drops back to 2 per cent at 10:00pm (after the evening series). Most viewed during the day is the daily morning programme "Yawm Jadeed" and on the weekend Friday's "Yised Sabahak."
"This shows that Jordanian viewers like talk shows that deal with their daily lives. Therefore, JTV should focus on such kind of programmes," he said, adding that bringing in proper, trained and acceptable presenters or talk show hosts would also help boost viewership.
Shboul did not elaborate on the new programmes, but said they include various news, entertainment and talk shows. He added that a couple of the programmes will start airing as early as February.
He told The Jordan Times that JRTVC's new board assigned several committees to work on the programmes that were discussed and recommended.
"Most of the work has been done and now these committees are preparing the pilots of the programmes. Once they are ready, we will start airing the pilots," he added.
Funding for the new programmes comes form JTV's 2006 budget. But according to Shboul, the corporation will try to obtain sponsorship and funds from private sector companies and through advertisements.
"Most of the past year's programmes were sponsored and funded by ads," said Shboul, adding that 2006 revenues were better than the previous year. JRTVC's government-sponsored budget for 2007 was set at JD12 million, up by four million compared to 2005, when the government cut JTV's annual budget from JD13 million to JD8 million. The allocation was seen as insufficient to fulfill the corporation's aspirations to enhance the status of national TV.
The Ipsos survey shows that JTV ad revenue rose from $9.8 million in 2005 to $13.1 million in 2006.
"Although viewership dropped, JTV initiated a campaign in 2006 to increase ads and they managed to attract several," Dahleh said, adding that there was a surge in commercials during Ramadan due to special hit programmes that attracted more spectators.
Advertising expenditure witnessed a growth in 2005 and 2006 due to progressive liberalisation and ensuing competition in key economic sectors, as well as the launch of new media outlets.
Dahleh noted that the press, especially daily newspapers, remain advertisers' first choice by far, accounting for around 80 per cent of total advertising expenditure.
Television also recorded a significant increase of 39 per cent in advertising expenditure in 2005, according to figures released by the Jordan Chapter of the International Advertising Association (IAA).
The IAA said the re-branding of the first channel of Jordan Television (now Al Urduniyeh) and the launch of ATV, the Kingdom's first-ever private TV, slated for the second half of the year, all bode well for future investment in TV ads.
Shboul expressed optimism that JTV can attract in more commercials and sponsorship for programmes, adding that the corporation was also relieved of half its debt after the government agreed to scrap JD3.5 million. He said the corporation managed to increase its revenues from JD3.5 million to JD5.3 million last year through reducing expenditure and running costs on different levels, including the purchase of foreign programmes.
By Alia Shukri Hamzeh
© Jordan Times 2007
