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Australia relying on TV programmes to come closer to Asia
SYDNEY. Sept 15: Encouraged by the success ol the Hong Kong-based Star TV network. Australian broadcasters are trying to beam their own programmes to Asia and channel profits back home, reports IPS.
Australian Prime Minister Paul Keating has said he wants to bring his country closer to its Aslan neighbours, and Australian broadcasters seem to have got the message. They arc looking northward to Improve the country’s economic prospects.
They say they want to beam ’’the best of Australian televlston" to Asia, which has become a lucrative mar ket for satellites television. The most successful so far has been Star TV, whose five channels have now become television staple In many cities across Asia from Manila to Islamabad.
Since last year, the government-run Australian Broadcasting Corporation (ABC) has been announcing ft wants to launch its own satellite televlston service to
The ABC challenge may hardly rattle Star TV but on its heels In Nine Network Australia (NNA) — the coun-try's highest rating commercial television channel — which Is also eyeing Aslan pay televlston, along with a satellite television service
Commented the Sydney journal Financial Review "If we have developed pay,TV a decade ago and now had a sophisticated industry generating software for the domestic: and Aslan markets, it could be delivering ex-aptly what Prime Minister Keating and Australia needs most-Jobs and exports."
The Australian broadcast industry seems to be trying to make up for lost time. The ABC is now for more active and involved in the development of radio and television in the Asia-Pacific region." ABC Managing Director David Hill said.
ABC just completed a two-year project to design and upgrade the national broadcasting system In Papua • New Guinea. It is also bidding for a.new UN financed national radio station In Cambodia.
Analysts here say If ABC secures the contract and establishes a solid foothold in Cambodia, prospects arc good that the Australian communications Industry may be able to eventually position Itself as Asia's supplier of broadcast technology.
But already, the Industry's plan for satellite broadcasts to Asfh is in danger of landing with a thud.
ABC, for instance, had Intended to use Indonesia's Palnpn satellite to beam Its programmes to AMa. hop-
ing to offer Its broadcasts to Asian viewers with satellite dishes initially without charge, then switch to subscriptions after testing the market.
But Indonesia's Secretary-General to tourism. Posts and Telecommunications Jonathan L Parapak told Australian officials during a recent visit to Canberra that ABC broadcasts via Palapa might need to be encoded to meet the requirements Indonesia's Ministry of Information.
This means ABC would have to sell decoders to viewers in Asia. That inturn would require setting up a network of sales and service centres in the countries targetted by ABC, bowing whatever budget the station had set for the project.
ABC had estimated it will cost it US 19 million dollar annually to run the satellite televlston service. It, had already asked the government for about US 3.6 million dollar to set up AE pilot programme using the Palapa satellite.
There are three Australian-owned satellites currently in orbit, but a spokesman for the Australian satellite communications authority said their footprint covers only Australia. New Zealand, Papua New Guinea, Fill and other parte of the South Pacific. "None of the
Australian satellites in orbit or those planed in the near future will cover Asia." he added.
But NNA seems to be doing better than ABC. It recently bought a satellite earth station In Darwin, northern Australia.
While NNA has Indicated more Interest in the Asian pay-TV market. It is also studying the prospects of having Joint ventures with Aslan partners who would take care of marketing and subscription.
Since NNA’s plans appear to be within Indonesia's guidelines for the use of Its Palapa satellite. Industry sources say there is a possibility of an ABC-NNA Joint venture In Aslan pay televlston.
The sources also point out that If NNA goes at the Aslan market alone, chances are 1t will rely on Its usual menu of popular shows from the United-States. ABC at least prides Itself as being a producer of quality Australian programmes. they say.
Ironically, there Is an ongoing intense political debate in Canberra over pay televlston In Australia, where It Is also illegal for a private home to set up a satellite dish. The three-year moratorium the government Imposed on pay televlston operations expires on October 1. 1992.