Kim's Recent Essays...
The Battle for the Soul of U.S. International Broadcasting.
US International Broadcasting: Success Requires Independence and Consolidation.
In International Broadcasting, Even the Static Must be Credible.
America Calling China: A Strategy for International Broadcasting.
Broadcasting Board of Governors Budget and Strategy Committee meeting, 15 Nov 2012, Bruce Sherman, BBG director of strategy and development, discussing VOA broadcasts to Latin America: "I would just add that the mission of the Voice of America, as we talked about during the closed session before, is representing America and presenting and discussing US policy is, in addition to the news, a good part of what The Washington Bureau program effort accomplishes for VOA in places like Peru, and Colombia, and Mexico, all across the region. And the fact that in these even advanced media markets in places like Mexico, we're able to secure affiliations, suggests that we're adding value. That even with the competition VOA today is able to find a very productive niche that generates not only mission fulfillment but actual audiences that we can count."
So, from no less than BBG senior staff, this public reminder (goodness knows what they said during the closed session) that VOA is the duckbill platypus of international broadcasting. VOA is a news-providing mammal and a US-policy-presenting bird. Do Latin American stations rebroadcast The Washington Bureau because of the mammal or because of the bird? How is the audience for this program supposed to know when it is getting the mammal and when it is getting the bird? Compare, regarding content and audience numbers, with CNN en Español and BBC Mundo, two examples of a less ambiguous class of international broadcasting animal.