Workshops
Quality Certification in Broadcasting and Internet
 Organized by
Fondation Médias et Société
11 December, 2003.
It is a paradox that in the broadcasting industry, which requires transparency from all society
stakeholders, there are very few examples of certified broadcasters. During this workshop, the brand new standard ISAS BC 9001
was presented in World Premiere.
This standard, based on ISO 9000, certifies the quality management of broadcasters and their
contribution to social development and democracy.
Content
Programme
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Moderator: Geneviève Morand, CEO Rezonance.ch, Geneva
1. Media and development
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Erich Vogt, World Bank, Washington D.C.
2. Why is it important to promote good content on the Internet?
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Charles Martin, IQUA, Barcelona
3. Case Study of Teleantioquia, a local TV channel certified ISO 9000
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Ana Christina Navarro, Teleantioquia, Colombia
4. Quality, media and Convergence
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Paul Allard, Triangle Growth Management Group, Canada
5. ISAS BC 9001: A certification standard specifically dedicated to the broadcasting industry
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Louis Balme, International Standardization and Accreditation Services (ISAS), Geneva
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Report
 The quality certification workshop was organized and chaired by Geneviève MORAND, CEO of rezonance.ch, Geneva, an adviser to the Swiss-based Media and Society Foundation.
It was introduced by Erich VOGT, head of the broadcasting department of the World Bank.This multilateral development institution recognizes that radio and television can play a very important role in poverty reduction efforts. Poverty is not only a question of money. The poor often lack the means to effectively voice their needs, learn about available public services and pressure policy makers to respond to their interests and demands. Electronic media can decisively improve the situation through better information flows and communication services. The World Bank plans to run an annual TV and radio workshop in close cooperation with media practitioners. It follows with interest the WEMF initiative and the certification process.
Charles MARTIN, from the Internet Quality Agency, Barcelona, explained the IQUA project to encourage selfregulation on the Internet. Websites committing themselves to follow a set of rules receive the IQUA label. Starting its activity in Spain, IQUA intends to develop into a global centre, holding a database for all other similar organizations around the world.
Ana Christina NAVARRO, CEO of Teleantioquia, Colombia, explained that her public service television station was the first in the world to obtain an ISO 9000 certification. It took her two years of hard work; yet getting the certification is not a result per se, but the beginning of a never-ending process of selfimprovement. She chose the ISO way to prove the reliability of her television station and to improve its quality at the same time. Among the benefits of the certification process, she listed a greater degree of organizational efficiency, better internal communication, increased level of public confidence in the TV-programme, higher transparency and better efficiency and competitiveness in general. Among the problems encountered was the difficulty to convince everyone in the company and to obtain that people admit to their mistakes. Mrs Navarro warned that compliance to ISO standards requires a lot of time and efforts, but it is a useful tool and now she wants Teleantioquia to be certified according to the new ISAS BC 9001 broadcasting standard.
Professor Louis BALME, Vice-President of International Standardization and Accreditation Services (ISAS), Geneva, presented in World Premiere the ISAS BC 9001 standard, an adaptation of ISO 9000 specially designed for broadcasters, with emphasis on their contribution to social development and democracy.
ISAS BC 9001 was developed through an initiative of the World Radio and Television Council, Geneva and Montreal, with the help of Hoso-Bunka Foundation, Tokyo, UNESCO, Paris, OFCOM and SDC, Switzerland. The Swiss-based Media and Society Foundation has been established to promote the standard.
In addition to being ISO 9000-compliant, ISAS BC 9001 measures the degree to which broadcasters meet the following criteria:
- Independence and transparency of management
- Promotion and respect of ethical rules
- Quality and accuracy of information
- Quality and diversity of other programmes
- Satisfaction of viewers-listeners
- Innovation and creativity
- Representation of minorities
- Universal access
- Social relevance
ISAS BC 9001 sets specific objectives for each of these criteria. Any broadcaster meeting the standard may apply to be audited by independent, accredited professionals and obtain a certificate of conformity delivered by the Media and Society Foundation, valid for three years, with an annual conformity check.
The main benefits of any ISO certification are a stronger, better managed organization, more responsive to customers, more capable of delivering quality, more reactive to change and in the long run more likely to prosper. ISAS BC 9001 specific benefits to broadcasters include:
- Greater credibility with viewers and listeners, and also advertisers
- Higher efficiency of investments in content
- Cost saving in production process
- Better access to sources of information
- The ability to attract and motivate high-quality journalists and producers
- Independent, international recognition of one’s contribution to social development and democracy.
Paul ALLARD, CEO of Triangle Growth Management Group, Montreal, highlighted the process of convergence in the media, by which fewer owners control an increasing share of the field. The twelve biggest media companies are currently controlling 70% of the market. It is thus essential that professionals themselves establish and promote quality standards to avoid a downgrading of their trade. ISAS BC 9001 is a decisive step in that direction.
Several questions were raised from the audience, notably by Nathalie LABOURDETTE of EBU, Bertrand JOUSLIN de NORAY from the European Organization for Quality, Pui-Hing CHU, CEO of RTV Hong Kong, Dikraounhi HOUAKMIAN of IRIB, and Manfred KOPS of the Kölner Institut für Rundfunkökonomie.
The overall conclusion was that quality certification is a way to encourage the broadcasters’ social responsibility though their voluntary commitment to world standards, under the control of a neutral, independent organization.
Notes for a Broadcasters' Action plan
- Challenged by concentration of media ownership, technological convergence, governments’ communication devices, and loss of credibility with an increasing part of the public, the broadcasting industry needs internationally recognized quality standards.
- IQUA in Spain proposes a self-regulation mechanism for Internet sites.
- The Media and Society Foundation has developed ISAS BC 9001, a voluntary certification process for interested broadcasters, under the control of a neutral, independent, international body.
- The ISAS BC 9001 standard includes all ISO 9000 criteria of efficiency and transparency, but also takes into account the broadcaster’s contribution to social development and democracy.
Guillaume Chenevière, Executive Director of the WEMF
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