INFORMATION Minister Senator Burchell Whiteman has said that with global media now been organised in a new way and making an impact on broadcasting, the traditional thinking of communication and broadcasting must be rethought.

“For example, it is very clear that while once upon a time, telecommunications providers would not be able to own broadcast entities, it is happening more and more and telecommunications entities are developing content, working with broadcasters and in fact, are seeking to own a piece of the broadcasting action. There are many benefits to be derived, there are also some dangers there, but these are some of the implications that we have to wrestle with,” he said.

Senator Whiteman was addressing a public policy seminar Wednesday on the Mona campus of the University of the West Indies, on the outcomes of the second World Summit on the Information Society (WISIS), which was held last month in the North African state of Tunis.

The information minister, who spoke on the topic: “Implications for Broadcasting and Communication Policy”, said dictating content and presentation of content.

“Right now, the simple telephone is the receiver not of audio or text message alone, but it is receiving radio and television as well, so that’s how the broadcaster shapes his or her message, how he or she conceives of a programme is already becoming very different, because the broadcaster is aware of the medium through which the viewer is receiving the message,” Whiteman said.

“The technology is giving the end user real power and it is shaping the way in which the consumer thinks about himself and his/her world,” said the information minister.

He added that it was very clear that due to the development in broadband in addition to various communication technologies, “we have to be using the media more and more now in terms of both the formal and public education of our people. We need to make sure that in all of that, we focus on good quality production, good quality presentation and content. Clearly, we have to have quality control and ensure that what is done is in the best interest of the country,” said Whiteman.