PRIME Minister P J Patterson yesterday launched the Public Broadcasting Corporation of Jamaica (PBCJ), which also had its inaugural television programme to mark the beginning of it operations.

The PBCJ, which is expected to begin transmission at the beginning of next month, will promote and broadcast national issues, including values and attitudes within the society, culture, educational programmes, national activities such as state and official events, national campaigns, church services, civic activities, public debates and spiritual and motivational activities.

“I expect you to represent the best of Jamaica and to interpret Jamaica’s best self to our people at home and ultimately abroad,” Patterson told the launch.

“The PBCJ is expected to promote synergies at all levels. While sponsorship and funding potential of the market may have to be shared, the PBCJ should be operating in an inclusionary fashions as a truly national player and facilitator within an industry that is still growing,” added the prime minister.

The Public Broadcasting Corporation is located at the former home of the defunct Jamaica Broadcasting Corporation on 5-9 South Odeon Avenue in Kingston. The facilities have been refurbished and the studio has been renamed Studio National.

Prime Minister Patterson, who demits office tomorrow, said the PBCJ cannot strive solely on government support and encouraged the public and private sector to support its operation.

Reverend Neville Callam, chairman of the PBCJ, said the organisation will document, format, and put on display the richly textured culture of Jamaica, while at the same time modelling the spirit of cooperation, which exemplifies the ability to compete without harbouring hostility toward other players in the same area.

“Today a dream springs to life. A long-awaited radio and television service in its final stage of gestation. A new and powerful instrument rises to dispel any doubts that may linger over the self-belief, the talent, the creativity, the courage, and the resilience of the Jamaica people in this country and the Diaspora,” Rev Callam said. “The invisible hand is writing a brand new chapter which heralds a golden opportunity for the celebration of that which is uniquely Jamaica.”

The PBCJ, Rev Callam said, will begin transmission on about nine cable stations in Kingston and St Andrew, St Catherine, Negril and Oracabessa.

“We are grateful to all providers of subscriber television service who have cooperated in fulfilling their obligation to supply the PBCJ with channels for delivering the exciting television fare which the PBCJ will provide,” Rev Callam said. “Testing of the technology solutions for channels already assigned has begun. The phased roll-out of television will take place over a period of three months, beginning in April and will include a rich variety of programming – documentaries, dramatic productions, discussion programmes and other genres of television programme.”

The PBCJ was established by statute in 2002 as a system for public service broadcasting, offering public education, information and entertainment, to be funded by private sectors and civic organisations. Prime Minster Patterson said $140 million from the divestment of the JBC was contributed to the PBCJ.