The Channel | 2004 | September

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the channel | 45
Among Moroccans, MBC and Al-Jazeera were also the first satellite
stations mentioned but were ranked fifth and sixth in weekly reach.
The more popular channels were government-owned with programming
typically combining French andMoroccanArabic. By contrast, domestic
stations were dominant in Egypt; the top seven in terms of weekly reach
were national channels.
In most countries surveyed, Al-Jazeera was one of the top four channels
interviewees watched in the past week. Al-Jazeera owes this position
to its unmatched news coverage. In four of the six markets—Jordan,
Kuwait, Qatar, and the UAE—respondents cited the all-news station
as the first they turned to for information: Among Qataris, not
surprisingly, Al-Jazeera was the overwhelming first choice for news
seekers (73 percent), named three times more often than its closest
competition, Abu Dhabi TV. Even Moroccans, who have traditionally
preferred newscasts with a French influence, placedAl-Jazeera among
the top three sources they consult for news.
The entertainment market in the Middle East and North Africa is
more competitive; several networks jockey for audience share,
including Abu Dhabi TV, Dream TV, MBC Future TV, and LBC.
These stations typically feature movies, music
and sports, and some news and commentaries.
The Lebanese channels, Future TV and LBC,
are also known for their attractive presenters,
light entertainment and shows geared towards
young viewers. Motivating these stations is
the desire to compete with Western
entertainment outlets while at
the same time respecting
cultural sensibilities of Arab
audiences throughout the
region. MBC leads this market in the Gulf and Jordan while Dream
TV and the Lebanese channels capture large audiences in Morocco.
I’m watching, so entertain me
Prospects for Arab satellite TV, how to
finance more programming
Significantly, the rise of Arab satellite
television has allowed artists,
journalists and producers to
introduce a bold, new style of
programming to viewers.
Breathing life into the
public discourse, these
channels seem to inspire
a sense of pan-Arab
nationalism as audiences
from Morocco to Qatar
see and reflect upon the
same news and
entertainment images.
However, the capability to
create satellite programming
is far greater than the ability
to pay for it. As doubts mount
about these ventures’
profitability once wealthy private
investors no longer subsidize
these stations, which satellite
networks will survive in this
fiercely competitive media
market—and the reasons for
their relative strength—
remain to be seen. These are
certainly questions for
future audience
research.
AIB Review
Voices ahead
Research has shown that 40% of personal impact depends on your voice and how you use it – regardless of the content of your
speeches and any presentation techniques applied.Anybody working in broadcasting in front of the camera or microphone knows this
instinctively. But it also applies to those in an executive position dealing with the public and the media – and to know this is vital.
But it is one thing knowing it and another doing something about it.You may be a prolific speaker at industry events – but are you
an effective speaker? Also, sadly, if you are promoted to a senior position in your company, the vocal gravitas and confidence that
is required in the new post does not automatically come as part of the package. So, how about a little voice and communication
coaching? The Channel’s Editor, Gunda Cannon, decided to give it a try.
My coach was Carol Fairlamb, a senior coach at Professional Voice, one
of Europe’s leading executive voice and communication coaching
companies. I had 3 one-to-one sessions. At the first I was asked to give
a short presentation – I could feel myself getting short of breath in
places and literally stopping in mid-sentence. I was also aware of my
voice rising in pitch although I was trying hard to sound confident. We
then both listened to the tape: I thought I sounded rather ineffective
and unauthoritative. My coach was less critical, apparently such faults
are quite normal, and common even to experienced business executives
who have not had voice coaching.
What were my main objectives for the programme? Well, basically I
wanted to have more impact, confidence and authority when speaking
in any business situation. To engage my audience, and to keep my
audience listening. In any size of room or venue.
The first coaching step was to get my breathing and posture under
control. These are key to producing a strong, resonant voice. Carol
told me that my running out of breath and high-pitched voice were
a direct result of my hunched shoulders and shallow breathing. I
had to learn to breathe fully from the abdomen, straightening my
back and neck, and relaxing my shoulders and throat. This seemed
awkward at first, but I duly did as I was told, and the sounds my
voice began to produce were much fuller and deeper. The tension
was gone, and I suddenly heard a different voice. My own voice
but, well, better.
The next session focussed on varying the pitch of my voice. I was taught
5 different pitch “stairs”, starting on the lowest note (used for a dropped
aside) up to the highest pitch to grab the listener’s ear. Using this
technique is vital to getting and holding the listener’s attention, and
communicating key points effectively. I was taught how to control the
pace of my words, and use pauses for optimum effect. Carol told me to
slow down under pressure – not the reverse, as many people tend to do.
Finally, we went back to my original text and looked at the key objectives
I was trying to achieve. What was the real aim? To enthuse the audience
or to reassure them? To motivate them to do something or to get them
to accept some basic facts? Too few speakers and presenters think
about their speaking objectives before they open their mouth, and so,
not surprisingly, do not achieve the desired result. We went back to my
original presentation and marked up the text to reflect the vocal
techniques I had learned. As I listened to the second recording, I realized
how most of us don’t even tap into the full potential of our voice. All
credit to Professional Voice for putting the spotlight on our most
important communicative tool and providing highly practical (one-to-
one or group) coaching for a myriad of business applications. The
training comes at a price but, rather like learning the ABC, once you
have it under your belt it is yours to use any day, any time.
Professional Voice - Executive Voice and Communication Coaching
Contact Marie Lester+44 20 8579 6662
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