Al-Jazeera: Competition in the Global News Market, Research Paper Example

Abstract

This report makes a try to supply an exploration of the predicament of Aljazeera- a Doha-based TV network competing in the American market. Per this research and literature provided, this TV network has become a popular figure based on their authoritative worldwide perspective for a protracted time particularly within the Arabic nations. However, the information within the paper continues to counsel that this TV network that has struggled to beat the U.S. market despite excelling in alternative elements of the globe. The author of this research continues to point that Aljazeera Network has not conceded in its mission to boost its market share within the U.S. in this regard, the network has recently acquired the American-based TV network referred to as Current TV, based by vice president Al Gore. Indeed, this research tries to access the possibilities of Aljazeera in America in terms of getting additional market share within the United States within the wake of its recent acquisition of Current TV network, and confirm whether or not the rise American content within the network can improve the citizens’ trust towards the television station.

Introduction

The media play a vital role in the way world receives their information. Media ranges from several mediums (television, internet, newspaper, and magazines), and provides access to areas where they are normally limited access. The media can be used as a powerful tool that promotes the right exposure for a mass audience. The media can either controversial, helpful, or not helpful in the events they cover, and the way they spin the news. As the world is progressing towards are a more advanced society, the way news is delivered can be influenced by several factors that include, power, money, and opportunity. In order to differentiate from mainstream media, some freelance networks have been created in order to provide a more objective view to give the viewers a realer perspective. Al Jazeera presents a fresh perspective and an objective viewpoint, which is poise to compete with the global news networks.

Al Jazeera is an international television freelance broadcaster network that is supported by First State of Qatar. It started at first as an Arabic news channel on satellite TV however, it has enlarged into a network with many channels, together with the internet channels that broadcast in multiple languages. Thus, currently it is accessible in many world regions. The first Al Jazeera satellite channel was launched on Doha 1996. It followed the closure of the Arabic station of the BBC that had fallen apart once the Saudi government tried to block a documentary that focused on executions (Siebs 2012). To sustain Al Jazeera through its inception, its personal investors controlled shares further because of the government of Qatar, and a loan provided of $137 million from the Hamad bin Khalifa of QAR.  Al Jazeera became an impartial news supply though it had been not the primary broadcaster within the geographical region. However, the other networks avoided reporting on news that would embarrass the country. Al Jazeera mentioned problems regarding the Arab world presenting “The opinion and also the different opinion”, the stations’ catchword. Al Jazeera introduced a level of freedom of speech on TV that was antecedently exceptional in several geographic area countries. Its convenience (via Satellite) modified the TV landscape of the region. Several geographic area voters were unable to observe TV channels aside from state controlled national TV stations before Al Jazeera arrived. The Al Jazeera network is one in all the foremost leading media companies, and it contains quite twenty channels.

Review of Relevant Literature

Al Jazeera has become one of the biggest networks that is able to compete on a global platform. In order to address their position in the global news market, the paper must use several relevant research that is aimed at providing support on their position to compete. Drawing from the work of Powers and El-Nawawy (2009) they have written on the role of the global news in the media in which creates an international connection that engages the public in international environment. In comparison to other networks such as BBC World or CNN International, Al Jazeera America the audiences like to turn into broadcasters that affirm their opinions, such as reinforcing their attitudes on the audience’s own preexisting stereotypes or attitudes. Secondly, the longer the viewing time that the audience watches Al Jazeera America, the less “dogmatic” are the thinking that are associated with other viewpoints. (Powers, el-Nawawy 2009) One of the core reasons for the success of the network centers on their launch to be in conjunction with the Iraq war, this has created a substantial impact that furthers the cross-cultural comprehension and reconciliation. El-Nawawy (2003) also addressed the impact of Al Jazeera, that he considers, “independent, hard-hitting journalistic style has made it the main new source of choice for more than 35 million Arab viewers around the world” (El-Nawawy 2003) His research on the network is important because it brings a subjective view on how the network uses the angering critic of both sides of the world in order to further its popularity. Looking at the research in mind, the purpose is to see where Al Jazeera fits in the global environment, as well, as its potential impact to gain a larger share of the global news market. El-Nowawy is not alone in his assessment of the global impact of Al-Jazeera, Belair-Gagnon (2010) has also provided insight into the global news market, and the growing competition from the Al Jazeera network. The international news corporation has provided several publications and books about the changing strategies, challenges, content, and directions in which global news is heading. The changing atmosphere of how technology advances has changed the way in which viewers are able to receive news, and also how this technology can be used to their advantage. Al Jazeera has moved to tackle all aspects of media, by giving a non-bias look at world news, even commenting about the war through a non-objective lens.

Al Jazeera English (AJE) is one in all the channels Al Jazeera contains, it is a global 24-hour English-language news, and current affairs television channel and it had been launched at fifteenth Gregorian calendar month 2006. AJE is that the 1st English-language news channel with its headquarter within the geographical region, of the globe (Sieb 2012) To a possible world audience of over one billion English speakers, the channel aims to supply a regional voice further as a world perspective. Al Jazeera America offers the fact based and unbiased stories for the United States, and the international news. AJE offers a special read on current affairs as a result of it is circuitously concerned within the issues that are happening within the geographical region (el-Nawaway, Powers 2009). This fashion it lets everyone see each side of stories make a much better opinion. AJE broadcasts to over 220 million households in additional than one hundred countries and has the foremost various newsroom with employees containing over fifty nationalities. With over 65 bureaus across the world, it offers news from everywhere around the globe. Hamad bin Khalifa Al Thani is that the current Amir of Qatar and founder of the Al Jazeera Network, as a result of the Network is funded by the house it is no industrial interest (Sieb 2012) Therefore, it will particularly concentrate on the news and its different programs. While not having to watch out for writing something their advertisers will not like, AJA will report what actually happens. The first channel is obtainable through numerous satellite and cable systems worldwide, however it is conjointly doable to observe Al Jazeera America over the net from their official web site. AJA web site receives concerning twenty million views each month. And though AJA is just on the market on cable during a number of cities within the US, just about five hundredth of the visits on the web site come back from North America (el-Nawaway, Powers 2009). The AJA YouTube channel receives concerning eight million views every month. Looking at the research from Sieb (2012), writing directly on how Al Jazeera America is changing the global news environment, while bringing together many different viewers. Sieb’s research is paramount to learning about how the channel and the network came to be, and how Al Jazeera America is completely different than the parent channel of Al Jazeera International. While this paper will discuss several other literary sources, these are the relevant research that will comprise the research and directly try to answer the research question.

Key Research Questions

The purpose of this research is to find the position in which Al Jazeera stands in being able to compete in the global news environment. They have already infiltrated the American and international market, however they still have to compete with longstanding networks such as CNN, BBC, FOX, and others around the world. This paper answers how Al Jazeera can adequately compete in the global market, and also how to gain viewers through modify or adding to the features of the network. These answers are obtained in secondary data from empirical studies, past literature, and other information that has been gathered to evaluate the impact of Al Jazeera America in the global news market. Al Jazeera has increasingly become viewed as an important part of international news reporting. While there have been several studies that exist on Al Jazeera to shed light on the how the network came about, there has been few to assess the competitive nature of how Al Jazeera America can compete with known international news networks. Empirically this study will add to the growing literature on the possibility of Al Jazeera in the global news environment. This research helps to fill the gaps that exist in the established landscape of literature on Al Jazeera’s global impact. The main objectives of this research include:

• To empirically asses the importance of how Al Jazeera is able to compete in the global news environment.
• To empirically determine whether Al Jazeera America is sustainable enough to be a force in the national and international news market.
• To answer if Al Jazeera America will be able real competition for global news networks.

This research explores the possibilities of Al Jazeera America becoming a regular fixture for American audiences. Their origins, organization, and style will be evaluated in order to contribute to the growing emphasis that Al Jazeera in the future will be able to start a new trend in unbiased reporting from a new style of media representation. In addressing these objectives and these research questions, the paper will be formulated to provide an explanation of Al Jazeera, and findings from looking at research that is available in looking at the fundamental aspects of the literature, and lastly discussing the limitation of the study and future implications.

Research Methodology

In conducting this research the methodology that will be predominately use is the qualitative approach in using case studies and research to analyze findings. These case studies and research are based on past empirical research and studies conducted on the likelihood that Al Jazeera America would be global competition in the news industry. Looking at the fundamental question in the research, the case studies contain characteristics of comparisons using BBC, CNN, FOX, and other metrics that help in using an interdisciplinary approach in analyzing the research. The main procedures would be through collective case study that involves, collecting several types of studies such as “Can East Asia Produce its Own “Al-Jazeera?”, and other relevant research used throughout this paper. This type of approach is essential and relevant to getting better comprehension of how the interests of the research question are intrinsic to comparison in other research.  Case study research encompasses several methods, however is important in providing support for the foundational research questions. Setting the pros and cons aside, this research methodology is used in a descriptive assessment that will meet the objectives of this study, which is gathering important research to be analyze for a proper conclusion.

Key Research Findings

In 2006, Al Jazeera launched its English language channel, which quickly became a popular station.  Al Jazeera is the world’s 1st international West Germanic language news channel to be headquartered within the Middle East, headquartered in capital of Qatar. The news station however, conjointly rotates around broadcasting centers in London and Washington D.C. It reaches around forty million households, target exhausted since the launch, currently just about to eighty million homes, around one hundred thirty million households worldwide (Siebs, 2012). It is conjointly in agreement to supply on-line streaming (often freed from charge) via entirely different web site, for everybody with an association to the net. The news channel broadcasts several different documentaries, current affairs, news features, live debates, and news on sports and technology with its 24 hour international news.  Al Jazeera operates in twenty-five bureaus worldwide, and it are stated as “the voice of the South”, as in symbolical which means, and not geographical terms. “The ‘South’ here is not meant to be geographical. It is symbolic. It is a way of life as a result of within the West, you have got plenty of South further down (el-Nawaway, Powers 2009). In Britain and Europe, you have the south. The South is a connotation of the voiceless in the western or eastern countries, what Al Jazeera tries to do is to be the voice of the voiceless, with their programming.

After launching the Al Jazeera Channel, the channel has been the topic of several, in terms of speculation, fantasy and rumor in non-Arabic speaking societies. The most task of AJE’s is to eliminate these rumors for individuals outside the Arabic world.  AJE’s code of ethics is target-hunting when it’s Western counterparts and in step with its code of ethics provides “diverse points of read and opinions disinterestedly or partiality”. “It recognizes diversity in human societies with all their races, cultures and beliefs and their values and intrinsic individualities so as to gift unbiased and trustworthy reflection of them.” (Al Jazeera 2014)  However, conjointly “acknowledges an error once it happens, promptly corrects it and ensures it does not recur.” The mission of the news-channel: “The channel offers voice too many stories, promotes discussion, and challenges established perceptions…The channel [sets] the news agenda, bridging cultures and providing a singular grassroots perspective from underneath reportable regions round the world to a possible international audience of over one billion English speakers.” AJE tries to spotlight the similarities between individuals from everywhere the globe, with no relation to one’s moral background, religion, status, etc.

The main competitors of Al Jazeera America are BBC World and CNN International, within the international market. Competitors of AJE English have a world infrastructure of newspersons and stay the news supply for the English-speaking elite (Kasmani 2013). CNN is a smaller amount threatening to AJE English competitors as a result of the network association from Atlanta with the United States.  Further, during international politics setting wherever voters hold a negative opinion concerning the role the US hold. An affiliation with the states will become a vulnerable in spite of CNN viewership, compared to BBC that could be a much more threatening contender to AJE English (Barkho 2011) One of the primary reasons of why BBC is a lot popular than CNN, is that this fact that BBC was established before its competitors and outlined norms and customs in news moreover, BBC is not closely related to the US, and thought of more broad-minded and unbiased. The largest advantage that AJE English holds higher than its competitors, particularly over CNN and BBC, is that the indisputable fact that receives monetary banking by Qatar, which provides AJE English a much more secure monetary future over its rivals (Kasmani 2013). Al Jazeera America does not ditch the “bottom line” compared to CNN notably however, conjointly followed by BBC (Barkho, 2011) AJE English tries to bring totally different audiences along and show responsibility and affinity. One doable and conceivable community that Al Jazeera International will unite is English-speaking Muslims from everywhere the globe (from Europe and Africa to the South Asian landmass and into Southeast Asia-from a community-the Umma-). AJE plays a crucial role within the integration of the audience by providing a news supply shared between them. A large array of Muslim books, and articles are in English exist however, conjointly several Muslim websites have West Germanic language sections and English are that the common tongue that unites them a minimum of tough work and acts as their linguistic communication.

The British Broadcasting Corporation (BBC) is a British public service broadcasting corporation with its headquarters in London, UK. The BBC provides services since the primary direct broadcasting by sound radio in December 1932. Recently added stream on TV and on-line. It is one in all the oldest broadcasters and also the 1st national broadcaster within the world. From its introduction till 1954 it control monopoly on TV in Great Britain. The BBC is supported by annual TV licensing fees, which is paid by the viewers, and it is going to not advertise or broadcast sponsored programs. Some channels are funded with tax cash, and a few of them are funded with cash they earn by industrial incomes. BBC is understood for its serious coverage, objective read on the news, and overall neutral vocabulary. (Barkho 2011).  Cable News Network (CNN) is a US cable news channel. It had been the primary channel that provided a 24-hour newscast coverage, and within the U.S. it had been the primary of all-news TV channel. Today the network contains fifteen cable and satellite channels, and it is on the market for quite one billion individuals in additional than 212 countries. It launched its website on thirtieth of august 1995, and it had been the primary huge news and data web site within the world. CNN’s name grew in 1991 throughout the Gulf war, it had comprehensive reports that may be seen everywhere the globe. CNN is understood to bring its news a little additional sensational than the BBC will. In all probability as a result of the CNN is not funded by the government. However, on the other hand Turners Broadcasting System, is a component of Time Warner, one in all the most prestigious corporations within the world. Fox News or Fox News Channel (FNC) is a cable news channel broadcasting primarily type its studios in New York. It grew to become the dominant cable news network within the US. It had been based by Rupert Murdoch, WHO wished to start out his own news broadcaster within the US, as a result of he had the opinion that the active news broadcasters were too left oriented. FOX News is understood for transferal the news most sensational of all the mentioned channels. In all probability as a result of they need to vie with the CNN, which was the most influential news channel within the US for an extended time.

Investigator’s Discussion

What makes Al Jazeera America entirely different than its competitors? Al Jazeera the primary huge news channel that is not from a western country. It is on the market everywhere the globe, and offers a totally new and entirely different read on the news. Different news channels have to be compelled to bear in mind concerning what they pen their own country, for AJE it is not necessary if the news they convey is unhealthy for the country it is about. AJE is not as pro-western because the CNN or the BBC are, and is a component of the Al Jazeera Network that is understood for being terribly essential towards the western countries (Barkho, 2011)  However overall is their read on the news that is quite objective. AJE started with a decidedly old employees as a result of plenty of presenters and correspondents have worked for CNN, BBC, or different gigantic newscasters before. This resulted during a smart quality for AJE right from the beginning. CNN and FOX News have an in depth choice of amusement news. FOX News even incorporates a scandal sheet within which they place the largest scandals among the celebrities as a result of the acquisition, that there’s quite a sizeable cluster of individuals who thinks this is often fascinating. AJE and also the BBC are getting to be a little additional of a heavy news channel. The BBC is not inquisitive about what celebrities kill their personal life and solely incorporates a little amusement class with news about what actors and musicians do as their work (Barkho 2011) AJE does not even have an amusement section. Once watching their web site, the layouts the same. It is the classes on prime and a variety of stories articles beneath it. AJE is that the solely web site with a live broadcast. At the opposite websites, it is solely doable to observe short movies of articles that are on location. The layout of the news programs on the TV is additionally quite similar. The most distinction is that the color, as a result of the colors at AJE are plenty lighter than the color the opposite channels use. Since the colors of the Al Jazeera Network are a white and orange, those are the colors that return typically at AJE.

The biggest weakness of AJE is that it is not broadcasting within the US.  It is nearly not possible to resolve this as a result of the cable corporations within the United States of America do not need AJE to broadcast within the US (Kasmani 2013). The rationale they furnish is that it is not profitable for them to form it out there through cable. AJE believes that the cable corporations do not need to form the channel out there as a result of they need a vital read on some things  us knock off the center East. (el-Nawaway 2003) However since this is often the strength of AJE, it would be strange to vary that. Al Jazeera America strives to differ than its competitors, however, once gap their net web site the lay-out is comparable to the websites of BBC, CNN and FOX News. Even the lay-out of the news programs on the TV are similar. The most distinction is that the color however the manner they the programs are made is that the same like the competitors of AJE.

Limitations to the Research

Although AJE is already one in all the largest news channels within the world, with solely six years of expertise, there are continuously ways that to boost the channel. It is necessary to stay probing for ways that to any develop. An honest issue to seem out for are things that AJE’s competitors have that are an excellent success. BBC and FOX News have a class on their web site that is dedicated to technology and science. On the web site of BBC, it shows United States of America new inventions, new discoveries and attention-grabbing facts, brushed topic of science and technology (Belair-Gagnon 2011). It additionally shows warnings regarding sites which will cause injury to your laptop and alternative devices.  Many individuals are terribly curious regarding reading about inventions, breakthroughs in technology and science and breakthroughs within the medical world. The inventions and discoveries within the fields of science, technology and medical are most likely the foremost essential elements within the future (Meltzer, 2013). Additionally, once folks are ready to examine those it will be attention-grabbing and it would even create their life easier within the future. Additionally within the western countries folks do not hear lots regarding technology inventions or science breakthroughs from the regions within the geographical area. And with its worldwide network Al Jazeera may provide the technology and science trade within the geographical area a lift. Al Jazeera America does not have something like this on their web site. They may lose viewers due to that. Guests of the AJE website UN agency have an interest in technology and science can attend another web site to be ready to browse articles regarding these topics. There’s an enormous likelihood that once they visit websites wherever they are doing supply articles regarding science and technology, they will additionally verify a handful of alternative articles.

It is a low risk that Al Jazeera America can take once they plan to add sections like mentioned higher than to their web site as a result of it is a rather cash. AJE will not lose viewers as a result if the remainder of the web site stays constant. If viewers are not inquisitive about it they will not attend the class and it will not hassle them. Current viewers UN agency were interested can occupy the web site longer, and it will possibly cause new viewers. An area regarding science and technology will not amendment AJE’s objective read on the news (Bashri et al. 2012). Discoveries and inventions are supported researches and are continuously terribly factual. Thus, additionally during this section it will be simple to remain objective. When Al Jazeera America launched, it bought lots of workers members and reporters from alternative massive news channels (Wu 2013). This may also be honest thanks to accomplish a technology and science section. AJE is funded by the Amir of Qatar which provides it the likelihood to shop for the simplest workers members of its competitors and grow even larger. It becomes skillful, and at constant time it weakens the others.

AJE encounters a cultural bridge particularly within the North American country and there some obstacles that stand within the means of it to enter the North American country market (el-Nawaway 2003).  Because the Bush administration pictured Al Jazeera as a terrorist-affiliated network, which has cause some rumors that the U.S. market will not settle for AJE “out of concern of antagonistic themselves from advertisers and angering the Bush administration and different American political leaders.” At a similar time, albeit AJE may be a world TV broadcast TV, had issues reaching American households with solely a couple of cable (Bashri et al 2012). AJE secured an indirect position that has a base for any advancement in Washington, DC with the Mc network (a non-commercial, instructional broadcaster, Virginia) and transmits trough a pre-existing channel and trough the main cable firms (Meltzer 2013). However, the main cable operators showed no interest in carrying AJE although negotiations even started with some (such as Time Warner). AJE additionally launched a campaign trough Facebook, blogs and specialized websites to enter the North American market (Belair-Gagnon 2011).  However, the initial step was to enter the Canadian network first, or via the net and claimed and eleven million views a month came from the traffic on North America.  Al Jazeera persevered its strategic partners to develop its goal of international growth, however, it raised queries relating to if these partners match the whole image and target market (Samule-Azran 2010). Because these new technology and science sections are adding onto the web site, AJE will simple value whether or not it is a hit by observing the number of holiday makers of the articles that the sections contain. It is a straightforward, and fast thanks to see if the funds and energy they place into these new classes pay off. Additionally as a result of the new sections are on the web site, in a different way to induce to grasp what the guests suppose may be a little form. There’s already one on the location and to feature some further questions on the new classes does not take a lot of effort. And AJE will continuously check comments. To examine if the overall quantity of holiday makers of the Al Jazeera America website grows it ought to check these numbers each thus typically. The main goal is entice the users, and allow them to stay longer on the website. However, it would be an excellent larger success for AJE if it becomes clear that the numbers of the overall quantity of viewers of the web site are increasing due to the new sections.

Conclusion

Al-Jazeera provided a mixture of stories, talk shows, and academic programs, additionally as a rare forum for uncensored news and dialogue and a writing freedom that was distinctive within the Middle East. The detractors of the network maintain that it criticized, instead of well-read, and its transmissions were typically blocked by different Arab countries. Proponents noticed that it had been the sole variety of press within the region which network is able to give to the Arab audience, compared to the state-run media. The penetration of Aljazeera into the American market is extremely trusted the choice of the administrators to boost the complete image additionally because the content airy to the American individuals. Per the vice chairman, this TV network has excelled within the past in terms of provision of credible and correct news and its ability to venture into topical options that are neglected by several different TV networks. However, the vice chairman dictation to avoid polarizing the American media will be the sole method within which this TV network can manage to win the trust of most Americans. Analytically, this can be correct since the American market is extremely crucial of varied problems and options air within the native TV stations (Belair-Gagnon 2011). Aljazeera will solely win the trust of USA citizens by identifying; manufacturing and merchandising options and ideas that are pertinent to the present Americans in its bid to extend its market share in America. Content is another issue which will either destroy or improve the market share of Aljazeera in America. The TV network must perform a re-launch within the United States market to sensitize the American market concerning its goal, mission and merchandise. Arguably, the content displayed within the TV network needs to demonstrate a high level of sensitivity attributable to the character of the American market, that is fragile to hostile and uncensored news. This can be as a result of Aljazeera has antecedently dwelt on airing raw uncensored news, which might prove volatile to the sensitive Americans. Analytically, the content production may be a key issue which will ‘make or break’ this network’s makes an attempt to penetrate America’s market. During this regard, the content needs to replicate the American values and policies while not informative the news relating to a terrorist act within the Arab world. This can be attributable to the sensitivity of the American audience on matters that relate to their security. Consequently, this content must meet the expectations of the target market.

It is evident from this report that Aljazeera’s mission to penetrate and expand its market share in America, depends on its ability to repair its content and complete image. The TV network should perform a correct practicability study to work out the precise target market population additionally as their pertinent desires. In addition, the problems of censorship of stories additionally as sensitivity of the American market should be thought of by the administrators of this TV network for them to appreciate their goals within the American market. In its six years of existence, Al Jazeera America has become one in all the largest news channels within the world. Thus, it is arduous for AJE to grow even larger. They are a significant news channel and thus it had not been an honest plan to begin with broadcasting programs for youngsters beneath constant name. One thing like that ought to air a decidedly new channel as a part of the Al Jazeera Network. AJE ought to stay providing the folks with serious and objective news. The most goal is to stay these viewers and not allow them to switch to alternative news channels. Al Jazeera America must make certain that it will keep providing news within the most objective manner, and improve by adding new classes and sections. It had even caused new viewers. AJE remains fighting obtaining out there on cable for everyone within the US. If they attain this, the quantity of viewers will certainly increase chop-chop and that they can most likely become the quantity one news channel of the planet.

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