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World Understanding and Broadcasting

World Understanding and Broadcasting


II. Radio and television : In the SocietyWorld Understanding and Broadcasting SAGE Publications, Inc.1966DOI: 10.1177/019263656605031212 John R.Winnie Division of Radio-Television-Film at the University of Iowa TODAY broadcasting has taken root almost everywhere-in widely different cultures and under every kind of government, in newly-emerging countries as well as older established nations, as Robert Sarnoff pointed out in addressing the European Broadcasting Union in 1962. With the launching of Telstar in 1962, television emerged as a communication tool that can become a great international force. Every day approximately 30,000 new television receivers are purchased throughout the world, and 150,000 new viewers watch programs on screens in their homes and schools. What television offers is easily and generally accepted. In what ways can broadcasting be employed on an international basis to further the cause of international understanding ? Certainly programing that allows people to talk to each other across frontiers and guarantees the spontaneity of questions and answers is one approach. Live television dialogues among representatives of confronting cultures have meaning and importance for the emerging world community. They reflect, in a dramatic form, an expansion of vision in the affairs of nations. The use of television as an instrument of
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