Quality television for children

No one will argue against the benefits of having quality television programmes intended to entertain, educate and inform children.

Malta is blessed with parents who believe in giving their children the best we have to offer even if this comes at a personal cost.

Additionally, we have a thriving creative section of the community of individuals who are eminently capable of providing the right vehicle and content to offer quality children's programmes.

However, this abundance of goodwill and this wealth of human resources does not necessarily translate into appealing quality television.

Moreover, neither within nor outside the television community do we find a shared understanding of what constitutes quality programming.

Public broadcasting carries with it a grave responsibility especially towards young viewers. Public concern and debate has understandably focused on protecting children from the harmful content of television.

This has often led to legal frameworks that aim to safeguard children. Examples of this protective framework are the Broadcasting Code for the Protection of Minors and guidelines such as the Guidelines Regarding Participation in Media Programmes of Vulnerable Persons.

More effective protection is expected in this area as further EU legislation and recommendations are implemented.

Children should be sheltered from violence, vulgarity, racist attitudes and unethical suggestions. Unfortunately, there can be the tendency to interpret legislation that focuses on the protection of minors as a licence to broadcast mediocrity. Such argument is, presumably, that if no protective rules are broken one's responsibility towards young viewers is fulfilled.

This is, however, only partly correct. As adults, our responsibility includes the provision of quality programmes. We are bound to show respect for children by making available programmes that stimulate and satisfy their educational, information and entertainment needs.

Television can help young people explore ideas, increase skills, inspire interests; in short it can enable them to learn how to live in a meaningful way and contribute to society.

It is regrettable that there is a lack of specific regulation, of official guidelines and of economic incentives that aim at exploiting the positive potential of television.

Indeed, there are significant market disincentives for commercial broadcasters to air quality children's programming.

The production of such programmes will encourage the development of creative, quality and popular education and should be the result of a dialogue between the television industry, children's interest groups and health and education representatives, among others.

I form part of a small working group, consisting of Kevin Aquilina, chief executive officer of the Broadcasting Authority, Daniela DeBono from the Commissioner for Children's office and myself from the Council for Children.

We believe it is necessary to provide measures to counteract market disincentives and to ensure an adequate quantity of quality children's programmes.

We have been addressing these issues and our mission is to draw up a list of measures that can be adopted to raise the standards of programmes and to increase the number of productions.

We are pleased to note that in line with our strategy, guidelines for quality television programming as well as a strategic plan for the implementation of the quality programmes are being drawn up.

We have consulted a number of key individuals who have contributed or are in a position to contribute towards providing young people with quality viewing.

The Broadcasting Authority and the Commissioner for Children's office are holding a round table conference. The conclusions of the conference will assist in drafting guidelines and strategy.