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Himalayan Option
Himalayan option

The emergence of a multi-channel broadcasting environment in the mid-1990s, posed a programming dilemma for the BBC as the dominant public service broadcaster. Expressed broadly, should the BBC try to compete for audiences with the burgeoning commercial television channels or attempt to define a distinctive programming identity?

The government Green Paper The Future of the BBC, suggested that one option for the BBC would be to specialize in news and current affairs, arts and science programmes, religious programmes and ‘programmes which are unlikely to be broadcast by other organizations’. The BBC would also ‘broadcast few general entertainment programmes, but more programmes for minority audiences, so increasing the overall diversity and choice’ (Department of National Heritage, 1992, para. 4.5).

Communications scholar Jay Blumler rejected the view ...

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