Radio SAWA Report: Big Audience, Low Impact

Michael Hedges October 16, 2004

A US State Department Inspector General‘s report is critical of the Arabic-language channel as failing to meet its mandate although it attracts a large audience in key Middle Eastern countries.

The Inspector Generals draft report was reported by Washington Post writer Glenn Kessler October 13th. In it, a panel of Arab-language experts criticized Radio Sawa as failing “to present America to its audience.” Kessler obtained a copy of the draft report from a disgruntled Broadcasting Board of Governors (BBG) staff member who expressed concern that the inspector generals office will water down the yet un-published final report.

Radio Sawa was created in 2002 as the brain-child of BBG Middle East committee chairman Norman Pattiz, founder of the American commercial radio network Westwood One. The channel offers western and Arabic pop music, presented by lively DJs, and augmented by short news bulletins. Extensive and regular music research is conducted to measure the tastes of the youthful audience.

The channels pop music and youth orientation has angered some Voice of America (VOA) staff members and many conservative leaders who believe VOAs broadcasts should provide in-depth news and discussions. Nearly half of VOAs Washington staff presented a petition to US congressional leaders in June calling for an investigation of the BBG. The petition called Radio Sawa and its sister channel Radio Farda “ill-advised,” taking funds from other VOA services and operating with no editorial accountability. Radio Sawa, Radio Farda and TV channel al-Hurra are operated by the BBG, but outside of the VOA charter.

On Friday (October 15), two days after the Radio Sawa article appeared, the Washington Post published a flattering article about the al-Hurra, saying it had “found its voice.”

Radio Sawa and other new broadcast projects of the BBG, which oversees all US sponsored international broadcasting, has enjoyed praise and criticism that crosses US political lines. That praise generally contrasts the new BBG radio channels with the “staid and preachy” VOA.

US Senator Joseph Biden, ranking Democrat on the Senate Foreign Relations Committee, praised Radio Sawa and television network al-Hurra as models for US broadcasting efforts throughout the world.

“Now, thanks to Radio Sawa and al-Hurra TV,” said Biden in a September 29th press conference, “we are doing a better job communicating with the people of the Middle East. A few years ago, barely two million Arabs listened to our international broadcast. Today more than 27 million do.”

So impressed is Biden with Radio Sawa he introduced a Senate bill to fund similar channels in Farsi, Kurdish and Uzbek.

A February survey conducted by ACNielson in five Middle East countries shows 38% of adults listened to Radio Sawa.