Zainuddin Maidin: RTM To Increase Non-Malay Programmes

Radio and Television Malaysia (RTM) will increase the number of non-Malay programmes after the Hari Raya Aidilfitri to project Malaysia's image as a multi-racial country, said Information Minister Datuk Seri Zainuddin Maidin.

He said that in order to achieve its identity as the national broadcasting body, RTM was responsible for airing more programmes which reflected the racial diversity in the country.

Speaking at the Information Ministry's monthly assembly today, Zainuddin said RTM had implemented various changes and new approaches aimed at raising the quality of its programmes to attract viewers.

"However, if the changes that had been made were not promoted seriously to the people, no one would be aware of these changes," he said, while asking the other agencies under the Information Ministry to assist in promoting the changes made and programmes produced by RTM.

He said Bernama, the Special Affairs Department (Jasa) and Information Department, for example, could play their respective roles to promote RTM and draw the people's interest to switch on to RTM. "We have the machinery and capability, why not use them to assist RTM in promoting the changes made because these agencies and departments were often moving on the ground.

Zainuddin felt that the RTM customers were no longer as strong as before because many viewers had switched over to the private television stations.

What was more regretful, he said, was that the ministry staff themselves were belittling the RTM programmes in front of the public. (Bernama)

***** So RTM wants to increase the number of non-Malay programmes to project Malaysia's image as a multi-racial country. The question now is what image has RTM been trying to project for the past fifty years and why the sudden change of direction? Local TV has always been synonymous with Malay fare and despite the minister's announcement of more non-Malay programmes, you can be sure that the change will be merely cosmetic. The simple reason is because it cannot afford to ignore and annoy its only customer, the rural Malay.

All you have to do is to look at the programme summary in the newspapers to see how lopsided the equation is and always has been. Over the past decade with the advent of Astro and some private channels, RTM has become mostly irrelevant to a large number of non-Malays, especially the non-Chinese. So much so that even government propaganda masquerading as RTM News is seldom watched by those who have been thus far sidelined and ignored.

While the intention of the ministry may be good, although some may consider this intended change of policy a pre-election ploy, I personally think that it is a case of too little too late.
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