Advertising And Media Essay Research Paper The — страница 2

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medium with different formats. The sources I use, although they cover many areas of radio broadcasting, justify the importance of specific parts of the evolution of the Greek radio that I refer to. The reference to other countries help us see from a more critical aspect the evolution of the Greek radio. 2. The transition from public to private radio The article 15 of the Greek constitution and the law 230 of 1975 are an example of the direct control that the state of Greece had upon radio and television; there was a state monopoly. This state monopoly was also justified by the terms of the limited radio spectrum and the centralized character of the state (Papathanassopoulos 1989). Another term of justification was that the Greek market would not be able to support private and

state media. The article 15 was very ambivalent, leaving room for arbitrary interpretation by each government, as it talked of State direct control over Radio and Television which -depending on the occasion- could be translated either in State’s exclusive right to broadcast, or State’s obligation to regulate Broadcasting. As P. Daltoglou points up, the state by using the term "direct state control" can define whether or not, and under what circumstances, private concerns could be allowed to be broadcast. Compared to the old legislation, the New Law (1730 of 1987) was just a repetition of the permanent and obsolete articles which governed Radio and TV up to that date, concerning administrative organization. The new law also introduced some interesting regulations

which could secure the functioning of the public broadcast media in order to operate independently of the government and secure the objectivity of their programs. The final and more interesting point of this law introduced some innovations in the area of local radio and satellite TV. The law guarantees legal entity to the pirate radio stations and promotes their development. Before that law only the local authorities were acknowledged with the right of operation local radio stations through a decision of the Ministry of Presidency and Communications. At the beginning this privilege was given without any authorization from the Constitution but afterwards was confirmed by the article 213 of the New Law. With this law there is the possibility of the foundation of local municipal

radio stations. But even if the operation of the municipal stations was legally secured, the establishment of the private local radio didn’t yet have any legislative coverage. As E. Venizelos notes, the most amateur illegal (until then) efforts expressed pure hobbyist interests without any obvious political stands. In that way the legislator had to consider the current tendencies of radio broadcasting and legislate accordingly. The New Law presents entailed standardization of the local radio. The monopoly of the public media can be broken within certain limits that the legislation defines and in accordance with the Constitution, provided that the legal and technical standards will be kept based on the new law. "Local radio" refers to the whole of the local radio

stations which are established and operate aligned with the license of the Minister of Presidency of the Government. All the stations broadcast from 87,5 to 107,7 MHz in FM band. The basic principle of "Locality" in the Local Radio Station, states that it is its local character which determines the content of its program. In France for example, the local radio holds its identity as it is related strongly to the local community. The constant and systematic striving for true local communication, the integration of radio as a tool in the area serviced and the adaptation of the program to local life in all its aspects represent the main dimensions of the character of the Local Radio (Hamelin 1989). Another principle of the "Locality" of a radio station is also the

local transmission (limited coverage). Every station has its own geographic range of transmission and its own specific district. According to the law there is not a specific number of frequencies available for every district. According to the article 2?4 of the new law the licenses are given after a proposal of a newly formed "Commission of Local Radio" to Greek citizens. However no more than one license is granted to the same person. According to the constitution there are two types of licenses, the first one is only for professional (profit seeking enterprise) use and the second one is amateur (non-profit). The stations which have the second type of licenses can transmit only recreational and educational programs and not advertisements. 15. Rao, G. (1991). Italy: In