The market for minority access television: The case of religious broadcasting in the U.K

Abstract

The market for minority interest television in the United Kingdom is examined with special reference to religious broadcasting. Extensive qualitative and survey research was con ducted among a variety of majority and minority religious groups to examine their perceptions and opinions about religion and television. This investigation examined the degree of satisfac tion with current forms of religious television and explored a range of views about demands for different kinds of religious broadcasting in the future. Different sections of the U.K. television audience were found to display a variety of specific needs and requirements and minority religious groups in particular indicated a growing hope for better access to television air time in the future. Although new cable and satellite channels were perceived by minority groups to offer fresh access opportunities, value was still attached to obtaining adequate exposure through established mainstream channels. Throughout, most minority groups confirmed the need for effective regulation of access broadcasting as a clear preference over a market-driven system, though not all religious minority groups agreed on the extent to which such regulation should be applied.