A popular programme like Xarabank is met with groans by some and welcomed by others but it serves as a good example of audience expectations on quality programming, according to a study.
The popularity of a television programme was not necessarily a mark of quality, TV audiences who participated in a Broadcasting Authority survey pointed out.
The findings once again raise the long-standing debate on the direction of funding.
Should money be spent on quality programmes that could attract smaller audiences, or should more investment be made in popular programmes that appeal to the masses?
The critical approach to certain popular programmes could be considered “elitist”, yet, audiences are clearly demanding quality programming.
Although “quality” was subjective, the need to understand audience demands was critical in an age where viewers had a vast choice of programmes through different platforms, BA chairman Anthony Tabone said.
TV news must play its part in sustaining truth and bearing witness
Two contradictory elements emerged in the survey. The first is that quality is what people prefer: if a programme has a significant reach, then it must be catering for something.
On the other hand, participants say that just because a programme is popular it does not necessarily mean it is good. This is the dominant view.
While there is no one absolute answer to what constitutes quality, the report notes, it is generally one that entertains, has substance and leaves audiences satisfied and engaged. Participants equated quality with learning and information, thus fostering citizenship.
News programmes are no exception and audiences are demanding they must be guided by the standards of impartiality and accuracy. “Television, like all media, must play its part in sustaining truth and bearing witness,” the report states.
News programmes on political stations are considered biased and unreliable – participants said they rely on TVM “to provide a closer approximation to the truth”.
While many audiences may access their news content on a variety of media, television news programmes continue to be of significant cultural and political relevance.
One piece of bad news for the industry is that viewers generally have a negative attitude towards adverts and choose the internet version to avoid them. Pop-ups, accompanied by the alert, are seen to be annoying and inappropriate.
Teleshopping programmes are regarded as being of particularly low quality because of the way they are presented and the lack of substance.
The research concludes with a number of recommendations ranging from better production on a technical level to proper use of the Maltese language.
The study, conducted by Joanna Spiteri from the Broadcasting Authority and Marilyn Clark from the University of Malta also recommends the broadcasting watchdog ensure a higher level of professional training in the media through specialised programmes in higher education.
Salient findings
A number of participants claim to have lost interest in Maltese TV stations and watch foreign station programming.
The lack of professionalism, lack of training, lack of talent and lack of creativity are seen as elements that need to be addressed because they impact negatively on the quality of broadcasting.
The programming schedule lacks innovation, dominated mostly by studio-based talk shows and in dramatic production storylines that are stretched exponentially, contributing to a lack of originality.
TV programmes in summer lack creativity with repeated content.
Lack of professionalism in local media productions may be due to the fact that the people involved are mostly part-timers and lack training.
Improvement is needed in technical standards and more attention to detail is a must for local productions.
Advertising can, and should, be pleasing to address audience negativity to promotions that are a crucial part of programme funding.
Older participants retain traditional viewing habits, mostly watching TV at the time the programmes are aired. Younger people tend to prefer the internet.