DhiTV, Maldives' second private television channel, started broadcasting on Tuesday, promising programming tailored to public taste and "equal opportunity" for all political actors in the run-up to the country's first multi-party elections.
Private TV and radio stations were first introduced last year under new regulations, after state-run Television Maldives and radio broadcaster Voice of Maldives came under intense scrutiny for perceived pro-government bias.
Maldives Media Association (MMA) president Thoyyib Mohamed welcomed the launch of DhiTV, but expressed concern over the financial viability of private broadcasting and local channels being able to meet public expectations of "creative quality productions".
"Fair broadcasting"
Last week, an agreement was signed between TVM, VOM and the eight registered political parties promising equal airtime for all political parties and presidential candidates ahead of the elections expected this year.
Although DhiTV does not sign specific agreements of this kind, "Our editorial policy is to give equal opportunity to everyone," says Masood. "We are private, so we have to have fair broadcasting."
"We cannot target a specific segment of the public," he adds, promising programming on sports, entertainment, current affairs and social issues.
With a full time staff of over 40, DhiTV will be available from 2 p.m. to 12 a.m. [0900-1900 gmt] through cable TV operators Media Net and BNet.
Currently customers must purchase a cable package to see the channel, but Masood says DhiTV will be transmitted through satellite in approximately two months, which will enable "all of Maldives to receive DhiTV" without charge.
Profits
Maldives, with a population of about 300,000, is a "very small market," says Masood, but said the company "hopes for a profit." Due to the channel's dependence on sponsorship and advertisements, it "can earn only if the public likes us," says Masood.
"It's hard to comment on profitability at this time because this is the first time we have had private broadcasting," he says. "We will only know when we get going, but it will be a great success if we can manage all our costs without a loss."
Broadcasting boom
The only other private broadcaster in the country, Future TV, has been broadcasting since 6 June through the BNet cable package between 8 a.m. and 3.p.m., and between 8 p.m. and 11p.m. each day.
The original content it produces is limited, but it also shows films and songs, mostly from the Maldives. Another three television channels are in the pipeline.
Meanwhile six radio broadcasters are now operating since the introduction of private broadcasting regulation last year, with Dhi TV's sister company DhiFM the first to operate a private radio station.
Conditions for private broadcasting will become law under the Broadcasting Bill currently at committee stage in parliament. The bill also transforms TVM and VoM into independent public service broadcasters.
But MPs and the MMA have cautioned the bill must ensure genuine independence for the new Broadcast Commission, and criticized plans for government to issue of broadcast licences for just a year at a time.
Concerns
Thoyyib, also CEO of upcoming TV channel VTV, says operating a private television channel in the country will be a "challenge."
"They introduced private broadcasting without building the backbone," says Thoyyib, referring to a lack of "creative skilled people. There are no media-related subjects in the schools, or vocational training," he says, "so the channels will have to train people themselves - which is time consuming and also takes up a lot of money."
"Investors are thinking in the short term," he said. "There is too much political interest behind each investor - behind every media (outlet), there is a big businessman."
VTV is backed by Finance Minister Gasim Ibrahim. Atoll TV, which has yet to launch, is part of the AAA group of companies, headed by Ali Shiyam, whilst Sun TV is part of the Sun Travel group, led by MP Ahmed Shiyam.
According to Thoyyib, the Maldivian public is "very bored with state media" and will expect a lot from private TV channels as they are "already getting the cream of the world through cable TV".
"But without quality creative productions, they won't achieve even these short term results," he said.
Private TV and radio stations were first introduced last year under new regulations, after state-run Television Maldives and radio broadcaster Voice of Maldives came under intense scrutiny for perceived pro-government bias.
Maldives Media Association (MMA) president Thoyyib Mohamed welcomed the launch of DhiTV, but expressed concern over the financial viability of private broadcasting and local channels being able to meet public expectations of "creative quality productions".
"Fair broadcasting"
Last week, an agreement was signed between TVM, VOM and the eight registered political parties promising equal airtime for all political parties and presidential candidates ahead of the elections expected this year.
Although DhiTV does not sign specific agreements of this kind, "Our editorial policy is to give equal opportunity to everyone," says Masood. "We are private, so we have to have fair broadcasting."
"We cannot target a specific segment of the public," he adds, promising programming on sports, entertainment, current affairs and social issues.
With a full time staff of over 40, DhiTV will be available from 2 p.m. to 12 a.m. [0900-1900 gmt] through cable TV operators Media Net and BNet.
Currently customers must purchase a cable package to see the channel, but Masood says DhiTV will be transmitted through satellite in approximately two months, which will enable "all of Maldives to receive DhiTV" without charge.
Profits
Maldives, with a population of about 300,000, is a "very small market," says Masood, but said the company "hopes for a profit." Due to the channel's dependence on sponsorship and advertisements, it "can earn only if the public likes us," says Masood.
"It's hard to comment on profitability at this time because this is the first time we have had private broadcasting," he says. "We will only know when we get going, but it will be a great success if we can manage all our costs without a loss."
Broadcasting boom
The only other private broadcaster in the country, Future TV, has been broadcasting since 6 June through the BNet cable package between 8 a.m. and 3.p.m., and between 8 p.m. and 11p.m. each day.
The original content it produces is limited, but it also shows films and songs, mostly from the Maldives. Another three television channels are in the pipeline.
Meanwhile six radio broadcasters are now operating since the introduction of private broadcasting regulation last year, with Dhi TV's sister company DhiFM the first to operate a private radio station.
Conditions for private broadcasting will become law under the Broadcasting Bill currently at committee stage in parliament. The bill also transforms TVM and VoM into independent public service broadcasters.
But MPs and the MMA have cautioned the bill must ensure genuine independence for the new Broadcast Commission, and criticized plans for government to issue of broadcast licences for just a year at a time.
Concerns
Thoyyib, also CEO of upcoming TV channel VTV, says operating a private television channel in the country will be a "challenge."
"They introduced private broadcasting without building the backbone," says Thoyyib, referring to a lack of "creative skilled people. There are no media-related subjects in the schools, or vocational training," he says, "so the channels will have to train people themselves - which is time consuming and also takes up a lot of money."
"Investors are thinking in the short term," he said. "There is too much political interest behind each investor - behind every media (outlet), there is a big businessman."
VTV is backed by Finance Minister Gasim Ibrahim. Atoll TV, which has yet to launch, is part of the AAA group of companies, headed by Ali Shiyam, whilst Sun TV is part of the Sun Travel group, led by MP Ahmed Shiyam.
According to Thoyyib, the Maldivian public is "very bored with state media" and will expect a lot from private TV channels as they are "already getting the cream of the world through cable TV".
"But without quality creative productions, they won't achieve even these short term results," he said.
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