George Gantzias - The Dynamics of Regulation: Global Control, Local Resistance Cultural management and policy: a case study of broadcasting advertising in the United Kingdom

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THE DYNAMICS OF REGULATION:
GLOBAL CONTROL, LOCAL RESISTANCE

In memory of my father Kostandinos Gantzias and of Frank Willis for his unfailing patience and generosity in dealing with my constant appeals for help throughout my PhD and my afterlife in City. Frank taught me so much both in terms of regulation and life

The Dynamics of Regulation: Global Control, Local Resistance

Cultural management and policy: a case study of broadcasting advertising in the United Kingdom

George Gantzias
Cultural Technology and Communication
Aegean University

First published 2001 by Ashgate Publishing

Reissued 2019 by Routledge
2 Park Square, Milton Park, Abingdon, Oxon, OX14 4RN
52 Vanderbilt Avenue, New York, NY 10017

Routledge is an imprint of the Taylor & Francis Group, an informa business

Copyright George Gantzias 2001

All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers.

Notice:
Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe.

Publisher's Note
The publisher has gone to great lengths to ensure the quality of this reprint but points out that some imperfections in the original copies may be apparent.

Disclaimer
The publisher has made every effort to trace copyright holders and welcomes correspondence from those they have been unable to contact.

A Library of Congress record exists under LC control number:

ISBN 13: 978-1-138-71720-6 (hbk)
ISBN 13: 978-1-315-19649-7 (ebk)

Contents

Guide

Many books are the product of intensive research and writing over a period of months. However, this book is the result of much cumulative research and experience over many years. This task/challenging exercise has been made much easier for me thanks to the unconditional support and encouragement I receive from my mother Chrisanthi and my brother Thanassis and Ms Elly Vafopoulou over the long period of my studies and my teaching at City University in London.

I would also like to thank the Richardson and Coulton families for their continuous support.

The original idea to write this book dates back to when I was preparing my PhD thesis at the City University in London. I would like first of all, to thank all those who have helped me in carrying out my PhD research.

I would like to acknowledge the time, effort and input of all the following people, who were generous enough to share their specialist knowledge and advise, check and comment on the text.

Thanks also go to the following: my interviewees who gave up their time to answer my questions; Professors Frank Webster, Richard Collings and Ali Rattansi for their comments on my original PhD thesis; Pam Johns, Frank's dedicated secretary at the ITC; all the staff of the ITC Library; Angela Salt and Miranda Scrase of the ITC for providing crucial archive material in 1995; Howard Tumber, an encouraging and patient PhD supervisor; Sheila Munton and all the staff of the City University Library; all my students from the MA in Communication Policy Studies and the MA in International Communication and Developments with whom I have discussed and argued about media, communication, regulation, cultural, digital technology, advertising and information policy over the past eight years; Charlotte Freeman for her encouragement; and also Roda Papanikolaou, Mary and Dimitri Kanekar, and Paula Kembel, Aphrodite Christodoulaki, Marie Gallagher, Marita Loli, Costas Tsouloupas, Dimitri Kamara, Vassilis Papoulias, Tony Cammell for all their support.

Finally to proof reader and copy editor Pat FitzGerald, to Sotiris Kyrkos for his help on the index and to the editors at Ashgate who have helped to make my book accessible to you.

There are others, tens of dozens, whose interviews and expertise made this work possible. Sheer weight of numbers precludes my thanking them all. Those who did help me know who they are and have my everlasting gratitude.

The new technologies and the liberalisation of the broadcasting and telecommunication markets together with the digitalisation and globalisation of new services have challenged irrevocably not only the traditional markets and institutional structures but also the legal systems of broadcasting and telecommunication sectors in the twenty-first century. Since 1990 more than 100 countries around the world have liberalised their broadcasting and telecommunication markets. The need for reform of established institutions and economic systems in our society is not a new phenomenon. Thomas Jefferson, the third President of the United States, stated in 1816 that:

both laws and institutions must go hand in hand with the progress of human mind. As that become more developed, more enlightened, as new discoveries are made, new truths disclosed, and manners and opinions with the change of circumstances, institutions must advance also, and keep pace with the time.

This statement indicates how important it is for each country to keep up with the changes by reforming its communication, economic, political and legal systems when the time is right. The advance of digital technology over the last decade has opened new opportunities and has the potential for radically reforming the traditional sectors in communications and information sectors and posing a number of questions for broadcasting, communications, information policy and the regulation authorities at local/national, regional and global levels. In the twenty-first century all countries around the world should consider seriously reforming their established policies and regulations, together with their nationally-oriented and -focused political, economic, cultural and social systems. The outcome of convergence and the information society is likely to be a new society, the 'info-com society',

The dynamics of new technologies and free market philosophy in the 1980s challenged the traditional structures of broadcasting and telecommunication markets and most countries started to embrace competition and introduce new legislation into their broadcasting and telecommunications markets. Most of the countries around the world have introduced new legislation or modified their existing regulation of broadcasting and telecommunication sectors at different paces and times. In that context, in this book I identify two main periods, which are: a) the period when the developed countries such Britain, the USA and other European countries liberalised and deregulated the broadcasting and telecommunication markets; and b) the period when the new digitalised services penetrated both the broadcasting and telecommunication markets. The first period is called the deregulation/re-regulation and liberalisation era and covers the introduction of liberalisation, privatisation and deregulation policies, together with all new changes and the implementation of such policies in broadcasting and telecommunication markets up to the middle of the 1990s. The second period is called the digital transformation and info-communication era and covers the digitalisation and globalisation of the new services and the convergence of broadcasting, telecommunication, publishing and information sectors together with the new info-communication policies in the semi-liberalised or fully liberalised national markets since the end of the twentieth century.

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