This, however, makes it difficult for stations and channels to establish clear identities and build audience loyalty. It can also create headaches for schedulers. An illustration is the channel shared by the private company TET, which broadcasts to the city of Kiev and parts of the surrounding regions, and a station owned by the capital's municipality, called simply Kyiv. The two stations are allocated airtime on a two-day alternating basis. No doubt sharing airtime equitably requires the wisdom of King Solomon.
Pluralism is fine if it results in a wide range of programmes and thereby wide viewer choice.
The quality of a country's television, of course, is intimately linked to the structure of the industry and its financial circumstances. It cannot be determined solely by regulation. That is not, however, to deny regulators an important role in setting and maintaining a level of quality in television output, and the Ukrainian legislation evidently expects the National council to play this role. Regulations concerning programming in Ukraine at present are not elaborate, though some have significant influence. At this stage in that process, it does not make the job of running a station any easier.