If only the communication-rich countries would use the word and image to promote development consciousness with the vigour that they did, for instance, to counter communism. The impact of an alien and alienating visual media on developing societies tends to demolish the work done by aid agencies and donor countries. It is therefore in the interest of the latter to secure the air time and space needed for public interest programmes to counter the commercial. You cannot supplant the commercial media but you can supplement it. Donor governments will consider it a priority investment if the role of communication in development strategy is understood.
Television is a powerful agent for development.
A television sensitive to the interconnected needs of globalised society can help raise awareness of development issues, strengthen NGOs, influence administrators and politicians, and provide information back-up for campaigns. An African farmer may then talk to his Asian counterpart. A community in Latin America may feel less disempowered, watching the progress of a fellow interest group in Wales. Vital inputs will come from the West which has seen a particular cycle of development and reaped its fruits, both sweet and bitter. It is only through exchange of experience that other audiences can make informed choices.