What does sustainable development mean for broadcasters?

摘要

1. Sustainable development - or meeting current needs without compromising the prospects of future generations - is an internationally agreed goal and should be a benchmark for national broadcasting policies. 2. Achieving sustainable development requires not only political action but changes in individual behaviour. This requires the assistance of the most influential medium -broadcasting. 3. Broadcasters should address sustainability in editorial or programming policies as well as in administrative areas like premises management, for the following reasons: a. The ethical dimension: issues like global warming are so serious that action must be taken. b. The rise of Corporate Social Responsibility and Socially Responsible Investment make addressing sustainability a necessity for forward-looking companies; it may also be commercially advantageous. c. In an internationally competitive multi-channel environment broadcasters will want to reposition themselves to compete for audiences who are increasingly environmentally aware.