U.S. International Broadcasting: New Strategic Approach Focuses on Reaching Large Audiences but Lacks Measurable Program Objectives

摘要

Prompted by a desire to reverse declining audience trends and to support the war on terrorism, the Broadcasting Board of Governors (BBG), the agency responsible for U.S. international broadcasting, began developing its new strategic approach to international broadcasting in July 2001. This approach emphasizes the need to reach mass audiences by applying modern broadcast techniques and strategically allocating resources to focus on high-priority markets. GAO was asked to examine (1) whether recent program initiatives have adhered to the Board's new strategic approach to broadcasting, (2) how the approach's effectiveness will be assessed, and (3) what critical challenges the Board faces in executing its strategy and how these challenges will be addressed.