RTV Theory and Practice - Special Issue

were aware of the local station and its activities , but substantially fewer vieweđ the television programs of the stations (Olderaan and JankowsKi, 1985). Moreover, there appeared to be a decline in viewership evident across the three-year period of study: frequent viewers (four or more programs per month) declioed from 2.5/ during the first уеаг of operation to 15Х during the third уеаг . Figures for radio use are even less substantial. Data from the survey held in 1986 suggest that nearly two-thirds were unaware of the radio programming . Of those respondents able to indicate how often they listened to programming from the local station , ЂО/ said never; only minor fractions inđicated weekly (6X) or more freguent (I '/.) attention to the programming . These đata appear , baseđ on the limited inf ormation available from other local radio and television stations in the country , to be representative for use of station programming in general. One posstble reason for the low use figures of radio programming is that few persons have connected their radio sets to the cable nets . RELATION TO OTHER MEDIA Determination of the relationship between local radio and other media is important for assessing the place of this medium within general spectrum of mass communication mstitutions . Here we briefly mdtcate the nature of the relationships for the three levels withm the broadcasting system : national, regional and local . National level There have been few structural contracts between national broadcasting organizations and local radio and television stations . On occasion national organizations have organized activities for stations such as technical trainmg courses đuring the early period of a station . The station in Meppel, for exampie , was mitiated m part because of the involvement of a national broadcasting feđeration . Members of this federation organized a meeting in Meppel at which time the possibilities of a local station were considered . From both national broadcastmg orgamzations as from publishers pressure has been made on the Ministry of Culture to mamtain the current prohibition on advertismg. There is fear that removal of this restriction would have conseguences for advertismg revenues of both broađcastmg anđ print media. Some efforts have been made to encourage cooperation between local

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