The old school of Christian Broadcasting

I have just returned from a business trip to the US and as a result of that trip this will be the first of 3 short blogs based on some of that trip.

As part of the trip I had the opportunity to attend the NRB Convention in Nashville. For those of you not aware of the NRB, it stands for the National Religious Broadcasters and is the “umbrella” body of the Christian broadcasting community in the US, it covers radio, TV and to some degree web and although not a “trade body” has a large voice when it comes to Faith based broadcasting.

The convention this year was held at the Opryland Hotel in Nashville which is enormous, but a very nice hotel as well. This was my fourth NRB – I was there last year after missing it (due to other work commitments) for a number of years. But in one sense it felt like it has not really moved on from when I first went about 10 years ago.

The three things that struck me about the convention this year was:

a. It felt smaller than last years – though that may have been the venue it was in.
b. How incredibly “old” most of the delegates were – I felt young!
c. How incredibly white and middleclass most of the delegates were.

I wonder if the first point maybe as a result of the last 2.

It struck me that although there were some “new media” initiatives at the NRB and no doubt there were some people with new and creative ideas, most of it is the same old same old. Old TV and Radio networks, courting new clients to come on their platforms, new and older media ministries looking for new, better, or cheaper platforms to broadcast on, and then all the “business” aspects – the media buyers, fundraising experts etc. all propping up an aging broadcasting model that I have little doubt will not survive much longer due to the changing broadcast market.

The other thing that shocked me was how incredibly white almost all the delegates were – given that statistically the fastest growing churches are ethnic ones – Latin in the US and Afro Caribbean in the UK – WHERE ARE THEY WHEN IT COMES TO BROADCASTING!!!! Have they felt so “kept out” of the scene that they don’t bother anymore – I know for example there are some networks focused entirely on these communities but I didn’t see any of them at the NRB.

I had lunch with a friend of mine and we discussed these 2 issues and I think both of us came to the conclusion (I certainly did) that IF the NRB is still around in 10 – 15 years time it will have to be a very different organisation to what it is now.

To their credit they are trying some new and interesting things – such as a presentation on creativity by a Disney Exec and some other stuff – but generally speaking the thrust of the event is “business” rather than “creative” and is very much focused on the traditional models of what they think “broadcasting” is. One network did launch a new IPTV service which in one sense sounds new and cutting edge – but really from what I saw its just a new way of delivering the same old boring content that the next generation has already bypassed on their way to YouTube, Facebook and Myspace etc.
If as Christian Media practitioners we want to be here for the long haul then we have to engage the next generation of young people through making relevant and attractive content for them – BUT also and maybe more importantly we have to find a way of bringing them and their creativity into the heart of what we do and have them be the ones leading the way to the future – otherwise we won’t have a future.

Why is it that most successful media companies have a policy of finding and nurturing the best new creative talent and promoting them to senior positions as quickly as possible – is it because they know that’s the way forward? Conversely how many Christian media organisations do you know that have people on their management boards who are under 30? – I can’t name any!

Also it does concern me that at a place like the NRB there is so little multi cultural representation – are we as Christian broadcasters not able to find ways of integrating our content so it attracts viewers from different racial backgrounds – if we as the “Body of Christ” which is supposed to be the most integrated and inclusive organisation EVER created can’t do it then what hope does society have. Perhaps this is an area we have to work much harder at as I believe it is essential moving forward that we as the Christian broadcast market find a way of doing this and modelling it to the church and the wider world.

There again, maybe I’m just jaded and everything really is alright with the Christian broadcasting scene – I hope this is the case, but I don’t think it is and unless we engage in these discussions now BUT also actively seek ways to move forward in these areas then maybe we won’t be around in 10 – 15 years time – just a thought – maybe a worrying one, but one we do have to face.

PS – for those of you wondering if my healing has fully manifest (se previous blog) well the answer is not quite. I’ve been up and down physically over the past 3 weeks – but am now getting MUCH stronger. Still not seen it happen totally yet BUT am MUCH MUCH better.