| Subject: DC GOES TO HOLLYWOOD: Congress Told Content Key in War Effort |
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Date Posted: 16:27:22 12/03/01 Mon
Congress Told Content Key in War Effort
http://news.findlaw.com/entertainment/s/20011115/mediawardc.html
WASHINGTON (Variety) - The wartime Hollywood-Washington nexus gained momentum Wednesday with a TV writer-producer advising Capitol Hill that the entertainment business can do its part by making sure the Arab world isn't watching only ``Who Wants to be a Millionaire'' and ``Baywatch.''
``What comes through to people abroad watching such shows is an impression, not of the humanity that we share with them, but only of the plenty and prosperity of our lives,'' said John Romano, whose credits include ``Third Watch'' and ``Dark Angel.''
``Right now we are entirely dependent on the market system: What they'll see abroad is what sells abroad -- which is often the lowest-common-denominator product.''
Romano's testimony came during a hearing of the House Intl. Relations Committee, which is tapping Hollywood and Madison Ave. for ideas in how to better tell America's story to foreign audiences, particularly viewers in the Middle East.
President Bush also wants to enlist Hollywood's help. White House adviser Karl Rove traveled to Los Angeles on Sunday to meet with top studio and TV execs.
All sides have stressed that Washington is in no way trying to dictate content; rather, the entertainment biz wants to help of its own accord.
Romano said Hollywood should focus on making certain programming available overseas. First, the industry should put aside the bottom line to some degree and distribute more serious-minded pictures and TV programs, such as slavery movie ''Amistad'' and legal drama ``The Practice.''
Second, the industry should develop original programming that represents the diversity and depth of American life. Third -- and most importantly in Romano's view -- Hollywood should work with foreign TV and film directors.
Veteran ad exec John Leslie Jr. testified that while the United States has been good at talking to heads of nations, it has overlooked the people. This country's communication prowess must be employed in swaying world opinion and that no tactic should be ruled out.
``CNN ran a segment recently on a pro-bin Laden videogame becoming popular in many Islamic countries. Whether we counter with our own videogame, use commercial advertising, the Internet, poster or pamphlets -- you name it, every tactical approach should be considered that can deliver the right message to the right targets with credibility,'' said Leslie, chair of Weber Shandwick Worldwide.
Former Middle East ambassador Edward Walker testified that Hollywood's assistance is critical. The film biz should work with its counterparts in such cities as Cairo, Egypt, and Beirut, Lebanon, to develop public service announcements that can run on local and regional airwaves.
He also suggested that Hollywood develop exchange programs with the film and TV industries in the Middle East.
Copyright © 2001 Reuters Limited. All rights reserved.
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