Association of Southeast Asian Nations - ASEAN Media Cooperation

ASEAN Media Cooperation

The ASEAN Media Cooperation (AMC) set digital television standards, policies and create in preparation for broadcasters to transition from analog to digital broadcasting, better promote media collaboration and information exchange to enhance voice, understanding, and perspective between ASEAN peoples on the international stage.

The ASEAN member countries aim media sector towards digitalization and further regional media coaction. AMC establishes partnerships between ASEAN news media, and cooperate on information sharing, photo swapping, technical cooperation, exchange programs, and facilitating joint news coverage and exchange of news footage.

The concept was stressed during the 11th AMRI Conference adopting the theme: ”Media Connecting Peoples and Bridging Cultures Towards One ASEAN Nation.” ASEAN Ministers believed that the new and traditional media are important mediums to connect ASEAN people and bridging the cultural gap.

Accessing information towards the goal of creating a One ASEAN nation requires participation among the nation members and its citizens. During the 18th ASEAN Summit in May 2011, the Chair stated the important role of a participatory approach among people and stakeholders of ASEAN towards a “people-oriented, people centered and rule-based ASEAN”.

Several key initiatives that were initiated under the AMC:

• ASEAN Media Portal, The new ASEAN Media Portal was launched 16 November 2007 by the ASEAN Secretary-General, Mr Ong Keng Yong, and witnessed by Singapore’s Minister for Information, Communications and the Arts, Dr Lee Boon Yang. The said portal aims to provide a one-stop site that contains documentaries, games, music videos, and multimedia clips on the culture, arts and heritage of the ASEAN countries to showcase the rich ASEAN culture and the capabilities of its media industry.
• ASEAN NewsMaker Project, an initiative launched in 2009 that trains students and teachers to produce informational video clips about the lifestyle in their country. The project was initiated by Singapore to work closely with 500 primary and secondary students, aging from 9 to 16 years old, along with their mentors from the 10 ASEAN countries to produce informative videos promoting their respective country’s culture. Students underwent training for the NewsMaker software use, video production and responsible internet use and hope to develop the language skills and story narration among the said students. Engaging the youth using new media is an approach to create a One Asean Community as stressed by Dr Soeung Rathchavy, Deputy Secretary-General of ASEAN for ASEAN Socio-Cultural Community: “Raising ASEAN awareness amongst the youth is part and parcel of our efforts to build the ASEAN Community by 2015. Using ICT and the media, our youths in the region will get to know ASEAN better, deepening their understanding and appreciation of the cultures, social traditions and values in ASEAN.”

• ASEAN Digital Broadcasting Meeting, an annual forum for ASEAN members to set digital television standards and policies, and to discuss progress in the implementation of the blueprint to switchover from analog to digital TV broadcasting by 2020. During the 11th ASEAN Digital Broadcasting Meeting, members updated the status on DTV implementation and agreed to inform ASEAN members on the Guidelines for ASEAN Digital Switchover. An issue was raised on the availability and affordability of Set Top Boxes (STB), thus ASEAN members were asked to make policies to determine funding for the STB, methods of allocation, subsidies and rebates and other methods for the allocation of STB. It was also agreed in the meeting to form a task force to develop STB specifications for DVB-T2 to ensure efficiency.
• ASEAN’s Next Top Chef and The Legend of the Golden Talisman, two interactive games developed to raise awareness about ASEAN, and its people, places and cultures

New Media and Social Media

During the 11th ASEAN Ministers Responsible for Information meeting held in Kuala Lumpur, Malaysia, ASEAN leaders recognized the emergence of new and social media as an important tool for communications and interaction in ASEAN today. The Ministers agreed that efforts should be made to leverage on social media to promote ASEAN awareness towards achieving an ASEAN community by 2015. Initially, ASEAN will consolidate the ASEAN Culture and Information Portal and the ASEAN Media Portal to incorporate new media elements.