First Minister Alex Salmond
Campbell Swinton Lecture
Royal Television Society
Glasgow
Wednesday, February 27, 2008
___________________
Thank you to Henry Eagles for your kind words of introduction. And thank you also to Rob Woodward for letting us all use his office this evening.
It is a pleasure to be invited to deliver this year's lecture to the Royal Television Society Scotland.
I am delighted to have the opportunity to speak with you about the state of broadcasting in this country, and about the great potential of this very important - and very Scottish - industry.
It's quite likely that if John Logie Baird had not invented television, the rest of the world would have managed it by now. They might even have moved from monochrome to colour. But there is no denying that this country has pushed forward the frontiers of television by several years.
Like I suspect everyone here tonight, I cannot claim to have known Campbell Swinton personally. He died in 1930 - four years before the creation of the Scottish National Party. And many - many - more years before I arrived!!
Nonetheless when considering the great potential of our country and our economy, I take inspiration from figures such as Campbell Swinton.
Campbell Swinton was a polymath and a genius - a sort of Scottish Da Vinci. As well as his discoveries in television, he did pioneering work with radiography, the telephone and in electronics.
Campbell Swinton was also (according to the London Times) great-uncle to Oscar winner, Tilda Swinton. And a relation of Sir Ernest Swinton, inventor of the tank.
It was a very Scottish combination of talents - an extraordinary creativity allied with great technical ability - that was the foundation of the success of Campbell Swinton and so many of his generation. John Logie Baird, Alexander Graham Bell and Charles Rennie Mackintosh to name but a few.
And it is this combination of talents and our flexibility of mind - the legacy of our once world-class system of free education - that will be the foundation of Scotland's future success.
Not only in broadcasting but across our whole economy.
Tonight we are here to consider the future of Scottish broadcasting. There is much to say on this subject. And much more to do.
All of you will be aware of the keen interest that my Government has taken is Scottish broadcasting.
And I hope that no one here doubts the strength of our desire to see Scotland succeed. Or our determination to help you do so. The Scottish Government is committed to your success.
Let us be honest about where we stand today. Scottish broadcasting faces a real challenge.
Last year, Ofcom reported that Scotland's share of total UK network production fell from 6% in 2004 to 3% in 2006.
And over the same period, PACT reported that independent network productions in Scotland fell from 180 hours to a little over 100 hours.
On coming to office the new Government was angered by these figures. But not surprised. That is why in August we set up the Scottish Broadcasting Commission, under the chairmanship of Blair Jenkins.
To examine the state of the industry. To understand the causes of the recent difficulties. To look into new opportunities. And to build a consensus - a partnership - to a successful future.
And our aim should not be simply to return Scottish broadcasting to its standing of four or five years ago. That would still be punching below our weight.
Our vision - and our ambition - is nothing less than the long-term revival in Scottish broadcasting - and its emergence as a strong and growing industry. A global leader, enriching Scotland's economy and our culture.
Tonight I want to discuss with you the steps that we can take together to build success in Scottish broadcasting.
And let me say now: our discussions this evening will be far from the last word.
The Broadcasting Commission still has much valuable work to do before its final report this summer.
The major networks are still reflecting on how they will ensure a level playing field for television production across Britain - bringing new opportunities for all of you.
And together we have to discuss and shape a strategy for the future of Scottish broadcasting. A strategy that will make full use of the tremendous talent and creativity in this country - and put your industry up there with the very best.
So first let me first discuss the work of the Scottish Broadcasting Commission.
The Scottish Broadcasting Commission
I want to start by thanking and congratulating the ten members of the Commission for the way they have gone about their work since October.
It's clear from your interim report - on the economics of the industry - that the wealth of experience and perspectives you bring to the table has been of enormous benefit.
I'm impressed both by the quality of the Commission's report, and the speed with which it was produced. I want also to thank those of you in the industry for your close engagement and support.
I'm particularly pleased to see that the most senior management of the UK's main terrestrial broadcasters have given such open and constructive testimony to the Commission.
Mark Thompson has confirmed his personal responsibility for ensuring that the BBC will spend at least 9% of its network programme budget in Scotland. Very encouragingly, he described this figure as 'a floor rather than a ceiling'.
And there is good news with several BBC productions on their way to Scotland - including the aptly named, 'Hope Springs'.
Meanwhile Andy Duncan has made clear his ambition to see more Channel 4 commissions coming to Scotland.
And Michael Grade has confirmed that ITV takes "seriously" Ofcom's ruling on sourcing commissions from Scotland, Wales and Northern Ireland.
Michael Grade has, of course, blamed the current imbalance on Scotland's "talent exit problem". And he spoke of our need to catch up on "years of decline and almost neglect".
Well, you might be surprised to learn that here I agree with Michael Grade. Even though - having been at the top of the BBC, ITV and Channel 4 boards - he has had a pretty good opportunity to prevent this decline and neglect.
Reading the Broadcasting Commission's interim report, I am reminded of Charles Dickens' 'A Tale of Two Cities'.
Dickens' book opens with the famous, paradoxical lines, 'it was the best of times, it was the worst of times.'
Of course, Dickens was writing about London and pre-revolutionary Paris rather than modern day Glasgow. And I do not recall the 'squinty bridge' appearing in his novel. At least, not in the Penguin edition.
But we can still take much from the paradox, the best and worst of times.
Because today in Scottish broadcasting we still see signs of caution. Of an industry that has been unsure of its winning touch. And that has perhaps been too deferential to the established order in London.
But we also see evidence of the huge potential of Scottish broadcasting. Not least, the new developments here at Pacific Quay which offer us a once in a generation opportunity.
We also see a clear recognition - not just in Scotland but across the whole UK industry - of the need for a better deal for Scottish broadcasting.
49. And we see a growing consensus about the steps that you in the industry - and we in Government - must take for the long-term success of Scottish broadcasting.
The Broadcasting Commission has argued that the main obstacle to Scotland's success is the networks' excessive focus on London.
Take the example of ITV and Channel 4. We can see that they are dealing with huge challenges - including fierce competition for advertising revenues with the multitude of new digital channels and use of the internet, the constant flow of new technology and the global contest for viewers.
Faced with these challenges, it is understandable that a heavily London-centric network can lose sight of its remit to represent the to represent the diversity of the whole of the UK.
And so Scotland, Wales, and Northern Ireland lose out - along with some regions of England.
As I said, this position is understandable. But it is not acceptable. And together we are changing it.
But to ensure that the Scottish industry gets at least its fair share of network productions, we must continue to advocate our interests over the long term.
We must press for culture change in the major networks - ending the pervasive pattern of London-based commissioning editors dealing almost exclusively with London-based production companies.
And we must ensure that the major networks make good on all their commitments to Scottish broadcasting.
For example, the Commission's interim report showed that some BBC network programmes were counted as Scottish despite having little or no connection with Scotland.
It transpired that Waterloo Road, a very successful drama set in an English secondary school, had been attributed to Scotland.
Now I know that Berwick has just voted to say it would like to switch from England to Scotland - but I hadn't realised the trend had spread as far as Rochdale!
So I welcome the BBC's commitment to look at how it classifies the location of productions, so that in future we can be absolutely sure of what is a Scottish production - and what isn't.
And here I would argue that Ofcom's benchmark of out-of-London production is a sensible starting point for defining Scottish activity - requiring at least 50% of staff and production activity and 70% of total spend.
Greater clarity here can only strengthen your industry.
Cultural importance of broadcasting for Scotland
So far the Broadcasting Commission has focused on the economics of the industry. But of course, we all know that broadcasting is just as much a cultural activity as it is economic - if not more so.
Broadcasting is a public service, and not by accident.
For very good reasons, the major networks in the UK are guided by public service objectives.
The BBC, for example, identifies five aspects of public value in its work.
- First, sustaining citizenship and civil society.
- Second, promoting education and learning.
- Third, stimulating creativity and cultural excellence.
- Fourth, reflecting the UK's nations, regions and communities.
- Fifth, bringing the UK to the world and the world to the UK.
These are ambitious objectives for public broadcasting - but they are the right objectives.
The challenge for the UK broadcasting as a whole - and for Scottish broadcasting - is to make sure that we live up to these aspirations.
To make sure that public broadcasting really delivers for the public.
That, incidentally, is not about a race to the bottom - the emphasis on what sells at the expense of what matters - but rather, it is about reflecting the soul of the nation in the range of factual, dramatic and creative output.
Quality matters in the country we are trying to build.
So the challenge for Scotland - for the industry and the Scottish Government - is two-fold.
First , we must hold the UK network broadcasters to their respective public service objectives - to ensure that broadcasting reflects and enriches Scottish society.
And second, we must ensure that within our own country, public broadcasting speaks and listens to all of the people of Scotland - and reflects their different identities.
Scotland is a rich and diverse society. As the composition and identity of that society changes, so too must public broadcasting.
And we must never ignore this country's heritage nor waste an opportunity to enshrine that heritage in the nation of tomorrow.
That is why the Scottish Government has been a strong supporter of the Gaelic Digital Service - and why we warmly welcomed the recent approval of this Service by the BBC Trust.
It is great news for Gaelic language and our Gaelic communities.
And the challenge for our broadcasters is to provide as many of our people as possible with easy access to the new Gaelic Service.
But I must also comment on the negative news in another sphere of Scottish cultural activity. The fitba.
In a little over six months, Scotland will begin its qualifying campaign for the 2010 World Cup. And after our impressive performance in the European qualifiers, millions of Scots will want to cheer our team on.
However, even in Scotland, the only games shown on terrestrial television will be England's home matches.
It is an extraordinary, and frankly unacceptable position. And it reveals a carelessness in the attitudes of some broadcasters to their wider responsibilities.
Think of the literally hundreds of thousands who can't watch their national team compete in our national sport.
Think of the older members of our community who can't go to the games or get satellite television.
Think of the young in our society who are desperate to be inspired by a new generation of sporting heroes.
You see, through that lens we aren't talking about just a game of football.
Rather, we are talking about maintaining a cohesive society able, collectively, to celebrate its national identity.
The imperative for action is obvious. Sporting success can be one catalyst for a united, confident, ambitious nation.
Let me simply say tonight that when it comes to getting the national team back onto the screens of all our citizens -it can be done, and it must be done.
Economic importance of broadcasting for Scotland
Let me move on to talk briefly about the economics of the broadcasting sector.
Broadcasting in Scotland is big business. And it will become even bigger business.
In 2006, production activity in Scotland was worth just over £111m - with around half of this total from commissions by the main UK networks.
And with an increasing share of network production located in Scotland, the industry is bound to grow.
The new commitment on network commissions from the BBC - of at least 9 per cent from Scotland - could bring £40-50 million into Scotland's creative economy.
Similar moves from ITV and Channel 4 will be most welcome. Because more network commissions will create a bigger, stronger and more diverse industry in Scotland.
The Scottish broadcasting sector needs to prepare to for this growth. A great opportunity is coming - and you must seize it.
By increasing capacity. By raising skill levels. And by lining up the quality projects to satisfy this increased demand.
Because with talent in this sector highly mobile, the upturn in your industry can be rapid.
And here at Pacific Quay - with the state-of-the art facilities of the Scottish Media Group and the BBC - we have a new hub for Scottish broadcasting and the technology to compete with the best - now and over the long term.
These are the foundations for a successful future for Scottish broadcasting.
And looking wider, I know that the Broadcasting Commission is asking big and important policy questions that will shape the future of your industry for decades.
- Questions about the necessity of production quotas.
- About appropriate support for start-up companies.
- About where commissioning editors should be based.
Let me say that the Scottish Government welcomes these important debates. We will follow them closely.
When it comes time for us to take a firm view, we will listen carefully to the perspectives of the industry and the Broadcasting Commission.
And we will always put the interests of Scottish broadcasting first and foremost.
The role of the Scottish Government
As I have argued, the revival of our broadcasting sector creates great opportunities for the Scottish economy - and for the future of our cultural life.
The Scottish Government is determined to do everything that we can to promote your success.
By creating the Broadcasting Commission and giving an unprecedented level of attention to Scottish broadcasting, we have already helped to produce results.
Results which are being noticed outside this country. The Governments of Wales and Northern Ireland are taking a keen interest in the debate. And we have invited them to Scotland to learn more about the Broadcasting Commission.
The progress in getting the UK networks to agree to commission more Scottish programmes is certainly encouraging.
But, as I have argued, we cannot always rely on the goodwill of the gatekeepers - the heads of the major networks.
Scotland has to create its own possibilities and shape its own destiny in the creative industries - as much as we do in any sphere.
This means the Scottish Government working with you to provide training and development opportunities for talented people of all ages and backgrounds.
This means encouraging innovation and risk taking by producers, broadcasters and the support industries.
This means ensuring that we make the best possible use of new technologies in digital production and distribution to open up global markets.
And above all, this requires clear commitment and leadership from the public sector.
Setting a vision for Scotland's creative future.
And working with you to pursue a strategy that will take us from being broadcasting bystanders to being a truly creative nation.
The Scottish Government has highlighted the creative industries as a priority sector within our overall economic strategy.
And through Creative Scotland and through Scottish Enterprise - and based on the work of the Broadcasting Commission - my Government will help to make your industry to become a great Scottish success story.
Conclusion
In closing, let me say that I see only cause for optimism about the prospects for Scottish broadcasting.
Through the Scottish Broadcasting Commission, we have launched a historic debate about the future of the industry.
And it is a debate which is already reaching powerful and positive conclusions.
New business is coming to Scotland. New opportunities are emerging.
Each of you here this evening - and the industry as a whole - has the chance to benefit.
And by creating new work of lasting value to Scotland's economy - and to our culture - you will help to enrich the whole of this country.
So let me wish you every success in your endeavours. And let us look forward to a long and successful partnership - building a vibrant, confident and creative Scotland.