HERALD TRIBUNE, pag.6

by Emma Bonino

BRUSSELSWhat does it take for a humanitarian crisis to make it into prime time slots on radio or television?

Deaths are essential, preferably hundreds of them in places that have not captured media attention before. News is by definition new.

Immediacy is highly prized, too. With the advent of increasingly sophisticated means of transmission, we have been able to watch real-time images of snipers in ex-Yugoslavia, or Liberian faction fighters bearing trophies such as severed heads or hands.

At times journalists may knowingly or unknowingly set their own agendas, which end up influencing the shape of humanitarian intervention and diplomatic action.

We see images of chaos, of degradation, of human suffering beyond our imagination. It can make thrilling television as stations compete for ratings.

"News" as a category has a limited objective. What I feel is often lacking is the kind of analysis that improves understanding of what is going on. How did things come to this? What is the international community doing about it? What could the solutions be?

As European commissioner for humanitarian affairs, part of my job is to encourage a broader range of imaginative and responsible coverage of humanitarian issues. That is whyI am launching Europe's first television and radio awards project for coverage of humanitarian affairs.

For the past year and a half I have been responsible for the European Community Humanitarian Office (ECHO), which provides funding for independent organizations delivering aid to victims of natural and manmade disasters. Last year the office gave funding worth more than $800 million to projects in more than 60 countries outside the European Union.

Our partners include specialist agencies of the United Nations, the Red Cross family and nongovernmental organizations like Doctors Without Borders and Save the Children.

I have witnessed the plight of victims of conflict and disaster not just in the Third World but in Europe, too. Humanitarian crises are no longer confined to countries that we used to associate with development issues.

It has become commonplace to say that humanitarian aid is no substitute for political action to solve crisis. That has been my position since I took on this job. But when crises flare up, we cannot remain passive witnesses. Delivering the means of survival is the least we can do.

I became aware that for every humanitarian crisis that made it into the headlines, there were dozens that went unnoticed. Public response to crises that people feel they know about is often overwhelmingly generous. But if people don't know, they don't care, they don't respond. Why should they?

Part of the humanitarian office's job is to act as a watchdog, monitoring the state of the world. Few people in the European Union realize that through tax contributions they last year supported humanitarian relief in Tajikistan, Somalia, Sudan, Cambodia, Sri Lanka and famine-stricken North Korea.

Our ability to support humanitarian organizations depends on money being available. That ultimately depends on the public recognizing the importance of meeting such needs and endorsing our actions.

Public support in combating what one might call donor fatigue depends on access to quality information about humanitarian issues. But television and radio coverage of humanitarian issues outside the main news bulletins is dwindling throughout Europe. Television stations are under commercial pressure to broadcast material to capture big audiences, or programs attractive to advertisers.

The sidelining of documentary and current affairs programs about humanitarian issues is also due to the lack of interest among the owners and directors of broadcasting companies. There are plenty of journalists eager to make programs, and plenty of stories out there.

As well as bringing the issues to the attention of the public, we seek by the awards to offer greater recognition for journalists, directors and producers able to communicate humanitarian issues in imaginative, accurate and moving ways.

The European Union is about people as well as business.

The writer, European comrnissioner for humanitarian affairs contributed this comment to the International Herald Tribune. Details about the awards and entry forms are available from ECHO Awards Secretariat, Media Natura, 21 Tower Street London WC2H 9NS.