Armenian channels can do more than just sell products

ANI AMIRKHANIAN

About a year ago, on a Sunday morning, I came across an Armenian

channel on television and much to my surprise, I saw something that

made my jaw drop.

Now usually, anything that is broadcast on the local Armenian

channels doesn’t surprise me, but it does strike a nerve from time to

time -- well most of the time, to be exact.

But on that bright, sunny Sunday morning, I sat on the living room

sofa wondering what must be going on in the minds of other viewers

who happen to be watching the same channel.

Before I proceed, I must be honest with my readers.

I am disappointed in the Armenian television programming. For the

most part, the Armenian television channels function only as an

avenue for product endorsement for local business owners and lack any

kind of consistent quality programming that can benefit the Armenian

masses.

But this is just my opinion. I’m sure some people will disagree

with me.

That Sunday morning, after I felt bombarded by the never-ending

advertisements on one of the Armenian channels, I decided to change

the channel and find something less monotonous.

But instead I stopped as soon as I saw images of what appeared to

be tank top-wearing Playboy bunnies giggling and waving hello amid a

sea of predominantly male Playboy fans. It looked as though Playboy

had some kind of convention promoting their latest calendars and

magazines.

I will be the first to say I have nothing against Playboy

magazine, Hugh Hefner or the Playboy models. I happen to think

Playboy has become a successful business enterprise and has managed

to uphold a good reputation.

But what in the world was the Armenian channel doing broadcasting

this convention? The footage and its contents had nothing to do with

any of the previous programming, let alone the Armenian community and

the culture. The funny thing was, after this random selection of

footage ended, the camera cut to an advertisement of a local

business.

Yes, I can say I was confused, sitting on the sofa with my mouth

open, wondering what to expect next. I actually thought maybe the

reason for the footage was because the station was attempting to

create publicity for an Armenian model at the convention. But there

were no interviews conducted, and there was no indication that the

station had actually sent out its reporters to interview the models,

Armenian or other.

Whatever the intention was, it was beyond what the Armenian

populace would be expecting to see on a local television station

targeted to Armenian viewers. I think it’s safe to say many Armenian

viewers were shocked and even offended when they saw the footage of

the Playboy convention.

But aside from the content, the programming on the Armenian

channels is quite often low in standard. Again, this is my own

personal opinion.

I won’t be quick to say there aren’t any decent programs on the

Armenian channels. There are some call-in shows with

question-and-answer sessions pertaining to buying real estate,

investments or healthcare issues. These kinds of shows actually

inform people about services in their community and help clarify any

miscon- ceptions they might have.

But why can’t there be more family and educational programming? If

the paid advertising is used to keep the stations running, then

surely they could afford to include some decent quality programs. If

cost is an issue, then why not cut down on the nonsense, which is of

no value or benefit to the “average” Armenian viewer, and substitute

it with programming that can actually inform and educate people about

community activism or social issues?

I remember one time there was a random interview with Armenian

teenagers. The interviewer was asking the young men and women what

they were doing to prepare for their high-school prom. The teenagers

were eager to share their plans and discuss what they were going to

wear and how they were going to arrive at the prom -- car or

limousine.

I don’t know how that interview was to be useful to teen viewers.

It did not, for example, inform teens to budget their spending or

help them to be safe on prom night. The program consisted of casual

chitchat with glossy- eyed teenagers who shared their excitement and

fashion tips for prom night.

Maybe it’s asking for too much, but I’d much rather see the

airtime be put to good use for the benefit of the Armenian community.

Why is it that there is never a shortage of Armenian pop singers

who attempt to mimic their American counterparts, but there is a

definite lack of insightful or thought-provoking programming?

Really, I have had a hard time naming any decent programs on the

mainstream channels, although I don’t have much time to watch

television in the first place.

It seems as though Armenian television channels are attempting to

copy the mainstream, but, at the same time, are lacking in structure

or organization.

The Armenian media, in more ways than one, needs reform. What will

it take?

* ANI AMIRKHANIAN is a resident of Glendale, a graduate of USC and

a freelance writer. Reach her at aniaccount@yahoo.com.