VZCZCXYZ1023
PP RUEHWEB

DE RUEHGO #0685/01 2791040
ZNR UUUUU ZZH
P 061040Z OCT 09
FM AMEMBASSY RANGOON
TO RUEHC/SECSTATE WASHDC PRIORITY 9528
INFO RUCNASE/ASEAN MEMBER COLLECTIVE
RUEHGG/UN SECURITY COUNCIL COLLECTIVE
RUEHBY/AMEMBASSY CANBERRA 2305
RUEHNE/AMEMBASSY NEW DELHI 5766
RUEHUL/AMEMBASSY SEOUL 9370
RUEHKO/AMEMBASSY TOKYO 6955
RUEKJCS/JOINT STAFF WASHDC
RUEHBS/USEU BRUSSELS
RUEKJCS/SECDEF WASHDC
RUCNDT/USMISSION USUN NEW YORK 2739
RHEHNSC/NSC WASHDC
RUEHGV/USMISSION GENEVA 4695
RHHMUNA/CDR USPACOM HONOLULU HI
RUEAIIA/CIA WASHDC

UNCLAS RANGOON 000685 
 
SIPDIS, SENSITIVE 
STATE FOR EAP/MLS; PACOM FOR FPA 
 
E.O. 12958: N/A 
TAGS: KPAO PGOV PINR EAID PREL PHUM BM
SUBJECT: Voice of America TV programming back on the air in Burma 
 
REF: 08RANGOON 951 (C) 
 
 
Summary 
------- 
 
¶1.  (SBU)  As a result of Embassy outreach to the Ministry of 
Information, the GOB has allowed state-owned television to broadcast 
VOA-TV programs.  The English language instruction series "Connect 
with English" began daily broadcasts on Myanmar Radio and Television 
(MRTV) the morning of October 1.  This is the first U.S. program to 
air on Burmese state-run television in 21 years, and we expect 
others will follow.  A Burmese pay TV channel, which currently shows 
some American programming including CNN, is also open to adding new 
American shows.  Meanwhile, the  Information Ministry official who 
was instrumental in securing approvals for the VOA-TV programs is 
urging increased U.S. training of Burmese journalists:  "If you want 
to change us, train us." 
 
Advancing Public Diplomacy on TV 
-------------------------------- 
 
¶2.  (SBU)  Last December, PAO and APAO visited the Ministry of 
Information in Nay Pyi Taw during a round of mid-level courtesy 
calls.  At that initial meeting, U Ye Htut, Deputy Director General 
of the Information and Public Relation Department (since promoted to 
Director General), expressed interest in reintroducing U.S.-produced 
English language instruction programs on MRTV.  U Ye Htut commented 
that until the 1988 government crackdown on pro-democracy 
demonstrators, MRTV used to broadcast a popular language instruction 
program called "Family Album USA."  He also mentioned that this 
meeting was his first interaction with a U.S. Embassy official in 20 
years. 
 
¶3.  (SBU)  Post subsequently presented the Ministry with sample 
tapes of five programs currently aired on VOA-TV that could be made 
available to MRTV's nationwide (terrestrial) broadcasting.  The 
Ministry selected two programs:  "Connect with English" and 
"Crossroads Cafe."  The first episode of "Connect with English" went 
on the air on October 1; "Crossroads Caf" is expected to be 
broadcast beginning on October 31. 
 
Introducing American Culture to a Mass Audience 
--------------------------------------------- -- 
 
¶4.  (SBU)  "Connect with English" is meant to be used with a series 
of textbooks (with the same title) for English language instruction. 
 Even without the accompanying texts, viewers get enough English 
conversation and exposure to American culture that the program 
serves a useful purpose.  Working-level Information Ministry and 
MRTV officials have told us they see the U.S. programming as playing 
a dual purpose:  improving spoken English among the general 
population and serving as a counter-balance to the Korean and 
Chinese produced programs that currently dominate the airwaves. 
 
¶5.  (SBU)  It is still early to gauge any feedback but the fact that 
MRTV is willing, after 20 years, to resume broadcasts of U.S. 
programming provided by the Embassy is in itself something of a 
breakthrough.  VOA's global broadcasting rights for "Connect with 
English" expires on October 29, at which time MRTV will replace it 
with "Crossroads Cafe," another English language program geared 
toward adult learners. 
 
Desire for More Programming, Training 
------------------------------------- 
 
¶6.  (SBU)  In 2006 MRTV started a pay satellite channel, MRTV-4, 
which includes programs such as Discovery Channel, National 
Geographic, MTV, ESPN and CNN.  MRTV-4 is available in limited 
areas, but is accessible to any Burmese citizen who can afford the 
registration and monthly costs.  In an October 2 meeting with 
Charge, U Ye Htut expressed a desire for even more American produced 
programs for MRTV-4, such as the CSI series.  Prior to 1988, MRTV 
broadcasted such popular U.S. television series as Starsky and 
Hutch, Charlie's Angels, and The Love Boat. 
 
¶7.  (SBU)  Post has openly trained reporters and editors from 
Burma's private (though heavily censored) newspapers in basic 
journalism skills.  When circumstances allow, we inform the Ministry 
of Information and Press Scrutiny Board in advance, since they often 
need to provide permission for the journalists to participate -- and 
also at times run interference for us with police Special Branch. 
We have also provided a trainer for several workshops arranged 
through the Myanmar Writers and Journalists Association; most of the 
participants are from private media outlets, but roughly 25 percent 
come from the state-owned media. 
In the meeting with the Charge (as in previous meetings with Embassy 
officials), U Ye Htut -- a former military officer -- has praised 
our journalism training efforts and urged the U.S. to increase such 
programs, including for those working for state-run media. 
 
Comment 
------- 
 
¶8.  (SBU)  This greater openness toward U.S. programming is driven 
by forward thinking officials in the Ministry of Information, 
particularly U Ye Htut, though it also reflects a recognition, at 
least among bureaucrats, of the need to improve the country's 
education.  U Ye Htut admitted that the Information Minister 
considers the VOA-TV broadcasts as a test case to see whether other 
ministers (and presumably the senior generals) complain.  If no such 
criticism is forthcoming, the Minister may look for other avenues to 
expand programming and cooperation with the United States.  On 
journalism training, U Ye Htut is candid in acknowledging the 
shortcomings of Burma's controlled press and reporters' lack of 
professionalism, and he is eager for the U.S. to help.  As he has 
said on many occasions, "If you want to change us, train us." 
 
 
VAJDA