Barring last-minute changes – which are a distinct possiblity - the Communications Ministry appears headed for the hands of the Likud's Limor Livnat. Nationalist camp voters demand that she institute major changes.

Livnat, who was Minister of Education in Ariel Sharon’s  governments, has served once before as Communications Minister – in the Netanyahu government of 1996-99.  In the upcoming government, if the Shas-National Union imbroglio over the Housing Ministry does not lead to a general reshuffling of ministerial portfolios, Livnat appears slated to receive her old job back.

Nationalist camp spokesmen have been speaking for years, possibly decades, of the need for a change in Israel’s media scene, and some now believe that the opportunity has finally arisen. Prof. Eli Pollack, Chairman of the Israel Media Watch (IMW) watchdog organization, lists some of the challenges facing the new nationalist government and its Communications Minister.  Among them is an end to the system of “media concessions” – a limited number of permits to run media outlets. 

“Anyone who wants to open a television or radio station should be allowed to do so,” Pollack wrote in a weekend editorial in Makor Rishon, “on condition that he meets the minimum standards – just like a restaurant owner is entitled to do.”

Pollack vs. Army Radio

No love is lost between Pollack and IDF Army Radio, which features many left-leaning broadcasts and broadcasters. “There is no justification in a democratic country for a military broadcasting station, and there is no need for it today,” Pollack wrote. “We recently underwent two wars; did Army Radio serve Israel’s war effort more than the Israel Broadcasting Authority?  The only reason it is not closed is the lack of political will to fight the elitist media that is based there.”

Another Pollack suggestion involves the public Israel Broadcasting Authority (IBA), which must “serve the public and not force its opinions and culture upon it,” he writes. “It is a convoluted body that wastes hundreds of millions every year at the public’s expense. By law, it is supposed to deepen the bonds with Jewish tradition, but it actually leads the opposite approach.”

IBA Nearly De-Zionized

The Olmert government attempted to pass a law, drawn up by MK Eitan Cabel of Labor and others, that would have taken out all references to Zionist and Jewish ideals in the list of the public broadcasting system's objectives.  “Though the law was not passed,” IMW President Nili Gigi-Wolfe told Israel National News, “the danger that it will pass is still there. We met with MKs and explained to them the dangers, and we can only hope that the new government will bury it.”

Pollack went even further: “In response to this attempt, now is the time to formulate a new law that will turn the IBA into a public-Zionist broadcasting authority.”

Both Gigi-Wolfe and Pollack agree that the current bodies that govern the Israel Broadcasting Authority must be streamlined.  “The term of the current board has expired,” Pollack wrote, “and a new one – a group of people who would seriously take upon themselves to make the necessary revolution that will help restore the IBA to its original goals – should be appointed.”

Gigi-Wolfe said that the Olmert government wished to streamline the board by “appointing only former judges.  We know the milieu to which most judges belong, and it does not bode well for equality and fairness in the media...  Not to mention, why should only former judges be considered qualified for membership on the IBA board?”

Ads Cause 'Cheapening of Culture'

Yet another suggestion raised by Pollack for the new government is to “put a total end to advertising on the public channels, including service announcements. Ads are possibly the main factor in the process of cultural cheapening.”

“Finally,” Pollack concluded, “the government’s ability to make changes is dependent on help from the public. The public must support those who are trying to effect the change, and they must support and consume only quality media.”