Opportunities for Cooperation between Estonia and ... - Valitsus

about developments through the press are limited in that the information is
often fragmentary and one-sided.
A new development is that unlike in the past, there are an increasing number
of emerging areas in which Estonia can set an example for Finland. It would be
in the best interest of both countries to publicly highlight these issues.
Co-productions by Estonian and Finnish broadcasting companies have dwindled
to a almost trickle. However, there are historical points of contact and joint
cultural events, individuals of interest and significance to both countries (e.g.
Hella Wuolijoki, Lydia Koidula) and similar future challenges that could attract
listeners and viewers in both countries. Cooperation could be resuscitated by
investing in, for example, joint documentaries, drama and mini-serials.
Common TV shows targeting audiences in both countries and the exchange of
domestic programmes and serials could be considered. It would be advisable
for the broadcasting companies of both countries to explore the possibilities
for teaching Estonian or Finnish and discussing the similarities and differences
between the two languages.
The broadcasting companies could adopt a more active role in diversifying the
perception of Estonia among Finns and that of Finland among Estonians. One
of the tasks that the broadcasters could assume is to cherish and develop a
common area of knowledge and culture. It would mean greater emphasis on
presenting the conditions, developments, politicians and experiences gained
in the neighbouring country, and addressing the underlying trends on a daily
basis.
The creation and maintenance of the necessary facilities for following the
respective public radio and TV channels should be perceived as being in the
best interest of both countries. Undoubtedly, the new media will, in a space of
a few years, offer improved opportunities for doing so. Until then, however, the
viewing patterns of the audience should be maintained during the transition
when watching TV via the Internet is still limited.
The digital television is transforming the concept of the telecommunications
market. New viewing patterns are emerging (such as watching programmes on
the web off-line) and the concept of the audience is changing. Advertisers are
learning to work with small and even very small audiences. It would be shortsighted
therefore, for a democratic country to relinquish such an important
means of communications with its citizens as television represents - one that
offers a wide range of channels and diverse content.
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