Seite - 97 - in Media – Migration – Integration - European and North American Perspectives

97 Leen d’Haenens Whither Cultural Diversity on the Dutch TV Screen? In this paper, a country which has traditionally played a visible role in the development of multiculturalism in Western Europe will be examined as a discursive and policy exemplar. In accordance with the Media Act (1988), and notwithstanding important shifts in Dutch integration policy in the last three decades paralleled by an overall toughening of the social climate, cultural diversity continues to be given considerable encouragement on public radio and television, both in program provision and in staff composition. The Concession Act (2000), i.e. the first time that the public broadcaster’s social and cultural role is laid down by law, encourages public broadcasting services to make more programs for ethnic minorities as target groups. In its task of serving as a model, the Netherlands Program Foundation (NPS) has to devote no less than 20 per cent of its television and 25 per cent of its radio broadcasting time to multicultural subjects. The Netherlands has focused on the public broadcasting system, which in itself is a “pillarized” model shared among about twenty organizations that have obtained a license because they each represent a certain ideological, political, religious, or demographic section of society. After historically differentiating framing multicultural programming initiatives in the Netherlands, this paper will carefully examine the lessons and best practices that may emerge from the Dutch experience. What does research inform us about how media can best be utilized to sustain and encourage the co-existence and social cohesion of multiple constituency groups living in the Netherlands? Referring to content analysis on the degree of “colour” on Dutch television, in-depth interviews were conducted with program-makers. This research evidence will allow us to analyze the enabling mechanisms and strengths, as well as the obstacles and failures that have been experienced in an effort to build an integrated, cohesive, and transformative media system in which all members of society are recognized to having a right to both fair portrayal practices and employment opportunities. 1. Recent Shifts in The Dutch Integration Policy Before going any further, we will point out a number of important shifts in emphasis in the Dutch integration policy. Undoubtedly, the events of September 11, 2001, the bombings in London and Madrid, and the more