Rome (Fides Service) - Fides continues to circulate opinions with regard to Auditel.
Missionaries of Oceana vs. Auditel: advertisers banking on solidarity
"The world of publicity is being blinded by Auditel, and is loosing an extraordinary opportunity. The world in fact is always oriented more toward profit, solidarity, and subsidiarity. There are these new positive elements of modernity at whose base there is however a theory of communication of sophisticated quality, which hasn't found any possibility in televised programming." This was told to FIDES by Rev. Mark Williams in answer to the proposed by laws of the Quality Communication Forum. "My colleagues have done very well to provoke a reopening of the debate with the proposal of this Quality Communication Forum, Rev. Williams explained to FIDES. But according to me it is necessary to make another attempt in reasoning. Auditel supports itself thanks to conniving strengthened with the strategies of the great centres of the world of publicity. If the workers in the field of televised publicity would begin to weigh really these "almighty" numbers, it would take notice that the quantity of the "contacts" to the detriment of the quality of the message leads also the sector of industrial investments into a blind alley. If communication lowers itself more and more, in the end it finds itself almost nothing, and even without those numbers of some many idolators." According to Rev Williams, however, "The modern world is going in another direction, more noble. The phenomenon of volunteers, of the non-profit organisations, is growing in all the Western world and also in the developing countries. But it reveals a world which is a child of a sophisticated culture which can not recognise itself in the televised rubbish. It is a new market of communications, which, at the moment, is still isolated and neglected." Rev Williams launches, through FIDES, a proposal: "If the money for publicity would be directed to this world of volunteers the results would be positive for everyone. The solidarity in the world would have greater resources to use for sharing the sufferings of so many brothers less fortunate. And global communications, and television would be forced to better the quality of it's own programs. Dear advertisers, really think about it. It is an investment that would open to you new avenues and that would return back to you a hundred-fold. (Fides Service 19/11/2002)