What's it all about? Really! What are we put on earth for? Cossetted in our cosy enclaves, we Christians switch on the Sky box for our assurances or corrections and we flick through our digital radio for musical balm for our souls. Is this what it's all about, Alfie? No point asking Michael Caine, though it may well be better to forget about the car doors and blow the whole thing up and start again!(1)

Let's pretend that this is possible and now have a blank canvas, on which we can repaint the media landscape. What would be the first priority? What was Jesus' first priority for us, his 21st century disciples? The Great Commission, of course, which basically tells us to share the certain hope that we have inside us. Yes we are also meant to baptise and teach those we have helped rescue, but first we need the raw material, the converts.

If Peter and Paul had access to a global digital network, with immediate access to two billion souls through satellite, web and radio do you really think they would spend much of their time (and your money) polishing their image, relentlessly canvassing for more of your money and selling airtime to the highest bidder, with apparent scant regard to content, message and worthiness? No, of course not. They would do what they did best, preach Christ crucified … relentlessly. Winning souls would be an imperative, not a slogan. Mission weeks would be concentrated times of evangelism, not psychological warfare on our pockets! I would rather direct my unsaved friend to a trusted local Church than urge them to “touch that dial”. Although there is a lot of good solid dependable stuff, particularly on the radio, it’s a lottery because you really don’t know if you’re entrusting your friends to sheep or wolves. The honest gatekeeper is the schedule and I urge you to check first before sampling the wares.

So, am I saying that Christian media is rotten to the core, because it seems that I am? No, God has placed some very good people in this difficult arena. They are doing the best that they can, but they are working within a flawed system, a model that seems unique within the media universe. It’s all down to one thing … money, or rather, the lack of it. Christian radio and TV stations don’t really do evangelism well, because … and this sounds terrible … there’s no money in it!

When the BBC or Channel 4 go looking for content they pay for it, either externally with production houses, or internally with their own creatives. This way they have control of not just content, but also the quality of what they are putting out, governed by the (not always followed) rule that they would only pay for something if it’s any good. So you the public have some sort of assurance that someone had commissioned and paid for what you are watching.

Now turn this upside down and you get the Christian media. A vast chunk of Christian media, particularly satellite television, is financed by large cash-rich (and mostly American) ministries who pay for the privilege of being broadcast in the UK. They pay the broadcaster, not the other way round. This is not commissioning as the world knows it. This is about funds, rather than quality content. This is not to say that the content is generally of low quality but much of it is simply not relevant to a post-modern UK audience. But without this type of sponsorship, Christian broadcasters would hit real financial hardships. So, particularly with satellite TV stations, they are in the situation of putting out whatever content they are given, with very little in the way of checking material before scheduling it. They have little choice, they need the money and it’s a sacrifice they are prepared to make, otherwise they are off the air. I could extend this argument to cover advertisements, sponsorships, where the same principles are in force, but I won’t labour the point further.

So this is the general rule and I’m sure there are honourable exceptions but I’m trying to make a general point about the state of the Christian media. This is not the fault of the Christian media, the blame is closer to home, it’s all our fault!

Mission weeks, radiothons and their like are conducted in full view of a cynical public, guaranteed to kill any attempt of evangelism stone dead. We have a God of miracles and if you pay us £100 you’ll receive at least three before tea-time. If you labour under any delusion that evangelism is currently a priority, then watch satellite television during the fundraising season and groan.

But I’ve already said that it’s all our fault. It is, because if every Christian in this country freely gave £100 a year we could have Christian TV and radio par excellence, culturally relevant, effective and doing the stuff. There would be no counter-productive appeals for funds. We could commission dramas where Christians are not stereotypes, documentaries where truth is not twisted and honest expositions of the Gospel that can truly speak into the hearts of those corrupted by the plethora of false messages that bombard them from our secular culture. And Peter and Paul can peer through the pearly windows and be assured that the Great Commission is very much alive in 21st Century Christian media and in good hands.

Now one final challenge. Are you one of those flushed with funds with cash to spare? Are you one of those truly blessed with a surplus? If so then you may already be one of the silent army of “angels” who have kick-started many a media initiative, helping a cash-starved visionary with a bold dream and an empty wallet. Perhaps you have been disappointed, even backed the “wrong horse” and saw your cash bouncing around the toilet bowl before being flushed into darkness. If so, then please don’t give up. Your help is needed like never before. And, if you need any help in this matter … you know where I am!

NOTE
(1) A cultural reference that may pass some people by. Michael Caine was Alfie in the original film and the car doors quote is his iconic utterance in “The Italian Job”.