The first official telecasts by EIR started in 1966, consisting of news and travelogs. Meanwhile, Armed Forces Radio expanded its television broadcasts to three nights per week. This station inaugurated the practice of selling time to producers whose programs included commercials. The station's first sponsored program was Mission Impossible.

When the military took over the government in 1967, one of the first buildings to be seized was the EIR building. The junta realized the medium's propaganda potential and started developing a more extensive television network to help it gain public support. Regular nightly programming was started in November 1968 by the armed forces, and in April 1969 by EIR.

In 1970 the junta replaced EIR with the Hellenic Radio-Television Foundation (EIRT). The same year, it created the Armed Forces Information Service (YENED) to take over armed forces broadcasting and to provide "national, moral, and social education" to the armed forces and the public. The junta wanted to "reeducate" the Greek public; to that end it controlled all broadcasting.

From 1968 to 1973, YENED had the more popular and profitable television station, as it carried popular commercial programs, as well as propaganda. On the other hand, EIRT had budget deficits, while its pro­gramming was more informative. In 1974 civilian rule was once again restored, and a new constitution was put in place, which put radio and television "under the immediate control of the state." Furthermore, the constitution states that Radio and television shall aim at the objective transmission, on equal terms, of information and news reports as well as works of literature and art; The qualitative level of programs shall be assured in consideration of their social mission and the cultural development of the country.

At the same time a new broadcasting law (230/1975) created Hellenic Radio Television (ERT) to replace EIRT. As a public corporation, ERT's activities are supervised by an administrative council. However, the true authority of ERT rests with the government.

The purpose of ERT is to provide "information, education, and recreation for the Greek people (through) the organization, operation and development of radio and television." Law 230/1975 states that "ERT programs must be imbued with democratic spirit, awareness of cultural responsibility, humanitarianism and objectivity, and must take into account the local situation." Finally, the law states that "The transmission of sound or pictures of any kind by radio or television by any natural person or legal entity other than ERT and the Armed Forces Information Service shall be prohibited." This brought an end to private broadcasting in Greece. Meanwhile, color arrived to Greek television in 1979, as the government selected the French SE­ CAM system for use.

The legal structure of ERT was one of the targets of the opposition socialist party, PASOK, before it came to power in 1981. It promised to change this structure, because it was used to promote only the party in power. However, following its election PASOK merely made more airtime available to other political parties.

In 1982 PASOK enacted law 1288/1982, which took away the broadcasting privileges of the armed forces. It transformed YENED into ERT-2, and ERT into ERT­i. In 1987 law 1730/1987 unified all broadcasting operations under the Hellenic Radio-Television (ERT). ERT is made up of Hellenic Television I (ET-I), formerly ERT-1; Hellenic Television 2 (ET-2), formerly ERT-2; and Hellenic Radio (ERA). This law established ERT as a public, state-owned, nonprofit corporation. ERT's purpose is to provide "information, education and entertainment to the Greek people." It is governed by an administrative council, whose president is the company's chief executive officer, but the company is under the jurisdiction of the minister of the press and mass media. Each successive government, until very recently, had been unwilling to distinguish between what the Constitution provides-broadcast­ under "the immediate control of the state" to be used for the common good-and what actually takes place, namely, broadcasting under the immediate control of the party in power.

In 1989 a coalition government made up of conservatives and leftists enacted law 1866/1989, which allowed for the establishment of private television stations. This law also created the National Radio­ Television Council (NRTVC) as the means through which the state controls broadcasting. The council is also charged with facilitating freedom of expression and promoting quality broadcasting.

However, even with the creation of NRTVC, the government has not been willing to hand over its authority over broadcasting, and the powers of the council remain primarily advisory. The council can levy penalties on those violating broadcast laws, but it can only make recommendations to the minister of press and mass media on other important matters. For example, the NRTVC must approve license applications for private radio and television stations, but licenses are granted by the ministry. Furthermore, each succeeding government changed the composition and even the number of members of the council, so that their own supporters would have the majority vote. Currently, the NRTVC has 9 voting members selected by a special parliamentary committee from a list of 18 proposed by the minister.

In 1991 the NRTVC established a Code of Journalism Ethics, Programming and Advertising Standards. This code deals with purposes of broadcast programming, crime and terrorism coverage, news coverage of political demonstrations, quiz and game shows, arousal of panic and fear, news objectivity, protection of children, and violence.

Broadcast law 1866/1989 allowed the establishment of private television stations, but did not deal with the important issue of the number of frequencies available. The law stated that the government, with the consent of the NRTVC, may grant corporations and local governments the right to operate television stations. The law further stated that corporate owners of TV stations must publish the names of all their shareholders. Furthermore, no one shareholder or family may own more than 25 percent of the shares of such corporation, nor more than one license.

According to law 1866/1989, television station licenses are renewable every seven years and granted only after consideration is given to the applicant's character, experience, and to the quality and variety of proposed programs. Licenses can be revoked by the NRTVC for law violations, and private stations must adhere to limits on advertising and to political campaign guidelines that also apply to ERT.

Another relevant law (1941/1991) outlined penalties for violation of broadcast laws, for operating without a license, and for interfering with air transport frequencies. Even this law, however, was amended later in 1991, to require NRTVC's consent in fines and license revocations. Nevertheless, this and other relevant laws are not strictly enforced.

By early 2002, a legal framework for permanent Ii­ censure had not yet been implemented. The government has indicated that there are 108 TV frequencies available for 150 competing private channels. Six licenses will be granted for nationwide coverage, even though in 2002 there were at least eight private channels broadcasting nationwide. Part of the reason for the government's inaction has been its inability to decide which strong political and/or economic interests will be denied a broadcasting license.

The introduction of private television to Greece was not only an event of economic importance, but one with great political importance as well. Those who built the first major television stations were allowed to do so because they wielded great political and economic power. The owners of the first private television station, Mega Channel, represent powerful interests in shipping, construction, and/or the media industries. The other major private television station, Antenna TV, is principally owned by M. Kyriakou, whose main business is shipping. Generally, broadcast station owners have used their stations for political leverage in gaining favor with the government for their other businesses. Law 2328/1995 attempted to solve this problem by prohibiting station stockholders from having interests in other companies doing business with the government. However, this ban is very broad and unenforceable. In 2002 the government considered prohibiting only those who have at least a 5 percent stake in a broadcast company from doing business with the government.

The first station completely controlled by a political party was 902-TV. This Communist Party-owned station went on the air in November 1991 and carries mostly news and information, as well as cultural programs.

In addition to Mega and Antenna, there are three other private stations and three ERT stations broadcasting nationwide. In 1988 ERT established ET-3 as a regional service for northern Greece, but it slowly became a national channel. Besides the stations already mentioned, there are at least 18 other channels currently broadcasting in the Athens area. These include stations Tempo, Alter, Polis, Alpha, Extra, Star, MAD, Tileora, Seven, and the Cyprus Radio Foundation's (RIK) station, which retransmits in Athens. Under a reciprocal agreement, ET- I is also being retransmitted in Cyprus. In addition, a handful of satellite channels are being retransmitted terrestrially in the Athens area, such as RAJ, Eurosport, CNN, and MTV. ERT has an agreement with U.S. satellite channels MTV and CNN, which allows it to retransmit them without remuneration. Similarly, ERT stations, Mega, and Antenna are available via satellite in North America and Australia.

In Greece's second-largest city, Thessaloniki, there are a number of private stations broadcasting besides the ERT channels, RIK, and the major Athenian channels. The major local channel is Makedonia TV. Overall, it is estimated that more than 180 private and municipal television stations are operating throughout the country.

Furthermore, two digital television subscription services serve the nation. They also make their main signal and an additional package of stations available on satellite for the relatively few DBS subscribers in Greece. Nova Digital offers viewers the main terrestrial stations, Cartoon Network, CNN, Discovery Channel, and its own channels devoted to movies, sports, and children's programs. Alpha Digital's offerings include sports channels, CNBC Europe, Playboy Channel, Reality, and Spice.

In 2002 the three ERT stations had a smaller audience than in the past. Although initially they tried to compete with private channels through more popular programming, since 1997 they have attempted to become more quality television stations. Generally, ET- I offers more diverse programming, broadcasting almost 24 hours daily. It carries sitcoms, soap operas, in­ for national and cultural programs in the early evenings, followed by news, series, and Greek movies and foreign movies.

ET-2, which was renamed New Hellenic Television (NET) in 1997, is the serious television alternative for Greek audiences. It broadcasts about 24 hours daily carrying children's educational programs, documentaries, news and information, and other cultural programs. ET-3 has a more limited program schedule starting around noon each day. Its focus is northern Greece, and it carries a variety of programs, including rectives, which are not enforced. As such, most major private stations carry an extraordinary amount of foreign programming, although less so during prime time. The two major private stations broadcast primarily entertainment programs. Over 60 percent of the programming on both channels consists of movies, reality and game shows, and series/serials. Most private sta­tions also carry political discussion programs.

Provincial stations broadcast from late afternoon until midnight each day. They carry mostly infonna­ tion programs, interview shows, news, and movies. Many of the movies shown are low-budget Greek video movies. Furthermore, even news clips they broadcast are often taken off satellite channels without pennission.

There are three television audience measurement companies in Greece: AGB Hellas, Focus, and Leap Hellas. AGB uses the people meter in the Athens and Thessaloniki areas. Focus surveys the whole nation for television viewing by half-hour segments.

The most popular Greek television programs have traditionally been Greek movies, sports, Greek series, and one or two foreign (usually American) series or serials. In 2001 the most popular show on Greek television was the reality series Big Brother.

Sports programs have also historically been very popular on Greek television, and the emergence of two powerful private channels has created competition for this type of programming as well. Up until 1990, ERT had a monopoly over televised sporting events. However, the traditional popularity of sports in general, and the emerging popularity of basketball in the 1980s in particular, made sports a great target for private stations. Generally, Greeks watch about 3.5 hours of television per day. Heavy viewers are those over 45 years old and those who live in the provinces.

The introduction of new media in Greece also introduced piracy. Not only are videotapes pirated, but tele­vision stations broadcast illegally obtained programs. news, infonnational, and cultural programs.

Greek television has historically offered a variety of television programming, much of it imported. Generally, the public channels imported about one-third of their programs. American programs traditionally took up the bulk of foreign programming, sometimes making up over 60 percent of all entertainment programs. In the last few years, however, the public stations have decreased their appetite for foreign programs.

Nevertheless, Greek television in general has much more foreign programming, simply because there are many more stations, and the demand for inexpensive programming cannot be satisfied by Greek producers. At the same time, there are no limits as to the amount of imported programs, other than European Union dirented a tape from their local video club and broadcast it. The Motion Picture Association of America (MPAA) estimates its damages are about $23 million from pirated videotape rentals, and $12 million for over-the-air piracy. It is estimated that about 45 per­ cent of all videotapes rented in the Athens area and 65 percent in Greek provinces are pirated tapes. In 2001 Greece and the United States signed an agreement that obligates the Greek government to provide adequate legal protection for intellectual property and to actually enforce recently enacted Greek copyright laws.

Greek private television stations are financed primarily through advertising, although some industrialists subsidize their stations because of the political power they yield. Advertising expenditures are increasing parallel to the increase in the number of multinational advertising agencies in the country. Over 60 percent of all advertising expenditures go to multinational advertising agencies, while advertising expenditures increased at a yearly rate of 25 percent from 1980 to 1995. As advertising expenditures increased, so did television's share of these expenditures. During 2001 television's share of total advertising expenditures was 45 percent, down from a high of 60 percent in 1991.

The only items not advertised on Greek television are tobacco products. The nation has adopted the European Union's limits on advertising minutes and commercial interruptions. Periodically the NRTVC levies fines on stations that violate such guidelines, but the council's small staff cannot adequately regulate Greek broadcasting.

Despite increasing advertising revenues, most private stations today are losing money, except possibly for Mega Channel and Antenna TV. ERT stations have also been losing money, not only because of the new competition, but also because of their responsibilities as public stations. For example, they provide free advertising for public welfare campaigns. However, as public bureaucracies, they often mismanage advertising traffic and have additional waste and fraud.

The financial status of ERT is troublesome to the government. ERT television receives most of its revenues from a special fee collected from all households through monthly electricity bills. The average household pays about $2.50 per month for ERT radio and TV, while ERT also receives periodic government subsidies. Generally, the infrastructure of ERT is weak. It has too many employees, is not well organized, and is a victim of the political patronage system, resulting in a heavy bureaucracy and a civil service mentality by many of its employees.

Although the finances and the quality of Greek state television has stabilized following the financial and ratings dive after the introduction of private television, its future is uncertain. Periodic big events it broadcasts, such as the Olympics and World Cup Soccer, give it a financial boost, but it cannot count on ongoing subsidies. It may be that three television channels are too many for the state to afford.

The future of private television in the country will necessarily reach some form of maturation. From a financial perspective, the country of 11 million people cannot afford so many television stations. At some point, political leaders will find the will to create an adequate infrastructure and to enforce relevant laws and regulations regarding television. The country is being transformed in order to successfully host the 2004 Olympics. Toward that end, all elements of society are being reorganized and updated, and television is no exception.