Kevin Bakhurst Expresses Frustration Over RTÉ Promo Reaction
In a recent session with TDs and Senators, RTÉ Director General Kevin Bakhurst opened up about his frustration regarding the intense backlash following the filming of a promotional clip for the national broadcaster. His remarks shed light on the tangled mix of media perception and operational challenges facing RTÉ in a time of scrutiny.
The Reality Behind the Promo Budget
Mr. Bakhurst clarified that the total expenditure of the promotional clip came from RTÉ’s annual €2 million marketing budget and totaled less than €100,000. He lamented that much of the press coverage surrounding the promo was “totally inaccurate.” This misrepresentation has sparked unnecessary outrage and overshadowed the organization’s efforts to present itself professionally.
Understanding the Filming Process
During the committee meeting, when Fianna Fáil TD Peter “Chap” Cleere inquired about the props used in the filming, Bakhurst explained that two plants were temporarily relocated from other parts of RTÉ to conceal electrical points during the shoot. “Even in news interviews, certain adjustments are made—like makeup and lighting—to enhance the visuals,” he noted. He emphasized that such practices are standard in the realm of professional broadcasting.
The Misconception of Extras
Addressing claims regarding the involvement of extras, Bakhurst reassured that appropriate discussions had taken place between the marketing and news management teams about filming procedures. “The initial request was for journalists from the newsroom to sit in the background, but they were occupied with pressing news duties,” he explained.
Despite the challenges, Bakhurst conveyed a sense of optimism, especially considering that RTÉ had just invested €50,000 in upgrading parts of the newsroom. This investment represents a commitment to enhancing RTÉ’s presentation and operations, even during turbulent times.
RTÉ’s Recent Challenges and Commitments
The scrutiny on RTÉ has intensified, as evidenced by their appearance before the Oireachtas media committee for the first time since the new Dáil was established. The broadcaster has faced serious criticism due to a series of governance and financial scandals, contributing to a long-standing decline in TV license revenue.
In a bid to stabilize operations, the Government has approved a €725 million financing package for RTÉ, aimed at supporting the crisis-hit broadcaster over the next three years. This funding will come from Exchequer-funded top-ups to license fee sales, providing a much-needed lifeline.
Addressing Financial Setbacks
Further complicating the financial landscape, RTÉ revealed that it had written down €3.6 million on a partially failed IT system. Mr. Bakhurst termed this write-down as “very unfortunate,” yet distinct from the challenges faced in 2023. He underscored that while the finance system aspect of the project was successfully delivered, the HR component fell short.
Bakhurst underscored the importance of learning from setbacks in major IT projects. “Big projects can go awry, but my focus has been on understanding how RTÉ managed the fallout,” he stated. A key takeaway from this experience is that a comprehensive list of significant capital projects is now brought to the leadership team every month.
Meeting Elevated Expectations
Eimear Cusack, RTÉ’s HR director, countered skepticism regarding project management by asserting that the HR element was managed appropriately. “We conducted a tender process with multiple vendors,” she asserted. However, issues arose between contractors that ultimately affected project outcomes.
Despite setbacks, Cusack claimed, “We defined our requirements, and the contractor initially stated they could deliver.” This optimism mirrored Bakhurst’s sentiment that while challenges exist, they are being actively addressed.
Looking Ahead
As RTÉ navigates through a complex array of challenges, it remains committed to evolution and transparency. Engaging with public sentiment—as seen in Mr. Bakhurst’s candid testimony—will be crucial as the broadcaster seeks to restore trust and confidence in a changing media landscape.
For more insights into RTÉ’s latest developments, check out this related article: RTÉ Confirms 325 Applications for Voluntary Exit Programme.
