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By BBC's Peter Feuilherade in Geneva
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Radio and TV broadcasters from over 100 countries are meeting in Geneva this week at the World Electronic Media Forum (WEMF), a parallel event to the UN World Summit on the Information Society (WSIS).
Some fear media issues outside the net will be sidelined
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Journalists from 250 broadcasters are debating the issues raised by the new global media environment with Non-Governmental Organisations (NGOs) and activist groups.
Speakers at the opening session agreed that freedom of the media is essential to build an open and inclusive information society, and to peace and development in general.
In his opening address, UN Secretary-General Kofi Annan expressed concern that although the electronic media were among the world's most important vehicles for peace, progress and solidarity, many millions of people were still outside their reach.
"The goal is not more information in more places, but an information society - open and inclusive - in which knowledge empowers all people, and serves the cause of improving the human condition," he said.
"The media are fellow stakeholders in that effort and freedom of the press is essential if you are to fulfil your vital role.
"It is one thing for governments to establish regulatory and policy frameworks. But when they go further, down the slope towards censorship and harassment, all of us - and potentially all our rights - are imperilled.
"The Summit must reaffirm this fundamental freedom."
But it is clear from the outset that what represents media freedom for some broadcasters is viewed by others as a licence to attack the legitimacy of elected governments.
A speaker from the Iranian state broadcaster, for example, took exception to the programming of US-based Iranian opposition TV stations being held up as a positive example of free expression.
He argued that these stations were fomenting unrest against Iran's democratically elected government, with funding and political support from the US.
Sidelining fear
The World Electronic Media Forum sees its role as tackling some of the issues directly relevant to the media that are at risk of being marginalised at the main Information Society summit.
Kofi Annan said freedom of press was essential for society
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Arguments over the role of the media almost prevented consensus being reached on a draft declaration to be considered by heads of government in Geneva.
Guillaume Cheneviere, executive director of the WEMF, warned that official WSIS delegations were unable to see further than the internet, and had neglected traditional media platforms.
"The forum will provide the opportunity to send a clear signal to governments and other summit delegations," Cheneviere said.
"Radio and television have an inevitable role to play in the development of society, in particular to bridge the gap between the haves and the have-nots when it comes to access to new communication tools."
According to comunica-ch (Swiss NGO), the WSIS summit "is kow-towing to big business and doesn't cater adequately for civil society."
It cannot, therefore, contribute towards its goal of bridging the digital divide between developed and developing nations.
And in the view of some NGOs, authoritarian countries are trying to legitimise their control over the media, old and new.
China, for instance, takes the view that since the WSIS meeting is about the Information Society, it is purely a technical gathering and the media should not be granted a special role.
Back at the WEMF, meanwhile, all participants are adamant that greater media freedom worldwide is their prime objective.
The stumbling block now is for them to agree on a definition of this goal that is politically acceptable to all.
The WEMF sessions, which end on Friday 12 December, are being broadcast worldwide through the Eurovision network.