About Israel Social TV Available in Hebrew »

Social TV was an organization for social change that operated between 2005 and 2023, promoting a social agenda in Israel through video productions. Social TV worked to strengthen democracy, justice and equality while resisting occupation and oppression of any kind, with the aim of bringing to the public's attention information that is not on the public agenda. Our online archive contains over 5,000 professionally produced video reports and studio programs in Hebrew, most of which are translated into English. About 100,000 people were exposed to their content each month in Israel and abroad via the internet, social media and TV broadcasts. We used the unique power of visual documentation, where intellectual arguments alone might fail to change the hearts and minds of people, promoting human rights and bringing about social change in Israel.
Link for Annual report 2019 >>

The website is maintained by 972 – Advancement of Citizen Journalism, with the aim of preserving this essential and unique archive. To support the ongoing maintenance of the website, visit our donation page.

Our vision

Social TV's vision was a more equal society in which people widely consume independent media and see it as a reliable complementary source, necessary for acquiring a critical perspective and making informed choices. We wanted to promote a society in which the media is operating as democracy's watchdog- that motivates the citizens to take action, to be involved and to become activists. This comes in contrast to the current corporate media that is designed to amuse, to increase ratings and to make a profit from advertising and marketing content. We wanted to promote a society where the media plays an active role in social change and provides a platform for groups whose voices are not heard. To create a media that promotes values of equality, social justice and solidarity.

Agenda

Israel Social TV saw itself as part of the human rights and social change community in Israel. We worked with other human rights and social change NGO's to promote common goals. Our focus was on the plurality of people living in Israel and their environment rather than nationalism, commercial interests and political agendas. Naturally, Israel Social TV was not motivated by commercial considerations and did not (and does not) sell advertising and marketing content, therefore ratings were a motivator for social change rather than monetary gain. Social TV criticized the existing social order in Israel, its militaristic chauvinist agenda which always promotes solutions based on power, offering only an ‘us v them’ paradigm of reality, one which is determined by an elite of wealthy families in Israel.

Our Purpose

Social TV's purpose was to be a significant media outlet that leads in promoting radical contents and discourse (an approach that advocates change from the roots, while challenging normative conventions). To disseminate these contents, in order to reach a large audience in Israel and put a crack in the crony capitalism and the hegemonic relationships between capitalists, government and the press. We worked to raise awareness, change perceptions, and encourage involvement and activism. We served as a platform and an amplifier to the radical voices and agendas that get marginalized by the mainstream media.

Strategy

We worked through 3 avenues:

1. Creating video as well as text content: We covered events and produce investigative video reports, magazine and studio programs, focusing on groups and organizations who do not receive mainstream media exposure and on issues where mainstream media does not empower social justice. ISTV produced 3,000 video articles and studio programs to date.
2. Content dissemination: Our website was home to all of our productions and served as a stage for journalists, activists, and organizations with similar agendas. Our database includes all of our materials and serves as an invaluable and unique source of information for writers, researchers and the public. We marketed our materials online through social media and in cooperation with other websites. We provided information to educators and conduct lectures for media personnel and policy makers. We reached around 75,000 viewers per month via broadcasts on the Community Channel and Hala Arabic TV, available to all cable and satellite subscribers, and through our website, Facebook (we recently exceeded 48,000 followers), YouTube, and other social networks. During the war in Gaza we reached 500,000 individuals on Facebook according to Facebook Insights. We regularly monitored our social media sites and website, read and responded to comments, and used this data to improve our content.
3. Training: We trained social activists by equipping them with the tools of independent media so that they can become part of our team, creating articles and disseminating information. Training was initiated by us, or requested by academic institutions or social organisations.

To fund our work and employ our team, ISTV raised funds from foundations and donors with similar agendas. We produced self-generated income by providing video services to social organizations. We also relied on volunteers, interns and national civil service participants.
Today, since the closure of Social TV, its archive is maintained by “972 – Advancement of Citizen Journalism”.
For further information about financial transparency >>

Target audiences

1. Social activists: small and medium sized social change organisations, new initiatives and ongoing struggles, aiming to empower their activities, which are usually neglected by the mainstream media or which do not receive positive coverage. Our coverage has often led to follow-up coverage by the mainstream media.
2. Critically aware media consumers: Many of whom have abandoned the mainstream media and now turn to alternative outlets and social media.
3. “Center-left” oriented media consumers who wish to update and deepen their knowledge of current issues. Our website offered portals for Society, Politics, Environment and Culture to those looking for a different take on news and current affairs than that offered by the mainstream media, for critical tools and information for greater involvement.

50% of our viewers said watching ISTV made them change their minds or beliefs about an issue and 40% said that ISTV's coverage inspired them to act for change. We had the outreach and the drive to change perceptions and promote joint activism.