Peter Jeal’s enthusiasm is infectious, even over a patchy internet connection during a Zoom call. The founder of Scotland TV has a mission to bring an independent voice to the Scottish media landscape–especially one with genuine Scottish stories and perspectives.
Jeal explains: “I’m trying to create something genuinely reflective of Scotland.” The challenges he faces are unmistakable: “we’ve only got around 8% of broadcast content that’s truly Scotland-centric, and I think the country deserves more than that.”
As a start-up, media mogul Jeal’s background may seem unusual: he began in local journalism, which he recalls with a moment of nostalgia. “Back then, small-town papers had proper teams–three or four reporters, photographers, editors. It was a great experience.”
A Channel for the Scottish People
Scotland TV is on the rise with an ever-growing audience. Jeal insists; it’s about fostering a sense of Scottish identity. From documentaries on historical Scotland to the unexpected dominance in satellite technology, Scotland TV showcases Scotland’s achievements. Jeal notes proudly that ‘Scotland in Space’ highlights the country’s burgeoning space industry, featuring contribution from the University of Strathclyde’s Technology & Innovation Zone – the Space cluster.
(Image – © Scotland TV)
Entirely online, Scotland TV puts content on YouTube for audiences to watch at their convenience. Building an ‘on-demand’ channel can be not surprisingly demanding. Jeal admits it has been an intense learning curve.
As the driving force behind the start-up, is involved in every aspect of the production process – booking, producing, editing, and even managing social media. “It’s been a baptism by fire,” he laughs. “Back in February, I could barely handle a camera, and now I’m directing and producing.”
A Voice for Independence
As an Englishman, Jeal made an unexpected commitment to Scottish independence a decade ago. He joined the independence movement after recognizing that Scotland was—and continues to be—underserved by the the Union.
However, for Scotland TV, the commitment is to have an “alternative narrative” to the mainstream rather than a purely pro-independence stance.
He criticises the ‘mainstream’ media with a pointedness for being too English-centric: “Look, most of our ‘domestic’ content is English programming that doesn’t resonate with Scotland. Our own stories are few and far between.” Scotland TV looks to promote local voices and Scottish stories to address this imbalance.
Being disillusioned by UK media’s portrayal of Scotland, where, as he sees it, unionists dominate perspective. “I’m not here to cover that narrative,” he notes that “the BBC and others have done enough of that. We’re here to tell Scotland’s story from Scotland’s point of view.”
Looking Ahead and Taking on TikTok
Jeal is under no delusion that there is an uphill climb to sustain the channel, especially financially, without regular funding secured. “Right now, it’s about scaling up,” he says. “I’m looking for people with social media skills, content creators-anyone who’s passionate about telling Scotland’s story.”
From YouTube to TikTok, Jeal is embracing social media, making connections with audiences where they engage with media. “It’s not easy, especially juggling filming, editing, and promoting on multiple platforms,” he acknowledges: “but the response has been incredible.”
“I want Scotland TV to grow legs,” he says ambitiously. Animatedly describing a vision of Scotland TV influencing national debate and highlighting Scotland’s contributions, rather than shortbread tin box stereotypes of a nation with economic and cultural limitations.
As our interview reaches the end, persevering through a dodgy Zoom connection, Jeal is as robust as we started our conversation. “I want Scotland TV to grow into a place where people come for everything: news, documentaries, entertainment, all told from a Scottish perspective.”
Scotland TV, for Jeal it isn’t just a channel; it’s an opportunity for Scotland to be seen and understood.
For those interested in learning more or potentially reach out about opportunities, click here.
Digital Journalism master’s student Miki Lee Dale.
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