Audiences at the Heart of the BBC BBC

Audiences at the Heart of the BBC

BBC Values • Audiences are at the heart of everything we do - one of the six BBC Values • Accountability to Audiences - one of the five BBC Objectives 2005/6 • Our funding gives us a duty of public accountability

How do we connect with audiences? Through our programmes and services Audience logs and ratings The BBC Information Centre Audience research and focus groups The 55 advisory councils in the UK Governors’ seminars and events Direct contact

Measuring customer satisfaction The top five drivers are: Staff helpfulness Staff politeness Responding promptly to enquiries Accuracy of information Staff taking a genuine interest in the call

How did we do in the last survey? We hit 89% overall, just below the 90% target Courtesy and clarity score the highest Reactions are generally more positive in the Nations & Regions in terms of the BBC’s image, use and loyalty The inclination to watch, listen or use more BBC services is greatest in the English Regions

Where we can do better Handling, tone, manner, attitude Lack of information, poor BBC knowledge Not being taken seriously Being transferred too often

The Accountability Structure A network of 550 viewers & listeners across the UK Three National Broadcasting Councils The English National Forum & 50 supporting councils

Advising the Board of Governors… …on the extent to which BBC services meet the needs and interests of audiences across the country And informing objectives for local, regional and national services

English National Forum Concerns 2005 The obstacles to digital technology uptake More network production from the regions The value of local voices, enriching content as well as informing decision-making

A unique relationship with audiences People’s perceptions of the BBC matter Encouraging a dialogue with the BBC For everyone at the BBC to nurture the relationship – through programmes, enquiries and complaints, or in person

At the heart of the BBC “Personally, I think it is worthwhile to deal carefully with programme correspondence. The correspondent likes to feel his opinions have been taken into account in the shaping of the programmes …. . It all tends towards the establishment of some degree of confidence and intimacy between the broadcasting organisation and the public; and we know this to be of the highest importance”.