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Involving the public. Penny Young Head of Audiences, BBC Trust 16 January, 2007. The components of research and involvement. AUDIENCE COUNCILS Advisory bodies to the Trust. AUDIENCE RESEARCH Purpose Remits: major survey. Service Licences: in depth focus groups. OPINION FORMERS

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Involving the public

Involving the public

Penny Young

Head of Audiences, BBC Trust

16 January, 2007

The components of research and involvement
The components of research and involvement


Advisory bodies to the Trust


Purpose Remits: major survey.

Service Licences: in depth focus groups.


Research and inviting submissions


Open consultation

Audience councils
Audience Councils

  • Charter requirement: the Trust to be advised by a number of independent Audience Councils

  • Open appointment system

  • One in each Nation. Chaired by the National Trustee

  • Role: outreach and connection with communities.

  • Focus on ensuring the Trust hears views of licence fee payers

  • Right to be consulted during formal consultations

  • Councils coming together for a conference in late February to consider their response to the consultation

Quantitative research purpose remits
Quantitative research: Purpose Remits

Key objective:

  • Priorities of different sections of the public

  • Perceptions of BBC’s current performance.

  • To inform the final Trust priorities and direction given to BBC Executive.

    In more detail:

  • BMRB

  • Large sample: 4,500. Part of an extensive research programme (10,000) throughout 2007

  • Boosts: 500 in each of Scotland, Wales and Northern Ireland. Over-sampling: approx 500 ethnic minorities

Quantitative research continued questionnaire
Quantitative research continued: questionnaire

  • Detailed assessment of the importance (both personally and to wider society) of priorities, and perceived current performance

  • Usage of BBC and other services

  • Relationship with BBC

  • Attitudes/Usage of technology

  • Wide range of questions on interests

  • Will enable powerful ‘segmentation’ and understanding of different audience groups

Qualitative research service licences
Qualitative research: Service Licences

  • In process of commissioning in-depth qualitative research

  • Key objectives:

    • Does the remit reflect the service as the audience knows it? What characteristics/programmes/genres are important / vital for it to fulfil its remit?

    • Generally: Is the language appropriate? Anything missing?

Opinion formers and interest groups
Opinion formers and interest groups

  • Trust must engage in consultation with all its stakeholders

  • Thus complementing the audience research and consultation with work among opinion formers and interest groups

  • We are publicising the consultations: including writing directly to many interest groups to raise awareness and invite submissions

  • In process of commissioning research among opinion formers, to complement the research among the general public

Public consultation
Public consultation

  • Anyone (organisation or individual) can respond

  • Details of consultation:

  • Or contact the BBC Trust (free) on: 0800 068 0116

  • Consultation closes April 10th

How the bbc trust will use the results
How the BBC Trust will use the results

  • Setting audience priorities: where do the public think the BBC can do better? What’s particularly important to the audience? Among which groups are there particular problems and what would drive value for them?

  • Commissioning detailed ‘purpose plans’ from BBC Executive

  • Feeding back the outcomes to licence fee payers later in the year

To conclude
To conclude

  • Scale: Wide ranging and substantial.

  • Transparent: Open. Results and decision making published.

  • Authentic: A real chance to influence the Trust’s decision making.