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BBC Trust Is the Governing Body of the BBC and It Is Our Responsibility to Get the Best out of the BBC for Licence Fee Payers

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BBC Trust Is the Governing Body of the BBC and It Is Our Responsibility to Get the Best out of the BBC for Licence Fee Payers Service Review BBC Radio 3, BBC Radio 4 & BBC Radio 7 February 2011 Getting the best out of the BBC for licence fee payers Service Review / BBC Radio 3, BBC Radio 4 & BBC Radio 7 Contents Summary 1 Background 1 Conclusions 3 Key findings and actions 5 Key Strategy Initiatives 17 Main Report 23 BBC Radio 3 26 BBC Radio 4 50 BBC Radio 7 77 Key Strategy Initiatives 86 BBC Archive – Permanent Collections 86 Radio 4 Extra 89 Children’s audio strategy 93 ANNEX 1: Service licence amendments 100 ANNEX 2: Purpose performance charts for Radio 3 105 ANNEX 3: Purpose performance charts for Radio 4 109 February 2011 Service Review / BBC Radio 3, BBC Radio 4 & BBC Radio 7 Summary Background The BBC Trust is the governing body of the BBC and it is our responsibility to get the best out of the BBC for licence fee payers. One of the ways we do this is by carrying out an in- depth review of each of the BBC’s services at least once every five years. This time we have reviewed BBC Radio 3, BBC Radio 4 and BBC Radio 7. Radio 3 is intended to offer a mixture of music and cultural programming. Its core proposition is classical music and its speech-based programming should inform and educate the audience about music and culture. Radio 3 should also feature jazz, world music, drama, the arts and ideas, and religious programming. Radio 3 broadcasts throughout the UK on FM radio, DAB digital radio and other digital media. Radio 4 is a mixed speech service, offering in-depth news and current affairs. It also offers a wide range of other speech output including drama, readings, comedy, factual and magazine programmes. The service should appeal to listeners seeking intelligent programmes in many genres which inform, educate and entertain. Radio 4 broadcasts throughout the UK on FM, Long Wave and Medium Wave radio, DAB digital radio and other digital media. Radio 7 is a speech-based entertainment service and its schedule should include comedy, drama, stories, features, readings and programmes for children. Most output should come from the BBC archive, but the station should commission some original content, particularly of types of output rarely found on BBC Radio. Radio 7 is available on DAB digital radio and other digital media. The Trust sets out what it expects of each service in a published service licence. Our review had three broad aims: first to assess how well Radio 3, Radio 4 and Radio 7 are performing against commitments set out in these licences, second to consider the stations’ future direction and third to determine whether amendments to the licences are required. We carried out a public consultation over the summer of 2010 and received around 16,795 responses from licence fee payers. In addition, we received a number of responses from the radio industry and other stakeholder organisations. These responses, alongside our audience research, performance monitoring and financial analysis, have given us a clear understanding of these stations' strengths and weaknesses. February 2011 1 Service Review / BBC Radio 3, BBC Radio 4 & BBC Radio 7 February 2011 2 Service Review / BBC Radio 3, BBC Radio 4 & BBC Radio 7 Conclusions Our review has found that Radio 3, Radio 4 and Radio 7 are performing very well overall. They have passionate and loyal audiences who greatly appreciate the high-quality and distinctive programming on offer, and value the different ways in which these stations contribute to the BBC’s public purposes. The biggest challenge for all three stations is gradually to extend their core appeal to audiences without jeopardising their distinctiveness. Radio 3 is greatly valued by a relatively small but loyal audience who appreciate its intelligent, thoughtful and committed tone and content. Radio 3 contributes significantly to the BBC’s public purposes through its focus on high-quality classical music and its breadth of output covering jazz, world music, arts and culture. Its continuing challenge is to develop a welcoming and accessible tone while maintaining its core commitment to high-quality and distinctive music and arts programming. Radio 4 is considered by many of its listeners to be a ‘national treasure’ and to be at the heart of public service radio broadcasting. It is often the main point of contact with the BBC for its large and dedicated audience. Its scale and distinctive content ensure that it plays a major role in the overall delivery of the BBC’s public purposes. We endorse Radio 4’s strategy of broadening its core appeal where possible and believe that the station should continue to evolve in order to replenish its audience. Radio 7 is highly regarded by a sizeable audience for a digital-only station, who value the light-hearted and nostalgic output. Audiences appreciate the opportunity to hear examples of the best of radio comedy and drama from the BBC archive. Radio 7 also plays an important role in promoting DAB. Awareness of Radio 7 is very low overall, however, and its dedicated children’s programming is not serving audiences well. In the course of the review, BBC management proposed a number of key strategic initiatives relating to these services: • the development of part of its public service archive into what the BBC terms ‘permanent collections’ • the repositioning of Radio 7 as Radio 4 Extra • the development of the children’s audio strategy, including the refocus of dedicated children’s programming on Radio 7 to appeal more to families We have examined BBC management’s proposals in our review. As we believe that they will benefit licence fee payers, we approve them and will amend the service licences accordingly. February 2011 3 Service Review / BBC Radio 3, BBC Radio 4 & BBC Radio 7 February 2011 4 Service Review / BBC Radio 3, BBC Radio 4 & BBC Radio 7 Key findings and actions The key findings and actions from this review are set out below: BBC Radio 3 Radio 3 offers very high-quality programming and is greatly appreciated by its audience Evidence gathered in our public consultation, audience research and performance analysis indicates that Radio 3 offers content that is of very high quality and greatly appreciated by the audience. The focus on a distinctive range of classical music through a variety of programmes is at the heart of what Radio 3 does well. The station explores and celebrates music, arts and culture to a degree that sets it apart from other UK radio stations. Around 60 per cent of its audience are high approvers1 and many programmes receive very high appreciation scores. As well as classical music, the station’s commitment to jazz, world music, drama and arts is praised and audiences feel this is an important part of the station’s distinctiveness. The way in which the station packages and presents this music adds considerable value to the listener’s experience. The audience admire the intelligent, thoughtful and passionate tone of Radio 3, its knowledgeable and informative presenters, and the station’s high production values. Radio 3 attracts a relatively small but loyal audience of around 2 million adults each week – less than any other BBC network radio station, and approximately a third of Classic FM’s audience. Radio 3 reach, however, has been very consistent over the last five years whilst we note that Classic FM’s reach has fallen by over 10 per cent during the same time period. Our analysis of listening behaviour shows that approximately 42 per cent of the Radio 3 audience also listen to Classic FM.2 Evidence from our consultation, both from individuals and organisations, suggests that these stations are complementary in their propositions. We have heard concerns that Radio 3’s attempt to be more accessible has led to reductions in the levels of quality and distinctiveness Over recent years, BBC management has made changes to the tone, content and schedule of Radio 3 in order to make the station more accessible and welcoming to potential listeners. Concerns have been raised by a small minority of individual respondents to our public consultation that these changes have resulted in the lowering of Radio 3’s quality and distinctiveness. These concerns have been echoed by a number of organisations. We acknowledge that the editorial policy pursued by BBC management has evolved the nature of programming in peak-time listening slots. However, we have found no 1 Source: Pan BBC Tracking Survey 2009-10, ‘high approvers’ are those who give a score of 8 or more out of 10 2 Source: RAJAR 2009-10 February 2011 5 Service Review / BBC Radio 3, BBC Radio 4 & BBC Radio 7 compelling evidence that this has resulted in a reduction of Radio 3’s quality and distinctiveness. Both the approval levels for the station as a whole and the appreciation scores for individual programmes are either steady or improving. In addition, Radio 3 continues to demonstrate its commitment to high-quality music and arts through such features as its wide range of music; the broadcasting of full-length pieces; its focus on live performances and support of UK orchestras. We believe Radio 3 should continue to look for ways to be more accessible and welcoming Our research shows that there are some audiences who might appreciate the station’s offer but who are discouraged from listening by their perception that it can at times be inaccessible and daunting. We believe there is some potential to extend the core audience by becoming more accessible and welcoming to these potential listeners – particularly at the key entry points of breakfast and drive time.
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