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Public Value Assessment of BBC Local Video Report Prepared for the BBC

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Public Value Assessment of BBC Local Video Report Prepared for the BBC Public Value Assessment of BBC Local Video Report prepared for the BBC February 2008 1 Contents 1. Executive summary.....................................................................................................................3 2. Introduction.................................................................................................................................5 2.1 Background...............................................................................................................................5 2.2 Aims and objectives..................................................................................................................5 2.3 Methodology.............................................................................................................................7 3. Main Findings..............................................................................................................................9 3.1 Current usage and attitudes.......................................................................................................9 3.1.1 Defining the local area........................................................................................................9 3.1.2 Interest in local news........................................................................................................10 3.1.3 Main sources of local news...............................................................................................12 3.1.4 Perception of local news coverage....................................................................................14 3.1.5 Perception of local BBC coverage.....................................................................................15 3.2.1 Quality.............................................................................................................................19 3.2.2 Reach..............................................................................................................................21 3.2.3 Distinctiveness.................................................................................................................23 3.2.4 Impact.............................................................................................................................25 3.2.5 Value for Money...............................................................................................................26 3.3 Strategy and purpose..............................................................................................................28 3.3.1 Sustaining citizenship and civil society..............................................................................28 3.3.2 Promoting education and learning.....................................................................................29 3.3.3 Stimulating creativity and cultural excellence.....................................................................30 3.3.4 Reflecting the UK’s nations, regions and communities.......................................................30 3.3.5 Bringing the UK to the world and the world to the UK.........................................................31 3.3.6 Supporting the benefit of helping to deliver to the public emerging communications technologies and services.........................................................................................................31 3.4 Final votes..............................................................................................................................33 4. Conclusions and recommendations...............................................................................................35 5. Appendix...................................................................................................................................36 5.1 Workshop agenda............................................................................................................36 5.2 Introductory presentation..................................................................................................46 5.3 Factsheet examples.........................................................................................................48 5.4 Questionnaires.................................................................................................................57 2 1. Executive summary 1.1 Introduction Following the recent licence fee settlement, the BBC's plans for local TV evolved into a broadband only offer. The BBC believes that this will offer better value for money than distributing its local content on digital television. This is a web-based multimedia proposition, using broadband technology to deliver video journalism content and information on local news, sport, weather and travel. As the context (distribution method and user experience) of the local video content has changed (but not radically) and the market has developed since 2006, new evidence is needed to inform the Public Value Test for BBC Local Video. In particular, the views of licence fee payers are an important part of this test, and deliberative research is required to provide feedback on both citizen and consumer perspectives on the value of the service. The overall aim of the research is to explore the extent to which the public believe that BBC Local Video offers value for the licence fee payer, and to what extent it fits with and helps to deliver the BBC’s strategy and purposes. It is the video journalism element of the BBC Local proposition that is primarily under consideration. 1.2 Main Findings There is overwhelming support from broadband and non-broadband participants both at a personal and citizen perspective for BBC Local Video. At the end of the deliberative workshops participants voted on whether they were in favour or against the proposal both from a personal basis and from a citizen perspective. From a personal perspective 108 participants were in favour and 13 against, from a citizen perspective 116 participants were in favour, 4 were against and 1 person was not sure. Participants believe BBC Local Video to be excellent value for money in absolute terms and in comparison with the cost of other BBC services. Many participants perceive the BBC Local Video proposition will enhance the current sources of local news and anticipate very little impact on people's usage of other media such as local newspapers, regional news and websites. 3 The BBC Local Video proposition is perceived to fulfil all of the Public Value assessment criteria in terms of quality, reach, distinctiveness, impact and value for money. Participants rate the quality of BBC Local Video highly and believe it to meet or exceed their expectations of the BBC. Participants believe that BBC Local Video will increase the reach of the number of people accessing local news and information since it provides a greater range and depth of local video content compared to what is currently available. BBC Local Video is perceived to be a localised and personalised offer bringing together many different types of local information, videos, and user generated content which is perceived to be a distinctive offer. There is the potential for BBC Local Video to have a significant impact on the local communities by raising the levels of awareness about what is happening and important locally and making communities feel more connected. The proposition is perceived to be excellent value for money. The BBC Local Video proposition supports all of the BBC's strategies and purposes (sustaining citizenship and civil society, promoting education and learning, stimulating creativity and cultural excellence, reflecting the UK's communities, bringing the UK to the world and the world to the UK and supporting the benefit of helping to deliver to the public emerging communications technologies). 4 1. Introduction 2.1 Background One of the BBC’s key objectives is to provide relevant content to audiences across the UK. In order to achieve this, the BBC has been exploring new ideas for the provision of more local level content, taking advantages of the cost efficiencies and opportunities offered by new digital technology. Following the recent licence fee settlement, the BBC's plans for local TV evolved into a broadband only offer. The BBC believes that this will offer better value for money than distributing its local content on digital television. This is a web-based multimedia proposition, using broadband technology to deliver video journalism content and information on local news, sport, weather and travel. As the context (distribution method and user experience) of the local video content has changed (but not radically) and the market has developed since 2006, new evidence is needed to inform the Public Value Test for BBC Local Video. In particular, the views of licence fee payers are an important part of this test, and deliberative research is required to provide feedback on both citizen and consumer perspectives on the value of the service. The overall aim of the research is to explore the extent to which the public believe that BBC Local represents value for the licence fee payer, and to what extent it fits with and helps to deliver the BBC’s strategy and purposes. Reflecting the cost differential, it is the video journalism element of the BBC Local proposition that is primarily under consideration. 2.2 Aims and objectives The research objectives are to explore the extent to which licence fee payers believe that BBC Local Video: · Fits with the BBC’s purposes and remit, and to what extent, judged against
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