Plan: Discuss the future of public service broadcasting in the UK, considering technological advancements, audience behaviour, and government policies. In your response refer closely to the Radio One Breakfast Show.
LOOK CAREFULLY AT THE PLAN. WHAT WOULD YOU ADD?
Introduction:
- BBC Radio One started broadcasting in 1922 and was the only radio station until commercial radio became regulated in 1973 (although local radios were set up in the 1960s).
- The aim of the BBC is to provide Public Service Broadcasting to the whole of the UK, rather than chasing ratings/economically profitable target audiences for advertisers.
- Before April 2017 the BBC was self-regulated but is now regulated by Ofcom which ensures that the BBC follows its Charter.
- The BBC Charter is: Sustaining citizenship and civil society; promoting education and learning; stimulating creativity and cultural excellence; representing the UK, its nations, regions and communities; bringing the UK to the world and the world to the UK; in promoting its other purposes, helping to deliver to the public the benefit of emerging communications technologies and services and, in addition, taking a leading role in the switchover to digital television.
Para 1: technological advancements
- BBC Charter: helping to deliver to the public the benefit of emerging communications technologies and services.
- BBC does this by being available in a diverse range of platforms e.g. the BBC still uses radio transmission, despite the popularity of the internet, as it is generally cheaper and therefore more accessible in poorer countries. But is also available (as of June 2018) on the BBC Sounds App for free on devices.
- This means that the BBC has global reach due to its brand recognition, which they say is a result of their ‘world-class programmes’ and ‘broadcasting excellence’.
- In the future as streaming becomes more important and people want to pay less fees would impact BBC Radio One as reducing licence fees would pressure Radio 1 into creating distinctive content even at the expense of losing listeners (would possibly endanger the ‘maintaining’ audiences’ factor). However, currently they have this funding and continue chasing a niche audience.
Para 2: Audience Behaviour
- BBC Charter: promoting education and learning; stimulating creativity and cultural excellence; representing the UK, its nations, regions and communities
- In the past, presenters were chosen due to their popularity in order to boost audiences. In more recent years, there has been an attempt to offer more niche programming for younger audiences, leading to the appointment of 27 year old Nick Grimshaw in 2012 as a new host (over a decade younger than previous host Chris Moyles).
- According to recent data, BBC Radio 1 has experienced a decline in reach among its target audience of 15-29 year-olds, particularly among older listeners within the target age range.
- The data also indicates that the reach has remained stable among the 15-19 age bracket, while it has fallen for listeners aged 20-29.
- 58% of the audience is classified as ABC1 (white-collar socio-economic demographic) compared to the UK population average of 55%.
- 90% of the Radio 1 audience identifies as white. (Arguably not very representative).
- The station has a number of popular features and segments, including “Live Lounge”, “Unpopular Opinion”, and “The Official Chart”.
- BBC Radio 1 has a social media following of over 12 million across various platforms, including Twitter, Instagram, and TikTok.
- The station also hosts a number of live music events, including the Big Weekend festival and the Radio 1 Teen Awards.
- Perhaps with the growth in social media the method of BBC targeting their audience will shift completely to a social media centred approach.
Para 3: Government Policies (ANY OTHERS?)
- BBC Charter: bringing the UK to the world and the world to the UK
- Ofcom's duty by law (applying to all UK broadcasters) is to ensure that: a wide range of high-quality radio programmes are provided, appealing to a range of tastes and interests; radio services are provided by a range of different organisations (ensuring the industry does not become an oligopoly); listeners are protected from harmful or offensive material; the radio spectrum is used in the most effective way.
- However, Ofcom does not regulate radio adverts nor internet-only radio stations (e.g. Ofcom could not licence foreign-based internet stations or enforce their broadcasting rules).
- The Sound Broadcasting Act of 1972 allowed the creation for Independent Local Radio Stations which introduced diversity to the broadcasting landscape. The act aimed to provide listeners with a broader choice of commercial radio content and promote competition – this therefore forced the BBC to revise their marketing strategy as they now had competition.
- The Telecommunications Act of 1984 could be argued to have indirect effects on radio broadcasting, for example, increased competition amongst media companies for advertising revenue and audience share.
- Government attempting to take away funding from the BBC (TV Licence) in 2027 and funding will be frozen for the next two years, this means that the BBC will have to negotiate with the government over an entirely new funding model when the final licence fee funding deal expires in 2027 – with potential options including a subscription service, part-privatisation, or direct government funding.
Conclusion:
- Argue that government regulation is most influential factor in the development of public broadcasting and the outcome of it in the future.
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