BBC1 Gets More Viewers, but Less Appreciation

Rachel_Sandford

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BBC executives have always monitored both the popularity of their channels' output and how their channels are perceived in terms of quality and distinctiveness. Yesterday, after conducting internal research or internal programme approval research, the BBC released an Audience Information report which revealed their Audience Appreciation Index. This is the first time the BBC has published these figures.

The results were based on the opinions of 20,000 viewers, collected via an online panel. It's been revealed that that BBC4 had the highest quality rating, scoring 85 out of 100 for its quality, an 85% for its distinctiveness rating, and with 81% agreeing that the shows seem fresh and new. BBC4 is known for its documentaries like Horizon and Storyville. Youth oriented BBC3 scored second highest with 84 out of 100, and 74% saying the content is fresh and new. BBC2, thought to be the most “laid back” of the channels scored 83 out of 100, and like BBC3, 74% said the content was fresh and new.

What surprised many was that BBC's flagship channel, BBC1, came out with the worst quality scores of the BBC's four main non-news channels. It scored 81 in terms of audience appreciation, which is within the corporation's target of scoring between 65-81, but it scored only 65% for distinctiveness; a rating BBC1 executives are likely finding difficult to accept. Especially given the fact that BBC1 reaches a weekly average of 45.6 million viewers (based on the first quarter of 2011) and also scores highest in terms of longest time spent watching per viewer; scoring higher than both BBC2 and CBeebies.

With shows like EastEnders, Strictly Come Dancing, So You Think You Can Dance, several soap operas, the news, and several other long running TV shows whose formats have remained unchanged for years, researchers believe that these shows are to blame for BBC1's low score for quality. Even The Apprentice with Alan Sugar, which is a ratings winner, got a low Audience Appreciation Index. The BBC revealed that individual programmes have AI ratings, but those will not be made public.

BBC controller of performance, Adrian Ruth said though the scores are high, the BBC may have difficulty maintaining them “given the cost-cutting strategy we are going into.” He also mentioned that BBC1 executives need to improve the output, and “won't be given any more slack.”

Broadcast, an industry magazine, has called for “more detail and context” so as to be able to get a better grasp on BBC's commitment to quality. Perhaps in response to this, the BBC may publish quarterly AI figures in order to increase openness and transparency.
 
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