Luke Power - Candidate Ref: 1621985

The BBC and its audiences

The BBC

The BBC is a public service broadcaster and engages with its audiences by putting the telling of stories and narratives at the heart of all its output which extends throughout the departments that make up the organisation.

The BBC is committed to putting quality first and this is the standard that all of its output must meet which ensures that the BBC is renowned for cutting edge reporting and content making so that audiences know what to expect when they use any BBC service.

This methodology also ensures that the BBC is at the forefront of service delivery ensuring that the latest technologies are not just used to cash in on their popularity but that the content actively engages audiences and users in new and profound experiences, which ensures that the BBC is the place to go for immersive experiences and entertainment.

Audiences

Television audiences are becoming more informed and fragmented all the time especially as newer delivery mediums are developed. Audiences expect quality in the media that they consume and with the vast amount of mediums and platforms that constantly compete for their attention if they are not actively engaged in their current activity then they will seek another way of being engaged.

This is more noticeable in the television space where the breadth of television channels and other viewing habits means that audiences will flick to another channel or watch something else if they are not entertained. Therefore they expect entertainment and quality, they want the very best and like to be part of the viewing experience especially with the prevalence of social networks where audiences can discuss the latest episode with their friends and engage with the brand further or have something to discuss around the water cooler on a Monday morning.

Audiences are loyal to the programmes and brands that they watch and follow, where they will actively seek further content to add to their knowledge about a subject or to learn more about the characters that they are watching which helps with their empathy towards them on screen. Successful brands on the BBC include Doctor Who, Eastenders and Strictly Come Dancing where viewers can watch the episode on the television and then seek further content online. This is particularly the case with Doctor Who where sneak previews and interviews with cast members can be found. This helps to build fan loyalty which when tapped into can be immensely powerful and improve the BBC’s standing with television audiences.

The BBC is able to cater for these variety in tastes through many of their channels where each one has its own personality and portfolio of programmes so that audiences know what to expect when they watch the channel. These programmes are supplemented by additional content that can be found on the web or streamed live to a tablet or mobile device which adds another layer to the viewing experience particularly if it is a live event

The prevalence of technology has made audiences more savvy and aware of the content that they consume particularly amongst the younger generations who are refered to as 'Digital Natives'. These younger members are at one with technology having grown up with it and do not know of a time when the mobile phone or social media did not exist, as such their demographic is the most fragmented and the most sought after given that they decide what will popular next and drive the next big thing. This is especially so given the fact that when they are consuming media they are usually doing a number of additional tasks at the same time.

Overall the variety of mediums available to audiences and service providers alike gives rise to the opportunity to develop content that is more than a standalone piece of work. There are opportunities to spread content out across a variety of platforms and services which when combined will give audiences a truly immersive experience and could lead the way for future developments in content making.