purpose remit tracking study 2011 -...

Prepared by Kantar Media:Trevor Vagg, Sara Reid and Julia Harrison. Ref: 45108204. Contact: 020 7656 5500

Purpose Remit Tracking Study 2010‐2011 Quantitative audience research assessing the BBC’s delivery of its

Public Purposes – Scotland findings

Prepared for

July 2011

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Kantar Media Report: BBC Trust Purpose Remit Study 2010-2011 S cotland

Kantar Media is ISO9001:2000 and ISO 20252 accredited.

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Table of Contents

1 ........................................................................................................4 Introduction

1.1 ...................................................................................................4 Objectives

1.2 ...............................................................................................5 Methodology

1.3 .............................6 Explanation of Public Purposes and performance gaps

2 ...................................................................................8 Summary of key findings

3 ...............................................................10 Overall BBC performance measures

4 .............................................18 BBC performance on its purposes and priorities

4.1 .............................................18 Overall ranking of performance on priorities

4.2 .........................20 Overview of performance on the BBC’s Public Purposes

4.3 ............................................................................................................23

Understanding performance in the context of driving perceptions of value for money

4.4 ............27 Creativity purpose - stimulating creativity and cultural excellence

4.5 ...................30 Citizenship purpose - sustaining citizenship and civil society

4.6 ......34 Representing the UK, its nations, regions and communities purpose

4.7 ...41 Global purpose - bringing the UK to the world and the world to the UK

4.8 ..........................43 Education purpose – promoting education and learning

4.9 44 Digital purpose – encouraging use of new communications technologies

Conclusions...............................................................................................................46

Appendices ...............................................................................................................46

Appendix A: Full listing of personal importance, performance and performance gap scores ..........................................................................................................48

Appendix B: Full listing of performance gaps and correlation with perceived value for money............................................................................................................57

Appendix C: Full listing of results for BBC Relationship questions.....................58

Appendix D: The questionnaire ..........................................................................60

Kantar Media Report: BBC Trust Purpose Remit Study 2010-2011 Scotland

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1 Introduction

The BBC Trust has a responsibility to ensure that the BBC provides licence fee payers with the best possible value for money in return for the licence fee they pay. It must also ensure that the BBC stays true to its Public Purposes, as set out in the Royal Charter. The Public Purposes are explained in section 1.3.

This report summarises the findings of audience research into perceptions of how the BBC has performed against its Public Purposes and each of the priorities within these. It will focus on results for the audience in Scotland and will draw comparisons between this nation and the UK as a whole. A detailed report on findings amongst the UK audience has been published separately.

The research was conducted in Autumn 2010 and Spring 2011 with results combined to produce overall performance for 2010-2011.

There have been two previous years of audience research where fieldwork was split across two periods of the year (2008-2009 and 2009-2010). Results from Autumn 2008 and Spring 2009 were combined to produce the 2008-2009 annual figures and results from Autumn 2009 and Spring 2010 were combined to produce the 2009-2010 annual figures. Similar audience research was also conducted in 2007. Results will be compared with these previous studies.

1.1 Objectives

The aims of the research were to get feedback from licence fee payers on how the BBC has performed in the delivery of its Public Purposes. It was also important to understand performance ratings in the context of how important people felt the various BBC priorities were.

Specific objectives of the research for the audience in Scotland were to:

• Gauge licence fee payers’ views on the BBC’s priorities within each purpose.

• Identify what is important for licence fee payers.

• Measure how well the BBC currently performs.

• Understand “performance gaps” (as outlined in section 1.3) in order to identify areas that the BBC should focus on improving.

• Understand how perceptions in Scotland compare to the UK overall and the other nations of the UK.

• Highlight any changes compared with previous years of the research.


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1.2 Methodology

The research was conducted by Kantar Media (formerly BMRB), as in previous years, using the same mixed-methodology approach. Half of the interviews were conducted face-to-face in people’s homes and half were conducted online amongst members of the Lightspeed Research online panel in the UK. This had the advantage of being cost-effective and also offered people, who may not have had time to take part at a fixed time with an interviewer, the opportunity to participate in their own time through an online route.

The key section, where respondents were asked to rate the purpose priorities, was self-completion. This was for both the face to face and online elements to maximise comparability.

• 2,273 UK adults aged 15 or over were interviewed (half online, half face-to-face in-home) between 4th September and 4th October 2010 (1,140) and 7th February and 4th March 2011 (1,133).

• Fieldwork was split into two waves across the year to lessen the risk of results being disproportionately influenced by specific events at a single point in the year.

• Boost interviews within UK nations and among respondents within black and minority ethnic groups were included to allow detailed analysis within these audience groups.

The number of interviews in England was reduced to allow more interviews to be conducted in Wales, Northern Ireland and Scotland than would be achieved from a nationally representative sample of 2,273. This was to allow analysis within each nation of the UK. This resulted in 354 interviews in Scotland (178 in Autumn 2010 and 176 in Spring 2011).

• Respondents were asked a detailed questionnaire (c.45 minutes) covering demographics for profiling, media consumption, weight of BBC usage, use of new technologies, opinions on the BBC and the key section on rating the BBC’s priorities in terms of performance and importance (see Appendix D).

• Results were weighted by demographics, ethnicity and internet use to ensure they were representative of the UK population as a whole. Quotas were set within each UK nation to ensure comparability between nations.

As the survey was not a pure random probability survey, the statistical principles that determine the difference needed between percentages for them to be considered significant cannot, strictly speaking, be applied. Nevertheless, based on these principles we recommend treating a difference of at least +/- 7 percentage points as significant when looking at answers based on the full sample in Scotland either within the 2010-2011 survey or between 2008-2009, 2009-2010 and 2010-2011. A difference between Scotland and the UK should only be considered significant if there is a difference of at least +/- 5 percentage points.


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1.3 Explanation of Public Purposes and performance gaps

Under the terms of the Royal Charter and Agreement, the BBC's main activities should be the promotion of six Public Purposes through output consisting of information, education and entertainment. These Public Purposes are listed below and are colour coded throughout this report:

• CITIZENSHIP - sustaining citizenship and civil society.

• CREATIVITY - stimulating creativity and cultural excellence.

• EDUCATION - promoting education and learning.

• NATIONS, REGIONS & COMMUNITIES - representing the UK, its nations, regions and communities.

• GLOBAL - bringing the UK to the world and the world to the UK.

• DIGITAL - 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.

The BBC Trust has set ‘Purpose Remits’ for each of the purposes and these enable the BBC Trust to set objective, transparent, published criteria against which they will judge the BBC’s performance. Broadly, the remits explain how the BBC should fulfil its six Public Purposes. More specifically, the remits set a number of priorities for the BBC, within each purpose, and show how the BBC Trust will judge performance against those priorities using measures based on audience perceptions.

The BBC Trust developed a statement to measure the BBC’s performance against each priority, in consultation with licence fee payers, for the Purpose Remit Study. A full list of statements, along with the corresponding performance and importance scores, can be found in Appendix A.

During the survey, respondents were first asked to rate the BBC’s performance on each of the priorities within a purpose. The performance score is the percentage of users that agreed with a performance statement for a particular priority (giving a score of 5-7 out of 7 as per the scale below).

Completely disagree 1 Disagree strongly 2 Disagree slightly 3 Neither agree nor disagree 4 Agree slightly 5 Agree strongly 6 Completely agree 7


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In order to put the performance score in context, respondents were then asked how important it was, to them personally, for the BBC to fulfil each priority. The importance score is the percentage of users that felt a statement is important to some extent (giving a score of 5-7 out of 7 as per the scale below).

Extremely unimportant 1 Very unimportant 2 Quite unimportant 3 Neither important nor unimportant 4 Quite important 5 Very important 6 Vital 7 Providing this context enables a summary measure to be created, which is known as the ‘performance gap’.

The performance gap is the difference between the performance and importance scores for each statement. For example, the statement ‘the BBC has lots of fresh and new ideas’ received a performance score of 48% and an importance score of 65%. Subtracting the importance score from the performance score gives a negative performance gap of -17. A negative number means that the performance score given was lower than the importance score whilst a positive number means that the performance score given was higher than the importance score.


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2 Summary of key findings

The overall perception of the BBC amongst the audience in Scotland remained less positive than in the rest of the UK, particularly England and Wales.

Overall impression of the BBC was less favourable among adults in Scotland than the UK overall with 37% ‘high approvers’ (the most positive group who gave an overall impression score of 8 to 10 on a 10 point scale) compared with 43% in the UK. There were also more ‘low approvers’ of the BBC (rating of 1 to 4 out of 10) among adults in Scotland (22%) than in the UK overall (16%).

The percentage of high approvers of the BBC among adults in Scotland did not change significantly compared with 2009-2010 (34%) or 2008-2009 (36%).

Adults in Scotland (48%) were also significantly less likely to agree that the BBC offers good value for money than the UK average (56%) and less likely to miss the BBC (74%) than the UK average (80%). Whilst the percentage who felt the BBC is good value for money was unchanged from 2009-2010 (49%) the percentage who were likely to miss the BBC fell from 80% in 2009-2010 in Scotland.

There was also a greater percentage of adults in Scotland who wanted to change the BBC significantly (24%) than in the UK overall (15%). Furthermore, adults in Scotland (31%) were significantly less likely to think the BBC offers something distinctive than in the UK overall (43%).

Across the BBC’s six Public Purposes, performance scores generally fell compared with 2009-2010 among adults in Scotland and they were lower than for the UK audience. There were sixteen priorities with performance scores below 50%. Five of these low performance scores fell within the Nations, regions and communities purpose; five were within the Creativity purpose; four were within the Digital purpose; and two within the Citizenship purpose.

As in 2009-2010 and 2008-2009, the largest negative performance gaps in Scotland were found within the Nations, regions and communities purpose, followed by the Creativity purpose. The two largest performance gaps were for the priorities ‘the BBC is good at portraying my particular culture or community to other people in the UK’ (-27) and ‘the BBC is good at portraying [nation/my region] to other people in the UK’ (-26). This highlights the theme of portrayal as a particular concern for the audience in Scotland.

There were also large negative performance gaps for ‘the BBC helps me feel more involved and interested in my local communities’ (-22); ‘the BBC provides programming and content that caters for my particular culture or community’ (-22); and ‘the BBC provides programming and content that caters for Scotland’ (-18).

These negative performance gaps were all bigger than in the UK overall resulting in a bigger average performance gap for this purpose in Scotland (-13) than the UK (-5). It was the biggest average negative performance gap across all the nations (England -4, Wales -5, Northern Ireland -10).


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Whilst at the UK level performance gaps were decreasing in the Nations, regions and communities purpose, the negative performance gaps in this purpose remained relatively large and did not decrease in Scotland.

Priorities in the Nations, regions and communities purpose had weaker correlations with the perception of the value for money the BBC provides than those in the Creativity purpose. Four of the five priorities with the strongest correlations with perceptions of the value for money of the BBC were in the Creativity purpose.

As in 2009-2010 and 2008-2009, the priority ‘the BBC has a wide range of enjoyable and entertaining programmes’ continued to have the strongest correlation with perceived value for money of the BBC amongst the audience in Scotland (0.56). This supports findings that overall perceptions of the BBC appeared to be influenced most strongly by opinions about the quality of the programmes offered, particularly on television.

For adults in Scotland there were no significant differences in performance gaps from the UK audience for any of the priorities within the Creativity purpose. Performance scores for adults in Scotland were lower for all Creativity priorities than for adults in the UK overall but importance was also lower.

The Global purpose again achieved the highest average performance score amongst the audience in Scotland (65%). However, this average performance score was significantly lower than in the UK overall (75%) and lower than in 2009-2010 (70%) and 2008-2009 (74%).

Scotland was the only one of the four nations of the UK to record negative performance gaps for the two priorities within the Global purpose.

The Education purpose remained an area of relative strength for the BBC amongst the audience in Scotland. The purpose recorded the second highest average performance score (63%) with both priorities achieving performance scores in the top nine overall. However, this purpose also recorded the highest average importance score of all at 72%. The high level of importance placed on the Education purpose meant there was also a negative performance gap on average (-9) for the Education purpose.

The audience in Scotland rated the BBC’s performance within the Citizenship purpose more negatively than the UK audience overall. This was a change from 2009-2010 when Scotland was broadly in line with the UK. Performance scores were lower across the Citizenship purpose for the audience in Scotland than for UK adults and negative performance gaps were larger.

The Digital purpose recorded the lowest average performance score (33%) and this was lower than in the UK (38%). Adults in Scotland also recorded negative performance gaps for three of the four Digital priorities (with an average performance gap of -3) whilst there was only one priority with a small negative performance gap for the UK overall (average performance gap of +1).


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3 Overall BBC performance measures

3.1 Overall impression of the BBC

The overall impression of the BBC was less favourable among adults in Scotland than the UK overall with 37% ‘high approvers’ (the most positive group who gave an overall impression score of 8 to 10 on a 10 point scale) compared with 43% in the UK. The ‘mid approvers’ group (rating of 5 to 7 out of 10) remained the largest group among adults in Scotland at 41% (UK overall 40%). There were more ‘low approvers’ of the BBC (rating of 1 to 4 out of 10) among adults in Scotland (22%) than in the UK overall (16%).

The percentage of high approvers of the BBC among adults in Scotland did not change significantly compared with 2009-2010 (34%) or 2008-2009 (36%). There were now more low approvers among adults in Scotland than in 2009-2010 (17%) and 2008-2009 (18%). Consequently, there was a smaller percentage of ‘mid approvers’ than in 2009-2010 (48%) and 2008-2009 (46%).

As in the UK overall, the overall impression of the BBC in Scotland varied by social grade. Adults in Scotland in the lower C2DE social grades were significantly more likely to be low approvers of the BBC (32%) than those in the higher ABC1 social grades (15%). Adults in the higher ABC1 social grades were more likely to be mid approvers of the BBC (47%) than those in the lower C2DE social grades (34%). Yet, there was now no longer a significant difference in the percentage of high approvers (39% for ABC1 social grades and 34% for C2DE social grades). In 2009-2010 adults in the ABC1 social grades were significantly more likely to be high approvers of the BBC (40%) than those in the lower C2DE social grades (25%).

Overall impression of the BBC differed by gender for the audience in Scotland with a larger percentage of low approvers among men (27%) than women (18%). There was not a significant difference for levels of high approval (men 34%, women 39%) or mid approval (men 39%, women 43%).

For the audience in Scotland, overall impression of the BBC followed a similar age pattern as the UK overall with the lowest percentage of high approvers amongst the middle age group, aged 35 to 54 years (31%) and a higher percentage for younger adults, aged 15 to 34 years, (39%) and the oldest audience group, aged 55 years and older (40%).

During the Spring 2011 wave of research, an additional open-ended question was asked of all respondents to uncover the reasons behind their overall impression score.1 High approvers in Scotland were more likely to mention high quality programmes (29%), educational/informative programmes (12%) children’s programmes (9%) and documentaries (9%) as their top reasons for having a high impression of the BBC. News coverage was mentioned by 8%, less than in the other nations of the UK.

1 The question text was: “For what reasons do you have that impression of the BBC?”


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“The BBC soaps, nature and documentary programmes, and the news on the BBC.” Female, aged 40, C1, Scotland.

“Quality, different media, website, impartial, dedicated viewing for children, documentaries etc.” Female, aged 39, AB, Scotland.

“The quality of the programmes they produce and no adverts and Radio Four is excellent and informative.” Female, aged 59, C1, Scotland.

“Impartial views. Programmes of depth and sensitivity, especially on BBC Three and BBC Four. Programmes not driven by fashion or profit.” Male, aged 58, DE, Scotland.

“I think that they show a good mixture of programmes that suit all ages, and have a great choice at all times of the day.” Female, aged 42, C2, Scotland.

“I enjoy BBC radio and TV programmes because they are made to a high standard and cover a wide variety of entertainment.” Male, aged 53, DE, Scotland.

For mid approvers in Scotland, the main reasons included good quality programmes (18%), good news coverage (8%), good documentaries (6%) and variety/choice of programmes (6%) but also included nothing I want to watch (5%).

Often, those with a mid-level overall impression of the BBC cited something positive, followed by something negative in their response. The verbatim responses below further illustrate this point.

“It tends to be middle of the road but doesn't take chances with new programmes the way it used to. But for information documentaries and news it is hard to beat.” Female, aged 67, C1, Scotland.

“I watch news mostly. Disapprove of the waste of licence payers’ money in excessive salaries, perks and jollies. All this takes the edge off any pleasure in viewing programmes.” Male, aged 73, DE, Scotland.

“They are not brilliant but average because they have some good programmes but others are not.” Female, aged 76, C2, Scotland.

“While producing a wide variety of programmes many of them are of little interest to me.” Male, aged 22, DE, Scotland.

“Enjoy some shows but don't watch reality TV and there is a lot of it!!” Female, aged 29, DE, Scotland.

“I prefer it for news and 'sensible' reporting and documentaries but I can't say it excites me - very few BBC programmes on my Sky+ series links list.” Female, aged 57, AB, Scotland.


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For low approvers in Scotland, the main reason was clearly too many repeats (31%), followed by high wages paid to presenters and managers (15%) nothing I want to watch (13%), poor programme quality (13%) and not agreeing with the licence fee (11%).

“They used to have great programmes, but now they have got lazy and there is almost nothing on their channels that is worth watching.” Female, aged 49, DE, Scotland.

“Not enough good programmes and too many repeats.” Male, aged 77, C2, Scotland.

“They can pay people five million pounds for hosting programmes, such as Jonathan Ross and others, and the price of the licence is a luxury for old people. It is time it is sorted for paying for repeats and rubbish programmes. Poor quality programmes.” Male, aged 61, C1, Scotland.

“Too many repeats. Over paid presenters, Ross and Brand, and too much paid for shows.” Male, aged 75, DE, Scotland.

“I watch a couple of programmes on this channel because they interest me. But I grudge it for making us all need a TV licence instead of just using advertising like all the other channels do. If I had an option of not having BBC and therefore not needing the TV licence then I would happily do that.” Female, aged 26, AB, Scotland.

3.2 Likelihood to miss the BBC if it wasn’t there

Another important measure is the likelihood to miss the BBC if it no longer existed. This measure of the overall relationship of adults in Scotland with the BBC continued to be more positive than the other measures such as overall impression and perceived value for money, as in the UK overall. However, adults in Scotland (74%) and Northern Ireland (74%) were less likely to miss the BBC than adults in England (81%) and Wales (81%)2.

The percentage of adults in Scotland likely to miss the BBC decreased significantly from 81% in 2008-2009 (80% in 2009-2010). Likelihood to miss the BBC now differs by nation in the same way as overall impression.

A significantly smaller percentage of adults in Scotland definitely agreed that they would miss the BBC (47%) than in 2009-2010 (56%) and the UK overall (55%). Yet, this figure for definitely agree was in line with 2008-2009 (45%). The fall in overall likelihood to miss since 2008-2009 has come from those answering ‘tend to agree’ (from 36% to 26%).

In line with the UK audience as a whole, likelihood to miss the BBC varied by audience group in Scotland, with social grade the largest influencing factor. Adults within the higher ABC1 social grades were still more likely to agree that they would miss the BBC (77%) than those

2 Answers to the question to what extent do you agree or disagree with the statement “I would miss the BBC if it wasn’t there” were based on a five point agreement scale: Definitely agree, tend to agree, neither agree nor disagree, tend to disagree, definitely disagree, don’t know. References to ‘agree’ within this report are based on the net score of ‘definitely agree’ and ‘tend to agree’.


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within the lower C2DE social grades (69%). Gender also influenced perceptions in Scotland with women more likely to miss the BBC (77%) than men (70%). This was not the case in the UK overall (both 80%).

The BBC remained the service that adults in Scotland would miss the most. However, the likelihood to miss other broadcasters saw some change since 2008-2009. The most noticeable change was a significant increase in the percentage of the population in Scotland who agreed that they would miss Sky from 35% in 2008-2009 to 46% in 2010-2011 (45% in 2009-2010). The percentage of adults in Scotland who were likely to miss Five fell back to 41% in 2010-2011 (48% in 2009-2010 and 41% in 2008-2009).

The percentage of adults in Scotland likely to miss STV (Scottish Television) remained stable at 67% (65% in 2009-2010). Yet, this represented a drop from 74% in 2008-2009. There has been no significant change for Channel 4 (2008-2009 63% 2009-2010 63%, 2010-2011 67%).

Comments made by respondents in Scotland to explain why they would be likely to miss the BBC were similar to views expressed by adults in the other nations of the UK. Most people mentioned programmes, with most comments for national or regional news programmes (29%), soaps (19%), documentaries (12%), and drama (12%). Some examples of these comments are included below: “Miss the news, ‘Murder She Wrote’, football and ‘EastEnders’” Female, aged 72, DE, Scotland. “‘Doctor Who’, football games, ‘Match of the Day’, ‘EastEnders’, ‘Being Human’ and the iPlayer is really good.” Male, aged 15, DE, Scotland.

“News programmes and news broadcasts, documentaries, coverage of major sporting events.” Male, aged 42, AB, Scotland.

“Local news, dramas such as ‘Sherlock’” Female, aged 27, AB, Scotland.

“The news and gardening programmes. Politics on Sunday morning with Andrew Marr.” Female, aged 42, C2, Scotland.

“Good educational programmes and wildlife programmes.” Female, aged 32, C2, Scotland.

3.3 Perceived value for money of the BBC

Perceived value for money of the BBC among adults in Scotland remained stable. The audience in Scotland continued to be split in half in terms of its perceptions of the value for money delivered by the BBC. Half of all adults in Scotland perceived the BBC to be good value for money (48%) and half (49%) felt that the BBC is not good value for money. These figures have not changed significantly at all since 2007.

Adults in Scotland remained less likely to feel that the BBC offers good value for money than adults in the UK as a whole (56%). Adults in England (57%) and Wales (53%) were more


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likely perceive the BBC to be good value for money than adults in Scotland (48%) or Northern Ireland (45%).

In contrast to overall impression, the percentage of the audience in Scotland who perceived the BBC to be good value for money increased with age from 43% among 15 to 34 year olds to 57% among adults aged 55 years or older.

For social grade, the pattern was similar to overall impression with adults in Scotland in the higher ABC1 social grades more likely to feel the BBC is good value for money (50%) than adults in the lower C2DE social grades (45%).

3.3.1 Why the BBC was perceived to be good value for money

To understand the reasons behind the value for money ratings given, respondents were asked to explain why they felt the BBC was, or was not, good value for money. Across the four nations of the UK the same reasons were given.

In Scotland, for those that felt the BBC was good value for money, good quality programmes and the wide range of programmes offered were the main reasons cited for driving this perception.

“They do produce programmes of quality and there are some good new programmes and it’s nice not to have adverts.” Female, aged 30, DE, Scotland.

“Good variety of programmes and internet news.” Female, aged 20, C1, Scotland.

“Good quality programmes, including natural history and period dramas, and light entertainment notwithstanding political programmes.” Male, aged 62, C1, Scotland.

“The standard of programmes and the variety of shows make it well worth the money.” Male, aged 57, C2, Scotland.

“I don't have any alternative like Sky, but the licence fee seems a fair price for the variety and extent of TV and radio available. This is especially the case as the output is all to a consistently high, enjoyable and reliable standard.” Male, aged 53, DE, Scotland.

3.3.2 Why the BBC was not perceived to be good value for money

Similar to the UK as a whole, comments from respondents as to why the BBC does not provide good value for money focused on the programming and the licence fee.

Those in Scotland who felt the BBC is not good value for money were most likely to cite the way the BBC is funded as a reason for their perception. Combining all mentions of the licence fee being something they have to pay, being too expensive, already paying for other television services and a preference for it being advertising funded resulted in a total of 31% of adults in Scotland who felt the BBC is not good value for money believing that this is linked with its funding. This represents 15% of adults in Scotland overall which is the same as for the UK audience (15%).


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This reason was followed by programme related answers, similar to the UK overall, including ‘too many repeats’, (23%) and poor programmes that were not worth watching (22%).

“Because we do not use their services in any form very much and especially not for the price we have to pay. I would rather have all the BBC taken off our TV set and have Sky or Virgin etc.” Female, aged 54, C1, Scotland.

“Too many repeats. The watershed is not adhered to. No good comedy programmes. Christmas is rubbish. There are too many comedy panel programmes. Stars get paid too much.” Female, aged 55, C1, Scotland.

“Look at the quality that other channels output, and compare. Whilst the BBC has quality, so do others, but I don't have to pay this unfair tax for the privilege.” Male, aged 36, C1, Scotland.

“All of the other channels can fund their platform through advertising and sponsorship. Their TV and internet content does not make the BBC stand out to the extent that it justifies paying a licence for its services alone.” Female, aged 23, AB, Scotland.

3.4 Distinctiveness of the BBC

Producing distinctive programmes and content is an important part of the BBC‘s remit. To understand views among the audience in Scotland as to whether the BBC achieves this, respondents were asked ‘Do you think that the BBC offers something you can’t get from any other broadcaster?’3

Adults in Scotland (31%) were significantly less likely to think the BBC offers something distinctive than in the UK overall (43%). In fact, Scotland had the lowest percentage agreement of all the UK nations (Wales 51%, England 44%, and Northern Ireland 33%). Half of adults in Scotland (50%) felt the BBC does not offer something they can’t get from any other broadcaster whilst the remaining 18% answered ‘don’t know’.

As in the UK overall, adults in Scotland in the higher ABC1 social grades were more likely to agree that the BBC offers something they can’t get from any other broadcaster (35%) than adults in the lower C2DE social grades (28%). This difference was not as pronounced as in the other UK nations.

To add context to why people agreed or disagreed that the BBC offers something you can’t get from any other broadcaster, respondents were asked: “For what reasons do you [think/not think] that the BBC offers something that you can’t get from any other broadcaster?”

3 This question was added for the Spring 2011 wave.


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Examples of comments from those who agreed included mentions of the range and quality of programmes, the range of BBC services, that the BBC can be trusted, and the absence of advertising.

“It still has more arts programmes than other broadcasters. Period dramas tend to be superior. There is a greater output of wildlife programmes.” Female, aged 50, DE, Scotland.

“Fresh ideas, good presenters, educational programmes, and good soaps watched by millions of viewers.” Female, aged 42, C2, Scotland.

“It offers such a range of programmes without advert intervals.” Male, aged 20, AB, Scotland.

“The range of services provided, both online and on TV, and it is generally trusted.” Female, aged 30, DE, Scotland.

“Independent, good quality TV and radio.” Female, aged 59, C1, Scotland.

“Impartiality and focus on quality.” Male, aged 58, DE, Scotland.

On the other hand, other comments illustrated that many felt they could get what they want from other channels. Examples of comments from those who disagreed were:

“The BBC isn't as special as it used to be.” Male, aged 51, C2, Scotland.

“No longer are they the only broadcaster showing sports, nature, documentaries etc.” Female, aged 62, AB, Scotland.

“I can get anything from any other broadcaster and in some instances would not have to pay for it.” Male, aged 61, C1, Scotland.

“There are so many channels available now that you could probably find similar stuff on other channels if you went looking.” Female, aged 35, C1, Scotland.

“Other broadcasters are more modern and trying new and riskier things.” Male, aged 25, C1, Scotland.

“Because they have no original ideas and are just offering poor imitations of others. American TV is miles ahead of the BBC in what it produces.” Female, aged 49, DE, Scotland.

3.5 A third of adults in Scotland were very happy with the BBC as it is, in line with the UK

There was a significant increase in the percentage of adults in Scotland who felt that they are very happy with the BBC from 25% in 2009-2010 to 33% in 2010-2011. This returned to the level recorded 2008-2009 (33%). This figure was not significantly different from the UK overall (34%).


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Nevertheless, there was also a significant increase in the percentage of adults in Scotland who want to change the BBC significantly to 24% (from 15% in 2008-2009 and 18% in 2009-2010). This was significantly higher than for all UK adults (15%) and higher than in any other nation (England 14%, Wales 13%, Northern Ireland 20%). The highest percentage of adults in Scotland felt that they would change a few things about the BBC, but on the whole they are happy with the way it is (38%) but this was significantly lower than in 2009-2010 (52%) and 2008-2009 (49%).

Overall, six-in-ten adults in Scotland would change the BBC in some way4 (62%), similar to the UK average (61%). In Scotland, unlike the UK overall, there was a significant difference in the percentage who would like to change something about the BBC between men (73%) and women (53%). But similarly to the UK, adults in the higher ABC1 social grades (65%) were more likely to want to change something about the BBC than those in the lower C2DE social grades (59%), perhaps reflecting a higher level of engagement with the BBC.

Adults in Scotland who felt they would like to change something about the BBC were asked what they would change. As for value for money, the main focus was the programme formats and content offered by the BBC. In particular, the number of programme repeats was mentioned as something the audience would like to see reduced. The portrayal of Scotland was also commonly mentioned by the audience in Scotland as was the way the BBC is funded. Some examples of these views are included below:

“Increase the Scottish output in Scotland, have more updates on current news during the day, make sure the news on BBC Scotland doesn’t lead with the same stories as STV.” Female, aged 50, DE, Scotland.

“I would make it go back to its roots of creating its own quality programmes and buying in others of equal quality. I would stop it from using reality TV and other cheap gimmicks.” Female, aged 49, DE, Scotland.

“Revamp some of the programming. Get rid of some of the tired and meaningless shows like ‘The Weakest Link’.” Male, aged 58, DE, Scotland.

“Too many cookery programmes and shows where the public are used to provide the entertainment and too many repeats.” Female, aged 42, DE, Scotland.

“Get adverts on the BBC, fewer repeats and less sport, and reduce the licence fee.” Male, aged 48, DE, Scotland.

“Slight political bias towards the left, tendency for sensational journalism as opposed to responsible reporting.” Male, aged 71, AB, Scotland.

4 Net of ‘If I had my way I’d change the BBC significantly’ and ‘There are a few things about the BBC that I would change, but on the whole I’m happy with the way it is”.


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4 BBC performance on its purposes and priorities

As explained in the introduction to this report, the main focus of this research is to measure the BBC’s performance against the six BBC Public Purposes. Each of the Public Purposes, explained in section 1.3, is assessed in detail in this section of the report.

4.1 Overall ranking of performance on priorities

Chart 1, on page 19, displays the BBC’s performance score for each priority in the form of a bar in the colour of the relevant purpose. This is the percentage of adults in Scotland who agreed with the performance statement (giving a score of 5-7 out of 7).

The importance score is the percentage of adults in Scotland who felt that a statement is important to some extent (giving a score of 5-7 out of 7). This is shown, for each priority, in the form of a grey bar.

The number to the right of the chart indicates the performance gap. This is the difference between the performance and importance scores for each statement. A negative number (e.g. -9) means that the performance score given was lower than the importance score. Statements are ranked on performance score.

A colour code is used throughout this report to identify the six purposes and statements designed to measure the priorities within them.

Public Purposes key:

• CITIZENSHIP - sustaining citizenship and civil society.

• CREATIVITY - stimulating creativity and cultural excellence.

• EDUCATION - promoting education and learning.

• NATIONS, REGIONS & COMMUNITIES - representing the UK, its nations, regions and communities.

• GLOBAL - bringing the UK to the world and the world to the UK.

• DIGITAL - 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.

A full listing of the performance and importance scores and performance gaps for 2007, 2008-2009, 2009-2010 and 2010-2011 can be found in Appendix A.


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26%

53%

30%

50%

55%

36%

44%

64%

40%

50%

43%

47%

53%

43%

65%

52%

46%

68%

59%

64%

66%

58%

58%

52%

71%

59%

63%

67%

68%

72%

68%

72%

72%

18%

26%

27%

28%

33%

33%

35%

38%

38%

40%

40%

43%

46%

46%

48%

48%

50%

50%

51%

52%

53%

54%

54%

55%

56%

57%

58%

60%

61%

64%

67%

69%

69%

0% 20% 40% 60% 80% 100%

The BBC provides quality content that I find enjoyable or useful on mobile phones, e.g. bbc.co.uk/mobile

The BBC is good at portraying my particular culture or community to other people in the UK

The BBC provides quality content that I find enjoyable or useful on DAB digital radio e.g. radio stations such as 1Xtra, 6Music, BBC Radio 7

The BBC helps me feel more involved and interested in my local communities

The BBC provides programming and content that caters for my particular culture or community

Programmes or content on the BBC sometimes make me want to take part in a specific event or activity

The BBC introduces me to new interests, hobbies and passions

The BBC is good at portraying [nation/my region] to other people in the UK

The BBC has helped me make the most of new technologies such as interactive TV and the internet

The BBC helps me enjoy my interests, hobbies and passions

The BBC provides quality content that I find enjoyable or useful on interactive TV, e.g. BBC Red Button service

The BBC raises my awareness and understanding of different religions and other beliefs

The BBC helps me understand politics in Europe

The BBC provides quality content that I find enjoyable or useful on the internet e.g. bbc.co.uk, iPlayer, Bitesize

The BBC has lots of fresh and new ideas

The BBC introduces me to new UK presenters, actors, writers and musical artists

The BBC reflects a range of religious and other beliefs

The BBC provides programming and content that caters for [nation/my region]

The BBC helps me understand politics in the other nations of the UK

The BBC has programmes and content that are inventive and imaginative

The BBC helps me understand politics in [nation/my region]

The BBC provides me with the opportunity to share the same experiences with other people (like major events, live events and popular programmes)

BBC coverage of news and current affairs has got me talking about them

The BBC supports the indigenous languages of the UK (such as Irish, Welsh, Ulster Scots, Scottish Gaelic and Scots) with programming and other content

The BBC helps children/ teens with what they learn at school/ college

The BBC provides programmes and content which cover a wide range of cultural and creative activities

The BBC helps me understand UK-wide politics

The BBC helps me understand and appreciate different cultures and lifestyles of people from around the world

The BBC provides high quality independent journalism

The BBC has a wide range of enjoyable and entertaining programmes and content

The BBC makes news and current affairs and other topical issues interesting to me

I have learned new things while enjoying programmes or content on the BBC

The BBC helps me understand what's going on in the wider world, such as international news and events

Performance ImportanceBase: All adults aged 15+ Scotland (354)

-3

-3

-1

-8

-7

-7

-5-2

-15

+3

-4

-4

-13

-12

-8

-18

+4-4

-17

+3

-7

-4

-3

-10

-2

-26

-9

-3-22

-22

-3

-27

-8

Gap

Chart 1: Overview of performance, personal importance and performance gaps for Scotland ranked by performance score


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4.2 Overview of performance on the BBC’s Public Purposes

Overall, performance scores fell compared with 2009-2010 among adults in Scotland and they were lower than for the UK audience. The average performance score across all purposes fell from 51% in 2009-2010 to 47% in 2010-2011 (52% in 2008-2009) compared with the UK average of 54%. The average importance score remained stable at 56%, producing a larger average negative performance gap of -9 (-5 in 2009-2010, -7 in 2008-2009).

There were sixteen priorities with performance scores below 50%. Five of these low performance scores fell within the Nations, regions and communities purpose; five were within the Creativity purpose; four were within the Digital purpose; and two within the Citizenship purpose.

As in 2009-2010 and 2008-2009, the largest negative performance gaps in Scotland were found within the Nations, regions and communities purpose, followed by the Creativity purpose.

Unlike in the UK overall, the five priorities with the largest negative gaps were all within the Nations, regions and communities purpose in Scotland. The two largest performance gaps were for the priorities ‘the BBC is good at portraying my particular culture or community to other people in the UK’ (-27) and ‘the BBC is good at portraying [nation/my region] to other people in the UK’ (-26). This highlights the theme of portrayal as a particular concern for the audience in Scotland.

There were also large negative performance gaps for ‘the BBC helps me feel more involved and interested in my local communities’ (-22); ‘the BBC provides programming and content that caters for my particular culture or community’ (-22); and ‘the BBC provides programming and content that caters for Scotland’ (-18).

These negative performance gaps were all bigger than in the UK overall resulting in a bigger average performance gap for this purpose in Scotland (-13) than the UK (-5). It was the biggest average negative performance gap across all the nations (England -4, Wales -5, Northern Ireland -10).

Whilst at the UK level performance gaps were decreasing in the Nations, regions and communities purpose, the negative performance gaps in this purpose remained relatively large and did not decrease in Scotland.

Chart 2, below, compares the performance gaps for the audience in Scotland to those for the UK audience. This clearly illustrates that performance gaps were generally bigger than in the UK and that the biggest differences fell within the Nations, regions and communities purpose.


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-20-15

-13-10

-9-9

-9-8-8-8

-7-4-3-3

-2-2-1-1-1-1-1

0001

11222334

-17-22

-27-12

-9-26

-15-8

-13-22

-10-18

-7-2

-3-8

-2-3

-4-1

-8-3

-73

-5-7

-34

-4-4

3-4-3

-30 -25 -20 -15 -10 -5 0 5 10






The BBC is good at portraying [nation/my region] to other people in the UK



The BBC helps me understand politics in [nation/my region]



The BBC provides programming and content that caters for [nation/my region]





The BBC provides programmes and content which cover a wide range of cultural and creative activities





The BBC helps me understand what's going on in the wider world, such as international news and events

The BBC helps me understand and appreciate different cultures and lifestyles of people from around the world

The BBC supports the indigenous languages of the UK (such as Irish, Welsh, Ulster Scots,Scottish Gaelic and Scots) with programming and other content



The BBC provides quality content that I find enjoyable or useful on DAB digital radio, e.g. radio stations such as 1Xtra, 6Music, BBC Radio 7



The BBC provides me with the opportunity to share the same experiences with other people (like major events, live events and popular programmes)

The BBC provides quality content that I find enjoyable or useful on the internet, e.g. bbc.co.uk, iPlayer, Bitesize


The BBC provides quality content that I find enjoyable or useful on interactive TV, e.g. BBC Red Button service

Gap Scotland Gap UK

Chart 2: Overview of performance gaps: Scotland vs. the UK

Base: All Adults aged15+ in the UK (2,273) in Scotland(354).


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Nevertheless, priorities in the Nations, regions and communities purpose had weaker correlations with the perception of the value for money the BBC provides than those in the Creativity purpose. Creativity priorities were the most closely linked to perceptions of the BBC being good value for money for the audience in Scotland, as in the UK. Four of the five priorities with the strongest correlations with perceptions of the value for money of the BBC were in the Creativity purpose.

As in 2009-2010 and 2008-2009, the priority ‘the BBC has a wide range of enjoyable and entertaining programmes’ continued to have the strongest correlation with perceived value for money of the BBC amongst the audience in Scotland (0.56). It was considered one of the most important priorities overall (72%) and recorded a negative performance gap of -8 (the same as in the UK). This supports findings that overall perceptions of the BBC appeared to be influenced most strongly by opinions about the quality of the programmes offered, particularly on television.

In the UK, the largest negative performance gap was for ‘the BBC has lots of fresh and new ideas’ (-22). There was a large negative performance gap for this priority among adults in Scotland too (-17) but this fell from 2009-2010 (-23) and 2008-2009 (-23) and was the sixth largest gap in Scotland.

For adults in Scotland there were no significant differences in performance gaps from the UK audience for any of the priorities within the Creativity purpose. Performance scores for adults in Scotland were lower for all Creativity priorities than for adults in the UK overall but importance was also lower.



The Education purpose remained an area of relative strength for the BBC amongst the audience in Scotland. The purpose recorded the second highest average performance score (63%) with both priorities achieving performance scores in the top nine overall. However, this purpose also recorded the highest average importance score of all at 72%. The high level of importance placed on the Education purpose meant there was also a negative performance gap on average (-9) for the Education purpose.


The Digital purpose recorded the lowest average performance score (33%) and this was lower than in the UK (38%). Adults in Scotland also recorded negative performance gaps for three of the four Digital priorities (with an average performance gap of -3) whilst there was


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only one priority with a small negative performance gap for the UK overall (average performance gap of +1).

4.3 Understanding performance in the context of driving perceptions of value for money

The performance gap measure sets the performance score in the context of whether or not the audience perceived a priority to be important. However, correlation analysis, a statistical technique that identifies the strongest relationships between variables, enables this to be taken one step further. This analysis permits us to understand to what extent each priority correlates with perceived value for money of the BBC overall.

This could be considered a derived measure of importance for each priority as change in the performance score is most likely to have an impact on the key overall measure of perception of value for money. This derived importance also avoids any potential skews in the stated importance scores towards priorities that are deemed to be more socially worthy.

The analysis has been used to check whether the priorities identified as having the greatest performance gaps above are really the areas on which to focus. A large negative performance gap and strong correlation with perceived value for money would suggest the priority made a large negative contribution to perceived value for money. However, weak correlation with perceived value for money suggests that the priority made little contribution to the overall impression of value for money and is therefore less important, regardless of the level of stated importance.

Chart 3, below, shows the fourteen priorities identified above as having the largest performance gaps in Scotland and displays their correlation with perceived value for money. A score of 0.4+ is a very strong correlation, 0.3-0.4 is a moderate correlation and less than 0.3 is a weak correlation.


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-27

-26

-22

-22

-18

-17

-15

-13

-12

-10

-9

-8

-8

-8

-35 -30 -25 -20 -15 -10 -5 0 5 10


The BBC is good at portraying [Scotland] to other people in the UK



The BBC provides programming and content that caters for [Scotland]



The BBC helps me understand politics in [Scotland]







0.380.410.43

0.460.470.52

0.360.410.510.51

Chart 3: Correlations with perceived value for money for the priorities with the biggest performance gaps

Base: All adults aged 15+ in Scotland (354)

0.400.560.340.43

Despite the five largest negative performance gaps for the audience in Scotland being recorded in the Nations, regions and communities purpose, Chart 3, above, illustrates that the Creativity purpose had the greatest level of influence overall, following the same pattern as seen for the UK population as a whole.

Four of the five priorities with the strongest relationships with value for money were within the Creativity purpose as illustrated in Table 1, below. This was similar to 2009-2010 where five of the strongest relationships were within the Creativity purpose. In 2008-2009 there were two priorities in the Nations, regions and communities purpose in the top five and only one priority within the Creativity purpose.


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Table 1: Top eight correlations with overall value for money5

Priority Correlation

score Performance Importance Performance

gap The BBC has a wide range of

enjoyable and entertaining programmes and content

0.56 64% 72% -8


0.52 48% 65% -17

The BBC makes news and current affairs and other topical

issues interesting to me

0.52 67% 68% -1


0.51 40% 50% -10

The BBC has programmes and content that are inventive and

imaginative 0.51 52% 64% -12

I have learned new things while enjoying programmes or content

on the BBC 0.48 69% 72% -3

The BBC helps me understand and appreciate different cultures

and lifestyles of people from around the world

0.48 60% 67% -7

The BBC provides programming and content that caters for

[Scotland] 0.47 50% 68% -18

Base: All adults in Scotland aged 15+ (354)

The two priorities with the strongest relationship with value for money were ‘the BBC has a wide range of enjoyable and entertaining programmes and content’ (0.56) and ‘the BBC has lots of fresh and new ideas’ (0.52), whilst ‘the BBC has programmes and content that are inventive and imaginative’ (0.51) also had a strong correlation with value for money. This ties in very closely with programmes being most likely to be mentioned as reasons for value for money, overall impression and distinctiveness scores.

5 Excluding ‘the BBC supports the [language spoken] language with programming and other content’ (0.50) as this was only asked to a subset of the sample who speak an indigenous language of the UK other than English (N=54).


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It should be noted that although the priority ‘the BBC has a wide range of enjoyable and entertaining programmes and content’ recorded a negative performance gap (-8), it also achieved the fourth highest performance score of all in Scotland (64%) so for many, this priority was linked with a positive view of the value for money provided by the BBC.

The priority ‘the BBC has lots of fresh and new ideas’ had a relatively low performance score (48%) but strong correlation with value for money meaning that any improvements made to increase the performance score for this priority would be likely to have a positive impact on the percentage of adults in Scotland who agree that the BBC offers good value for money.

In fact, focus should be on the Creativity purpose overall to improve perceptions of value for money, given that the strongest correlations were in this purpose and there were significant negative performance gaps.

The priorities in the Nations, regions and communities purpose had lower correlations with overall value for money but these were still strong correlations and were stronger than in the UK overall. This is further evidence that the theme of portrayal is regarded as more of an issue for the audience in Scotland than the other nations of the UK.

In fact, there were many more correlations of 0.4 or above (26 of the 33) in Scotland than in the UK overall (9) suggesting that overall views of the BBC may actually influence scores for each of the priorities in Scotland more than in the other nations.

The next sections evaluate each of the Public Purposes in turn and provide performance and importance measures for each of the BBC’s priority statements.


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4.4 Creativity purpose - stimulating creativity and cultural excellence

Unlike the other nations of the UK, this was not the purpose with the highest average negative performance gap for the audience in Scotland. This was the Nations, regions and communities purpose (-13). However, there was a negative average performance gap for the Creativity purpose too (-8) which was not significantly different from the UK overall (-7). This average gap has been consistent at -8 each year since 2007.

The performance scores for the Creativity purpose also remained fairly low (average 47%) in comparison to the other purposes, with the exception of the Nations, regions and communities (average 42%) and Digital (average 33%) purposes. This was in line with 2009-2010.

Chart 4, below, plots the performance and importance scores for adults in Scotland for each Creativity priority. The chart also details the gap between perceived performance and personal importance.

36%

44%

50%

52%

65%

64%

59%

72%

33%

35%

40%

48%

48%

52%

57%

64%

0% 20% 40% 60% 80% 100%

Programmes or content on the BBC sometimes make me want to take part in a specific event or

activity






The BBC provides programmes and content which cover a wide range of cultural and creative

activities


Performance Importance

Gap

-8

-2

-12

-9

-3

-4

-10

-17

Chart 4: Performance and importance scores and performance gaps within the Creativity purpose


For adults in Scotland there were no significant differences in performance gaps from the UK audience for any of the priorities within this purpose. Performance scores for adults in Scotland were lower for all Creativity priorities than for adults in the UK overall but importance was also lower.

As outlined in the correlation analysis (Section 4.3), Creativity priorities were the most closely linked to perceptions of the BBC being good value for money for the audience in Scotland, as


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in the UK. Four of the five priorities with the strongest correlations with perceptions of the value for money of the BBC were in the Creativity purpose.

Given the strength of these correlations, it seems that perceptions of the BBC’s performance within the Creativity purpose in Scotland made a big contribution to overall measures such as perceived value for money and overall impression. Indeed, the importance of programming to overall views was established by the open-ended responses people gave throughout the survey.

As in 2009-2010 and 2008-2009, the priority ‘the BBC has a wide range of enjoyable and entertaining programmes’ continued to have the strongest correlation with perceived value for money of the BBC amongst the audience in Scotland (0.56). Both performance and importance scores did not change significantly compared with 2009-2010. Indeed, the resulting performance gap of -8 has not been significantly different since 2007 (-7 in 2009-2010 and 2008-2009, -8 in 2007). The performance gap was also in line with the UK overall.

It should be noted that this priority actually achieved the fourth highest performance score for adults in Scotland (64%), so for many, this priority was linked with a positive view of the value for money provided by the BBC.

The priority ‘the BBC has lots of fresh and new ideas’ had the largest negative performance gap (-17) within the Creativity purpose for adults in Scotland, as in the other nations of the UK. The performance gap fell from -23 in 2009-2010 and 2008-2009. This was due to a slightly higher performance score of 48% (44% in 2009-2010) and a slightly lower importance score of 65% (67% in 2009-2010) although neither of these differences was significant.

Unlike the UK overall, this was not the largest performance gap of all and the gap was slightly smaller (although not significantly so) than for the UK audience (-20). The audience in Scotland (48%) gave a lower performance score than the UK audience (54%) for this priority but the importance score was also lower in Scotland (65%) than the UK (74%). Importantly, correlation analysis also demonstrated this priority to have a strong relationship with value for money (0.52).

The priority with the second largest negative performance gap for the Creativity purpose was ‘the BBC has programmes and content that are inventive and imaginative’ at -12. This negative performance gap did not change significantly from 2009-2010 (-11) but the performance score dropped to 52% (2009-2010 57%; 2008-2009 61%).

Comments from respondents in Scotland who felt that fresh and new ideas were important were similar to those from the other nations of the UK.6 Overall, it was felt that it is important to keep things interesting and from getting repetitive and stale. It was also expressed that it is important in order to make people feel as if they are receiving value for money from the licence fee.

6 The question asked was: You mentioned that the BBC having fresh and new ideas is important to you. Why is this?


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“To maintain interest, to stimulate thoughts and to challenge the status quo.” Male, aged 62, C1, Scotland.

“To stimulate the mind and learn.” Male, aged 52, C1, Scotland.

“It is easy to become stale, and I do appreciate short sessions of new content, and to showcase what else is out there. It is good for the viewer and the BBC to be taken out of their comfort zone and discover new things.” Female, aged 30, DE, Scotland.

“There are too many programmes on now which are all the same, there are too many reality programmes on, and it would be nice to watch something other than this.” Female, aged 30, C2, Scotland.

“Although I like long running shows It is always good to have new and fresh ideas to break the mould.” Male, aged 57, C2, Scotland.

“I pay the licence fee to have good programming.” Female, aged 29, DE, Scotland.

“Paying a licence fee I expect it to provide me with value for money and this is what I consider important.” Female, aged 57, C1, Scotland.

“Because I am very tired of stale and regurgitated programmes. As soon as some new programme becomes popular everyone wants to jump on the bandwagon and produce their version of it. I have more or less stopped watching TV because of this.” Female, aged 49, DE, Scotland.

“Television has become more about repeats than new and innovative programming. It is important that the BBC especially keeps up with new trends and sets the bar once more for other platforms to follow.” Female, aged 23, AB, Scotland.

Despite the negative performance gaps within this purpose, when asked which service provider (across the internet, TV, radio and newspapers) stands out as the best at fulfilling each priority, BBC1 and BBC2 were mentioned most frequently by the audience in Scotland, as in the rest of the UK. The closest competition came from Channel 4 followed by any ITV service (including STV), as was the case in 2009-2010 and 2008-2009.

None of the other priorities within the Creativity purpose showed any significant change in performance gap compared with 2009-2010 or difference from the UK audience as a whole.


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4.5 Citizenship purpose - sustaining citizenship and civil society

The audience in Scotland rated the BBC’s performance within the Citizenship purpose more negatively than the UK audience overall. This was a change from 2009-2010 when Scotland was broadly in line with the UK.

Performance scores were lower across the Citizenship purpose for the audience in Scotland than for UK adults and negative performance gaps were larger. The average performance gap increased from 0 in 2009-2010 to -5 in 2010-2011 (-2 in the UK) whilst the average performance score decreased from 57% to 54% (58% in the UK).

40%

53%

59%

66%

58%

63%

68%

68%

38%

46%

51%

53%

54%

58%

61%

67%

0% 20% 40% 60% 80% 100%




The BBC helps me understand politics in [Scotland]






Gaps

-4

-13

-8

-7

-7

-5

-1

-2

Chart 5: Performance and importance scores and performance gaps within the Citizenship purpose


Three priorities relating to news recorded performance scores ranked in the top seven overall in Scotland: ‘the BBC makes news and current affairs and other topical issues interesting to me’ (67%); ‘the BBC provides high quality journalism’ (61%); and ‘the BBC helps me understand UK wide politics’ (58%). However, the performance score for each was significantly lower than in the UK (71%, 70% and 65% respectively).

The priority ‘the BBC provides high quality journalism’ was the only priority in this purpose to record a bigger performance gap in Scotland than in the UK in 2009-2010. In fact, the performance gap for this priority fell to -7 from -9 in 2009-2010 (-8 in 2008-2009 and +1 in 2007) but this was still bigger than in the UK (-3).

There was not a significant change in performance or importance scores compared with 2009-2010 for this priority (performance 60% and importance 69% in 2009-2010).

A question was included in the Autumn 2010 wave of research to ask what the BBC could do to improve performance on providing high quality independent journalism. Some respondents


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in Scotland made positive comments about BBC journalism, even when probed about what could be improved whilst other suggestions included a more local focus to news and a greater degree of impartiality.

“They do well enough.” Female, aged 49, C2, Scotland.

“I think it’s quite good just now. I don't think it could improve.” Male, aged 84, C2, Scotland.

“They are not independent that is the problem. They are either professional or anti government. It is impossible to get away from that. Maybe having two aspects for the same news to create a middle ground would help the situation but BBC is a poor left wing biased organisation.” Male, aged 22, C1, Scotland.

“Employ better trained journalists, particularly in Scotland where many are not very professional.” Male, aged 68, AB, Scotland.

“Unbiased news coverage and a proper weather forecast for Scotland!” Male, aged 35, AB, Scotland.

“Don’t be so London orientated.” Female, aged 63, C2, Scotland.

There was also a negative performance gap (-5) for the priority ‘the BBC helps me understand UK wide politics’ whilst there was a positive performance gap of +1 in 2009-2010 and 2008-2009. However, neither the importance score (from 61% to 63%) nor the performance score (from 62% to 58%) changed significantly from 2008-2009. Again, the negative performance gap was bigger than in the UK (+1).

There was a significant increase in the performance gap for the priority ‘the BBC helps me understand politics in [nation/my region’7 from -2 in 2009-2010 to -13 in 2010-2011.). This was the largest negative performance gap for the Citizenship purpose, returning to the level recorded in 2008-2009 (-12). Importance increased to 66% from 60% in 2009-2010 and performance decreased to 53% from 58% in 2009-2010.

The performance score was in line with the UK average (54%) but importance was higher in Scotland than in the UK (62%) resulting in a larger negative performance gap for adults in Scotland than the other UK nations (England -8, Northern Ireland -6, Wales -1).

To help understand why this priority consistently recorded a negative performance gap, the survey contained a question asking adults what the BBC could do to help them better understand politics in their nation or region. Similar to 2009-2010, a desire for easy to understand impartial information was expressed.

7 In England this statement was asked as ‘my region’ whilst in the other three nations of the UK the name of the respondent’s home nation was displayed.


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“Explain the policies of each party in simple terms and what they will mean to the individual.” Male, aged 54, AB, Scotland. “Maybe put it in a bite size page. That way young people can learn better.” Male, aged 18, AB, Scotland. “They can make it more interesting for younger people and they could make it more aimed at them.” Female, aged 18, C2, Scotland. “Re-run ‘Spitting Image’, nobody knows what politicians look like nowadays!” Male, aged 38, C1, Scotland. Many comments also suggested a desire for political coverage to have a more localised focus with information being more accessible: “More coverage of local issues and coverage of more stories, especially those not covered in UK-wide news bulletins.” Female, aged 30, DE, Scotland.

“More Scottish-focused programmes like ‘Newsnight Scotland’ or a longer timeslot for the local news.” Female, aged 22, C1, Scotland. “Give more local news in the immediate local area (Borders). BBC Scotland news covers whole of Scotland but mostly stories in the central belt.” Female, aged 46, C1, Scotland. “Interviews with politicians to explain the difference in attitudes to politics in Scotland to politics in England.” Male, aged 58, DE, Scotland.

“Ensure that the context is placed in relation to the rest of GB and Europe and avoid parochialism.” Female, aged 57, AB, Scotland. “Ensure that political and news programmes clarify the difference in policies and laws regarding Scotland. Most discuss these regarding England only on nationwide programmes which is confusing and misleading.” Female, aged 59, C2, Scotland.

Similarly, there was a change in performance gap for the priority ‘the BBC helps me understand politics in the other nations of the UK’ from +4 in 2009-2010 to -8 in 2010-2011 (-4 in 2008-2009). The performance score fell to 51% (from 57% in 2009-2010) and importance increased to 59% (from 53% in 2009-2010). Again, the negative performance gap was larger among adults in Scotland than the other nations of the UK (Northern Ireland -2, England -2, Wales +3).

There was a small negative performance gap among the audience in Scotland for the priority ‘BBC coverage of news and current affairs has got me talking about them’ (-4). Yet, this priority also saw an increase in the size of the performance gap compared with 2009-2010 (+4, 0 in 2008-2009). The change was due more to an increase in importance (from 52% in 2009-2010 to 58% in 2010-2011) than a decrease in the performance score (from 56% in 2009-2010 to 54% in 2010-2011). Again, adults in Scotland gave a significantly lower performance score than adults in the UK overall (62%). There was a positive performance gap (+3) for the UK audience.


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The pattern was similar for the priority ‘the BBC helps me understand politics in Europe’. The performance gap increased to -7 (from -4 in 2009-2010 and 0 in 2008-2009) whilst the gap in the UK was positive (+1). The performance and importance scores did not change significantly over this time.

The priority ‘the BBC has helped me make the most of new technologies such as interactive TV and the internet’ had both the lowest performance and importance scores for the Citizenship purpose. The performance score (38%) dropped significantly compared with 2009-2010 (49%) whilst the importance score fell to a lesser extent (to 40% from 45% in 2009-2010). The performance gap for this priority remained small at -2 (+4 in 2009-2010, +1 in 2008-2009). The performance gap was also similar to the UK overall (-3).


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4.6 Representing the UK, its nations, regions and communities purpose

Unlike in the UK overall, the Nations, regions and communities purpose had the five largest negative performance gaps for audiences in Scotland. These five priority statements had negative performance gaps of at least -18 with four of these five performance gaps significantly larger than for the UK overall.

Nevertheless, priorities in this purpose had weaker correlations with the perception of the value for money the BBC provides than those in the Creativity purpose.

Whilst, at an overall UK level the performance gaps were decreasing for the Nations, regions and communities purpose, for adults in Scotland the negative performance gaps remained relatively large and did not decrease.

Both performance and importance scores fell in Scotland for the Nations, regions and communities purpose since 2009-2010 and 2008-2009 resulting in no significant changes in the performance gaps.

In general, performance scores were lower among adults in Scotland than for the UK as a whole. Consequently, the average performance score was 42% in Scotland but 48% in the UK. The average importance scores were similar (55% and 53% respectively), resulting in a bigger average performance gap for this purpose in Scotland (-13) than the UK (-5). It was the biggest average negative performance gap across all the nations (England -4, Wales -5, Northern Ireland -10).

53%

50%

55%

64%

47%

46%

68%

58%

52%

26%

28%

33%

38%

43%

50%

50%

54%

55%

0% 20% 40% 60% 80% 100%




The BBC is good at portraying [my nation/region] to other people in the UK



The BBC provides programming and content that caters for [my nation/region]

The BBC provides me with the opportunity to share the same experiences with other people

The BBC supports the indigenous languages of the UK (such as Irish, Welsh, Ulster Scots,Scottish …


Gap

+3

-4

+4

-22

-26

-22

-4

-27

-18

Chart 6: Performance and importance scores and performance gaps within the Nations, regions and communities purpose



P a g e | 35

For the audience in Scotland, the largest negative performance gaps were still for portrayal, as in 2009-2010 and 2008-2009. The two largest performance gaps were for the priorities ‘the BBC is good at portraying my particular culture or community to other people in the UK’ (-27) and ‘the BBC is good at portraying [nation/my region] to other people in the UK’8 (-26). These priorities had significantly larger performance gaps for adults in Scotland than for the UK audience overall (-13 and -9 respectively).

Chart 7, below, illustrates that the performance gap for adults in Scotland (-26) was larger than among adults in Wales (-18), Northern Ireland (-17) and England (-6) for the priority ‘the BBC is good at portraying [nation/my region] to the rest of the UK’.

51%

70%

65%

64%

45%

53%

47%

38%

0% 20% 40% 60% 80% 100%

England

Northern Ireland

Wales

Scotland


-26

-18

-17

-6

Gap

Base: All adults aged 15+ in England (1,207), Wales (357), Scotland (354), Northern Ireland (355),

Chart 7: The BBC is good at portraying nation/my region to other people in the UK by UK nation

Adults in Scotland gave the lowest performance score of all the UK nations (38%) and this was therefore significantly lower than the UK average (45%) but the large negative performance gap (-26) was also caused by a higher importance score in Scotland (64%) than the UK (54%). Unlike for the UK overall, the gap was similar to that recorded in 2008-2009 (-28) and 2009-2010 (-28) in Scotland.

8 For Scotland this priority statement was worded ‘the BBC is good at portraying [Scotland] to the rest of the UK’


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In order to explore these performance gaps further, respondents were asked9 how the BBC could improve the way it portrays Scotland. The main theme to emerge was a desire for a more positive, less stereotypical portrayal of Scotland.

“Stop showing so many drunken Scots on the Soaps.” Female, aged 68, DE, Scotland.

“Show all sides of Scots, not just the 'Rab C Nesbit' side nor should I say the 'Landed gentry' set (they invariably are other nationalities) but a better cross section of a country with so much diversity.” Female, aged 60, DE, Scotland.

“More history of Scotland – e.g. Neil Oliver. A true picture, not romanticism. Inclusive weather forecast.” Female, aged 78, C2, Scotland.

“Be honest, inclusive, and give Scottish politics and all Scottish parties a standing that is not influenced by the UK party make up.” Male, aged 54, C1, Scotland.

“Avoid dumbing down their programming and producing programmes such as ‘The Scheme’ (set in Kilmarnock, Ayrshire). It was a cheap shot and not indicative of the wider Scottish culture.” Male, aged 42, C1, Scotland.

Chart 8, below, illustrates that the picture was similar for the priority ‘the BBC is good at portraying my particular culture or community to other people in the UK’ with the lowest performance score (26%) and largest performance gap (-27) among adults in Scotland. Performance fell from 32% in 2009-2010 producing a larger performance gap for this audience group (-24 in 2009-2010), but these differences were not significant.

9 Autumn 2010 wave only.


P a g e | 37

49%

55%

65%

53%

38%

40%

42%

26%

0% 20% 40% 60% 80% 100%

England

Wales

Northern Ireland

Scotland


-27

-23

-15

-11

Gap

Base: All adults aged 15+ in England (1,207), Wales (357), Scotland (354), Northern Ireland (355),

Chart 8: The BBC is good at portraying my particular culture or community to other people in the UK by UK nation

Comments from respondents help to understand the reasons behind the performance gap.

“It is not portraying Scotland to Scotland never mind the rest of the UK. The last time I watched ‘Reporting Scotland’ there was hardly any news from Scotland and that was mainly the Scottish parliament. The only important item was the weather forecast.” Female, aged 63, AB, Scotland.

“They don't report any news contact from this area, They tend to report only on Glasgow/Edinburgh.” Female, aged 30, C2, Scotland.

“BBC does not in general show Scottish produced programmes in other parts of the UK. Dramas such as ‘River City’ have some well established Scottish actors who produce some of the best acting ever seen on TV, and ought to be screened UK wide - not just on BBC Scotland - this would enable others to enjoy and appreciate these programmes, and show that Scotland has terrific actors. BBC Scotland programmes should be available on BBC iPlayer - I find it very annoying that I am unable to find these on replay.” Female, aged 59, C2, Scotland.

“Scottish people are not drunken, aggressive Glaswegians!” Female, aged 55, C1, Scotland.

“In my case Scotland and Scots are invariably portrayed as unemployed, smoking and drinking louts. How can this be seen as a positive way to portray Scots?” Female, aged 60, DE, Scotland.

“Most programmes are based in England, they have different races and religions but rarely Scottish, Welsh or Irish actors.” Female, aged 32, DE Scotland.


P a g e | 38

“There is not an overall good balance. However, I feel that my own culture and nationality is rather neglected. I feel there should be more of a budget for new Scottish programmes and artists/writers.” Female, aged 35, DE, Scotland.

“Scotland is always portrayed negatively by London-based programmes. It’s obvious that they have no knowledge of Scotland other than the major cities, and even that is limited.” Male, aged 44, AB, Scotland.

The performance score was higher for the priority ‘the BBC provides programming and content that caters for [nation/my region]’10 at 50% than for portrayal in Scotland. This performance score was similar to 2009-2010 (53%) but significantly lower than in 2008-2009 (61%). The importance score also fell over time with 68% of adults in Scotland perceiving this priority to be important in 2010-2011 (69% in 2009-2010; 75% in 2009-2008). This means there was a growing negative performance gap for this priority of -18 (2009-2010 -16; 2008-2009 -14). Chart 9, below, illustrates that this performance gap was larger In Scotland than in any other nation of the UK.

67%

59%

75%

68%

66%

57%

68%

50%

0% 20% 40% 60% 80% 100%

Wales

England

Northern Ireland

Scotland


-18

-7

-2

-1

Gap

Chart 9: Provides programming and content that caters for nation/my region by UK nation

Base: All adults in England (1207), Wales (357), Scotland (354), Northern Ireland (355),

The priority ‘the BBC provides programming and content that caters for my particular culture or community’ also had a large negative performance gap of -22 (-8 in the UK). This gap increased from -19 in 2009-2010 and -14 in 2008-2009 due to a drop in the performance

10 For Scotland this priority statement was worded ‘the BBC provides programming and content that caters for [Scotland]’.


P a g e | 39

score to 33% (from 36% in 2009-2010 and 50% in 2008-2009). This priority recorded the fifth lowest performance score of all in Scotland and it was significantly lower than in the UK (45%).

‘The BBC helps me feel more involved and interested in my local communities’ had the second lowest performance score in this purpose (28%) and half of adults in Scotland considered this priority to be important (50%) creating another large negative performance gap (-22).

Performance and importance scores did not change significantly since 2008-2009 so the performance gap was similar to previous years (-21 in 2008-2009; -19 in 2009-2010). Similar to the other priorities within this purpose, Scotland had the lowest performance score and the largest negative performance gap of the UK nations as illustrated in Chart 10, below.

52%

56%

51%

50%

39%

43%

37%

28%

0% 20% 40% 60% 80% 100%

Wales

Northern Ireland

England

Scotland


-22

-14

-13

-13

Gap

Base: All adults in England (1,207), Wales (357), Scotland (354), Northern Ireland (355)

Chart 10: The BBC helps me feel more involved and interested in my local communities by UK nation

Within the Nations, regions and communities purpose, the BBC performed well on the priority ‘the BBC supports the indigenous languages of the UK (such as Welsh, Ulster Scots, Scottish Gaelic and Scots) with programming and other content.’11 This priority recorded the highest performance score within the purpose (55%) and there was a positive performance gap of +3 (0 in the UK). Scores did not change significantly for this priority since 2009-2010.

There remained a positive performance gap for the priority ‘the BBC reflects a range of religious and other beliefs’ (+4) which was similar to the UK overall (+2). However, the other

11 The base size was too low in Scotland (55) for the priority ‘the BBC supports the [Welsh/Scottish Gaelic/Ulster Scots /Irish/Cornish/Manx/Scots] language with programming and other content’ to look at it in further detail here. This statement was asked only to speakers of one of those languages.


P a g e | 40

priority related to religion, ‘the BBC raises my awareness and understanding of different religions and other beliefs’ again recorded a negative performance gap in Scotland (-4) although this fell from -7 in 2009-2010. This priority recorded a positive performance gap in the UK (+2).

Adults in Scotland were still least likely of all the nations in the UK to agree that ‘the BBC provides me with the opportunity to share the same experiences with other people’ (54%). The UK average was 62%. However, there was a smaller negative performance gap (-4) for adults in Scotland than in 2009-2010 (-8). Again, there was a positive performance gap for this priority in the UK (+2).


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4.7 Global purpose - bringing the UK to the world and the world to the UK


The average importance score remained the same as 2009-2010 (70%) which produced an average negative performance gap of -5 where there was no average performance gap in 2009-2010 (-1 in 2008-2009).


67%

72%

60%

69%

0% 20% 40% 60% 80% 100%

The BBC helps me understand and appreciate different cultures and lifestyles

of people from around the world

The BBC helps me understand what's going on in the wider world, such as

international news and events


Gap

-3

-7


Chart 11: Performance and importance scores and performance gaps within the Global purpose

There was a significant negative performance gap of -7 among adults in Scotland for the priority ‘the BBC helps me understand and appreciate different cultures and lifestyles of people from around the world’ whilst there was no gap in 2009-2010 and 2008-2009. The performance score was lower (60%) than in 2009-2010 (67%) and 2008-2009 (71%) creating this gap. The importance score (67%) did not change significantly (67% in 2009-2010 and 71% in 2008-2009).

The performance score was significantly lower than for any of the other nations of the UK (England 73%, Wales 72%, Northern Ireland 71%) and there was not a negative performance gap in any of these nations. Nevertheless, this was still the sixth highest performance score in Scotland.

The priority ‘the BBC helps me understand what’s going on in the wider world, such as international news and events’ recorded the highest (equal) performance score of all priorities


P a g e | 42

in Scotland (69%) but again this was lower than in the other UK nations (England 79%, Wales 75%, Northern Ireland 73%).

There was a smaller negative performance gap of -3 for this priority and this has not changed significantly over time (-1 in 2009-2010; -3 in 2008-2009 and -2 in 2007) since performance and importance have both fallen over this period from a peak of 79% importance and 76% performance in 2008-2009.


P a g e | 43

4.8 Education purpose – promoting education and learning

The Education purpose remained an area of relative strength for the BBC amongst the audience in Scotland. The purpose recorded the second highest average performance score (63%) with both priorities achieving performance scores in the top nine overall.

However, this purpose also recorded the highest average importance score of all at 72%. The high level of importance placed on the Education purpose was the reason there was a negative performance gap on average (-9).

71%

72%

56%

69%

0% 20% 40% 60% 80% 100%




Gap

-3

-15


Chart 12: Performance and importance scores and performance gaps within the Education purpose

The priority ‘I have learned new things while enjoying programmes or content on the BBC’ received the highest (equal) performance score for adults in Scotland across all six purposes at 69%. Unlike many other areas, this score was not significantly different from the UK (72%). Nevertheless, the performance score fell from 74% in 2009-2010 creating a small negative performance gap of -3 where there was a positive gap previously (+3 in 2009-2010). Importance remained (72%) similar to 2009-2010 (71%). The performance gap was similar in 2008-2009 (-4) and not significantly different from the UK overall (-2).

The performance score for the priority ‘the BBC helps children/teens with what they learn at school/college’ (56%) was lower than achieved in 2009-2010 (62%) and 2008-2009 (67%). Importance also fell over this time but not to the same extent (71% in 2010-2011; 73% in 2009-2010; 78% in 2008-2009). This meant there was a larger negative performance gap (-15) than previous years (-11 in 2009-2010 and 2008-2009).

The performance score was also lower in Scotland than in the UK overall (64%) which led to the performance gap being larger in Scotland than the UK (-9).

Both performance (67%) and importance (79%) scores were higher amongst adults in Scotland responsible for children under the age of 18 than those not responsible for children (53% and 69% respectively). This resulted in a smaller, yet not significantly smaller, negative performance gap amongst adults responsible for children (-12) than those who are not responsible for children (-16).


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4.9 Digital purpose – encouraging use of new communications technologies

As in the UK overall, the Digital purpose achieved some of the lowest performance and importance scores among adults in Scotland. Performance scores were slightly lower for adults in Scotland than the UK overall across this purpose. Adults in Scotland also recorded negative performance gaps for three of the four Digital priorities (with an average performance gap of -3) whilst there was only one priority with a small negative performance gap for the UK overall (average performance gap of +1).

26%

30%

43%

43%

18%

27%

40%

46%

0% 20% 40% 60% 80% 100%

The BBC provides quality content that I find enjoyable or useful on mobile phones e.g.

bbc.co.uk/mobile

The BBC provides quality content that I find enjoyable or useful on DAB digital radio e.g. radio stations such as 1Xtra, 6Music, BBC

Radio 7

The BBC provides quality content that I find enjoyable or useful on interactive TV e.g. BBC

red button service

The BBC provides quality content that I find enjoyable or useful on the internet e.g.

bbc.co.uk, iPlayer, Bitesize


Gaps

-3

-8

-3

+3


Chart 13: Performance and importance scores and performance gaps within the Digital purpose

Chart 13, above, illustrates, that the priority ‘the BBC provides quality content that I find enjoyable or useful on mobile phones’ had a negative performance gap of -8. This priority had the lowest performance score across all purposes among adults in Scotland (18%). The importance score was higher at 26% but this was still the least important priority for adults in Scotland.

Lack of use of the relevant technologies was a factor that lowered the performance and importance scores overall. For many people, these priorities were less relevant, as they did not use the technologies, and for this reason the lowest importance scores fell within the Digital purpose (average 36% in Scotland).

Looking at the same priorities among people who used each technology did change the picture somewhat, as in Chart 14, below. Both performance and importance scores increased and the performance gaps became positive for three of the four Digital priorities. The exception was the priority relating to mobile which recorded a negative performance gap of -13 amongst users of mobile content. Among all UK adults who use mobile content there was only a small negative performance gap for this priority (-2).


P a g e | 45

48%

56%

54%

63%

35%

58%

58%

68%

0% 20% 40% 60% 80% 100%

The BBC provides quality content that I find enjoyable or useful on mobile phones e.g.

bbc.co.uk/mobile

The BBC provides quality content that I find enjoyable or useful on DAB digital radio e.g. radio

stations such as 1Xtra, 6Music, BBC Radio 7

The BBC provides quality content that I find enjoyable or useful on the internet e.g. bbc.co.uk,

iPlayer, Bitesize

The BBC provides quality content that I find enjoyable or useful on interactive TV e.g. BBC red

button service


Base: All adults aged 15+ in Scotland who use this technology: interactive TV (152) , the internet (299), digital radio (102), mobile phones using MP3 content or listening to the radio or watching TV or using the internet or downloading music (129)

Gaps

+2

+4

+5

-13

Chart 14: Performance and importance scores and performance gaps within the Digital purpose among users of the technologies


P a g e | 46

5 Conclusions

The overall perception of the BBC amongst the audience in Scotland remained less positive than in the rest of the UK, particularly England and Wales.

Overall impression of the BBC was less favourable among adults in Scotland than the UK overall with 37% ‘high approvers’ (the most positive group who gave an overall impression score of 8 to 10 on a 10 point scale) compared with 43% in the UK. There were also more ‘low approvers’ of the BBC (rating of 1 to 4 out of 10) among adults in Scotland (22%) than in the UK overall (16%).

Adults in Scotland (48%) were also significantly less likely to agree that the BBC offers good value for money than the UK average (56%) and less likely to miss the BBC (74%) than the UK average (80%).

Across the BBC’s six Public Purposes, overall, performance scores fell compared with 2009-2010 among adults in Scotland and they were lower than for the UK audience.

The largest negative performance gaps in Scotland were found within the Nations, regions and communities purpose. The two largest performance gaps were for the priorities ‘the BBC is good at portraying my particular culture or community to other people in the UK’ (-27) and ‘the BBC is good at portraying [nation/my region] to other people in the UK’ (-26). This highlights the theme of portrayal as a particular concern for the audience in Scotland.

Negative performance gaps in the Nations, regions and communities were bigger in Scotland than in the UK overall resulting in a bigger average performance gap for this purpose in Scotland (-13) than the UK (-5). Whilst at the UK level performance gaps were decreasing in the Nations, regions and communities purpose, the negative performance gaps in this purpose remained relatively large and did not decrease in Scotland.

Priorities in the Nations, regions and communities purpose had weaker correlations with the perception of the value for money the BBC provides than those in the Creativity purpose. Four of the five priorities with the strongest correlations with perceptions of the value for money of the BBC were in the Creativity purpose.

The priority ‘the BBC has a wide range of enjoyable and entertaining programmes’ continued to have the strongest correlation with perceived value for money of the BBC amongst the audience in Scotland (0.56). This supports findings that overall perceptions of the BBC appeared to be influenced most strongly by opinions about the quality of the programmes offered, particularly on television.

The Global purpose again achieved the highest average performance score amongst the audience in Scotland (65%). However, this average performance score was significantly lower than in the UK overall (75%) and lower than in 2009-2010 (70%) and 2008-2009 (74%). Scotland was the only one of the four nations of the UK to record negative performance gaps for the two priorities within the Global purpose.


P a g e | 47

The Education purpose remained an area of relative strength for the BBC amongst the audience in Scotland but the high level of importance placed on the Education purpose meant there was also a negative performance gap on average (-9) for this purpose.



P a g e | 48

Appendices

Appendix A: Full listing of personal importance, performance and performance gap scores

Statement Personal

Importance PerformanceGap

(Scotland)

Gap (UK)

CREATIVITY PURPOSE

2007 56% 48% -8 -8

AVERAGE FOR CREATIVITY PURPOSE

2008-2009 61% 53% -8 -9

2009-2010 58% 50% -8 -9

2010-2011 55% 47% -8 -7

2007 68% 47% -21 -21

2008-2009 73% 50% -23 -21

2009-2010 67% 44% -23 -22


2010-2011 65% 48% -17 -20

2007 55% 48% -7 -8

2008-2009 56% 44% -12 -11

2009-2010 53% 46% -7 -10

The BBC helps me enjoy my interests, hobbies and

passions

2010-2011 50% 40% -10 -7

2007 48% 40% -8 -9

2008-2009 52% 38% -14 -11

2009-2010 48% 40% -8 -10

The BBC introduces me to new interests, hobbies and

passions

2010-2011 44% 35% -9 -9


P a g e | 49

Statement Personal


(Scotland) Gap (UK)

2007 58% 59% +1 0

2008-2009 62% 63% +1 -2

2009-2010 60% 61% +1 -1

The BBC provides programmes and content

which cover a wide range of cultural and creative

activities

2010-2011 59% 57% -2 -1

2007 37% 33% -4 -3

2008-2009 45% 44% -1 -7

2009-2010 40% 39% -1 -2


(2007: Watching or listening to some programmes…)

2010-2011 36% 33% -3 -1

2007 67% 59% -8 -9

2008-2009 74% 67% -7 -9

2009-2010 70% 63% -7 -10

The BBC has a wide range of enjoyable and

entertaining programmes and content

2010-2011 72% 64% -8 -8

2007 x x x x

2008-2009 58% 53% -5 -1

2009-2010 55% 51% -4 -3


(2007 & 2009: The BBC introduces me to new UK

talent (such as presenters, actors, writers and musical

artists)) 2010-2011 52% 48% -4 -1

2007 x x x x

2008-2009 70% 61% -9 -10

The BBC has programmes and content that are

inventive and imaginative 2009-2010 68% 57% -11 -14

2010-2011 64% 52% -12 -10


P a g e | 50

Statement Personal


(Scotland)

Gap (UK)

CITIZENSHIP PURPOSE

2007 59% 54% -5 -3

AVERAGE FOR CITIZENSHIP PURPOSE

2008-2009 60% 57% -3 -3

2009-2010 57% 57% 0 -1

2010-2011 59% 54% -5 -2

2007 65% 66% +1 -2

2008-2009 73% 65% -8 -6

2009-2010 69% 60% -9 -4

The BBC provides high quality independent

journalism

(2007:BBC sets the standard for high quality

and independent journalism) 2010-

2011 68% 61% -7 -3

2007 71% 63% -8 -2

2008-2009 69% 66% -3 -3

2009-2010 63% 63% 0 0

The BBC makes news and current affairs and other

topical issues interesting to me

2010-2011 68% 67% -1 -1

2007 62% 62% 0 0

2008-2009 57% 57% 0 +4

2009-2010 52% 56% +4 +5

BBC coverage of news and current affairs has got me

talking about them

2010-2011 58% 54% -4 +3

2007 61% 52% -9 -3

2008-2009 63% 64% +1 +1

2009-2010 61% 62% +1 0


(2007: The BBC helps me understand how the UK is

governed politically) 2010-2011 63% 58% -5 +1


P a g e | 51

Statement Personal


(Scotland)

Gap (UK)

2007 x x x x

2008-2009 52% 52% 0 -4

The BBC helps me understand politics in

Europe 2009-2010 51% 47% -4 -3

2010-2011 53% 46% -7 +1

2007 x x x x

2008-2009 68% 56% -12 -8

2009-2010 60% 58% -2 -7

The BBC helps me understand politics in [own

nation or if England "my region"]

2010-2011 66% 53% -13 -8

2007 x x x x

2008-2009 59% 55% -4 -4

2009-2010 53% 57% +4 -1


[insert other 3 nations of the UK not nation lived in]

2010-2011 59% 51% -8 -1

2007 38% 27% -11 -8

2008-2009 35% 36% +1 0

The BBC has helped me make the most of new technologies such as interactive TV and the

internet

(2007: The BBC has helped me understand how to use technology like interactive

TV and the internet) 2009-2010 45% 49% +4 +1

2010-2011 40% 38% -2 -3


P a g e | 52

Statement Personal


(Scotland)

Gap (UK)

NATIONS, REGIONS & COMMUNITIES PURPOSE

2007 46% 38% -8 -9

2008-2009 62% 50% -12 -9

AVERAGE FOR NATIONS, REGIONS & COMMUNITIES PURPOSE

2009-2010 56% 43% -13 -6

2010-2011 55% 42% -13 -5

2007 x x x x

2008-2009 76% 48% -28 -17

2009-2010 68% 40% -28 -12

The BBC is good at portraying [own nation or if

England ‘my region’] to other people in the UK

2010-2011 64% 38% -26 -9

2007 x x x x

2008-2009 66% 41% -25 -18

2009-2010 56% 32% -24 -14


2010-2011 53% 26% -27 -13

2007 x x x x

2008-2009 75% 61% -14 -8

2009-2010 69% 53% -16 -6

The BBC provides programming and content that caters for [own nation or if England ‘my region’]

2010-2011 68% 50% -18 -4

2007 x x x x

2008-2009 64% 50% -14 -14

2009-2010 55% 36% -19 -11

The BBC provides programming and content

that caters for my particular culture or community

2010-2011 55% 33% -22 -8


P a g e | 53

2007 58% 59% +1 +2

2008-2009 63% 61% -2 -2

2009-2010 60% 52% -8 -1

The BBC provides me with the opportunity to share the

same experiences with other people (like major events, live events and popular programmes)

2010-2011 58% 54% -4 +2

2007 47% 20% -27 -21

2008-2009 50% 29% -21 -17

2009-2010 45% 26% -19 -13

The BBC helps me feel more involved and

interested in my local communities

(2007: The BBC helps me feel more involved in my

local communities) 2010-2011 50% 28% -22 -15

2007 35% 27% -8 -13

2008-2009 56% 52% -4 -5

2009-2010 49% 50% +1 +6


(2007: The BBC reflects my religious and other beliefs appropriately. 2009: The BBC reflects a range of

religious and other beliefs appropriately) 2010-

2011 46% 50% +4 +2

2007 45% 46% +1 -1

2008-2009 55% 50% -5 -1

2009-2010 50% 43% -7 +2

The BBC raises my awareness and

understanding of different religions and other beliefs

2010-2011 47% 43% -4 +2

2007 x x x x

2008-2009 53% 62% +9 -2

2009-2010 49% 57% +8 -3

The BBC supports the indigenous languages of

the UK (such as Irish, Welsh, Ulster

Scots,Scottish Gaelic and Scots) with programming

and other content 2010-2011 52% 55% +3 0


P a g e | 54

Statement Personal


(Scotland)

Gap (UK)

GLOBAL PURPOSE

2007 74% 72% -2 0

AVERAGE FOR GLOBAL PURPOSE

2008-2009 75% 74% -1 +1

2009-2010 70% 70% 0 +1

2010-2011 70% 65% -5 0

2007 77% 75% -2 +1

2008-2009 79% 76% -3 +2

2009-2010 73% 72% -1 +1

The BBC helps me understand what's going on in the wider world, such as

international news and events

(2007: The BBC ensures that audiences within the

UK are aware of, and understand, what's going

on in the world) 2010-2011 72% 69% -3 0

2007 70% 68% -2 -1

2008-2009 71% 71% 0 -1

2009-2010 67% 67% 0 +1

The BBC helps me understand and appreciate

different cultures and lifestyles of people from

around the world

(2007: The BBC helps audiences within the UK to

understand and appreciate…)

2010-2011 67% 60% -7 0


P a g e | 55

Statement Personal


(Scotland)

Gap (UK)

DIGITAL PURPOSE

2007 24% 24% 0 -1

AVERAGE FOR DIGITAL PURPOSE

2008-2009 31% 30% -1 -1

2009-2010 37% 39% +2 +1

2010-2011 36% 33% -3 +1

2007 35% 37% +2 -1

2008-2009 42% 44% +2 0

2009-2010 46% 49% +3 +4

The BBC provides quality content that I find enjoyable or useful on the internet e.g. bbc.co.uk, iPlayer, Bitesize

(2007 & 2009: The BBC provides quality content that I find enjoyable or useful on

the internet) 2010-2011 43% 46% +3 +3

2007 11% 8% -3 -1

2008-2009 17% 15% -2 -2

2009-2010 23% 23% 0 -2

The BBC provides quality content that I find enjoyable or useful on mobile phones

e.g. bbc.co.uk/mobile


mobile phones) 2010-2011 26% 18% -8 -2

2007 29% 30% +1 +1

2008-2009 33% 32% -1 -2

2009-2010 46% 48% +2 +2

The BBC provides quality content that I find enjoyable or useful on interactive TV

e.g. BBC red button service


interactive TV) 2010-2011 43% 40% -3 +4

2007 21% 19% -2 -2

2008-2009 30% 30% 0 -2

2009-2010 33% 34% +1 -1

The BBC provides quality content that I find enjoyable

or useful on DAB digital radio e.g. radio stations

such as 1Xtra, 6Music, BBC Radio 7


DAB digital radio) 2010-2011 30% 27% -3 +1


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Statement Personal


(Scotland)

Gap (UK)

EDUCATION PURPOSE

2007 66% 63% -3 -2

AVERAGE FOR EDUCATION PURPOSE

2008-2009 77% 70% -7 -4

2009-2010 72% 68% -4 -6

2010-2011 72% 63% -9 -6

2007 66% 63% -3 -2

2008-2009 76% 72% -4 0

2009-2010 71% 74% +3 -2

I have learned new things while enjoying programmes

or content on the BBC

(2007: The BBC helps me to learn different things)

2010-2011 72% 69% -3 -2

2007 x x x x

2008-2009 78% 67% -11 -8

2009-2010 73% 62% -11 -10

The BBC helps children/ teens with what they learn

at school/ college

2010-2011 71% 56% -15 -9

2007 51% 46% -5 -4

2008-2009 59% 52% -7 -6

2009-2010 56% 51% -5 -5

AVERAGE FOR ALL PURPOSES

2010-2011 56% 47% -9 -4

Base (Scotland): All adults aged 15+ in Scotland (2007: 483, 2008-2009: 339, 2010: 359, 2010-11:354).

x = not asked in 2007.

Average score calculation: The average score is calculated by adding the score for each priority asked within that year and dividing by the number of priorities included. The average score is then rounded to 0 decimal places.


P a g e | 57

Appendix B: Full listing of performance gaps and correlation with perceived value for money

Chart 15, below, shows all priorities, ranked by performance gap. The figure to the right of the bar is the correlation with perceived value for money. A score of 0.4+ is a very strong correlation, 0.3-0.4 is a moderate correlation and less than 0.3 is a weak correlation.


-3

-3

-1

-8

-7

-7

-5-2

-15

+3

-4

-4

-13

-12

-8

-18

+4

-4

-17

+3

-7

-4

-3

-10

-2

-26

-9

-3

-22

-22

-3

-27

-8

Gap

0.46

0.48

0.52

0.56

0.46

0.48

0.43

0.46

0.36

0.34

0.46

0.43

0.41

0.51

0.34

0.47

0.29

0.42

0.52

0.40

0.45

0.37

0.44

0.51

0.38

0.41

0.40

0.40

0.43

0.46

0.38

0.38

0.43

Correlation with VFM

Chart 15: Scotland - Overview of performance gaps and correlation with perceived value for money


P a g e | 58

Appendix C: Full listing of results for BBC Relationship questions

As mentioned in the report, there were a number of questions which explored licence fee payers’ relationship with the BBC. The results for all of these questions for each year are detailed here.

Overall impression

Question: Thinking about the BBC generally, what is your overall impression on a scale of 1 to 10, where 1 means extremely unfavourable and 10 means extremely favourable?

Overall impression 2007 2008-2009

2009-2010

2010-2011

High (8-10) 26% 36% 34% 37%

Medium (5-7) 49% 46% 48% 41%

Low (1-4) 25% 18% 17% 22%

Mean Score 5.89 6.36 6.37 6.33

Don’t Know 0 0 1% 0%


Perceived value for money

Question: The TV Licence fee, which pays for all BBC services, costs £145.50 per year, which works out at about £12.10 per month, and must be paid by every household with a colour television. Thinking back over the last month and remembering the BBC programmes you and your household may have watched on TV or heard on the radio, as well as any BBC Internet sites you may have visited, please would you tell me the extent to which you feel your household gets value for the licence fee you pay?

Perceived value for money 2007 2008-2009

2009-2010

2010-2011

Very good value 12% 14% 10% 11%

Fairly good value 37% 35% 39% 37%

Not very good value 22% 28% 25% 23%

Not at all good value 28% 22% 25% 26%

NET GOOD VALUE 49% 49% 49% 48%

NET NOT GOOD VALUE 50% 49% 50% 49%

Don’t Know 1% 2% 1% 3%



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Whether would miss the BBC

Question: I would miss the BBC if it wasn't there.

I would miss the BBC if it wasn't there 2007 2008-2009

2009-2010

2010-2011

Definitely agree 33% 45% 56% 47%

Tend to agree 30% 36% 24% 26%

Neither agree nor disagree 14% 8% 7% 11%

Tend to disagree 12% 5% 6% 8%

Definitely disagree 11% 5% 7% 7%

NET AGREE 63% 81% 80% 74%

NET DISAGREE 23% 10% 13% 15%

Don’t Know 0 1% - 1%


Desire to change the BBC

Question: Which of the following statements best applies to you?

Desire to change the BBC 2007 2008-2009

2009-2010

2010-2011

If I had my way I'd change the BBC significantly

26% 15% 18% 24%

There are a few things about the BBC that I would change, but on the whole I'm happy with the way it is

52% 49% 52% 38%

I'm very happy with the BBC as it is 19% 33% 25% 33%

Don’t Know 3% 3% 4% 5%



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Appendix D: The questionnaire

BBC Purpose Remit Study – 2011 FINAL QUESTIONNAIRE – F2F Version

Good morning/afternoon/evening. My name is.... and I'm here on behalf of the Kantar

re carrying out an important survey for the BBC. You have the opportunity to

by

CESSARY: Your opinions are important to us regardless of how much or little

ld like to assure you that all the information we collect will be kept in the strictest

R DEMOGRAPHICS

Media.

We ahave your say on the BBC and a chance to influence what the BBC does in the future taking part in this research.

IF NEyou use BBC services.

I wouconfidence, and used for research purposes only. It will not be possible to identify any particular individual or address in the results.

SECTION 1: SCREENE

Firstly, I just need to ask one or two details about you and your family to make sure we speak to a representative spread of people around the country.

qsex PLEASE CODE THE SEX OF THE RESPONDENT

ale 1 (2670) MFemale 2

qage What was your age last birthday?

IN

(1508 - 1509)

(1508)

ermitted Range , 25 T 34 (25-34) , 35 TO 44 (35-44) , 45 TO 54 (45-54) , 55 TO 64 (55-

TYPE Numeric Range Refused Z P15 TO 24 (15-24) O

64) , 65 TO 99 (65+)

NEW IN AUTUMN 2009


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Q

whofee Who pays the TV Licence Fee in your household?

rs

is over 75 ’t have a licence

I do share the cost with otheI

Somebody else pays am / we are given it for free because somebody in the householdI

I donDon’t know

dregion DUMMY QUESTION - POSTCODE ALSO COLLECTED FOR ALL RESPONDENTS

In which nation of the UK does the respondent live?

ort r

England 1 (1510)

2 Wales Scotland 3

he n Ireland 4 N

SHOWCARD 1 ide n th – Q nt a d Qe nic

Qident What do you consider your national identity to be? English 1 (1516) Scottish 2 Welsh 3 rish 4 I

Northern Irish 5 British 6 Other 0

Other specify...


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Qethnic Please indicate which best describes your ethnic background Please just read the number on the card. 1. White - Any White background 1 (1521) 2. Mixed - White and Black Caribbean 2 3. Mixed - White and Black African 3 4. Mixed - White and Asian 4 5. Mixed - Any Other Mixed Background 5 6. Asian or Asian British - Indian 6 7. Asian or Asian British - Pakistani 7 8. Asian or Asian British - Bangladeshi 8 9. Asian or Asian British - Other Asian Background 9 10. Black or Black British - Caribbean 0 (1522) 11. Black or Black British - African 1 12. Black or Black British - Other Black Background 2 13. Chinese or other ethnic group - Chinese 3 14. Chinese or other ethnic group - Other ethnic group 4 Don't Know Y (1521) Refused Z Other 0

Other specify...

qlang Which, if any, of the following indigenous languages of the UK, other than English, do you speak or are you currently learning?

PLEASE SELECT ALL THAT APPLY Randomise list Welsh 1 (1527) Scottish Gaelic 2 Ulster Scots 3 Irish 4 Cornish 5 Manx 6 Scots 7 None of these X Other 0

Other specify...


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Qla2 and Qla3 have been removed since Autumn 09.

SECTION 2: MEDIA CONSUMPTION

READ OUT: I'd like to start by understanding a bit about the media that you use.

qrecdig Does your household receive Digital Television? That is, any TV service which allows you to receive more than the standard five terrestrial TV channels (BBC1, BBC2, ITV1, Channel 4, Five)?

Yes 1 (1532) No 2 Don't Know Y

IF qrecdig = Yes THEN ASK: qdigtyp

qdigtyp Which ways do you receive digital TV, on any TV set in your household? READ OUT IF NECESSARY PLEASE SELECT ALL THAT APPLY Randomise list Cable (e.g. Virgin Media formerly NTL / Telewest) 1 (1533) Freeview/Digital Terrestrial 2 SKY Digital and pay a subscription 3 Freesat - any satellite service with no subscription fee 4 Digital TV via broadband DSL line (e.g. through Talk Talk TV) 5 BT Vision 6 Don't Know Y Other 0

Other specify...


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NEW question in Autumn 09 IF qdigtyp = 1 cable then ask qiplayer Qiplayer Have you used the BBC’s On Demand TV service (BBC iPlayer) through your TV set? Yes No Don’t Know End filter End of Filter Idigitv

qintnet Have you personally used the internet, from any location, in the last month? Yes 1 (1538) No 2 Don't Know Y

IF qintnet = Yes THEN ASK: qoft1, qlong, qhomint

qoft1 Please could you tell me how often you use the internet. READ OUT IF NECESSARY Everyday 1 (1539) Most days 2 2-3 times a week 3 About once a week 4 About once a fortnight 5 About once a month 6 About once every two or three months 7 About once every six months 8 Less often 9 Don't Know Y

qlong On a day when you use the Internet, for how long on average do you use it? Less than 15 minutes 1 (1540) 15 - 30 minutes 2 30 minutes to an hour 3 One to one and a half hours 4 One and a half hours to two hours 5 Two - two and a half hours 6 Two and a half to three hours 7 Three to three and a half hours 8 Three and a half to four hours 9 More than four hours 0 (1541) Don't Know Y (1540)


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qhomint Have you used the internet at home in the last month? Yes 1 (1542) No 2 Don't Know Y

IF qhomint = Yes THEN ASK: qbroadb

qbroadb Do you use a broadband internet connection at home? Yes 1 (1543) No 2 Don't Know Y

End of Filter Ibroadb

End of Filter Iint


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Qtv1 Which of these television channels do you personally watch nowadays? READ OUT PLEASE SELECT ALL THAT APPLY Randomise list BBC One 1 (1544) BBC Two 2 BBC Three 3 BBC Four 4 CBBC 5 CBeebies 6 BBC News Channel (formerly BBC News 24) 7 BBC Parliament 8 BBC ALBA 9 ANY BBC HD CHANNEL 0 (1545) ITV1/ ITV2/ ITV3/ ITV4 1 STV [IF dregion = Scotland] 2 UTV [IF dregion = NI] 3 Channel 4/ E4/ More4 4 S4C 5 Five/ FIVER/ Five USA 6 Nick Jr. 7 Disney Channel 8 Sky 1/ Sky 2/ Sky 3 9 Sky Sports 0 (1546) Don't watch Television X (1544) Any other digital TV channels 0

Other specify...

IF NOT ( Qtv1 = Don't watch Television ) THEN ASK: Qtv3


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Qtv3 Out of 10 hours of watching TV, how many hours would you say you spend watching any of the BBC television channels?

(BBC One, BBC Two, BBC Three, BBC Four, BBC News Channel, CBeebies; CBBC,

BBC Parliament, BBC ALBA or ANY BBC HD CHANNEL) 0 out of 10 hours 1 (1551) 1 out of 10 hours 2 2 out of 10 hours 3 3 out of 10 hours 4 4 out of 10 hours 5 5 out of 10 hours 6 6 out of 10 hours 7 7 out of 10 hours 8 8 out of 10 hours 9 9 out of 10 hours 0 (1552) 10 out of 10 hours 1 Don't Know Y (1551)

End of Filter iTV


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Qrad1 Which of these radio stations do you personally listen to nowadays? This could be through any device e.g. radio, television, internet etc.

PLEASE SELECT ALL THAT APPLY Randomise list BBC Radio 1 1 (1553) BBC Radio 2 2 BBC Radio 3 3 BBC Radio 4 4 BBC Radio 5 Live 5 BBC 5 Live Sports Extra 6 BBC 1Xtra 7 BBC 6 Music 8 BBC Radio 7 9 BBC Asian Network 0 (1554) BBC Local Radio 1 BBC Radio Scotland 2 BBC Radio nan Gaidheal 3 BBC Radio Wales 4 BBC Radio Cymru 5 BBC Radio Ulster/Radio Foyle 6 BBC World Service 7 Kiss 8 Magic 9 Classic FM 0 (1555) talkSPORT 1 Planet Rock 2 Choice 3 Smooth Radio 4 Sunrise 5 Absolute Radio 6 Heart Other commercial radio station (this is any other radio station which plays adverts) 7

Other radio 8 Don't listen to radio X (1553)

IF NOT ( Qrad1 = Don't listen to radio ) THEN ASK: Qrad3, Qrad4


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Qrad3 Out of 10 hours of listening to the radio, how many hours would you say you spend listening to any of the BBC radio services?

0 out of 10 hours 1 (1556) 1 out of 10 hours 2 2 out of 10 hours 3 3 out of 10 hours 4 4 out of 10 hours 5 5 out of 10 hours 6 6 out of 10 hours 7 7 out of 10 hours 8 8 out of 10 hours 9 9 out of 10 hours 0 (1557) 10 out of 10 hours 1 Don't Know Y (1556)

Qrad4 Which of these ways do you regularly listen to the radio or radio programmes? READ OUT PLEASE SELECT ALL THAT APPLY Randomise list Through a normal analogue radio or tuner (e.g. FM/AM/LW) 1 (1558) Through digital radio (e.g. DAB digital radio, digital television) 2 Through the Internet 3 Through a mobile phone 4 Through an MP3 player (e.g. iPod) 5 Don't Know Y

End of Filter irad

Qint1 Have you ever used any part of the BBC website - bbc.co.uk? Yes 1 (1559) No 2 Don't Know Y

IF Qint1 = Yes THEN ASK: qint2, Qint4, Qint5


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qint2 How often do you use any part of the BBC website? Every day 1 (1560) Most days 2 2 - 3 times a week 3 About once a week 4 About once a fortnight 5 About once a month 6 Less often 7 Don't Know Y

Qint4 And which of these things, if any, do you use the BBC website for nowadays? READ OUT PLEASE SELECT ALL THAT APPLY Randomise list Watching BBC TV programmes (BBC iPlayer) 1 (1561) Watching clips of BBC TV programmes (e.g. news bulletins / previews) 2 Listening to BBC radio shows you have missed (BBC iPlayer) 3 Listening live to BBC radio shows (BBC iPlayer) 4 Downloading podcasts of BBC radio programmes 5 None of these X

Qint5 Out of 10 hours of using the internet, how many hours would you say you spend on any of the BBC web sites?

0 out of 10 hours 1 (1562) 1 out of 10 hours 2 2 out of 10 hours 3 3 out of 10 hours 4 4 out of 10 hours 5 5 out of 10 hours 6 6 out of 10 hours 7 7 out of 10 hours 8 8 out of 10 hours 9 9 out of 10 hours 0 (1563) 10 out of 10 hours 1 Don't Know Y (1562)

End of Filter Iint2


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SECTION 3: TECHNOLOGY OWNERSHIP/USAGE

READ OUT: Now for some questions about new technologies.

IF qrecdig = Yes THEN ASK: Qiserv1

Qiserv1 Do you use interactive services on your television? Interactive services are usually accessed by pressing the 'red button' on your remote

control and include extra programmes, extra information, games and shopping for example.


IF Qiserv1 = Yes THEN ASK: Qiserv2

Qiserv2 Which of these interactive TV services do you personally use nowadays? BBC Red Button/ BBCi 1 (1565) Sky Active 2 Other 3 Don't Know Y

End of Filter Iiserv2

End of Filter Iitserv

Qmob Do you have a mobile phone? Yes 1 (1566) No 2 Don't Know Y


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IF Qmob = Yes THEN ASK: qmobuse

qmobuse Which of the following do you use your mobile phone for? READ OUT PLEASE SELECT ALL THAT APPLY Randomise list Making/receiving phone calls 1 (1567) Sending/receiving emails 2 Picture messaging 3 Video messaging 4 Downloading music 5 As an MP3 player to listen to stored music or podcasts 6 For text messages 7 Playing games 8 Watching TV 9 Using the internet 0 (1568) Listening to the radio 1 Don't Know Y (1567) None of these X

End of Filter imob

SECTION 4: GENERAL VIEWS OF THE BBC

We'd now like to get your general views on the BBC as well as some of the other broadcasters...

Qoveral Thinking about the BBC generally, what is your overall impression on a scale of 1 to 10, where 1 means extremely unfavourable and 10 means extremely favourable?

1 - Extremely unfavourable 1 (1569) 2 2 3 3 4 4 5 5 6 6 7 7 8 8 9 9 10 - Extremely favourable 0 (1570) Don't Know Y (1569)


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NEW QUESTION FOR SPRING 2011 IFQoveral = 8/9/10 Qover2 For what reasons do you have that impression of the BBC? [OPEN-END] IF Qoveral = 5/6/7 Qover3 For what reasons do you have that impression of the BBC? [OPEN-END] IF Qoveral = 1/2/3/4 Qover4 For what reasons do you have that impression of the BBC? [OPEN-END] NEW QUESTION in Autumn 09 Qtech What is your overall impression of the BBC’s [INSERT] on a scale of 1 to 10, where

1 means extremely unfavourable and 10 means extremely favourable? 1 - Extremely unfavourable 1 (1569) 2 2 3 3 4 4 5 5 6 6 7 7 8 8 9 9 10 - Extremely favourable 0 (1570) Don't Know Y (1569)

Repeat for following loops: (Randomise)

-iPlayer service on the internet [If Qint4 = 1/3/4]

-iPlayer service on TV [If QiPlayer = yes]

-Red Button services [If Qiserv2 = 1]

PASS SCREEN TO RESPONDENT


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Qmiss To what extent do you agree or disagree with each statement? ... Definitely agree 1 (1571) Tend to agree 2 Neither agree nor disagree 3 Tend to disagree 4 Definitely disagree 5 Don't Know Y This question is repeated for the following loop values: Randomise statements – Display as a grid

- I would miss the BBC if it wasn't there - I would miss ITV if it wasn't there [STV IF dregion = Scotland, UTV IF dregion = NI] - I would miss Channel 4 if it wasn't there - I would miss Five if it wasn't there - I would miss Sky if it wasn't there A total of 5 iterations occupying columns (1571) to (1575)

NEW QUESTION in Autumn 09

TO BE ASKED IN AUTUMN 2010 (NOT IN SPRING 2011)

IF Qmiss iteration 1 = 1/2

Qmiss2 What would you miss about the BBC? [Open-end]

Don’t know

Please pass the screen back to the interviewer

Qregard removed in Autumn 09

Qchange Which of the following statements best applies to you? READ OUT If I had my way I'd change the BBC significantly 1 (1577) There are a few things about the BBC that I would change, but on the whole I'm happy with

the way it is 2 I'm very happy with the BBC as it is 3 Don't Know Y


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IF Qchange = If I had my way I'd change the BBC significantly OR Qchange = There are a few things about the BBC that I would change, but on the whole I'm happy with the way it is THEN ASK: qchang2

TO BE ASKED IN SPRING 2011 (NOT IN AUTUMN 2010)

Qchang2 What would you change about the BBC? [OPEN-END]

Don’t know Y

Qvalue The TV Licence fee, which pays for all BBC services, costs £145.50 per year, which

works out at about £12.10 per month, and must be paid by every household with a colour television. Thinking back over the last month and remembering the BBC programmes you and your household may have watched on TV or heard on the radio, as well as any BBC Internet sites you may have visited, please would you tell me the extent to which you feel your household gets value for the licence fee you pay?

READ OUT Very good value 1 (1612) Fairly good value 2 Not very good value 3 Not at all good value 4 Don't Know Y


IF Qvalue = 1/2 ASK QVALUE2

Qvalue2 Why do you think the BBC is good value for money? [OPEN-END]

Don’t know


IF Qvalue = 3/4 ASK QVALUE3

Qvalue3 Why do you think the BBC is not good value for money? [OPEN-END]

Don’t know


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SECTION 5: PURPOSE REMIT/PRIORITIES

The BBC has a duty to 'inform, educate and entertain' the UK public in return for the licence fee that is charged. In order to ensure that this is carried out well, there are a number of specific objectives that the BBC must consider in its activities. These are grouped under what are known as the BBC Public Purposes and will be described in a little more detail within the next sections. I am now going to pass the screen to you to complete the next section which is very important. For each Public Purpose you will be asked to consider a number of statements and rate how well you think the BBC is currently doing and how important each is to you. Please consider each statement carefully before giving your answer. PASS SCREEN TO RESPONDENT

ORDER OF PURPOSES RANDOMISED EXCEPT GLOBAL PURPOSE ALWAYS IMMEDIATELY FOLLOWS CITIZENSHIP PURPOSE

Purpose X [CREATIVITY] You can expect the BBC to offer the best examples of creative work that engage and delight audiences and break new ground and encourage interest in cultural, creative and sporting acitivites.


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DUMMY OUT QSCA - NOT TO BE ASKED IN SPRING 2010 Qsca So, thinking of the whole range of channels, stations and services you use on television, radio and the internet, which one, if any, stands out the most for...? ... Rotate list between interviews but display in same order for all 3

similar questions within an interview Please select the channel or service that comes to mind BBC One/ BBC Two 1 (1614) BBC Three/ BBC Four 2 Any other BBC TV channel (SPECIFY) 3 Any ITV (ITV1, ITV2, ITV3, ITV4, STV, UTV) 4 Channel 4/ E4/ More4 5 S4C 6 Five/ FIVER/ Five USA 7 Sky 1/ Sky 2/ Sky 3 8 Any other TV channel (SPECIFY) 9 Any BBC national radio station (SPECIFY) 0 (1615) Any BBC local radio station (SPECIFY) 1 Any commercial national radio station (SPECIFY) 2 Any commercial local radio station (SPECIFY) 3 Any online newspaper site (SPECIFY) 4 Google 5 YouTube 6 BBC website 7 Sky.com/ Skysports.com/ Skynews.com 8 ITV.com 9 Any other website (SPECIFY) 0 (1616) Any mobile content provider (SPECIFY) 1 Don't Know Y (1614) Other 0

Other specify...

This question is repeated for the following loop values: Randomise statements

- Having lots of fresh and new ideas - Helping you enjoy your interests, hobbies and passions - Introducing you to new interests, hobbies and passions - Providing programmes and content which cover a wide range of cultural and creative

activities - Programmes or content that sometimes make you want to take part in a specific event or

activity - Having a wide range of enjoyable and entertaining programmes and content - Introducing you to new presenters, actors, writers and musical artists from the UK - Having programmes and content that are inventive and imaginative

To what extent do you agree or disagree with the following statements?


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Qscp To what extent do you agree or disagree with the following statements? ... Completely disagree 1 (1670) Disagree strongly 2 Disagree slightly 3 Neither agree nor disagree 4 Agree slightly 5 Agree strongly 6 Completely agree 7 This question is repeated for the following loop values: Randomise statements

- The BBC has lots of fresh and new ideas - The BBC helps me enjoy my interests, hobbies and passions - The BBC introduces me to new interests, hobbies and passions - The BBC provides programmes and content which cover a wide range of cultural and

creative activities - Programmes or content on the BBC sometimes make me want to take part in a specific

event or activity - The BBC has a wide range of enjoyable and entertaining programmes and content - The BBC introduces me to new presenters, actors, writers and musical artists from the UK

- The BBC has programmes and content that are inventive and imaginative A total of 8 iterations occupying columns (1670) to (1677)

How important or unimportant is it for you personally that...


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Qscs How important or unimportant is it for you personally that... ... 1 - Extremely unimportant 1 (1678) 2 - Very unimportant 2 3 - Quite unimportant 3 4 - Neither important nor unimportant 4 5 - Quite important 5 6 - Very important 6 7 - Vital 7 This question is repeated for the following loop values: Randomise statements

- The BBC has lots of fresh and new ideas - The BBC helps me enjoy my interests, hobbies and passions - The BBC introduces me to new interests, hobbies and passions - The BBC provides programmes and content which cover a wide range of cultural and

creative activities - Programmes or content on the BBC sometimes make me want to take part in a specific

event or activity - The BBC has a wide range of enjoyable and entertaining programmes and content - The BBC introduces me to new presenters, actors, writers and musical artists from the UK - The BBC has programmes and content that are inventive and imaginative A total of 8 iterations occupying columns (1678) to (1712)


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Qscopen REMOVED NEW QUESTION FOR SPRING 2011 ASK IF CODES 5//7 at iteration 1 at Qscs Qscsn. You mentioned that the BBC having fresh and new ideas is important to you. Why is this? [OPEN-END]

Don’t know

ASK IF codes 5//7 at iteration 8 but NOT codes 1//3 at iteration 1 at Qscp Qscpn. Earlier you mentioned you agree that the BBC has programmes and content that are inventive and imaginative but that you do not agree that the BBC has lots of fresh and new ideas. Why is this? What did you understand by these?

NEW IN AUTUMN 2010. REMOVED SPRING 2011 Qscpn2. Do you think that the BBC offers something that you can’t get from any other broadcaster? [OPEN-END] NEW IN SPRING 2011 ASK ALL Qscpn3. Do you think that the BBC offers something that you can’t get from any other broadcaster? Yes No Don’t know NEW IN SPRING 2011 IF Qscpn3 = 1 (Yes) Qscp2n. For what reasons do you think that the BBC offers something that you can’t get from any other broadcaster? [OPEN-END] NEW IN SPRING 2011 IF Qscpn3 = 2 (No) Qscp4n. For what reasons do you NOT think that the BBC offers something that you can’t get from any other broadcaster? [OPEN-END]

Purpose X [CITIZENSHIP] You can trust the BBC to provide high quality news, current affairs and factual programming that keeps you informed and supports debate about important issues and political developments in an engaging way.


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DUMMY OUT Qwwa - NOT TO BE ASKED IN SPRING 2010 Qwwa So, thinking of the whole range of channels, stations and services you use

on television, radio and the internet, which one, if any, stands out the most for...? ... Rotate list between interviews but display in same order for all 3


Other specify...

This question is repeated for the following loop values: Randomise statements STATEMENT 7 MUST ALWAYS IMMEDIATELY FOLLOW 6

- Providing high quality independent journalism - Making news and current affairs and other topical issues interesting to you - Coverage of news and current affairs that has got you talking about them - Helping you understand UK-wide politics - Helping you understand politics in Europe - Helping you understand politics in [ insert nation from Qregion or if England "your region"] - Helping you understand politics in the other nations of the UK [ insert other 3 regions of the

UK not region lives in]


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Qwwp To what extent do you agree or disagree with the following statements? ... Completely disagree 1 (1772) Disagree strongly 2 Disagree slightly 3 Neither agree nor disagree 4 Agree slightly 5 Agree strongly 6 Completely agree 7 This question is repeated for the following loop values: Randomise statements STATEMENT 7 MUST ALWAYS IMMEDIATELY FOLLOW 6 - The BBC provides high quality independent journalism - The BBC makes news and current affairs and other topical issues interesting to me - BBC coverage of news and current affairs has got me talking about them - The BBC helps me understand UK-wide politics - The BBC helps me understand politics in Europe - The BBC helps me understand politics in [ insert nation from Qregion or if England "my

region"] - The BBC helps me understand politics inthe other nations of the UK [insert other 3 regions

of the UK not region lived in] A total of 7 iterations occupying columns (1772) to (1778)



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Qwws How important or unimportant is it for you personally that... ... 1 - Extremely unimportant 1 (1779) 2 - Very unimportant 2 3 - Quite unimportant 3 4 - Neither important nor unimportant 4 5 - Quite important 5 6 - Very important 6 7 - Vital 7 This question is repeated for the following loop values: Randomise statements STATEMENT 7 MUST ALWAYS IMMEDIATELY FOLLOW 6

- The BBC provides high quality independent journalism - The BBC makes news and current affairs and other topical issues interesting to me - BBC coverage of news and current affairs has got me talking about them - The BBC helps me understand UK-wide politics - The BBC helps me understand politics in Europe - The BBC helps me understand politics in [ insert nation from Qregion or if England "my

region"] - The BBC helps me understand politics inthe other nations of the UK [insert other 3 regions

of the UK not region lived in] A total of 7 iterations occupying columns (1779) to (1812)

Remove Qwwopen ASK ALL Qwwspn. What can the BBC do to help you better understand politics in [ insert nation from

Qregion or if England "your region"] REMOVED IN SPRING 2011 Qwwpn2. What could the BBC do to improve performance on providing high quality

independent journalism?

Purpose X [GLOBAL] You can rely on the BBC to provide internationally-respected news services to audiences around the world and you can expect the BBC to keep you in touch with what is going on in the world, giving you an insight into the way people live in other countries.


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DUMMY OUT Qcca - NOT TO BE ASKED IN SPRING 2010 Qcca So, thinking of the whole range of channels, stations and services you use on

television, radio and the internet, which one, if any, stands out the most for..? ... Rotate list between interviews but display in same order for all 3


Other specify...

This question is repeated for the following loop values: Randomise statements

- Helping you understand what's going on in the wider world, such as international news and

events - Helping you understand and appreciate different cultures and lifestyles of people from

around the world


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Qccp To what extent do you agree or disagree with the following statements? ... Completely disagree 1 (1837) Disagree strongly 2 Disagree slightly 3 Neither agree nor disagree 4 Agree slightly 5 Agree strongly 6 Completely agree 7 This question is repeated for the following loop values: Randomise statements

- The BBC helps me understand what's going on in the wider world, such as international

news and events - The BBC helps me understand and appreciate different cultures and lifestyles of people

from around the world A total of 2 iterations occupying columns (1837) to (1838)


Qccs How important or unimportant is it for you personally that... ... 1 - Extremely unimportant 1 (1839) 2 - Very unimportant 2 3 - Quite unimportant 3 4 - Neither important nor unimportant 4 5 - Quite important 5 6 - Very important 6 7 - Vital 7 This question is repeated for the following loop values: Randomise statements

- The BBC helps me understand what's going on in the wider world, such as international

news and events - The BBC helps me understand and appreciate different cultures and lifestyles of people

from around the world A total of 2 iterations occupying columns (1839) to (1840)


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Remove Qccopen

QUANCEPT ITEM:

Purpose X [NATIONS, REGIONS & COMMUNITIES] You can rely on the BBC to reflect the many communities that exist in the UK. These communities may be based on geography, on faith, on language, or on a shared interest such as sport. You can expect the BBC to stimulate debate within and between the communities of the UK, and to encourage people to get involved with their local communities. The BBC is not the only organisation that aims to do this, so we are keen to find out how you think the BBC compares with others.

Rotate list between interviews but display in same order for all 3 similar questions within an interview

QRPA NOT TO BE ASKED IN AUTUMN 2010

QUANCEPT ITEM: So, thinking of the whole range of channels, stations and services you use on television, radio and then internet, which one, if any, stands out the most for...?


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Qrpa ... Please select the channel or service that comes to mind BBC One/ BBC Two 1 (1723) BBC Three/ BBC Four 2 Any other BBC TV channel 3 Any ITV (ITV1, ITV2, ITV3, ITV4, STV, UTV) 4 Channel 4/ E4/ More4 5 S4C 6 Five/ FIVER/ Five US 7 Sky 1/ Sky 2/ Sky 3 8 Any other TV channel 9 Any BBC national radio station 0 (1724) Any BBC local radio station 1 Any commercial national radio station 2 Any commercial local radio station 3 Any online newspaper site 4 Google 5 YouTube 6 BBC website 7 Sky.com/ Skysports.com/ Skynews.com 8 ITV.com 9 Any other website 0 (1725) Any mobile content provider 1 Don't Know Y (1723) Other 0

Other specify.

This question is repeated for the following loop values: STATEMENT 2 MUST ALWAYS

IMMEDIATELY FOLLOW 1, AND 4 IMMEDIATELY FOLLOW 3

- Portraying <<read in nation from Q3 SCOTLAND, WALES AND NORTHERN IRELAND AND IF Q3 = ENGLAND READ AS 'your region' - show these in bold) >>, to other people in the UK

- Portraying your particular culture or community to other people in the UK - Providing programming and content that caters for <<read in nation from Q3 SCOTLAND,

WALES AND NORTHERN IRELAND AND IF Q3 = ENGLAND READ AS 'your region' - show these in bold) >>,

- Providing programming and content that caters for your particular culture or community - Providing you with the opportunity to share the same experiences with other people (like

major events, live events and popular programmes) - Helping you feel more involved and interested in your local communities - Reflecting a range of religious and other beliefs - Raising your awareness and understanding of different religions and other beliefs - ONLY IF Q7 = 1//8 a) Supporting the <<read in from Q7>> language with programming and

other content - ALL Supporting the indigenous languages of the UK (such as Irish, Welsh, Ulster

Scots,Scottish Gaelic and Scots) with programming and other content A total of 10 iterations occupying columns (1723 - 1725) to (1750 - 1752) for precodes and

(1753 - 1756) to (1816 - 1819) for other specify


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Qrpp To what extent do you agree or disagree with the following statements? ... Completely disagree 1 (1948) Disagree strongly 2 Disagree slightly 3 Neither agree nor disagree 4 Agree slightly 5 Agree strongly 6 Completely agree 7 This question is repeated for the following loop values: Randomise statements – STATEMENT 2 MUST ALWAYS IMMEDIATELY FOLLOW 1,

AND 4 IMMEDIATELY FOLLOW 3

- The BBC is good at portraying <<read in nation from Qregion SCOTLAND, WALES AND NORTHERN IRELAND AND IF Qregion = ENGLAND READ AS 'my region' - show these in bold) >>, to other people in the UK

- The BBC is good at portraying my particular culture or community to other people in the UK

- The BBC provides programming and content that caters for <<read in nation from Qregion SCOTLAND, WALES AND NORTHERN IRELAND AND IF Qregion = ENGLAND READ AS 'my region' - show these in bold) >>,

- The BBC provides programming and content that caters for my particular culture or community

- The BBC provides me with the opportunity to share the same experiences with other people (like major events, live events and popular programmes)

- The BBC helps me feel more involved and interested in my local communities - The BBC reflects a range of religious and other beliefs - The BBC raises my awareness and understanding of different religions and other beliefs - ONLY IF Qlang = 1//7 The BBC supports the <<read in from Qlang>> language with

programming and other content - The BBC supports the indigenous languages of the UK (such as Irish, Welsh, Ulster

Scots,Scottish Gaelic and Scots) with programming and other content A total of 10 iterations occupying columns (1948) to (1957)

Qrps How important or unimportant is it for you personally that... ... 1 - Extremely unimportant 1 (1958) 2 - Very unimportant 2 3 - Quite unimportant 3 4 - Neither important nor unimportant 4 5 - Quite important 5 6 - Very important 6 7 - Vital 7 This question is repeated for the following loop values: Randomise statements STATEMENT 2 MUST ALWAYS IMMEDIATELY FOLLOW 1, AND

4 IMMEDIATELY FOLLOW 3


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- The BBC is good at portraying <<read in nation from Qregion SCOTLAND, WALES AND NORTHERN IRELAND AND IF Qregion = ENGLAND READ AS 'my region' - show these in bold) >>, to other people in the UK

- The BBC is good at portraying my particular culture or community to other people in the UK

- The BBC provides programming and content that caters for <<read in nation from Qregion SCOTLAND, WALES AND NORTHERN IRELAND AND IF Qregion = ENGLAND READ AS 'my region' - show these in bold) >>,

- The BBC provides programming and content that caters for my particular culture or community

- The BBC provides me with the opportunity to share the same experiences with other people (like major events, live events and popular programmes)

- The BBC helps me feel more involved and interested in my local communities - The BBC reflects a range of religious and other beliefs - The BBC raises my awareness and understanding of different religions and other beliefs - ONLY IF Qlang = 1//7 The BBC supports the <<read in from Qlang>> language with

programming and other content - The BBC supports the indigenous languages of the UK (such as Irish, Welsh, Ulster

Scots,Scottish Gaelic and Scots) with programming and other content A total of 10 iterations occupying columns (1958) to (1967)

Remove Qrpopen ASK IF codes 5//7 at iteration 2 Qrpp Qrppn2. Which culture or community do you feel that the BBC is portraying well to other people in the UK? Why is that? ASK IF codes 1//3 at iteration 2 Qrpp OR Qrpn2b.Which culture or community do you feel that the BBC is not portraying well to other people in the UK? Why is that? NEW IN AUTUMN 2010 ASK Qrpn2c IF codes (Asian) qethnic = 6/7/8/9 OR (Black) qethnic = 10/11/12 OR

(Mixed/Chinese) 2//5/13/14 Qrpn2c. What do you think about the BBC’s portrayal of the <insert as appropriate

Black/Asian/your> culture or community in the UK? Why do you say that? [OPEN-END] NEW IN SPRING 2011 ASK IF codes 1//4 at iteration 6 at Qrpp Qrpn3. What more could the BBC do to help you feel more involved and interested in your

local communities? [OPEN-END] NOT ASKED IN SPRING 2011 Qrpnn. What could the BBC do to better portray <<read in nation from Q3 SCOTLAND,

WALES AND NORTHERN IRELAND AND IF Q3 = ENGLAND READ AS 'your region' - show these in bold) >>, to other people in the UK?


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Purpose X [EDUCATION] You can look to the BBC to help everyone in the UK to learn. An important role for the BBC is to support formal education in schools and colleges. In addition, the BBC will offer engaging ways for everyone in the UK to build their knowledge and skills across a broad range of subjects.

The BBC is not the only organisation that aims to do this, so we are keen to find out how you think the BBC compares with others. Rotate list between interviews but display in same order for all 3 similar questions within an interview

QELA NOT TO BE ASKED IN AUTUMN 2010

So, thinking of the whole range of channels, stations and services you use on television, radio and the internet, which one, if any, stands out the most for...?


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Qela ... Please select the channel or service that comes to mind BBC One/ BBC Two 1 (1850) BBC Three/ BBC Four 2 Any other BBC TV channel 3 Any ITV (ITV1, ITV2, ITV3, ITV4, STV, UTV) 4 Channel 4/ E4/ More4 5 S4C 6 Five/ FIVER/ Five US 7 Sky 1/ Sky 2/ Sky 3 8 Any other TV channel 9 Any BBC national radio station 0 (1851) Any BBC local radio station 1 Any commercial national radio station 2 Any commercial local radio station 3 Any online newspaper site 4 Google 5 YouTube 6 BBC website 7 Sky.com/ Skysports.com/ Skynews.com 8 ITV.com 9 Any other website 0 (1852) Any mobile content provider 1 Don't Know Y (1850) Other 0

Other specify...

This question is repeated for the following loop values:

- Learning new things while enjoying programmes or content - Helping children/ teens with what they learn at school/ college A total of 2 iterations occupying columns (1850 - 1852) to (1853 - 1855) for precodes and



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Qelp To what extent do you agree or disagree with the following statements? ... Completely disagree 1 (2019) Disagree strongly 2 Disagree slightly 3 Neither agree nor disagree 4 Agree slightly 5 Agree strongly 6 Completely agree 7 This question is repeated for the following loop values: Randomise statements

- I have learned new things while enjoying programmes or content on the BBC - The BBC helps children/ teens with what they learn at school/ college A total of 2 iterations occupying columns (2019) to (2020)


Qels How important or unimportant is it for you personally that... ... 1 - Extremely unimportant 1 (2021) 2 - Very unimportant 2 3 - Quite unimportant 3 4 - Neither important nor unimportant 4 5 - Quite important 5 6 - Very important 6 7 - Vital 7 This question is repeated for the following loop values: Randomise statements

- I have learned new things while enjoying programmes or content on the BBC - The BBC helps children/ teens with what they learn at school/ college A total of 2 iterations occupying columns (2021) to (2022)


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Remove Qelopen REMOVE SPRING 2011 ASK IF codes 1//3 for iteration 2 at Qelp Qelpn. Why do you not think that the BBC helps children/teens with what they learn at school/college?

Purpose X [DIGITAL] You can expect the BBC to help everyone in the UK to get the best out of emerging

media technologies now and in the future. The BBC is not the only organisation that aims to do this, so we are keen to find out how you

think the BBC compares with others. So, thinking of the whole range of channels, stations and services you use on

television, radio and the internet, which one, if any, stands out the most for...?

Rotate list between interviews but display in same order for all 3 similar questions within an interview

Qcta NOT TO BE ASKED IN AUTUMN 2010

Qcta ... Please select the channel or service that comes to mind BBC One/ BBC Two 1 (1878) BBC Three/ BBC Four 2 Any other BBC TV channel 3 Any ITV (ITV1, ITV2, ITV3, ITV4, STV, UTV) 4 Channel 4/ E4/ More4 5 S4C 6 Five/ FIVER/ Five US 7 Sky 1/ Sky 2/ Sky 3 8 Any other TV channel 9 Any BBC national radio station 0 (1879) Any BBC local radio station 1 Any commercial national radio station 2 Any commercial local radio station 3 Any online newspaper site 4 Google 5 YouTube 6 BBC website 7 Sky.com/ Skysports.com/ Skynews.com 8 ITV.com 9 Any other website 0 (1880)


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Any mobile content provider 1 Don't Know Y (1878) Other 0

Other specify...

This question is repeated for the following loop values:

- Providing quality content that you find enjoyable or useful on the internet, e.g. bbc.co.uk,

iPlayer, Bitesize - Providing quality content that you find enjoyable or useful on mobile phones, e.g.

bbc.co.uk/mobile - Providing quality content that you find enjoyable or useful on interactive TV, e.g. BBC red

button service providing additional coverage of sporting events, music events, news and weather on demand

- Providing quality content that you find enjoyable or useful on DAB digital radio, e.g. radio stations such as 1Xtra, 6Music, BBC Radio 7

- Helping you make the most of new technologies such as interactive TV and the internet A total of 5 iterations occupying columns (1878 - 1880) to (1917 - 1919) for precodes and


Qctp To what extent do you agree or disagree with the following statements? ... Completely disagree 1 (2068) Disagree strongly 2 Disagree slightly 3 Neither agree nor disagree 4 Agree slightly 5 Agree strongly 6 Completely agree 7 This question is repeated for the following loop values: Randomise statements

- The BBC provides quality content that I find enjoyable or useful on the internet e.g.

bbc.co.uk, iPlayer, Bitesize - The BBC provides quality content that I find enjoyable or useful on mobile phones, e.g.

bbc.co.uk/mobile - The BBC provides quality content that I find enjoyable or useful on interactive TV e.g. BBC

red button service providing additional coverage of sporting events, music events, news and weather on demand

- The BBC provides quality content that I find enjoyable or useful on DAB digital radio e.g. radio stations such as 1Xtra, 6Music, BBC Radio 7

- The BBC has helped me make the most of new technologies such as interactive TV and the internet

A total of 5 iterations occupying columns (2068) to (2072)


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Qcts How important or unimportant is it for you personally that... ... 1 - Extremely unimportant 1 (2073) 2 - Very unimportant 2 3 - Quite unimportant 3 4 - Neither important nor unimportant 4 5 - Quite important 5 6 - Very important 6 7 - Vital 7 This question is repeated for the following loop values: Randomise statements

- The BBC provides quality content that I find enjoyable or useful on the internet e.g.

bbc.co.uk, iPlayer, Bitesize - The BBC provides quality content that I find enjoyable or useful on mobile phones, e.g.

bbc.co.uk/mobile - The BBC provides quality content that I find enjoyable or useful on interactive TV e.g. BBC

red button service providing additional coverage of sporting events, music events, news and weather on demand

- The BBC provides quality content that I find enjoyable or useful on DAB digital radio e.g. radio stations such as 1Xtra, 6Music, BBC Radio 7

- The BBC has helped me make the most of new technologies such as interactive TV and the internet

A total of 5 iterations occupying columns (2073) to (2077)

Remove Qctopen

Remove Qfresh

SECTION 6: LIFESTYLE

Here is a series of statements that other people have made to describe themselves. Once again, for each one state to what extent you agree or disagree.


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SHOW AS GRID ITEM

Qli2 ... Completely disagree 1 (2118) Disagree strongly 2 Disagree slightly 3 Neither agree nor disagree 4 Agree slightly 5 Agree strongly 6 Completely agree 7 Don't Know Y This question is repeated for the following loop values: Randomise list

- I'm rarely the first among my friends to try out new things - I would find it difficult to function without my mobile phone - Listening to the radio is my main source of entertainment - The internet is my main source of entertainment - I consider myself interested in the arts - I like to be able to get in-depth coverage of different topics - I am interested in international news and events - I am interested in other cultures - It is important to respect traditional customs and beliefs - I am interested in understanding religious beliefs - I think people should understand more about the languages that are native to the UK in

addition to English - I am interested in new ways of communicating and sharing information using technology - I like to know what is happening in my local area - I try to keep up to date with UK news and current affairs - I like to keep up to date with new technology - I am as comfortable recieving information through websites as through TV - I often submit my opinions to websites or TV or radio programmes - Watching television is my main source of entertainment A total of 21 iterations occupying columns (2118) to (2138)

PLEASE PASS THE SCREEN BACK TO THE INTERVIEWER

The BBC has a duty to all licence fee payers and therefore has to consider a wide range of audiences in what it does. The next few questions will help us gather information about a representative sample of people. This is the last section of the interview. Please be assured once again that all answers you provide will remain confidential.


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hhsze How many people (adults and children) live in the household including yourself? (2139 - 2140) Numeric Range Refused Z (2139) Permitted Range 1 TO 1 (1) , 2 TO 2 (2) , 3 TO 3 (3) , 4 TO 4 (4) , 5 TO 5 (5) , 6 TO 6 (6) , 7 TO 99 (7+)

IF hhsze <> Refused AND hhsze > 1 THEN ASK: hhad

hhad Do you have any children aged under 18 living in the household for whom you are responsible?


IF kids = 0

QUANCEPT ITEM:

End of Filter fkids

IF kids > 0

QUANCEPT ITEM:

End of Filter fkids2

End of Filter fdhsze

IF hhsze = 1


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QUANCEPT ITEM:

End of Filter ihsze1

IF hhad = Yes OR THEN ASK: Qkids

Qkids In which of the following age bands are your children? Please select all that apply. 0 - 1 1 (2671) 2 - 4 2 5 - 9 3 10 - 15 4 16 - 18 5 Refused Z

End of Filter Ikids

educ At what age did you finish your full time education? 14 or under 1 (2142) 15 2 16 3 17 4 18 5 19 6 20 7 21 - 23 8 24 or more 9 Still studying 0 (2143) Refused/not stated 1

IF hhsze > 1 THEN ASK: Qothers


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Qothers Which of these other people live in the household with you? Please select all that apply. Husband / wife / partner 1 (2144) Child / children aged 16 or over 2 Mother / stepmother / partner of father 3 Father / stepfather / partner of mother 4 Brothers / sisters / stepbrothers / stepsisters 5 Friend / other person not related to you 6 Grandmother / Grandfather 7 Other relative 8 Don't Know Y

End of Filter Ihhsze

WORK 'Which of these best describes your employment at the moment?' Working in a paid job (30+ hours) Working in a paid job (8-29 hours) Working in a paid job (Less than 8 hours) Self-employed Not in paid employment/looking after house or home Full time student at school Full time student at university/polytechnic/college Unemployed Retired from paid employment Other

fullsg CODE SOCIAL GRADE HERE [questions from the full social grading shell needed – all necessary questions to be included, some not shown on this questionnaire]

A 1 B 2 C1 3 C2 4 D 5 E 6 Don't Know Y Refused Z Not stated X

Qlangmn, Qborn, Qstay removed in Autumn 2009


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Qfaith1 Do you follow any particular religion or other belief?


IF Qfaith1 = Yes THEN ASK: Qfaith2

Qfaith2 Which religion or other belief do you follow?

Buddhism 1 (2651) Christianity (e.g. Church of England, Roman Catholic,

Protestants, other Christian denominations) 2 Hinduism 3 Humanism 4 Islam 5 Judaism 6 Sikhism 7 Refused Z (2651) Other 0

Other specify...

End of Filter ifaith

IF Qfaith1 = No OR Qfaith1 = Don't Know THEN ASK: Qfaith3 Qfaith3 Do you consider yourself to be an Atheist or Agnostic?

Atheist (Do not believe in god) 1 Agnostic (believe that it is impossible to know whether there is a God) 2 None of these 3 Refused

End of Filter Ifaith2


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Qincome USE SHOWCARD 2 So that we know we've interviewed a good cross-section of people, could you please

give me the letter from this card for the group in which you would place your annual total household income from all sources before tax and other deductions. Just read out the letter that applies.

F. 1 (2658) D. 2 C. 3 A. 4 G. 5 E. 6 B. 7 Don't Know Y Refused Z

Qillnes Do you have any long-term illness, health problems or disability which limits your daily activities or the work you do? This includes problems which are due to old age.

Yes 1 (2659) No 2 Don't Know Y Refused Z

IF Qillnes = Yes THEN ASK: Qdissa

Qdissa Which of these, if any, limit your daily activities or the work you can do?

Physical impairment (affecting mobility of arms or legs) 1 (2660) Visual impairment (partially sighted/ blind) 2 Hearing impairment (partial deafness/ total deafness) 3 Mental health condition (e.g. depression, schizophrenia) 4 Learning difficulty/ disability 5 Long standing illness (e.g. cancer, HIV, diabetes, epilepsy etc) 6 Other 0

Other specify... (2661 - 2664)

End of Filter iillnes


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And I just have some final questions for you to complete. PASS RESPONDENT THE SCREEN

Qsexor So the BBC can ensure they are representing the UK population and providing relevant programmes and topics, do you consider yourself to be:

Hetrosexual or straight 1 Gay or Lesbian 2 Bisexual 3 Prefer not to say X Other 0

Other specify...

ASK QLGB IF codes 2/3 selected at Qsexor ask:

QLGB. What do you think about the BBC’s portrayal of the <insert as appropriate Gay or Lesbian/Bisexual> culture or community in the UK? Why do you say that?

PLEASE PASS THE SCREEN BACK TO THE INTERVIEWER


purpose remit tracking study 2011 -...

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