The role of the BBC and other broadcasters in UK

referendums

Presented by Nigel Smith, VoxScot

in Tel Aviv,

21st April 2004

Preface

• I have no experience of restricted constituency referendums like the Nationalist Party in SA or the current one in the Likud party.

• a UK Party referendum would certainly present a new challenge to British broadcasters

• But most likely treat it some special way along the lines I am going to explain

• RTE and BBC lead public service broadcasters– 8 major in UK and over 30 in Ireland

• still evolving

What do I mean by a referendum?

• Fairly conducted In a modern democracy

• Dealing with a major issue

• No contending elections or referendums

• Allowing a Single issue debate

• Then the median vote decides

0

16

32

7

23

22

0 10 20 30 40 50 60

Don't know

yes

no

% share

Strong vote

Weak vote

Median vote

The Median Vote in UK euro referendum

Opinion formation in referendums

• Enough time for fair debate

• Adequate information

• Better after foundation political event

• Early and late deciders – Media coverage spills out

• Intellectual or intuitive decision– TV especially important

List 25 major referendums ….

• And what happened in the campaigns

Opinion swings during referendum campaigns

-60% -50% -40% -30% -20% -10% 0% 10% 20% 30% 40%

Swings to No Swings to Yes

Referendum Campaigns work

• May consolidate opinion

• More often changes opinion

• Swings usually more than in elections

• Introduce a note of caution about change

The principal channels of communication

• Newspapers

• Broadcasting

• Word of mouth - intermediated by above

• Other means inc direct official mailings

Newspapers in referendums

• Most will have an editorial preference

• Many will cover both sides but unequally

• Some will propagandise for only one side

Result

Many voters excluded from fair debate

Media law & Regulation

• Broadly same media law & regulation• Except Broadcasting required • to be “fair and impartial” newspapers need not• Not just in referendums but all the time

Result• Voters 4 or 5 times more likely to “trust” the

information from Broadcasters

Broadcasters in referendums

• No editorial position

• Duty to strike an 50:50 balance

• between sides not between political parties

• In effect the rules of “fair & impartial” are tightened in a referendum

Types of referendum broadcasting

• Political advertising

• Sponsored programmes

• Neutral Commission & Participation ads

• Free Referendum campaign broadcasts

• General coverage

First the 50:50 rule in General coverage

• Equality of opportunity not of effect• Bad presentation wastes the opportunity • Balance is subjective professional judgement• Not decided by stop watch though it may inform

decisions • Each programme strand must strike the balance

over a month initially then over a week

Specific practical issues

• Polls & stats• Voxpops & emails• Panels and audiences• Contributors & decliners• Independent experts• Upping profiles• Active campaigners• Presentation Versus Debates

Specific problems

• Countering News value of PM and Cabinet • Role of Government machine & taxpayers money• Desire of media to make exciting programmes • Tendency to use established politicians• Risk of top slicing

• Despite these problems• It works … UK broadcasters broadly give us fair

referendums