The BBC`s learning impact

Transcription

The BBC’s learning impact
Submission to the Independent Panel on
Charter Review
September 2004
Preface
The BBC has been asked by the DCMS to write a submission covering our
learning activities since the last licence fee settlement. It has been agreed
with the DCMS that seven key questions should be covered:
•
What does the BBC aim to contribute to society in the field of learning?
•
Whom does the BBC serve through its contribution to learning?
•
What investment does the BBC make in learning and what does that
investment deliver?
•
Through what outputs, activities and projects does the BBC deliver its
learning contribution?
•
With whom does it work?
•
On whom does it have an impact, be it positive or negative?
•
How should the BBC’s learning contribution develop beyond the end of the
current Charter period?
The submission answers these questions through its analysis of the strategy,
approach and performance of three areas in which the BBC contributes to
learning. These are:
•
Formal learning output, which has specific curriculum-related learning
objectives. This includes our programming for primary and secondary
schools and for pre-school children.
•
Informal, targeted learning which aims to create immediate, informal
learning opportunities for every citizen over the age of seven.
•
Wider programming from the BBC that has no formal learning objectives
when commissioned but from which audiences nonetheless feel that they
learn.
2
Contents
Chapter 1
Overview.....................................................................................4
Chapter 2
Formal learning...........................................................................9
Chapter 3
Informal, targeted learning ........................................................29
Chapter 4
Informal learning from general programming ............................54
Chapter 5
Future strategy..........................................................................66
Appendix A The BBC’s commercial role in learning .....................................71
Appendix B Financial summary and list of learning output...........................75
3
Chapter 1 Overview
The BBC aims to create public value by engaging every UK citizen in learning
from the cradle to the grave. We hope that our programming and output helps
create a better educated, more flexible and dynamic population that engages
passionately with new challenges and ideas.
The BBC creates a range of learning output because it aims to reach
everybody and to engage them in active learning. This includes:
•
Services for pre-school children and their parents
•
Support for teachers, students and parents throughout primary and
secondary school
•
Help for the millions who struggled at school and are learning basic skills
•
Integrated cross-media learning experiences that convert viewers and
listeners of major factual programming into active learners
•
Programming that introduces millions of viewers and listeners to new
interests and encourages them to go further and learn more.
In addition, each year the BBC broadcasts 9,900 hours of general, factual
programming on network television and radio from which audiences find out
about the world around them1. This plays an important role in helping to
create a well informed citizenship.
The services that we provide constantly evolve. By tracking changes in
consumer behaviour, attitudes and interests, exploring the opportunities
opened up by technological innovation and noting changes in market
dynamics, we keep our learning services fresh and relevant.
We do not concentrate solely on the well motivated minority who naturally
engage with learning. This is why we integrate our informal learning services
closely into mainstream programming and use cross-media resources to
make the first steps into learning as clear and simple as possible. This is just
one of the distinctive aspects of the BBC’s learning services. In addition:
•
The BBC has created CBeebies and CBBC, which broadcast high
proportions of UK-originated content making them distinct from other
children’s channels.
•
We have brought a fusion of broadcast and interactive media expertise to
basic skills, an area of considerable objective need, through Skillswise
and our broadcast campaigns.
•
Our factual landmarks and social action campaigns have pioneered the
use of media across different platforms to maximise learning impact. We
have created integrated learning experiences that bind together television,
1
BARB analysis / BBC Annual Report 2003/04.
4
radio, the internet, interactive television and mobile media to involve more
people in active learning experiences than the BBC has ever achieved
before.
•
The BBC is an important innovator in learning. We are already
successfully using mobile media to deliver revision support to GCSE
students and will continue to find ways to harness new media for learning
impact.
The BBC invested £142m in services with specific formal and informal
learning objectives during 2003/04. Of this, £29.4m went into formal learning
output and the remaining £112.6m into informal output. A further £371.4m
was invested in broad factual programming2.
The BBC spends these licence fee revenues carefully to maximise their
learning impact. We invest the vast majority to satisfy carefully identified
audience needs, leaving a small proportion for leading-edge innovation. In
schools we undertake a full review of output each year to understand the
evolving needs of teachers and students and the impact of our previous
spending. We learn from discussions with partner organisations and other
learning providers across the UK (including Channel 4’s 4Learning), from our
own advisory committees, from comprehensive annual quantitative research
and from specific qualitative work. We have recently completed an analysis of
the country’s social needs as we reassess our strategy for future social action
output and we will continue to do this on an annual basis.
Partnerships are important both in defining and implementing our strategy.
They are already an important part of our learning campaigns and events and
will become more important still as we seek to increase the reach of our
activities to communities across the country. Successful collaborations with
partners have demonstrated vividly how valuable our external relationships
can be, how they can add critical mass and how much we can learn from
them. The BBC as a whole recognises that more effective partnerships can
increase public value. Learning will be at the forefront of this. We will invest
more time and effort in building long-term partnerships - as we have done with
the Open University - and involve partners earlier in the development of major
future learning services.
The BBC recognises the need to be increasingly sensitive to the market,
particularly as media convergence and the proliferation of digital services
create areas where the boundaries between public and commercial activities
are unmarked. We are working closely with the commercial sector on major
projects such as the Digital Curriculum and believe this sort of co-operation
will be crucial in the future. We will ensure that the public value for the
individual citizen and for society is always far greater than any negative
commercial impact.
2
Consists of Factual and Learning, Music and Arts, Current Affairs, and Children’s. Excludes
programming with no obvious learning objectives.
5
We assess the performance of our learning services in terms of reach, impact
and effectiveness and carry out analysis and specific audience survey work
following each major campaign. Learning services tend to be more expensive
than the average BBC programme since they are often targeting more specific
groups. Generally we achieve solid reach, impact and value for money
through our major services (see Table 1).
Table 1
Service
Reach
Value for money
CBeebies channel
35-40% of under 5s3
2.6p per viewer hour4
CBeebies online
1.1m users per month on
average5
3.3p per user
CBBC channel
18% of 7-12s6
54.6p per viewer hour7
Television for schools
61% primary teachers
67% secondary teachers8
5p per student viewing
experience9
Radio for schools
52% primary teachers10
Less than 1p per student listening
experience11
GCSE Bitesize online
698,000 users per month
on average12
23.4p per user
Skillswise (basic skills
online resource)
70,000 users per month
on average13
£4.40 per user
Landmark programming
14–36% adult population14
4–20p per first run viewer hour
Enduring online factual
services
6,519,000 users per
month on average
7.1p per user
Social action campaigns
Up to 41% adults15
From 8p per viewer hour16
A third of television viewers and an average of 44% of listeners to the BBC’s
five network radio stations say they have learnt directly from these services
during the previous three months17. We have, however, relied too heavily on
3
BARB does not record the viewing of the under-4s. 68% of 4 and 5/6 year olds have access to
CBeebies (Review of CBeebies against Conditions and Commitments, submission to DCMS, March
2004). CBeebies reaches 35-40% of them – assuming reach amongst 0-3 year olds (not recorded) is at
least as high as reach amongst 4-5 year olds (38.2% 30 minute non-consecutive weekly reach).
4
BBC Annual Report 2003/04.
5
“Unique users” refers to individual computers (identified through ‘cookies’) – the actual number of
pupils will be higher since several people typically use one computer. Average per month across
2003/04; increasing since launch (March 2004, 1.47m users).
6
BARB analysis.
7
BARB / BBC Finance.
8
BBC/NOP Annual Schools Survey 2003.
9
BBC Finance / BBC / NOP Annual Schools Survey 2003.
10
BBC / NOP Annual Schools Survey 2003.
11
BBC Finance / BBC / NOP Annual Schools Survey 2003.
12
Average per month across 2003/04; peaked at 1.8m in May 2004
13
Average per month across 2003/04; peaked at 130,000 in March 2004
14
BARB analysis.
15
BARB / Human Capital analysis.
16
BARB / BBC Finance.
17
BBC Omnibus survey.
6
traditional broadcast and online measurement techniques to assess the
impact and cost-effectiveness of our learning activities. Consistent
measurement of learning outcomes will become more important as we seek to
create greater longevity through our learning activities on the ground. This is
an important area in which we must improve our measurement in order to
track and continue to improve our performance.
When viewers are asked to place a value on learning services, they respond
positively. Audiences place a value of £240m on CBeebies18, for example,
whereas the service costs £7.9m and the negative market impact is estimated
to be £2m19. Educational programming is ranked highly as a genre in terms of
the value it creates for society – out of the 38 genres to choose from,
education is ranked sixth, with only national and regional news, wildlife
programming, current affairs and soaps ranked more highly20.
There are four themes to our future strategy. These will maximise learning
impact by satisfying identified needs more effectively. They will do this by
capitalising on technological innovation and building on lessons learnt during
the current Charter period.
1. We will continue to develop leading interactive learning resources. The
Digital Curriculum, a broadband, interactive multimedia resource for every
child in the UK, will be introduced in 2006. It will become the backbone of
our future schools service.
The Creative Archive will open up the television and radio archives of the
BBC for use by the public for non-commercial purposes. The long-term
aim is to create a national resource including public and commercial audiovisual resources.
2. We will build on the success of existing digital services such as CBeebies
and Skillswise. The CBeebies website reaches 1.5 million unique users
each month. We will add greater depth and structure to the learning
resources for these important early years. We will introduce Skillswise, the
service for adult learners, directly into workplaces in collaboration with
employers and industry bodies.
3. We will create bigger campaigns with greater impact. These will be about
social action and subjects people are passionate about and will be
anchored in peak-time BBC One. They will involve hundreds of thousands
of people in active learning.
4. Partners will be increasingly integral to the delivery of these campaigns
and the maximisation of public value through learning. By creating
stronger, longer-term and more wide-reaching partnerships, we will take
learning into communities across the country and create the enduring
impact to which both the BBC and its partners aspire.
18
Human Capital/Martin Hamblin GfK, A study measuring the value of the BBC, 2004.
Oliver and Ohlbaum Market Impact Study, March 2004.
20
19
7
The contribution made by each of these future projects will be analysed
through the public value test and their progress measured in terms of reach,
learning impact and value for money.
8
Chapter 2 Formal learning
2.1
What are the BBC’s formal learning services?
Analysis of the BBC’s learning services is broken into the three areas in which
we operate: formal learning; informal, targeted learning; and general output
with learning impact. This is the first of these sections.
Our formal learning services are defined by their intent – all are closely linked
to achieving a particular, defined learning objective or qualification and are
often related to nationally set educational goals.
The BBC spent £29.4m in 2003/04 on formal educational activities. The core
services are:
•
CBeebies - the dedicated pre-school channel and branded zones on BBC
One and BBC Two which encourage under-5s to learn through play, both
on their own and with their parents. More than half of the channel’s
programmes have learning objectives when they are commissioned, and
these closely follow national early learning goals.
•
BBC services for schools - providing a backbone of high quality content
and resources for teachers and students in both primary and secondary
schools across the curriculum. Television and radio programmes for use
by teachers in class have been the core of this service for a long time.
Now the programmes have dedicated online resources to help teachers
maximise classroom impact.
There are also stand-alone online services. Bitesize, launched in 1998,
has become a central plank of the schools service. Originally designed as
a mixed television and online exam revision service for 14-16 year olds
and their teachers, the online service was the first in the market and
rapidly took off. The original service was so popular among teachers and
students that it was expanded to cover 7-17 year olds21. Last year, 69% of
GCSE year 11 pupils and 64% of teachers used GCSE Bitesize22.
•
BBC essential skills services - comprising Skillswise, a pioneering
online service designed for the approximately 24,000 tutors23 teaching
basic skills and their students, and WebWise, which aims to help the 15
million UK people who have never tried the internet24 to go online for the
first time.
21
The original Bitesize service has expanded into services for 14-17 year olds (GCSE Bitesize in
England, Wales, NI; Bitesize Standard Grade and Bitesize Higher in Scotland), 11-14 year olds (under
the name Key Stage 3 Bitesize), and 7-11 year olds (equivalent to Key Stage 2; under the name
Revisewise). See case study on p20 for more information.
22
BBC Educational Tools, July - August 2003 (BMRB International). When asked, And which
[revision aids], if any, have you used? (prompted) 69% of year 11 students mentioned GCSE Bitesize.
90% of GCSE students have used Bitesize in some form.
23
Estimates vary between 20,000 and 28,000 (DfES). This is an average.
24
DfES/Basic Skills Agency
9
•
We are also experimenting to find new ways of delivering learning to hardto-reach groups. We have developed outreach services consisting of
seven Learning Centres and twelve Learning Buses to help deliver skills
and other learning-related services.
2.2
The BBC’s formal learning strategy
Creating media to support formal education has been an important part of the
BBC’s commitment to learning since the first schools broadcasts in 1924.
Six themes have driven the BBC’s formal learning strategy during the current
Charter period. All have created public value by maximising learning impact.
We have:
•
Responded rapidly to the changing needs of teachers, students and
parents
•
Worked closely with our partners
•
Invested heavily in pre-school learning
•
Maintained a long-term commitment to investment in schools television
and radio
•
Innovated in the use of digital media, breaking new ground to encourage
increased take-up and usage and drive a digital UK
•
Integrated media across multiple platforms to maximise the learning
impact of both new and existing content.
Pre-school and services for schools have been a major focus for investment,
reflecting increasing parental concern, new pressures on teachers as a result
of a compulsory curriculum and the growing importance of exam success.
Figure 1: "I am concerned about the
quality of education available to my
children”
%
100
ABC1 Parents
79
80
60
40
C2DE Parents
68
52
69
47
28
20
0
1975
1985
1995
Source: BBC Education Strategic Market Plan,
1997
Parental concern about the education of their children has increased over the
past 30 years across all social groups, as Figure 1 shows25. The BBC’s own
research showed that this concern was growing from the earliest, pre-school
25
Note: This data is only collected every ten years, but the trend is clear and more recent research
suggests that it is continuing.
10
years through to GCSE/Standard Grade exams – and in CBeebies and
Bitesize we have invested to create leading services to support parents and
their children.
Wide consultation, consumer research with students, teachers and parents
and co-ordination with Channel 4’s schools team define our schools content
development strategy. Each year we review the full range of schools output to
define gaps in our coverage, understand the impact of shifts in educational
policy and the changing needs of students, parents and teachers. New
programming and content are also piloted in schools before being broadcast.
We consult with a wide range of organisations as part of our commitment
to keeping our content fresh and relevant.
•
Senior members of the BBC Schools team regularly meet
educationalists from across the UK. In the last year we have discussed
strategy and content development with
o Local Education Authorities
o BECTA
o The QCA and equivalents for the nations
o BBC Educational Broadcasting Councils (in Scotland, Wales and
Northern Ireland) and specialist advisory committees of primary
and secondary head teachers
•
We use annual quantitative research surveys to track trends
Massive changes in the school curriculum across the UK, starting with the
introduction of the National Curriculum in England and Wales 16 years ago,
have triggered a revolution in the classroom and placed enormous pressures
on teachers. The BBC rapidly developed programming and online services to
support them with the new curriculum, both online and through fresh television
programming for schools.
Schools television and radio have remained central. We have continued to
invest in new programming throughout the Charter period, focusing spend on
areas where there is a particular classroom need for which television or radio
is the medium best suited.
The increasing emphasis on public exams and national tests also placed
more pressure on students. Our research into the experiences, concerns and
needs of GCSE students led directly to the student resource sections of
Bitesize which have proved so popular. We continue to drive this innovation
by experimenting with the delivery of Bitesize revision through interactive
television and mobile devices.
Our new formal learning content for home, schools and colleges is now mostly
multi-platform, using, where appropriate, television, radio, online, mobile
11
media and interactive television in close combination to make our learning
resources deeper, more flexible and cost-effective. Interactive learning
resources are extremely effective in supporting learning and we believe that
digital resources will fundamentally change the way that school and college
learning takes place. By creating resources such as Bitesize and the Digital
Curriculum, the BBC helps bring school, home and community learning closer
together.
We hope that the range and quality of the BBC’s digital learning content
encourage both schools and homes to go digital. Educational content for
young children has helped persuade a new wave of former digital TV rejecters
to take the plunge26. Free BBC online teaching resources should help to
persuade more teachers to use online content more actively in the classroom.
The Digital Curriculum will help take this to the next stage.
We have also worked to improve the broader population’s digital literacy by
helping those fearful of computers and the internet to go online for the first
time through WebWise.
As broadband becomes more widely accessible, particularly in schools and
colleges, our investment in pure television and radio resources is beginning to
be reduced. This trend will continue. In the future we will create a limited
amount of original television/radio-based content where it is the most suitable
medium, but we will be focusing our resources on the rich fusion of audiovisual content and interactive learning that is possible through broadband.
Our experimental community projects in Hull and Merseyside are finding
innovative ways of reaching new audiences with learning content. The
projects are small-scale at the moment but make us well prepared to drive the
future growth of community learning as broadband access multiplies. The
BBC is committed to avoiding digital exclusion and in Hull – a city with a high
quality broadband network – we have used interactive broadband content to
create shared learning experiences for families in the community and in
schools.
26
BBC Research into the motivations of Freeview digital adopters.
12
2.3
CBeebies – learning for the under-5s
The pre-school years are perhaps the most critical for a child’s development.
There is compelling evidence demonstrating that experiences during these
years have more influence on a person’s success and general well-being
during school and beyond than at any other period during their lives27.
CBeebies is a digital channel that was launched in February 2002. Its launch
has boosted the volume of BBC programming and interactive services
produced for under-5s since the new content has been additional to
programming on the mainstream television channels. The number of hours
broadcast on mainstream channels has increased slightly since the launch of
CBeebies28. Since about 70% of homes with children under 5 now have multichannel television29, the majority of families can now access far more
dedicated learning programming for under-5s. The digital channel delivers
67%30 of total viewing to BBC pre-school programming.
At the heart of CBeebies – and the pre-school programming broadcast on
BBC One and BBC Two in the CBeebies Zones – is “learning through play”.
The concept is to engage pre-school children with all six elements of the
national pre-school curriculum – maths, language, literacy and personal,
social and emotional development – by entertaining them with high quality,
original UK programming.31 Learning through play was chosen because it is
equally relevant to all children whatever their background.
2.3.1 CBeebies on television
Since launch, CBeebies has become the most watched children’s channel in
the UK among 4 and 5 year olds, reaching between 35-40% of them32
(Figures 3 and 4) for at least half an hour each week.
27
For Head Start research, see the Basic Skills Agency in the UK and the Advisory Committee on
Head Start Research and Evaluation, US Department of Health & Human Services. In 2003, the
National Audit Office commissioned a literature review of the impact of early years provision on
young children from Birkbeck College’s Institute for the Study of Children, Families & Social Issues.
It concluded that, while the 200+ studies of Head Start provide mixed results, there is evidence that
Head Start is associated with improved health, education, crime and employment outcomes.
28
BARB analysis.
29
Review of CBeebies against Conditions and Commitments, submission to DCMS, March 2004.
30
BARB analysis, Jan-June 2004.
31
91% UK content – see Figure 4.
32
BARB does not record the viewing of the under-4s. 68% of 4 and 5 year olds have access to
CBeebies (Review of Cbeebies against Conditions and Commitments, submission to DCMS, March
2004). CBeebies reaches 35-40% of them – assuming reach amongst 0-3 year olds (not recorded) is at
least as high as reach amongst 4-5 year olds (38.2% 30 min non-consecutive weekly reach).
13
Figure 3: CBeebies reach 4 & 5 year
olds
Figure 2: Children’s channels reach to
4 & 5 year olds
0
10 20 30
Reach %
Source: BARB, 30 min non consecutive
weekly reach
38.2
Half Hour Weekly Reach
(Non-consecutive) %
Cbeebies
Nick JR
22.1
Boomerang
20.6
Cartoon Network
12.5
Fox Kids
9.6
Fox Kids +1
9
CBBC
7.4
Cartoon Network Plus
6.8
Nicktoons
6.4
Nickelodeon
5.9
The Disney Channel +1
5.5
The Disney Channel
5.5
Toon Disney
5.2
Playhouse Disney
4.9
Discovery Kids 4.3
Nickelodeon Replay 4.1
Toonami 3.1
Trouble 1.3
Trouble Reload 0.6
50
45
40
35
30
25
20
15
10
5
0
40
Feb Jun Oct Feb Jun Oct Feb Jun
02 02 02 03 03 03 04 04
Source: BARB, 30 min non consecutive
weekly reach
CBeebies costs £7.9m each year. Budgets for originated programming stand
at £60,500 per hour33 but the channel still achieves good value for money by
running a high repeat rate. This can be sustained because pre-school children
have a high tolerance for repetition. In fact they positively demand it.
The cost per hour viewed of CBeebies is 2.6p. This is lower than the
mainstream channels, BBC One and BBC Two, which cost 5.5p and 4.5p per
hour viewed34.
CBeebies, we believe, has a powerful role in creating public value. In
research, audiences place a value of £240m on CBeebies. This is made up of
£48m of value to society as a whole and £192m of value to the individual35.
The negative impact on the industry is estimated to be approximately £2m36.
There are clear and simple reasons to explain why CBeebies creates public
value:37
•
The lack of adverts and perceived quality of the programmes
•
The embedded trust in BBC programming – parents enjoy and benefit
from BBC programmes and want their children to do so too
•
Parents feel there is more learning-related programming on CBeebies and they are right – over 60% is commissioned with learning objectives in
mind
33
BBC Annual Report 2003-4.
BARB, Human Capital analysis, and BBC Annual Report 2003/04.
35
36
37
Qualitative research amongst parents of children who watch CBeebies.
34
14
•
The programming is (almost entirely) originated in the UK (see Figure 4)
and focused entirely on the needs and experiences of UK children. The
presenters, voices and cultural references are from the UK too
Figure 4: UK Pre-school Thematic
Channel Output by Region of Origin
%
100
90
80
70
60
50
40
30
20
10
0
6
3
91
Cbeebies
24
16
Rest Of
World
42
US
42
UK
67
10
Disney
Nick Jr
Playhouse
Source: BARB, DGA, O&O analysis
2.3.2 CBeebies online
CBeebies is a multi-platform service – the website is an integral part,
designed to take the learning further. Interactive learning is woven into the
programming but the internet is inherently interactive enabling parents and
children to learn together. Young children often engage more easily with
learning material when it is closely linked to programmes they have seen on
television. So the CBeebies website offers a wide range of stories and games
designed to build on the themes within the programming, encouraging basic
maths, literacy, language and computer skills. Almost 1.5 million people now
use the service in a month (see Figure 5). The site’s cost per user is 3.3p and
the cost per page impression is just 0.06p (ie 17 page impressions still cost
less than a single penny).
Figure 5: Users & page impressions to CBeebies website
Users (000's)
3,000
Users (000's)
Page impressions (m)
2,500
2,000
1,500
1,000
57.4
48.9
39.9
43.2
857
930
908
Apr
2003
May
Jun
37.4
46.3
77.1
76.9
61.9
43.0
1,055
941
976
Jul
Aug
Sep
86.2
1,102
1,115
1,153
1,253
Oct
Nov
Dec
Jan
2004
1,372
500
0
Source: BBC server logs
15
Feb
Page
impressions (m)
100
86.9
90
80
70
60
1,474
50
40
30
20
10
0
Mar
2.3.3 The distinctiveness of CBeebies
Because of the BBC’s unique funding mechanism, CBeebies offers a
programme mix that is different from any other channel. The programming on
CBeebies comes from a range of genres and, unlike other channels, most of it
is made in the UK.
Core CBeebies programming includes well-known children’s brands such as
the Fimbles, Teletubbies and Tweenies. These character-based programmes
are popular with children but are also carefully structured to achieve learning
goals.
The channel broadcasts innovative and distinctive programming. Something
Special is an award-winning series38 that uses a fusion of video, images,
spoken English, sign language and written text. It was designed from the
outset to be as inclusive as possible, developing language for all sorts of
children. The first four programmes were commissioned by BBC Schools but
CBeebies has commissioned a further 16.
CBeebies can reflect the whole of the UK through its programming. The
Bobinogs, made in Wales, is broadcast in both Welsh and English language
versions. Balamory is a major strand produced and set in Scotland.
2.3.4 CBeebies: summary
CBeebies is a distinctive channel with clear learning objectives. It creates
considerable consumer value for its target audience of parents and under-5s.
In the long term, the channel aims to create considerable citizen value by
exposing young viewers to a wide mix of high quality, educational
programming.
“
I wouldn’t let him watch Cartoon Network – its just too
American, too awful, too crazy, too busy, we don’t like at all –
we like a nice, easy pace … I know that everything is
completely safe and there’s no violence.
”
“
We would choose to watch CBeebies over everything
else. It has higher educational value because it’s well
researched – delivers what pre-schoolers need. It’s about
having fun as well, it’s about learning through fun.
38
39
”
39
RTS Education Award for Pre-School Programming 2004.
Review of Cbeebies against Conditions and Commitments, submission to DCMS, March 2004
16
2.4
BBC services for schools
The BBC has had a long commitment to schools through the provision of
radio and television programming for teachers - the first schools radio and
television programmes were broadcast in 1924 and 1957 respectively.
The BBC makes a wide range of programmes to support teachers across
most of the subjects taught at most of the different primary and secondary
levels. During 2003/04, the BBC broadcast 1,335 hours of schools television
programming40 and made available 224 hours of schools radio
programming41. Our programmes range from the geography of Mexico for 5-7
year olds to writing skills for 11-14 year olds, from primary phonics to biology
for 14-16 year olds. We also create content for children with different ability
levels and for those with special needs.
During the current Charter period, we have developed online services to
complement our television and radio programming and launched a new
revision service, Bitesize. We have innovated in the use of mobile and
integrated cross-platform content to maximise learning impact. The BBC now
provides approximately 25,000 web pages of material that specifically
supports teachers or is for direct use in the classroom alongside other BBC
resources. Bitesize provides a further 8,000 web pages of content that is
relevant to students, teachers and parents.
Last year we invested £11.7m to sustain the BBC schools service.
The BBC has built an important position in educational media for schools
through the scale and longevity of its commitment. The BBC has deep inhouse expertise, insight into teachers’ and pupils’ needs, and is one of the
most trusted brands. Its links with schools, teachers, educationalists and
agencies across the nations and regions go back decades.
2.4.1 Television and radio schools services
During the late 1990s, usage of all schools television, including BBC
programmes, declined. Nonetheless, in 2003, 61% of primary teachers and
67% of secondary teachers were still using these resources in the classroom
(Figures 7 and 8)42. When the frequency of use has been factored in, we can
derive a cost per use of £1.3043. If we assume around 30 in a class, this
comes to less than 5p per student.
40
BBC programme schedules.
BBC Annual Report 2003-4.
42
NOP Annual Schools Survey 2003.
43
BBC Finance / NOP Annual Schools Survey 2003 / Human Capital analysis.
41
17
Figure 6: Primary Teacher Usage of
Schools Television
Figure 7: Secondary Teacher Usage of
Schools Television
Source: BBC/ORB/NOP Annual Schools Survey
%
C4 Schools TV
BBC Schools TV
100
90
71
80
70
57
57
56
60 51
51
43
50
37
34
31
40
30
20
10
0
2003
1999
2000 2001
2002
%
C4 Schools TV
BBC Schools TV
100
88
90
77
80
65
70
62
61
58
54
60
50
43
42
42
40
30
20
10
0
1999 2000 2001 2002 2003
Radio for schools costs £1.38m. It is mainly used in primary schools where
teachers have used evolving versions of programming such as Music and
Movement for decades. More than half of all primary school teachers use
BBC schools radio, compared with less than one in ten secondary school
teachers. The cost per teacher use of radio is similar to that of online at 28p44.
Amortised over a class of 30 children, cost per student experience is less than
a penny.
BBC schools television and radio programming will be used in classrooms for
many years to come. However, we will be concentrating new television and
radio production in targeted areas where it is most effective - areas such as
PSHE (Personal, Social & Health Education) on television or acts of worship
on radio - as overall there will be a more compelling need for resources in
interactive media.
This is already underway, with a larger proportion of funding being invested
into complementary online resources to create cross-platform services.
2.4.2 Online schools services
Approximately half of primary and secondary school teachers now use the
BBC Schools website (Figures 9 and 10). This usage rose by 50% among
primary school teachers and 64% among secondary school teachers between
2001 and 200345. Teachers are finding online content an increasingly
important part of their teaching mix and integrating it into their long-term
lesson planning.
BBC Schools online resources are used each week by more than a quarter of
teachers, and one in ten uses them daily46. This frequency pushes the cost
per computer down to 27p47. Since, on average, several students use each
computer, the cost per student is much lower than this and is likely to fall
further as more teachers integrate ICT into their lessons.
44
Ibid.
46
NOP Annual Schools Survey 2003.
47
45
18
Figure 8: Use of BBC Primary
Resources, 2003
BBC Schools Videos
77
BBC Teacher Notes
BBC CD-ROM
67
BBC Schools TV
67
BBC Schools TV
BBC Schools
Radio/Audio Tapes
BBCi Schools Website
BBC Pupil Books
Figure 9: Use of BBC Secondary
Resources, 2003
61
56
50
BBC Schools Videos
48
BBCi Schools Website
46
BBC Teacher
Resource Packs
35
BBC CD-ROM
31
0 20 40 60 80 100
%
Source: BBC/NOP Annual Schools Survey
27
12
0 20 40 60 80 100
%
Bitesize has been a dramatic success story, as can be seen from the case
study. This year’s early research results suggest 2004 will be another recordbreaking year.
19
Case Study: Bitesize
Audience Need
The introduction of school league tables and national testing placed new
pressures on students and teachers alike. Our research showed that many
students who were borderline pass/fail and those achieving low pass grades
could improve their performance by a grade with structured support in key
areas of the curriculum. We believed that a new service could motivate
students and help them enjoy revision more and achieve the higher grades
which they had not thought possible.
Approach
Bitesize was launched in 1998 as a combination of television programmes and
online. It was the first revision service to make the internet a core part of its
proposition.
The internet rapidly became the preferred way of using the service for the vast
majority of teachers and pupils. It became the service’s central plank,
supported by books, interactive TV and, most recently, mobile phone
applications. The internet was the natural home for Bitesize since it matched
the sectionalised, highly interactive nature of the service. The service is now
easily accessible by almost all students: More than 99% of schools now have
internet access1, and 68% of schoolchildren have internet access at home2.
Since the revision was as interactive as possible, including interactive games
and a great deal of self-testing, the target students found the revision process
far more involving than usual. Less confident students could see their scores
rising steadily as they improved at their own pace and without the competitive
issues that many find intimidating in school.
Research showed that there was a clear desire from younger students to be
able to access similar resources for their national tests, and teachers, who had
been critical in endorsing Bitesize at GCSE level, were equally positive. So in
1999 the Bitesize service was expanded to cover Key Stage 3 (11-14 year
olds) and, in 2000, Revisewise was established to cover Key Stage 2 (7-11
year olds). The services for 14-17 year olds are now under the name GCSE
Bitesize (in England, Wales and Northern Ireland) and Bitesize Standard Grade
and Bitesize Higher (in Scotland).
The Key Stage services are still growing. ReviseWise usage is particularly high
among teachers (Figure 11).The widest possible range of resources is
available to support these services, including DVD, video, schools radio and
CD-ROMs, as well as the online service.
_______________________
1
DfES, Survey of Information and Communication Technology in Schools 2003
2
DfES, Young People and ICT 2002, Fig. 5.5
20
Benefits
GCSE Bitesize, the original and still most heavily used part of Bitesize, is
accessed by around two thirds of both teachers and students48. The week
before GCSEs began last year, GCSE Bitesize received 44 million page
impressions. In May 2004, 1,790,000 unique users visited the site49. The
service is, naturally, very seasonal, with a huge surge from February onwards
as students begin revision in earnest.
Figure 11: GCSE Bitesize website
traffic levels
Figure 10:
Usage of Revisewise/Bitesize, 2003
80%
70%
60%
50%
40%
30%
20%
10%
0%
Teachers
Pupils
67%
64%
Page Impressions
(millions)
50
69%
40
39% 38%
30
20
20%
10
Key Stage 2
Key
ReviseWise Stage 3
0
GCSE
Bitesize
Aug Oct Dec
03
03
03
Monthly totals
Apr
03
Jun
03
Feb
04
When asked about GCSE Bitesize50, the students give good reviews. They say
that it …
•
Makes revision more varied and enjoyable
•
Builds confidence through steadily improving test scores
•
Helps users familiarise themselves with examination instructions
•
Reassures, since students understand that GCSE Bitesize covers all the
elements that they can expect in the exam
Is an ideal way to fill gaps in knowledge or take on areas where they feel
less sure
•
•
Helps provide structure to their revision51.
Because of the limited size of the GCSE student and teacher market, the cost
per user of GCSE Bitesize is around 24p, but each page impression costs just
1.7p. The Bitesize service as a whole becomes steadily better value for money
as the number of users grows.
Bitesize has also spawned a highly successful site to support students going
through the stresses of schoolwork and exams. In May 2004, 229,319 unique
users logged onto Onion Street to talk to people their own age, read and watch
interviews with experts and get advice on revision techniques and dealing with
school stress.
48
BBC / NOP Annual Schools Survey 2003.
Ibid.
50
Qualitative research amongst 14-16 year olds on behalf of the BBC.
51
BBC Marketing Communications & Audiences Consumer Research. Revision Services Learning
Impact, Oct 2003.
49
21
2.4.3 The distinctiveness of BBC schools services
BBC Schools does not just provide programming in areas that are going to be
the most cost-effective. We respond directly to the needs of teachers in
subjects that they find challenging to deliver. Citizenship and PSHE have
become compulsory parts of the school curriculum recently and are a
challenge for many teachers, as our consultation and research show. So we
have created dramas such as Child52 that make it far easier for students to
relate constructively to issues that can be difficult to handle in the classroom.
This builds on a long tradition of BBC Schools programme-making. Since it
was created in the 1960s, the award-winning series, Scene, has always used
drama to help teachers engage their students in important social issues. This
is an area of programme-making that we plan to sustain since it is the most
effective way of satisfying this important teacher and pupil need.
A new focus on primary languages put
pressure on teachers who are not specialist
linguists. It is hard to plan structured language
lessons when you teach across the whole
curriculum and have limited expertise. The
BBC identified this need and created websites
with extensive support, designed for nonspecialist teachers, with printable resources to
consolidate learning objectives and rich
spoken language sections to give learners
good models.
We also respond directly to the needs of the nations. In Northern Ireland, we
have created themed content around the curriculum subject of Education for
Mutual Understanding, challenging pupils to question their attitudes and
beliefs through an interactive tour of an interfaith area in Belfast or by creating
balanced news reports online. Other content, catering for specific national
needs, includes our Celtic history site, which is in both English and Welsh,
and interactive games created to teach Scottish children about their history,
geography, and wildlife.
2.4.4 Schools services: summary
All of our schools services are high quality, free to all at the point of use and
deliver solid value for money. We are constantly innovating to deliver learning
in new ways. Our digital services help to take the digital revolution into
schools across the UK and to convert teachers to the use of interactive
resources as part of their teaching armoury. The Digital Curriculum, when it is
launched in 2006, will take our substantial commitment into its ninth decade –
the truly interactive decade.
52
An examination of the lives of children with HIV/AIDS in London and Rwanda. It was an important
story that stimulated debate for upper secondary PSHE and Citizenship.
22
2.5
Essential skills services
Skillswise and WebWise address the most important skills issues facing the
UK – limited literacy, numeracy and IT skills. The BBC has regularly returned
to these areas. In the late 1980s there was On the Move, starring Bob
Hoskins, and in the 1990s there were major campaigns such as Read and
Write Together and Computers Don’t Bite. Skillswise and WebWise emerged
from these initiatives.
Although the services have been successful, they have been far weaker
without television programming support. We have learnt from this and, as is
described in the next chapter, a new generation of peak-time social action
campaigns will drive these services in the future.
More than seven million adults in the UK cannot read or write at the level
expected of an eleven year old53. One and a quarter million have reading and
writing skills less effective than those of an eight year old54. This is not an
issue that is going away: 145,000 people leave school each year with literacy
levels at or below the age of eleven55.
Numeracy problems are easier to get around in everyday life through the use
of calculators but have an even greater impact on the country’s economic
health56. More than seven million people have limited numeracy skills and
over two million find simple calculations impossible57.
More than a third of adults are yet to go on the internet for the first time and
computer-phobia still blocks more than six million adults from taking even the
first steps58.
Skillswise and WebWise were created to address these issues head-on.
2.5.1 Skillswise – improving literacy and numeracy
Those who have chosen to improve their skills are the end-users of Skillswise.
The crucial intermediaries are the 24,000 or so adult basic skills tutors59.
Skillswise was launched in April 2002 and the BBC team worked with 30
tutors from around the country to create the service they needed. Resources
were created that fit flexibly into lessons, provide ways into difficult learning
areas and reinforce learning objectives. The service is continuously evolving
53
Basic Skills Agency.
DfES/Basic Skills Agency.
55
The Prince’s Trust.
56
Moser Report (A Fresh Start), 1998, DfES.
57
Basic Skills Agency.
58
DfES.
59
Estimates vary between 20,000 and 28,000 (DfES). We have taken an average.
54
23
as a result of feedback from our weekly newsletter that is sent out to over
9,000 subscribers60.
The service has proved very popular. During 2003/04 there were
approximately 130,000 unique users (ie unique computers accessing the
service), but since Skillswise is primarily used in FE Colleges where several
students use an individual computer during a week, the actual number of
users is likely to be higher. In fact, Skillswise receives more than 4.2 million
page impressions each month.
“
Just to say brilliant, thank you, well done, smashing,
lovely! I am an online tutor and your resources are absolutely
brilliant for adult learners.
”
“
Fantastic site, well worth the licence fee for this alone!
”
Tutor
61
2.5.2 Webwise – helping get more people online
The 15 million who are yet to go online for the first time62 are the focus of
WebWise, the BBC’s beginner’s guide to the internet. Since its launch in
1999, over one million people have used WebWise63.
The service consists of three elements:
•
The WebWise CD-ROM provides a two-hour internet taster
•
Becoming WebWise is the 10 hour beginner’s online course that helps
learners gain confidence and practical skills in using the web. Learners
take a final hour-long accredited test, developed in partnership with
awarding bodies and FE colleges, at a ‘Becoming WebWise’ centre
•
The bbc.co.uk/webwise site – an informal environment in which users can
find out more about the internet and have their questions answered.
In all, 1,700 FE colleges and other post-16 learning centres deliver the
WebWise course. Over 41,000 people have completed the ten-hour course
since it began in April 2000, and many more have started or dipped into it.64
The WebWise site attracts 220,000 unique users each month.
60
BBC Skillswise database.
Comments made on the Skillswise website.
62
DfES.
63
Because the WebWise CD-ROM has been used in so many venues, by over 5,000 partners for over 5
years, we have only broad estimates based on samples of usage in particular locations that suggest over
a million learners have used the CD-ROM sampler.
64
Data collected from partners, BBC WebWise.
61
24
WebWise and Skillswise together cost £774,000. Over the last three years,
they have increased their impact through external funding (used for outreach
activity) - £271,000 from the Learning and Skills Council and £385,000 from
the European Social Fund. When all the costs, including the marketing costs
but excluding the cost of training tutors, are taken into account, we estimate
the cost per user to be between 2p and 3p for these services.
2.6
Community initiatives
The BBC has wanted to take learning directly into communities for many
years. Traditionally we have relied on partners to do this but since 2000 we
have been carrying out experimental pilots to see how we can deliver learning
support directly to communities.
The BBC’s skills have traditionally been as a broadcaster – a ‘one-to-many’
model. The internet has the flexibility to be more personal. These projects are
experimenting with the most personal approach of all – a one-to-one model.
There are twelve BBC buses and seven BBC open centres. The open centres
are in Hull, Stoke, Blackburn, Sheffield, Merseyside, Wrexham and Newport.
The buses are located in Cumbria, Derby, Devon, Greater Manchester,
Humberside, Lancashire, Lincolnshire, Liverpool, Belfast, South Yorkshire,
Tees Tyne & Wear and mid-Wales. A mixture of BBC staff and tutors or
information and guidance professionals, from local partner organisations, staff
each bus or open centre. With 180,000 visitors to learning centres and buses
each year, the average cost per visitor is £8.56 for the buses and £2.20 for
the open centres65, reflecting the high set-up costs. This will fall over time, but
the cost of one-to-one contact will always be high when compared to the oneto-many economics of broadcasting.
At the moment, this approach is experimental and the BBC is looking at ways
to scale up the buses and open centres.
The learning offered ranges from basic skills through to the more advanced
creative skills of digital storytelling. The type of skills training on offer
responds directly to local learner needs. It is delivered in close collaboration
with local lifelong learning providers and aims to attract new learners whom
more formal environments and organisations often struggle to reach.
In addition, we have worked with a range of local and national partner
organisations to pilot an innovative programme of e-learning activity at a BBC
learning centre in central London – 21CC. Since opening in autumn 2002, we
have organised events for over 7,000 people – children, teenagers, teachers
and family groups, with many activities geared towards children with special
needs and those from socially disadvantaged areas.
65
BBC Learning, based on analysis of Quarter 2, 2004 surveys.
25
2.7
Market impact
The BBC’s formal television and radio services have traditionally been
complementary with only a limited impact on the commercial market.
BBC Schools was for a long time the only provider of television and radio
programming for schools, a market with only one notable alternative provider
to this day - Channel 4, another public service broadcaster.
When Bitesize was launched as a cross-platform television and online
service, there was no service with similar scale or ambition. The BBC was
creating a new type of service at a time when online take-up was still relatively
low. The objective was to create public value by helping to raise educational
achievement levels. At the same time, Bitesize helped stimulate a growing
demand for revision services.
It is convergence that is leading to significant market impact issues in schools
media. Digital, interactive learning resources fusing television, written and
interactive learning resources that are accessible in school, at home or any
other location are the future. The BBC’s Digital Curriculum – to be launched in
2006 - will contribute to Curriculum Online, the Department for Education and
Skills’ initiative to encourage the development and use of digital educational
resources.
Substantial research into the likely market impact was carried out before the
Digital Curriculum was given the go-ahead by the DCMS66. The structure of
the service is designed to provide a strong backbone of resources while
minimising the impact on the commercial market. Its impact will be reviewed
again by the DCMS two years after the launch – in 2008. In the meantime the
BBC Digital Curriculum team and commercial companies are meeting on a
regular basis to ensure that the project team is aware of the concerns of
commercial learning companies.
CBeebies was also the focus of market impact analysis prior to its launch. The
most recent analysis suggests that the channel’s negative impact on the
advertising market has been less than £1.4m per year, since its approach is
distinctive in the market67. The report also confirms that there have been
strong positive effects on digital take-up and the UK production base.
66
67
Price Waterhouse.
26
2.8
The future
We have clear plans for the future in formal learning:
•
Innovation will continue to be central to our approach. We will develop
learning across new platforms such as mobile, and integrate learning
across platforms in new ways.
•
In 2006, we will launch the Digital Curriculum in collaboration with the
commercial sector. The service will help to bring a new standard in
broadband interactive learning to every child and every school in the
country. Our aim is through our reputation, history, reach and quality of
content to make interactive resources integral to every child’s learning and
to the teaching practices of more and more teachers at all levels.
This service is a huge investment - £150m – and will be the backbone of
our future schools services, both primary and secondary. As part of
broader national investment plans, we believe that it will help to improve
educational standards and increase media literacy amongst
schoolchildren.
•
The CBeebies website is already a huge success but we plan to take it
further, adding more depth and structure to the learning resources we
provide to under-5s and their parents during those crucial years.
•
We will develop a new skills service for those leaving school with few or no
qualifications.
•
Literacy and numeracy will be an enduring theme of our social action work
in the coming years as described in the next section. Skillswise will not
only be a part of that but will be developed in new ways to make access
easier for individual learners and to drive usage of the service by
employers in key industries with low skills levels among employees.
•
The ‘digital revolution’ has been more evolutionary than some imagined,
but we know from our experiences in Project Hull that community learning
built around broadband infrastructures can have considerable impact and
drive the uptake of digital. Hull’s educational performance is affected by
deprivation, but projects involving children, teachers and parents across
citizenship, literacy, numeracy, science, languages and geography have
had considerable success, as have family language learning pilots and
creative projects such as short films about citizenship in the CITZN-H
project. The knowledge we have gained will inform national community
projects as digital penetration increases.
27
“
What has been really satisfying, especially for the
students that have worked with me on the films is when they
are used in the classroom - when groups of students see
their friends, know that they have been involved in the
process and see familiar names and places it adds a far
greater relevance to the subject matter … Another result has
been the massive uptake in the use of digital media in the
school, which now has its own TV channel - and to think...it
all started with a 10 minute film on Homelessness in Hull.
”
Deputy Head, Kingswood High School, Hull (CITZN-H)
68
68
BBC Learning Community Projects report.
28
Chapter 3 Informal, targeted learning
3.1
What are the BBC’s informal, targeted learning services?
This is the second type of learning output that the BBC produces. The BBC’s
informal, targeted learning services aim to provide relevant, engaging learning
opportunities to every citizen over the age of seven. These opportunities are
not connected to formal or course-related learning.
Informal targeted learning accounted for a total spend of £112.6m in 2003/04.
The biggest elements of this are CBBC (£46.7m), factual landmarks (£48.6m)
and social action (£11.1m)69.
Delivering learning across a range of easily accessible platforms is a major
theme. We use online, interactive television and events on the ground in close
coordination with television and radio programming to maximise our learning
impact.
•
Our factual landmark programmes include series ranging from Pompeii
to How to Be a Gardener. They are designed to attract large audiences to
factual programming and then take them on to closely linked interactive
learning experiences.
•
Enduring online factual services are linked to our factual landmarks but
are also sustained services in their own right, often attracting hundreds of
thousands of users each month. These services cover history, science and
nature, religion and ethics, arts and lifestyle.
•
Social action programming and campaigns engage audiences with
important social issues such as basic skills, domestic violence, personal
finance and obesity. The campaigns join together partners, national and
regional television, national and local radio and interactive media to raise
awareness and encourage the audience to take action.
BBC Radio is committed to social action programming across its networks
and especially on Radio 1 and Radio 2.
•
69
Our continuing learning services include Sport Academy, OneMusic and
BBC Languages.
£46.7m is the cost of the learning component of CBBC, not the total cost for the channel.
29
Sport Academy and OneMusic encourage active involvement in sport and
music, building on the popularity of BBC Sport and Radio 1 among hardto-reach audiences. BBC Languages is a range of multimedia courses
designed for learners at different levels.
•
CBBC is a digital channel and branded terrestrial zone for 7-12 year olds.
The concept of ‘learning through fun’ is at the channel’s heart, inspiring
children to find out more about their interests and the wider world. Informal
learning is the objective of most non-Schools programming on the
channel.
3.2
The BBC’s informal learning strategy
The BBC creates public value through the breadth and depth of softer
learning opportunities that it produces each year. These aim to reach all
members of the audience either one way or another. By drawing every group
in the population into learning experiences, the BBC is helping to create a
more flexible, dynamic, learning society that enjoys taking on new challenges.
We create maximum learning impact by using several platforms to engage
and motivate our audience – not just broadcast television and radio, but also
online, interactive television and live events.
There are six million highly motivated adults with broad and varied interests
whom we find relatively easy to engage with learning opportunities, but they
are a minority70. The BBC has always created programming and resources to
feed their curiosity, and always will do so. They are dramatically skewed
towards better educated, more affluent groups. This is reflected by patterns of
national involvement in learning (see Figures 13 and 14). It is what NIACE71
calls the ‘learning divide’.
The BBC’s strategy is to reach out beyond the six million who are easiest to
involve to the 21 million who are engaged by particular types of learning and
beyond them to the 17 million who range from those who are resistant to
learning to those who are outright rejecters72.
70
The Audience & Learning, Human Capital, Feb 1997.
The Learning Divide Revisited, 2000. NIACE, the National Institute for Adult and Continuing
Education.
72
The Audience & Learning, Human Capital, Feb 1997.
71
30
Figure 12: Currently Engaged In
Learning By Socio-Economic Group
%
35
32
Figure 13: Current/Recent Participation
In Learning By Age
%
100
90
80
70
60
50
40
30
20
10
0
32
30
25
20
17
15
12
10
5
0
AB
C1
C2
86
65
48
43
36
25
19
15
17- 20- 25- 35- 45- 55- 65- 75+
19 24 34 44 54 64 74
Source: NIACE
DE
Source: NIACE
During the current Charter period, we have taken four clear approaches to
achieve this strategy:
1. Using our unique reach to encourage the whole audience to learn. BBC
One and BBC Two’s share of viewing may have fallen, but the weekly
reach of BBC One is still 84.3% and BBC Two 67.1%73. We have attracted
audiences as high as 10 million to programming with learning embedded
in its core74. The radio networks also have considerable reach – Radio 2
reaches 24.5% of the population each week75 and Radio 1 reaches 48.7%
of 15-24s76.
2. Combining media across platforms means major social action and
landmark events reach up to two-thirds of the adult population and hit
consumers from several different angles. The BBC brings together
national and local radio, network and regional television, online and
interactive television to turn learning and social action campaigns into
national events.
3. Ensuring the viewer’s first steps from television into more active learning
are clearer and simpler than ever before. The BBC has become expert in
bridging the gap through closely integrated interactive television and online
content.
4. Making our partnerships more integral to our projects. Partners have
become more important as we find new ways to create citizen value on the
ground in local communities. Partners are an essential part of projects
ranging from The Big Read, commissioned in partnership with the Open
University, to social action campaigns addressing domestic violence.
The BBC helps brings a multiplier effect to the creation of public value through
learning. The range of BBC services is one element; the other is the catalytic
role the BBC plays in bringing together public service and commercial
partners to achieve common learning goals. The resulting impact is far greater
than could be achieved by the individual parts working separately.
73
BARB, June 2004 average weekly 3 minute consecutive reach.
Pompeii with 10.1m viewers (BARB).
75
76
RAJAR.
74
31
The Big Read is a model for how our major projects can have a multiplier
effect when we work closely with our partners. This is a key plank or our
current and future strategy.
Case Study: Partnerships and the impact of The Big Read
Audience Need
This series, co-commissioned with our long-term partners, the Open
University, focused on objective as well as expressed needs. Reading is
one of the most popular pursuits and we wanted to celebrate and
encourage this. But there was also an objective need – to engage those
who do not read or only rarely read and to encourage them to try out a
book.
Approach
The aim was to create an event that would make trying a new book the
thing to do, whoever you are. A wide network of partnerships was integral to
this campaign and included, amongst others, libraries, LearnDirect, the
Reading Agency, the National Literacy Trust, Booktrust, bookshops and
schools. The aim was to create an event that had direct impact on the
ground, by stimulating reading groups, by making libraries a place to go to
find out more and by involving bookshops on every high street across the
country. Viewers could walk in, find the books from the programme, start
reading immediately and make a more informed vote as a result.
Benefits
Eighty-seven per cent of the population was aware of The Big Read77 and
17.6 million people watched the programme for 30 minutes or more78.
Library loans of the top 21 books went up 56%; sales of the top 21 books up
575%; the number of non-readers fell from 27% to 23% during the series79.
Our partners played a critical role in taking the campaign into the
community: there were 40,000 visits to the LearnDirect database and
10,000 calls; 75% of libraries carried Big Read displays and 33% ran
events; 65% of library visitors (60,000 people) took part in a Big Read
event; 114,000 people downloaded a reading group starter pack and 2,150
reading groups were registered; there were 45,000 downloads of national
curriculum related teaching resources and 65% of schools ran a Big Read
event80.
The BBC is also at the forefront of promoting media literacy and many BBC
services and activities build public value in this respect. Apart from the formal
learning examples of encouraging new users to the internet through Webwise
and developing digital technology skills through our community initiatives
(both described in Chapter 2), there are various other projects which aim to
encourage media literacy in more informal ways.
77
BBC Omnibus survey after broadcast.
BARB analysis.
79
BBC research for The Big Read
80
Ibid.
78
32
BBC Blast targets 13-19 year-olds who have a passion for dance, filmmaking, art, writing or digital creativity – but who need help in translating their
ideas into action. It has collaborated with over 400 youth and arts
organisations across the UK to deliver taster sessions, skills workshops and
masterclasses, involving over 12,000 young people. Some of their resulting
work has been broadcast on BBC Television or featured on the BBC’s local
Where I Live sites.
In addition, CBBC encourages a discerning approach to the media among 712 year-olds by getting them to enjoy and expect a mixture of high quality,
mixed-genre programming supported by online activity. And the BBC is taking
new, older audiences online – often for the first time – through resources
ranging from BBC Languages to BBC Gardening to People’s War, all of which
tap into the interests and passions of the retirement generation.
3.3
Factual landmarks
The BBC has often created landmarks that bring large, mainstream audiences
to factual programming on television and create a wave of public interest in
new subjects. The arrival of new media has allowed us to harness that
interest more immediately and dynamically than before. Our partners have
allowed us to create outreach projects taking related learning opportunities
into communities, making the learning a two-way experience. Together they
make the BBC’s factual output a more powerful force involving new waves of
viewers in deeper learning experiences.
Our factual landmarks are particularly powerful in creating public value
because:
•
They attract substantial audiences for factual programming. The reach of
most landmarks is greater than a quarter of the adult population (see
Figures 15 and 16).
•
Across our range of factual programming, we reach almost every group in
the audience across age, socio-economic group and ethnic background
(see Figures 17-20). Programmes such as Walking with Cavemen and
Human Senses achieve strong reach to all social and ethnic groups. They
also achieve strong reach to all age-groups bar the elusive 16-24s.
•
We are increasingly successful in taking people from television and radio
into interactive online learning experiences. Both The Human Mind and
The Big Read attracted over 300,000 users to the BBC’s linked websites.
•
Once experienced, users return to our enduring online factual services
again and again.
33
Figure 14: Average Audience For Major
Factual Programmes With Linked
Learning Resources
5.7
2.2
10.1
10.0
20.0
Reach (millions)
Source: BARB, 15 minute non-consecutive
reach
Ind
Ind ividu
ivid
a
Ind ual ls
ivid s A
In d u a B
l
i
Ind vidua s C1
ivid ls C
Ad uals 2
ul
D
Ad t s 1 6 E
- 24
ult
Ad s 2 5
u
-3
Ad lts 35 4
ult
- 44
s
Ad
ult 45-5
s
4
Ad 55-6
Eth ults 4
6
n
Eth ic - W 5+
Eth nic - hite
nic Bla
- A ck
sia
n
reach
Figure 18: D-Day
12
10
12.5
11.2
8
6
Figure 19: Human Senses
6.0
5.7
6.4
5.5
6.2
4.0
7.0
6.2
6.3
8.1
8.4
6.1
9.7
6.2
Reach
%
20.1
25.6
4
4.4
12.1
13.6
12.4
11.1
11.4
4.3
7.2
10.2
13.0
5
6.8
9.6
9.3
9.2
9.5
10.1
23.8
29.1
32.8
19.5
24.7
16.3
18.2
9.1
14.4
18.4
In
Ind divid
ivid uals
Ind ual
s
iv
Ind idua AB
ivid ls C
In d u a
1
ivid ls C
Ad uals 2
u
D
Ad lts 16 E
ult
2
Ad s 25 4
ult
3
Ad s 35 4
ult
- 44
s
Ad
ult 45-5
s
4
Ad 55-6
Eth ults 4
65
n
Et h i c - W +
nic
h
Eth - B ite
nic lack
-A
sia
n
19.3
22.2
20.0
17.2
Figure 17: Walking with Cavemen
Reach
%
14
12
10
8
6
4
2
0
reach
25
6.7
0
Figure 16: Pompeii
30
14.7
D-Day
4.4
Source: BARB
10
12.6
Great Britons
0
4.0
8.0
12.0
Average Audience (millions)
15
15.0
Human Senses
2.6
D-Day
20
10.1
Restoration
3.8
Human Senses
Pompeii, the
last day
Great Britons
Reach
%
Big Read
2.7
13.4
9.8
11.3
11.9
11.1
10.0
9.7
11.3
Restoration
35
30
25
20
15
10
5
0
10.5
1.4
Big Read
Reach
%
Walking with
cavemen
Human Mind
5.7
Walking with
Cavemen
Human Mind
Figure 15: Reach For Major Factual
Programmes With Linked Learning
Resources
2
0
In
Ind dividu
ivid
al
Ind uals s
ivid
A
Ind uals B
ivi
C
Ind duals 1
ivid
C2
Ad uals D
ults
E
1
Ad
ults 6-24
2
Ad
ul 5-34
Ad ts 35ult
44
Ad s 45ults
54
Ad 55-6
Eth ults 4
65+
nic
Et h - W h
nic
it
Eth - Bla e
nic
c
-A k
sia
n
In
Ind divi
ivi dua
Ind dua ls
i
l
Ind vidu s AB
ivi als
d
Ind u C1
iv als
Ad idua C2
u ls
Ad lts 1 DE
6
u
Ad lts 2 -24
ult 5-3
Ad s 3 4
5
u
Ad lts 4 -44
ult 5-5
A s 55 4
Et dults -64
hn
6
Et ic - 5+
hn W
Et ic - hite
hn Bl
a
ic
- A ck
sia
n
0
reach
reach
3.3.1 Landmark events on television
The BBC’s commitment to landmark factual television is demonstrated by the
wide range of subjects covered in just the last 18 months: Great Britons,
Restoration, Pyramid, Pompeii, Coliseum, The Big Read, Walking with
Cavemen, Human Senses, How to Be A Gardener, Child of Our Time and the
Second World War / D-Day commemorations. The Open University is an
34
important partner, co-commissioning programmes including The Big Read
and Child of Our Time.
Our landmarks aim to be carefully crafted, high-budget productions. As a
result, although they reach large audiences, they usually cost more than the
BBC average per viewer hour. The BBC average is 4.7p81 whereas the
average cost of our landmarks is around twice this (Figure 21).
Figure 20: Cost (Pence) Per Viewer Hour (First Run Only)
Elephant: Spy in the Herd
Pompeii
Leonardo
The Abyss
Intensive Scares
Wild in your garden
Child of Our Time
Seven Industrial Wonders
Jungle
Human Mind
Animal Camera
War at Sea
Colosseum
Wild Down Under/ Australasia
Big Read Top 100
Restoration
Born to win
Walking with Cavemen
St Paul
Byron
Big Read
0
BBC Average 4.70
4.04
4.05
4.27
4.94
5.75
6.74
6.80
7.40
8.91
10.26
10.54
10.72
10.75
12.06
12.37
13.28
14.14
5
10
15
15.95
16.74
19.02
20.18
20
25
Pence per viewer hour
Source: BARB, BBC Finance
3.3.2 Landmark events and interactive learning
A critical part of our landmarks is the ease with which the audience can move
from being passive viewers to active learners.
The way viewers were guided from watching Robert Winston’s series about
human beings (The Human Body, Human Instinct, Human Mind and Human
Senses) to engaging in interactive learning illustrates how effectively the
BBC’s cross-platform approach can work when we get it right.
On-screen, Robert Winston demonstrated interactive online links and
encouraged viewers to explore these for themselves. More than 300,000 extra
people visited the BBC Science site in the month The Human Mind was
broadcast. Continued cross-promotion meant that over two million page
impressions were received each week, as viewers learnt more by exploring a
virtual human body, its mind and senses (Figure 22). These interactive
learning experiences reinforced the key messages in the series.
81
35
Page Impressions (millions)
Figure 21: Human Body Website Traffic
Levels Before, During and After
Human Senses
3.5
Programme:
1
2
3
4
5
6
3.0
7
3.0
2.3 2.2
2.1 2.2
2.5
2.0
1.5
1.5
1.0
0.7
0.5 0.2
0
w/c w/c w/c w/c w/c w/c w/c Week
28th 5th 12th 19th 26th 2nd 9th after
Jun Jul Jul Jul Jul Aug Aug series
Learners do not simply stop visiting after the programme ends; once they
have been introduced to interactive learning experiences, they keep coming
back. The BBC Science site now achieves over five million page impressions
each week and 2.5 million unique users over an average month, regardless of
television support.
Table 2 shows how effectively different landmark programmes have converted
viewers into interactive learners across four different series. Performance
does vary, as does cost per extra user, ranging from 15p to 50p.
Table 2. Factual Landmarks – Online Reach and Value For Money
Landmark factual
website
Cost
Number of extra
users82
Cost per extra user
Human Mind
£48,000
310,000
15.5p
Walking With
Cavemen
£68,000
190,000
35.8p
Wild In Your Garden
£43,000
95,000
45.3p
£156,000
310,000 during finals
Oct 2003; 210,000
during nominations
Apr 2003
From 50.3p (during
finals)
The Big Read
We are experimenting with interactive television as a learning medium. At
times, the cost of reaching a user through interactive television is high, since
we are still learning what works and what does not – this is the cost of
innovation. Dunkirk, the most expensive of the interactive projects, targeted
older viewers, encouraging them to try interactive television. It had some
success but was expensive. We expect these figures to fall as we learn how
to use the medium more effectively, as penetration increases and as people
become more familiar with the technology.
82
‘Extra users’ is an estimate based on difference between baseline number of users for that site
(average for preceding months) and the peaks seen during and immediately after the landmark
programme is broadcast.
36
Table 3. Factual Landmarks – Interactive Television Reach and Value for Money83
Interactive TV
Service
Total Cost
£m
Users Millions
Cost per user
pence
Walking With
Cavemen
0.18
1.0
17.8
Human Senses
0.14
0.9
15.0
Abyss Live II
0.15
0.6
25.2
Death in Rome
0.22
0.5
44.8
Dunkirk
0.35
0.3
115.3
As the People’s War case study shows, our ambition is to use the driving
force of broadcast to encourage viewers to learn more both through
interactive media and events that take our factual landmarks into communities
across the country.
83
Indicative figures represent the absolute number of users (monthly average across 2003/04). Science and Nature
have been combined.
37
Case Study: People’s War
Audience Need
There are over 9.3 million people in the UK who are old enough to have
strong memories of the Second World War84. The BBC felt there was a
need not just to commemorate the events that went on during those years
but also to involve that generation in recording its memories and to open up
those memories to the generations that followed. The BBC saw this as an
opportunity to use its programming to encourage older people to go online,
often for the first time. The stories could be then be used to bring
communities together around shared history and the resource created could
underpin further community learning for the younger generations.
Approach
People’s War is the over-arching concept behind the BBC’s Second World
War, Dunkirk and D-Day commemorations and lasts for three years.
Dramas, documentaries and live coverage of commemorative events were
all used to promote the concept. It aims to bring the older generation to
digital technology, recording their stories as part of an online, national
archive of wartime memories. In partnership with Culture Online, we are
working with a network of 2,500 associate centres across the UK to help the
less confident go online and play their part.
The stories of veterans have been integrated into local radio programming
across the country. The next stage will involve veterans going into schools
to share their experiences, as well as exhibitions and archive events
supported by the Big Lottery Fund. In partnership with Culture Online, the
project will also reach out to often disenfranchised groups, such as those
who are housebound or disabled.
Benefits
There have been more than 20,000 contributions to date from individuals
describing their personal wartime experiences. The service has achieved
this at a cost per user of 17p. This is just the start. As the archive is used in
schools and communities, it brings the reality of the war home to the
generations that have followed. It will leave an enduring resource for the
nation.
3.3.3 Factual landmarks: summary
During the current Charter period, we have integrated interactive learning into
major factual events, involving millions of people in related learning. Our
events are a wonderful opportunity to draw into learning people who often
would not otherwise consider it. The next step will be to create bigger
campaigns with more impact that involve hundreds of thousands of people in
84
UK Census 2001. Number of people born 1939 or earlier.
38
active learning experiences in their communities as well as introducing them
to ever richer interactive, digital learning experiences.
3.4
Enduring online factual services
Every month approximately 4.6 million people visit one of the online sites that
make up the BBC’s enduring online factual services.
These are ongoing services that have built up loyal and often substantial
groups of users. As a result, their costs per user are competitive at between 8
and 12p (Table 3).
Table 3. Factual Genres – Online Value For Money
Factual website
Cost
Number of users
Cost per user
£1,447,000
1,211,000
10.0p
History
£790,000
795,000
8.3p
Religion & Ethics
£170,000
122,000
11.7p
Arts
£210,000
218,000
8.3p
£2,170,000
2,300,00085
7.9p
Science & Nature
Lifestyle
The sites are linked directly to current programming but also exist as enduring
services that have been built up around long-running series or created
originally for landmarks and other special events.
So, while the Science and Nature site directly supports programmes such as
Countryfile, Horizon and The Sky at Night, it also has enduring content about
animals, genes, space and prehistoric life, thereby bringing in a new and often
younger user.
The history site has naturally put considerable emphasis on World War Two in
recent months but visitors attracted by this topic may also be tempted to
explore site sub-categories such as archaeology, ancient history, and wars
and conflicts. They may, too, be interested in looking at the section on history
for children, to support their children’s or grandchildren’s studies at school.
The aim is a simple one. Users are likely to come to the site for a specific,
programme-linked reason the first time. However, we encourage them to
explore other related areas at the same time, and give them good reasons to
return to the site again and again to pursue their interests further.
85
Includes some staff who work across teams.
39
3.5
Social action
Our social action programming has two objectives: to make the audience
aware of important social issues and to encourage those affected to take
action.
The BBC has created considerable public value through its long commitment
to social action, particularly in areas such as literacy, numeracy and computer
skills. During the 1990s, we moved spending entirely into online resources
through continuing services - Skillswise and WebWise. While these services
have been successful, we made a mistake by leaving them unsupported by
broadcast output. This will be reversed next year when skills campaigns will
return to the heart of BBC One peak time.
Our approach to social action is a fusion of the analytical and the creative. We
track the major social issues facing society and seek to spot new issues as
they emerge, both through analysis and our relationships with partners and
other organisations. We then carry out research and set briefs that focus the
effort of creative teams as they work to develop ways in which media can be
used effectively. Not all issues are ones that broadcasters are well equipped
to deal with, but the BBC can be more inventive and flexible in its approach
than most other providers since we are not dependent on advertising.
3.5.1 Social action campaigns built around television
We maximise the impact of our larger campaigns by working across several
platforms and co-ordinating them closely. Television is at the heart of the
largest campaigns but national and local radio, the internet, interactive
television, and events organised in close co-operation with our partners are
equally important in transforming programming into an event which genuinely
drives people to take action.
During the last 18 months, there have been two major awareness-raising
social action campaigns on BBC television: Hitting Home about domestic
violence and Taking Care about children in care.
Since these campaigns are spread across so many media, precise value for
money analysis is difficult. People often experienced the campaign on
different platforms and certain spend was targeted at the needs of very
precise groups, such as those suffering from domestic abuse. The cost per
viewer hour for such campaigns comes out between 8p and 10p, around twice
the BBC average of 4.7p86. This expenditure enables us to bring important
social issues to a mass audience.
86
40
Case Study: Hitting Home
Audience Need
Between 6% and 10% of women suffer from domestic violence each year87.
Domestic violence accounts for 18% of all violent crime in the UK88 and the
police receive 570,000 calls each year as a direct result89. On average a
woman will suffer 35 assaults before calling the police90. And domestic
violence is chronically under-reported91.
The impact is not just felt in the short term. Children of violent parents are
particularly likely to be abused and are more likely to grow into violent
adults.
Approach
The Hitting Home season raised awareness of domestic violence as an
issue and provided immediate freephone support for those affected who
wanted help and advice.
The season combined drama, documentary, news investigation, feature film
and discussion programming across BBC One, BBC Two, CBBC, the
national radio networks and many local radio stations. There were also
supporting story lines in soaps such as EastEnders. Radio trailed the
campaign heavily and addressed the issues directly in programmes ranging
from The Jeremy Vine Show on Radio 2 to Fi Glover’s show on Radio Five
Live.
Hitting Home worked with more than fifty related organisations92 to create a
support network around the season, details of which were provided online
as well as over the phone.
Benefits
Hitting Home reached 41% of the adult population with 15 minutes or more
of television programming93, while 35% heard four or more messages
related to Hitting Home across the BBC radio networks94.
There were 17,135 calls in total to the helpline. Of these, 2,485 were
answered in person. The rest were answered with a telephone message
and many were repeat calls that received personal advice in the end. The
website received 9,000 page impressions per day during the campaign and
partner organisations received many more calls –as much as 40% more
among partners who keep records of call volumes95.
87
Women’s Aid Domestic Violence Statistical Factsheet 2002.
British Crime Survey 2002-3.
89
Women’s Aid Domestic Violence Statistical Factsheet 2002.
90
Women’s Aid Domestic Violence Statistical Factsheet August 2001.
91
Women’s Aid and Refuge.
92
BBC Hitting Home team.
93
94
BBC Factual & Learning Strategy.
95
Data collected from partners.
88
41
There are important areas where we have made progress, but we have learnt
that we can do better in the future.
•
The first way in which we can improve is through working more closely
with our expert partners from the earliest stages and being more open to
their ideas. In social action, an expert understanding of the realities of the
target audiences, their needs and experiences is essential.
•
The second way is through the provision of support alongside our social
action programming. We provide immediate telephone support for a wide
range of radio programmes and usually cope with the volume of calls
successfully, but the Hitting Home case study shows how we can find it
difficult to deal with the wave of calls that television can create.
•
Finally, we must also add greater longevity to our campaigns, giving them
life beyond the programming. Our social action campaigns have
considerable impact while they are supported by broadcast and in the
immediate aftermath. We create wide awareness and immediate action
but that impact is often quickly dissipated or alternatively the support
network created is not organised to last as long as the demand that has
been created. This is something that we are beginning to resolve by
working in closer collaboration with our partners over longer periods of
time.
3.5.2 Targeted social action campaigns on radio and television
The BBC’s commitment to social action is not just about high profile
campaigns but also targeted programming reaching defined audiences
through a range of radio and television output. We have covered drugs, child
abuse, domestic violence, crime, personal finance, delinquency, cancer, heart
disease, fertility, childcare and many other subjects during the current Charter
period.
The cost of television programming is varied, depending on the subject and
the network. The cost per viewer hour ranges from 5.1p for Money Spinners,
the daytime finance show, only slightly above the BBC One average, up to
£1.77 for Body Hits on BBC Three, which raised awareness of the effects of
various forms of addiction on the body96. The BBC is committed to bringing
social action to all its audiences across all its channels, which inevitably
means that there will be higher costs per viewer hour on the developing digital
channels.
The cost of creating social action on radio is far lower since the content is
often embedded within existing programmes. But BBC Radio provides
substantial one-to-one helpline support that allows listeners to talk directly to
someone about issues that are raised in programmes. This helpline
answering service answered over 560,000 calls last year97, covering a very
96
97
Figure for Body Hits excludes repeats.
BBC / Capita call centre data. 560,000 is the total for calls made in response to TV as well as radio.
42
wide range of issues. The cost per call is approximately £3.5698, which may
sound high but is comparable to that of other bespoke telephone information
services.
Radio 1 has an ongoing commitment to providing impartial information on
drugs, highlighting both the health dangers and the myths. As well as
campaigns, Radio 1’s Sunday Surgery programme tackles problems faced by
listeners, ranging from relationships to self-harm. Immediate telephone
support is available, and the One Life website offers information, advice and
next steps, taking users to a range of carefully vetted partner organisations.
Radio 2 brings social action to the 24.5%99 of homes it reaches each week
through the eight social action campaigns created each year. The impact of
the network is clear from the volume of calls generated: this is sometimes
higher than that created by major network television campaigns.
Case Study: Talking Teenagers
Audience Need
Radio 2’s audience has a solid core of parents and grandparents. Almost a
quarter of parents with teenage children are seriously concerned about their
relationship with them100.
Approach
The campaign’s objective was simple - to help adults and teenagers to talk,
listen and trust each other. The issues were addressed directly through the
Talking Teenagers campaign, which integrated case studies, discussion,
expert opinion and advice into a range of Radio 2’s output.
Benefits
Almost 34,000 people called Radio 2’s audience line in October 2003, as a
result of the Talking Teenagers campaign101. Callers wanted advice on how
effectively to communicate and build stronger relationships with their
children or, often, stepchildren. Many callers wanted help dealing with
issues affecting their relationships with their children, such as drugs,
alcohol, sex, depression and eating disorders. Many were given advice and
then directed onwards to partner organisations, Parentline Plus and the
Parents’ Information Service.
98
BBC Finance / Capita call centre data.
100
NCH sponsored research.
101
BBC / Capita call centre data.
99
43
“
The strong partnership between the Department for
Education and Skills and BBC Radio 2 has been extremely
important in helping the Department to convey its messages
to its target audiences.
”
Tom Peel, Head of Broadcasting Unit,
Department for Education and Skills
3.5.3 Social action: summary
The BBC has had a long-term, unwavering commitment to social action on the
radio networks and has renewed its commitment on television over the last
three years. Our future strategy is to create direct action on a far larger scale,
adding greater longevity to our future campaigns. Partners will be integral to
our planning from the very beginning in order to enable tens or even hundreds
of thousands of people to take long-term action, addressing issues that will
improve their lives and those of others. With every one of our campaigns, we
will try to ensure a lasting legacy.
3.6
Continuing learning services
The BBC has three continuing learning services. Sport Academy and
OneMusic target hard-to-reach audiences and have been created during the
current Charter period. The third is the long-running BBC Languages service.
3.6.1 Sport Academy – getting young people into active sport
Sport Academy has the broadest appeal, attracting over a million unique
users in certain months (Figure 23). The service is online but is trailed during
major sport broadcasts and was integral to Born to Win, a peak-time BBC
One landmark series involving teenagers in competitive sport. The
programme reached 13 million people102 and approximately 25,000 secondary
school pupils took part in activities as a result103.
102
103
BARB analysis. 15 minute non-consecutive reach.
BBC Sport estimate based on response rates by secondary schools.
44
Users (000's)
2500
Figure 22: Unique Users & Page Impressions to Sport Academy
Website By Month Jan 03 - Mar 04
Users (000's)
8.1
2000
1500
1000
7.1
4.9
725
4.9
5.1
4.4
640
7.7
6.2
862
642
10
632
5.3
1070
1065
799
915
7.0
5.9
897
6.1
948
6
1130
4
500
2
0
Apr
May
2003
8
0
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Jan
2004
Feb
Mar
Sport Academy promotes the benefits of sport to 10-16 year olds and gets
them involved in sport at a local level, using advice and endorsement from
well-known figures such as Tim Henman and Jonny Wilkinson. More than 30
partnerships with sporting organisations across the country are critical to the
service’s success104.
3.6.2 OneMusic – helping young people get into the music industry
OneMusic was created because so many Radio 1 listeners want to enter the
music industry.
The site is a one-stop shop for this audience. It provides advice and
information, explores professional opportunities in the music industry and
allows budding professional musicians to get their work reviewed by experts
and in some cases played on Radio 1. Record or management companies
have signed several artistes as a result.
OneMusic is a specialist service with a defined target audience. On average,
25,000 unique users visit the site each month, delivering approximately
150,000 page impressions. This figure has soared to over 400,000 when
music created by OneMusic users is broadcast on Radio 1. Thirty-nine per
cent of visitors to the site said that they had discovered new opportunities in
music as a result of their visit105.
The OneMusic service is not just trailed on-air. It has also become an integral
part of Radio 1 Roadshows and OneLive events and has staged six events of
its own around the country in Leeds, Plymouth, Londonderry, Bolton, Brighton
and Stoke, attracting over 5,000 young people106.
104
BBC Sport.
BBC Insite Survey March 2004.
106
BBC Radio 1 live events attendance data.
105
45
Figure 23: Users and Page Impressions to OneMusic Website
Users (000s)
45
Users (000s)
38.6
40
0.18
30
25
0.14
28.1
20
15
0.27
0.25
0.22
35
27.8
0.11
0.25
0.21
0.20
27.2
0.30
28.1
0.17
0.17
0.15
23.9
21.5
18.6
17.3
0.20
0.10
13.8
10
0.05
5
0
0
Sep 03 Oct 03 Nov 03 Dec 03 Jan 04 Feb 04 Mar 04
Apr 04 May 04 Jun 04
3.6.3 BBC Languages – a multimedia resource
BBC Languages has a long history – the first programmes were broadcast
back in 1924. The service has a wider target audience for its integrated
multimedia resources - the 4.5 million people learning a language and the
further 7.5 million others who are interested but yet to take the plunge107.
Interactive, online learning resources are increasingly important as part of this
integrated multimedia approach and will be the focus of an increasing
proportion of our languages spending. New learners can go to online Steps
beginners’ courses covering French, Spanish, German and Italian; there are
further taster courses in Portuguese, Mandarin and Greek; and brief
introductions and key phrases are available for 28 further European
languages, plus Japanese and the UK languages (Welsh, Irish, and Scottish
Gaelic). Over 300,000 users come to the site each month (see Figure 25).
Figure 24: Users to BBC Languages
Websites
Users (m)
0.45
0.40
0.35
0.30
0.25
0.20
0.15
0.10
0.05
0.00
Jan Mar May Jul Sep Nov Jan Mar May
03 03 03 03 03 03 04 04 04
107
BMRB research for BBC Languages.
46
“
Vast, splendid, free and not at all po-faced.
”
Sunday Times
A new range of short courses (Talk …) has been created, supported by
television series, print, audio and online resources, to respond to the needs of
a new breed of potential learners. These people have clear, functional aims
and less time for study than our previous courses demanded. Talk… courses
guarantee learners will rapidly learn the language skills to achieve their goals.
All our projects are developed in consultation with language professionals,
both academics and teachers, who advise on course syllabus and content.
We have regular contact with academic bodies such as the University of
Cambridge Language Centre and CILT (the Centre for Information on
Language Teaching and Research) and with the cultural arms of foreign
embassies.
The BBC will continue to support Adult and Further Education tutors. We have
developed free tutor resources on the website and have held workshops
across the country in collaboration with the Learning and Skills Council and
Adult Learners’ Week.
3.7
CBBC
The CBBC digital channel was launched in February 2002, offering a mix of
genres for 7-12 year olds. This complements the 1 hour 50 minute branded
segment on BBC One each weekday for the 28% of 7-12 year old children
who do not have access to digital television108. Both services offer high quality
programming in an advertising-free environment. The mix of genres and the
soft learning intent of much of the programming make the channel distinctive
in a marketplace where many children’s channels show mostly acquired, and
often imported, programming.
The philosophy underlying CBBC is 'learning through fun', inspiring children to
find out more about their interests, introducing them to new ideas and placing
them in the context of the wider world. Children not only participate in the
channel’s live programming but 49% of all 7-14 year olds go online each
month to find out more and that number is rising109.
CBBC has steadily extended its reach since launch. At the beginning of 2002,
CBBC’s half-hour weekly reach (the proportion of 7-12 year olds watching at
least half an hour per week) was less than 3%, but has climbed to 18% today
in digital households (Figure 26). This reach figure is higher than for any other
children’s channel (Figure 27).
108
109
BARB analysis.
BBC Quarterly Survey (BRMB, June 2004).
47
Figure 25: Half Hour Weekly Reach of
7 to 12 Year Olds
CBBC
Nickelodeon
Cartoon Network
Nicktoons
Nickelodeon Replay
Boomerang
The Disney Channel
Toon Disney
The Disney Channel +1
Cartoon Network Plus
Fox Kids
Cbeebies
Toonami
Fox Kids +1
Trouble
Nick JR
Discovery Kids
Playhouse Disney
Trouble Reload
Figure 26: CBBC Half Hour Weekly
Reach of 7 to 12 Year Olds
0
4
Half Hour Weekly Reach (Non-consecutive)
18.0
17.3
14.7
13.7
12.4
10.4
10.2
9.0
8.4
8.2
7.9
7.4
6.1
5.5
5.4
3.5
2.4
2.0
1.8
8 12 16 20 %
Source: BARB, 30 min non-consecutive
weekly reach
%
20
18
16
14
12
10
8
6
4
2
0
Feb Jun Oct Feb Jun Oct Feb Jun
02 02 02 03 03 03 04 04
Source: BARB, 30 min non-consecutive
weekly reach
The cost of CBBC is higher than CBeebies (£46.7m vs. £7.9m)110, and has a
smaller average audience of 18,700, compared to 60,000111. It is often hard to
attract audiences to distinctive public service content such as factual and
drama but we believe that it is important that we do. This is a competitive
sector with several channels vying for the attention of 7-12 year olds and live
factual and drama cost over ten times more than acquired animation, which
achieves similar audiences. As a result, the channel is relatively more
expensive.
Research suggests a total public value of £220m. This breaks down into an
individual value of £173m and a value to society of £48m112. The market
impact is under £2m113. So, with a budget of £46.7m, CBBC is perceived by
audiences to be a net generator of public value.
CBBC’s programme mix is broad. It includes news, drama and factual (see
Figure 28) including well known programmes such as Newsround and Blue
Peter.
110
£46.7m is the cost of the learning component of CBBC programming only, not the total cost of the
channel.
111
BARB analysis.
112
113
48
%
100
90
Figure 27: CBBC Genre Mix
1/4/02 – 31/3/03
2%
80
70
60
50
40
4%
News
Comedy
16%
Drama
19%
Entertainment
20%
Animation
35%
Factual,
including
schools
30
20
10
0
Source: BARB
Newsround has expanded to five live bulletins each weekday and three on
Saturdays and Sundays. The programme is not just about current affairs but
also takes on issues such as bullying and domestic violence, often as part of
wider social action campaigns. The programme is also international in its
view, reporting on issues of interest to 7-12 year olds from around the world –
the programme has been broadcast live for a week from Africa, for example.
Many viewers are interested in journalism. There are now over 40,000 Press
Packers, young regional volunteers who contribute regional news online,
writing their own reports about issues ranging from HIV to local concerts. We
intend to develop this service to involve online modules which will allow
Packers to gain a form of qualification.
Xchange is broadcast live every day at 7.30am and 5.30pm, with a mix of
factual, active, entertaining programming. The programme covers subjects
from training for Sport Relief to UFOs, from the Ancient Egyptians to the best
ways to customise your clothes, from inline skating to ballet. Children inspired
by the programme are encouraged to go to the website where themes in the
programme can be pursued further.
Bamzooki is our latest show demonstrating how CBBC fuses learning and
entertainment. It takes the values and approach of gaming but encourages
children to build their own virtual creatures on the internet, developing their
creative skills and their understanding of how creatures function.
CBBC also makes dramas for children. The Story of Tracy Beaker mixes live
action with short animated segments. The programme is built around life in a
foster home and the storylines focus on issues such as the relationships
between adults and parents, loyalty, integrity, but through tangible situations
that the young audience can directly relate to. Drama is the most expensive
children’s genre and only a public service broadcaster can support our degree
of commitment to it.
49
3.8
Market impact
Factual landmarks and social action are both focused on the creation of public
value. Social action has no real market impact and our factual landmarks,
although competitive in audience terms, are no more so than lower cost
programming in other genres would be. Our factual television actually creates
industry value: the commercial market for books and media related to our
factual landmarks benefits directly from increased consumer interest. Our
social action campaigns create considerable value for the individuals they
help directly, for society in general and also for the charitable bodies with
whom we work in partnership.
Our continuing learning services, Sport Academy and OneMusic, also have
only a positive public value and commercial market impact, attracting more
young people into sport and helping new talent into the music industry. BBC
Languages, however, does clearly affect the commercial market since
successful commercial products are closely linked to the public service
programming and websites. The BBC aims to grow the overall market by
attracting new learners.
The other service with an impact on a commercial market is CBBC. The
channel was launched to target the needs of 7-12 year olds who were already
being targeted by other digital channels - Nickelodeon, Cartoon Network and
Disney.
Figure 28: Thematic Children’s Channels Genre Mix – May 2003
Makeover
Sketch Show
Behind The Scenes
%
Investigation
100
90
80
70
60
50
40
30
6
12
33
37
3
12
5%
3
10
17
CBBC
9
10
Chart Show
Challenge
Sit-com
Series
Drama
22
13
Studio Based
Demonstrations
5%
5
4
3
24
Reality Format
Magazine
21
20
0
4
17
4
48
41
Comedy/Drama
Comedy
Model/Puppet
21
Animation/Cartoon
Discovery Kids
Nickelodeon
Source: BARB, DGA, O&O analysis
50
The Disney Channel
Animation/Adventure
The channel has a distinctive mix of programming in the market (see Figure
28). A recent study 114suggests that the revenue lost by the commercial sector
each year is between £1m and £2.4m and that the most direct commercial
impact has been on the ITV network rather than on the niche, digital channels.
The analysis shows that the channel is distinctive from the commercial market
and has had a medium/high impact on driving digital television penetration,
particularly through the Freeview platform, which is now in almost 4 million
homes115.
3.9
The future
We have learnt many lessons during the current Charter period. As a result
we have significant plans for the future which will take informal learning to the
next level:
1. Building on social action successes
During this Charter period, the BBC has made a renewed commitment to
major social action campaigns on television. We have succeeded in
creating awareness but believe that these campaigns can be far more
powerful if we work with our partners more closely, give them greater
focus and a more compelling call to action.
Each year the BBC will create a blockbuster social action campaign that
will sit at the heart of the BBC One peak-time schedule. The explicit aim of
our campaigns will be to encourage action. Our partners will be integral to
the planning and delivery of these campaigns and we in the BBC will be
open to supporting and developing ideas created by our partners. The
result will be to encourage hundreds of thousands of people into learning
activities related to important social issues. Basic literacy and numeracy
skills campaigns will be the first in this new breed of partnership.
2. Landmarks
The BBC’s commitment to landmark, television-based factual
programming with learning at its heart will remain unchanged. We will
continue to explore ways of increasing the learning impact of our
programmes for individuals, communities and society as a whole.
Each year we will deliver one big ‘passion’ campaign that encourages
people to take their interest further through participating in activities
beyond the broadcast. We will look for subjects where the BBC‘s special
skills or resources can be leveraged up in to huge connecting and
celebratory events.
114
115
BBC press release 17th June 2004.
51
3. Developing the Creative Archive
The Creative Archive would aim to open up the television and radio
archives of not just the BBC but also other organisations for use by the
public for non-commercial purposes. Prior to launch, it would be subject to
analysis through the public value test.
We are developing this initiative in partnership with other major public and
commercial audio-visual collections in the UK, including leading museums
and libraries. Our ambition is to help establish a common resource that will
extend public access while protecting the commercial rights of intellectual
property owners.
Whether a collector, enthusiast, artist, musician, student or teacher, users
would be able to search for and use material for their own creative or
teaching purposes. Our plan is to showcase exciting new works and
products made from this material.
4. Working with partners to create action on the ground
Partnerships have been an important and integral part of both social action
campaigns and landmark factual events during the current Charter. We
have learnt a great deal and know that we can do better, building
partnerships for the long term and integrating our partners earlier into
planning and development. This is already beginning to happen with
projects such as the literacy campaign in autumn 2005 and has been an
enduring feature of our relationship with the Open University.
52
Case Study: The Evolving Relationship Between the Open
University and the BBC
The BBC and the Open University have had a working partnership for 33
years. Shared aims of widening access to higher education and satisfying
the needs of lifelong learners mean that this partnership is now under its
fifth agreement.
The relationship used to be focused on programming related to OU courses,
broadcast overnight on the Learning Zone, but this has become less and
less relevant as the internet has taken over and fewer students make use of
television for course material .
During the current Charter period, the OU-BBC relationship has been
broadened and has entered new and valuable territory. The emphasis now
is not so much on providing TV course material for OU students but on
bringing a mainstream audience to learning informally. The OU has become
a co-producer of peak-time series which offer lifelong learning opportunities
to wide audiences – series such as Child of Our Time, The Human Mind,
Leonardo and The Big Read. And we are working with the OU not only on
BBC Two, but also on BBC Three, BBC Four, the radio networks and the
World Service.
The OU is an integral part of Child of our Time, which follows children born
in 1999 to their 20th birthdays. It has provided activity packs to 50,000
parents who responded, developed online tests and for the next series is
encouraging every primary school in the country to be involved, creating
schools packs to make this possible. These activities will provide results
that will be integrated into the series. The OU also offers a short course,
Understanding Children, which received a large number of applications
following the first series.
The relationship between the OU and the BBC has evolved with the times
and prospered as a result. We see this as a model for further long-term
partnerships in the future.
53
Chapter 4 Informal learning from
general programming
4.1
What are the BBC’s informal, targeted learning services?
This is the third type of learning output produced by the BBC. It includes a
wide range of factual, current affairs and drama programming that the
audience learns from simply because it is good, informative programming. By
definition, this is an extensive category, and in this chapter we aim to give an
overview of it.
This programming is important in helping to create a well-informed citizenship.
The BBC creates public value by introducing the audience to new subjects,
enhancing general knowledge and stimulating interest and engagement in
domestic and world issues by broadcasting more than 9,900116 hours of
factual programming each year across network television and radio alone.
This figure excludes the output of the BBC’s local radio stations and the
drama output from which audiences might also learn.
This output is not commissioned with specific learning objectives in mind, but
its overall learning impact is nonetheless considerable as we know from our
programme research. What these programmes lack, when compared to those
created as part of our learning strategy, is the rich, multi-platform learning
content wrapped around them - content that offers clear steps to learning.
The BBC is good at creating learning experiences from its broader output
because:
•
Educating and informing our audience is central to the BBC’s programmemaking tradition
•
Our explicit aim is to make complex factual subjects accessible for a wide
audience across television, radio, online and interactive television
•
The diversity and volume of the factual and factually based programming
that we create each year means that there is something for everybody.
The BBC broadcast over 3,700 hours of factual programming on BBC One
and BBC Two in 2003/04 and a further 2,500 hours on BBC Three and BBC
Four117. This is the equivalent of 260 days of continuous, 24 hour-a-day
factual output. Factual programming is woven into many BBC Radio
programmes across all the networks. There were 1,295 hours118 of factual
116
BARB and BBC Annual Report 2003/04; includes documentaries, arts, current affairs and hobbies
and leisure programming. Excludes local radio and drama.
117
ibid.
118
BBC Radio analysis, BBC Annual Report 2003/04; does not include current affairs or arts
programming.
54
programming on BBC Radio in 2003/4 and a further 721 hours of arts and
1,738 hours of current affairs119.
The scale of the BBC’s factual programming combined with the BBC’s reach
means that a high proportion of the population enjoys BBC factual
programming each week. Forty-seven per cent of the population will watch
more than half an hour of BBC factual television during an average week120.
The average viewer watches more than two hours of factual television on
BBC One and BBC Two each week, which is 52% of their total terrestrial
channel factual viewing121.
Figure 30: Hours of Factual
Programming on BBC Radio
7
6
5
4
3
1.3
BBC Four
1.2
BBC Three
2.0
BBC Two
1.7
BBC One
Total Hours Broadcast, 000s
Total Hours Broadcast, 000s
Figure 29: Hours of Facutal
Programming on BBC TV
2
1
0
Factual Programming
Source: BARB 03/04 Arts, Current Affairs,
Documentaries and Hobbies and Leisure
4.2
1254
26
15
0
Radio
4
Radio
2
Radio Radio
1
3
0
Radio
5 Live
Source: BBC Annual Report 03/04
Television
A third of licence payers feel strongly they “learnt many things” from BBC
television programming during the most recent quarter;19% feel that they
have learnt specific new skills or developed existing ones122. This perception
is based on the breadth and depth of the programming that the BBC
produces, not just on specific ‘learning’ programming, as we know from our
tracking of the most memorable shows123.
The BBC has a commitment to factual programming in peak time when there
are the largest potential audiences and the impact tends to be greater.
On BBC One there has been a slight increase in peak time factual
programming from 470 to 489 hours between 2001/02 and 2003/04. There
has been an increase in the volume of hobby and leisure programming and a
small fall in current affairs and documentaries (see Figure 31)124. But dig
below the surface to the more detailed genres and you can see that the
reduction in total current affairs is because of a fall in the volume of consumer
current affairs. Political, economic and social current affairs programming has
119
121
ibid.
122
BBC, April – June 2004.
123
BBC PBTS.
124
BARB.
120
55
grown its share of peak time. There has also been a considerable increase in
arts programming in peak time. The reductions in natural history and science
programming, though not major, are disappointing and something we are
working to address, using innovative approaches such as those in Live from
the Abyss and Big Cat Week to provide attractive factual alternatives to soaps
for pre-watershed family audiences.
BBC Two is broadcasting substantially more factual programming in peaktime – up from 640 to 780 hours between 2001-2 and 2003-4. Documentaries
and arts programmes have shown the largest leap (see Figure 32). Current
affairs has also risen slightly. The major reduction has been in hobby and
leisure programming. The increase in human interest documentaries includes
programmes such as One Life and Would Like to Meet, alongside solid
increases in documentaries about history, science and religion, such as What
the Romans Did for Us and Space125.
Inevitably the number of hours of specific types of programming changes
each year but the BBC is sustaining its commitment to peak-time factual
output. During this Charter period, BBC Three and BBC Four have also been
launched, creating a further 1,180 hours of peak-time factual programming
(368 on BBC Three and 812 on BBC Four)126.
Figure 31: BBC One Factual
Programming
2001/02
2003/04
2001/02
123
Hobbies &
Leisure
209
522
Documentaries
228
138
146
Current
Affairs
2003/04
149
165
Hobbies &
Leisure
92
Documentaries
Arts
Figure 32: BBC Two Factual
Programming
Current Affairs
19
Arts
4
Hours Broadcast
Source: BARB
Source: BARB
361
80
74
29
8
Hours Broadcast
A specific BBC objective is to increase public understanding of specialist
subjects such as science, history, natural history, business, arts and religion.
The BBC aims to bring these subjects to the widest possible audience and
has increased spend in this area by nearly 10%127 over the last year.
The BBC has maintained regular peak-time factual programme series such as
Horizon and Timewatch, which draw in average audiences of 2.6m and 2.3m
to science and history programming128. They cover a wide range of subjects
from the impact of nanotechnology to the Great Storm of 1953.
125
BARB analysis. Applies to all numbers in this paragraph.
BARB analysis.
127
This includes only history, science, natural history and business. Figures from TV Strategy,
submitted to Ofcom.
128
BARB analysis.
126
56
We have increased our investment in arts programming in peak time from
£18m in 2002 to nearly £20m in 2004129, continuing to increase the number of
arts landmarks, strands and series across all channels. The audience reach of
BBC One arts programmes has been increased by the extended range we are
broadcasting - from family, tea time viewing like Rolf on Art to Sunday evening
specials such as Leonardo (audiences of 3.6 - 4.2 million) and the new arts
strand, Imagine (average audiences of 1.8 million)130.
Case Study: Rolf On Art
Need
Arts programmes on all channels tend to appeal to ABC1, older audiences.
Only rarely do arts programmes attract substantial younger or less well off
audiences. The BBC was seeking a way to make arts subjects interesting
and accessible to the whole audience.
Approach
Rolf Harris, a popular presenter, brought the lives and works of some of the
world's best-loved artists to life on screen by exploring their methods and
techniques, then painting his own pictures in their style.
Benefits
The reach of the first and second series was 11.9m and 11.2m respectively,
each series achieving high appreciation indexes of 73131. Tracking of
individual arts viewing behaviour shows that the series managed to engage
both a more serious BBC Two arts audience and also a more populist BBC
One audience successfully. Nearly eight out of 10 viewers, whether they
were art connoisseurs or not, agreed they learned something new from
watching Rolf on Art. Forty per cent of those previously uninterested in arts
programming claimed that watching the series made them more likely to try
other arts programmes132. This was achieved at a reasonable average cost
per viewer hour of 6.7p.
Documentary programming makes us all more aware of the world we live in,
exposing us to the issues and realities that make us informed citizens. The
BBC broadcasts over 3,600 hours of documentary television each year, 1,578
on BBC One and BBC Two133. Many documentaries create awareness of
social issues that are similar to those that make up our social action
programming described in the previous section – the difference is that these
programmes create awareness and debate rather than primarily encouraging
the audience to take action and giving them the tools to do so. Social
documentary series such as One Life and single documentaries such as My
Family and Autism examine important issues and bring them to a wide
129
From TV Strategy data, submitted to Ofcom.
BARB analysis.
131
BBC / QUEST (through Research International).
132
BBC Omnibus survey after the series was broadcast.
133
BARB analysis.
130
57
audience. One Life reached an impressive 12.4 million people for more than
15 minutes during its first series134.
Case Study: My Family And Autism
Need
Autism diagnosis has increased considerably over the last decade.
Approximately 400,000 people in the UK suffer from autism, 160,000 from
the high-functioning Asperger’s form. It is highly debilitating for sufferers and
their families. Only a quarter recover within five years and 10% kill
themselves. Parents need more information and advice about how to cope
with the problems and overcome their sense of isolation.135
Approach
My Family and Autism took an upbeat look at the daily life of Mrs. Jackson
and her four autistic sons through the eyes of one of those sons, 14-yearLuke. In the programme, Luke introduced medical issues that affect autistic
children. There was a helpline and a live online chat following the
programme for families affected.
Benefits
The programme reached 3.7 million people136 and achieved a remarkably
high audience appreciation index of 80137, as well as winning several
awards. The programme ranked among the most memorable programmes
of the year across all channels138. In all, 5,185 viewers called the helpline139
and 6,500 participated in the live web chat with Luke and his mother. This
was the third highest volume for a live chat in 2003-2004. It was achieved at
a competitive cost per viewer hour of 5.3p.
Investigative documentaries are powerful ways of bringing uncomfortable
truths to the audience and have an important role in creating an informed and
questioning democracy. The Secret Policeman was very influential,
uncovering racism in the Manchester police force and bringing these issues to
a wide audience including younger viewers. It created wide public and political
debate for months afterwards.
Consumer education is an important element of the BBC’s public service
remit. The BBC is in a unique position, able to give independent consumer
advice since it is not reliant upon advertisers for funding. Watchdog, the
flagship consumer programme on BBC One, reaches 8.6% of the population
for at least 15 minutes weekly140 and educates viewers about their consumer
rights in the areas of finance, goods and services, and utilities.
134
BARB analysis.
This paragraph: Hansard / Mental Health Foundation / Mind / Institute of Psychiatry / Medical
Research Council.
136
BARB analysis. 15 minute non-consecutive reach.
137
138
BBC PBTS.
139
BBC/Capita call centre data.
140
BARB analysis.
135
58
The BBC’s current affairs programmes and services help to create an
informed and questioning citizenship. The audience appreciates this - 42% of
BBC viewers agreed strongly that “the BBC helps me understand what’s
happening in the UK and the world today”141. Current affairs output is one of
the main contributors to this.
Programmes such as BBC One’s Panorama (averaging audiences of 2.7
million142), inform and educate by investigating the important political and
social issues of the day ranging from asylum to Seroxat, the latter contributing
to the debate which led to changes in the way drugs are given approval. But
this traditional approach tends to attract an older, more traditional audience
and so new approaches have been tried such as those in This World and If…
on BBC Two.
Our programming aims to reflect the world outside the UK to the whole
audience. This can be difficult, particularly for younger audiences, but
programmes such as World Weddings on BBC Two, exploring cultural and
social issues faced by couples from around the globe who are about to marry,
and Holidays in the Danger Zone, using a travelogue format, have helped to
bring international affairs to younger viewers, and also achieved high
audience approval ratings143.
BBC One has created themed days of programming to address important
issues that affect the whole nation. First there was NHS Day, revealing through a televised poll - viewers’ major concerns about the health service
and then putting those concerns live to Tony Blair. This was followed by
Crime Day and, last January, Debt Day.
141
BBC audience research
BARB analysis.
143
142
59
Case Study: Debt Day
Need
Seventy-four per cent of the population are in debt (excluding mortgage
debt). One in five households say they are finding it difficult to meet debt
repayments and one in three households have no savings at all. The
average British citizen has £3,500 outstanding in unsecured loans144. As
interest rates begin to rise, the BBC wanted to make the audience aware of
the issues faced.
Approach
A day of programming and events about personal debt and spending
culminated in BBC One’s Hey Big Spender! programme which brought into
the studio a wide range of people facing debt issues. Popular presenters
such as Alvin Hall helped to draw larger audiences to this difficult subject.
Benefits
The combined reach of the programmes was 11.4 million, 24% of the
available audience145. The key programmes, Scambuster and Hey Big
Spender!, received relatively lower appreciation indices of 70 and 65146. Hey
Big Spender! ranked the 80th most memorable programme that week147. It
received 15% share, well below the slot average on BBC One148. But there
was considerable impact beyond the broadcast. The Hey Big Spender!
website attracted 470,310 visits in the week before and after transmission,
43,653 used a “cashometer” to assess their own financial position and
3,000 people signed up by email for further information and help. Because
drawing large audiences to such difficult areas is so difficult, Hey Big
Spender!’s cost per viewer hour was 12.4p and Scambusters averaged a
more normal 6p149.
Viewers feel that they learn from many factual programmes. For example,
73% of the people who watched The Genius of Mozart agreed that they had
learnt from the programme and 53% felt it had made classical music easier to
understand150.
Factual is the genre with the clearest learning impact but there has been
increasing collaboration between drama and factual to find ways of attracting
new audiences.
Charles II: The Power and the Passion told the story of the monarch and his
court, his squabbling family, and his glamorous mistresses - offering viewers
144
Bank of England (Quarterly Bulletin Winter 2003), Citizens’ Advice Bureau, Financial Services
Authority, IPPR. Applies to entire paragraph.
145
BARB analysis.
146
147
BBC PBTS.
148
BARB analysis.
149
BBC Finance / Human Capital analysis.
150
BBC Omnibus survey after broadcast.
60
an insight into political and contemporary life in 17th century England. The
programme reached 11 million people151, and ranked the 5th most memorable
programme in the first few weeks of transmission152.
Similarly, Hawking, a collaboration between Science and Drama, explored the
struggles Steven Hawking faced with his illness but also introduced viewers to
the theories of the ‘Big Bang’ and atomic physics. Hawking reached 7.8
million viewers153, had an extremely high audience appreciation index score of
82154, and ranked as the fourth most memorable programme in the week that
it was transmitted155.
4.3
Radio
BBC Radio’s national networks reach 62.8%156 of the population through their
analogue services each week and broadcast over 250 hours of factual, news,
current affairs or arts programming157. Radio 2 and Radio 4 are the major
providers of factual and current affairs programming; Radios 2, 3 and 4
provide most of the arts programmes; and news programming is spread
across all the networks (Figure 33).
Total Hours Broadcast (000s)
Figure 33: Hours of Factual
Programming on BBC Radio
7
6
5
Arts
Current Affairs
News & Weather
Factual
4
3
2
1
0
Radio Radio Radio Radio Radio
1
2
3
4
5 Live
Source: BBC Annual Report 03/04
BBC Radio is also encouraging the growth of digital radio through the launch
of five digital only networks. 1Xtra is designed to satisfy the needs of young
black audiences, and the Asian Network the needs of the broader Asian
community. Both carry targeted social action programming for these
underserved audiences.
BBC radio audiences feel that they learn a lot from BBC network radio158.
Radio 3 and 4 are seen as the most successful in delivering learning to their
151
BARB analysis.
BBC PBTS.
153
BARB analysis.
154
155
BBC PBTS.
156
RAJAR data from BBC Annual Report 2003/04; 15 minute weekly reach.
157
158
BBC Radio Listener Survey.
152
61
audience, but the rest of the networks are not that far behind, as is shown in
Figure 34159.
Figure 34: Learning from BBC Radio
Learned new skills/developed
existing ones
Learned many things from BBC
58%
55%
37%
22%
45%
43%
24%
21%
25%
25%
Radio 1 Radio 2 Radio 3 Radio 4 Radio 5
Live
Apr to Jun 2004
Source: BBC Radio Listener Survey
4.3.1 Radio 1
Radio 1 reaches just under half of all 15-24 year olds and one in five of the
population over the age of 15160. At its heart is a commitment to showcasing
new talent and new work. In a typical week 65% of all music played on Radio
1 is new and 45% is by UK artists161.
Radio 1 keeps young people up to date with news and analysis through
regular Newsbeat bulletins, which achieve average audiences of 2.3
million162. There are also two 15-minute editions of Newsbeat each day.
As part of Lamacq Live, Radio 1 broadcasts factual programming about
serious subjects in ways that interest its young audience. The documentaries
range from investigative journalism uncovering how the BNP are trying to
influence young voters to presenter Bobby Friction’s travels in Eastern Europe
exploring young people’s attitudes to the EU.
Radio 1 also creates regular social action campaigns across a wide range of
issues relevant to young people – such as drugs, sexual education and health
– as described on page 42. OneMusic, Radio 1’s online service offering
advice on entering the music business, is described in more detail on page
44.
159
Ibid.
RAJAR.
161
BBC Radio programme schedules.
162
RAJAR.
160
62
4.3.2 Radio 2
Radio 2 is the most popular radio station in the UK, reaching 12.9 million
people each week163.
As well as playing the widest range of popular music in the UK, Radio 2 is
committed to encouraging participation in and appreciation of music. Its songwriting initiative, Sold on Song, offers aspiring songwriters advice and
masterclasses with established writers. The network broadcasts over three
hours a week of documentaries and features, from UK Black, the story of the
UK’s black music scene, to No Easy Walk to Freedom, Jeremy Vine’s
documentary series on the emergence of democracy in South Africa. Radio 2
broadcasts specially commissioned factual programmes for special events - to
commemorate Remembrance Day, David Jason told the story of a group of
young territorial soldiers who met on a Sussex playing field in the spring of
1939 in The Boys From The 113.
Radio 2 has always had a substantial commitment to social action
programming, broadcasting an average of eight campaigns a year. The
station has covered a variety of topics responding to the needs of its
audience; these have included fertility, being newly single, diet, and trust
between parents and teenagers. This is described in more detail in the social
action section on page 38. In future the network plans to give social action an
even greater priority by creating a rolling schedule of activity that builds on
enduring themes rather than the current emphasis on single campaigns.
4.3.3 Radio 3
BBC Radio 3 is unique. It is not only a music and arts radio network but also
plays a vital role in the UK’s creative economy through its cultural patronage.
Radio 3 contributes to learning in a number of ways. Composer of the Week,
Discovering Music and CD Review all encourage lifelong learning and
consistently earn high reaction indices164. While 85% of Radio 3’s output is
classical music, 3.5% is world music and jazz and 4.3% arts, documentary
and debate165. The network also seeks to engage younger listeners with
targeted programmes such as Making Tracks, broadcast each afternoon, and
designed to introduce children between 7 and 11 to different genres of music
beyond pop. The programme has an audience of 310,000166 and has been
extended online and through a series of live concerts.
All the BBC’s performing groups have learning managers. In 2003/04 these
performing groups and the Proms ran 350 educational events, attended by
27,000 children, teenagers and adults167.
163
RAJAR.
Appreciation indices are a measure of enjoyment. BBC / QUEST (through Research International).
165
166
BBC Radio analysis / RAJAR.
167
ibid.
164
63
4.3.4 Radio 4
The backbone of Radio 4 is in-depth news and current affairs but the network
also broadcasts regular documentaries, features, magazine programmes and
debates. Series such as Woman’s Hour, Money Box and Gardeners’ Question
Time, all contribute to the learning experience of listeners, drawing regular
audiences of 2.7, 1.1, and 1.32 million respectively168.
Radio 4 is committed to factual programming across arts, science, history,
medicine, the environment, literature and many other topics. It commissions
over 150 hours of science programming a year, including Nature, Case Notes
(about medicine), All in the Mind (about health and the human brain), Leading
Edge (about cutting edge scientific advances) and Costing the Earth. Maths is
also covered in series such as 5Numbers and its sequel, Another 5Numbers,
which aim to present complex ideas in an engaging and accessible way. All
these programmes receive high reaction indices from audiences169. Radio 4
also broadcasts the Reith Lectures each year, and last year these were
downloaded from the internet by 50,000 people.
4.3.5 Radio Five Live
Live news and sport dominate but the network also broadcasts investigative
reporting and discussion shows on topical political and social issues.
Innovative formats such as Five Live Goes to Parliament aim to engage an
audience that is dissatisfied with traditional coverage of news and politics –
the programme created its own studio within the Palace of Westminster,
giving listeners an unprecedented insight into the workings of the House of
Commons.
The Julian Worricker Show includes a weekly investigative documentary,
drawing 1.8 million listeners. Five Live Report and discussion programmes
cover social and news issues. The Sony award-nominated Inside the Mind of
a Paedophile and Home Strike - Battered Me, raised awareness of these
issues among Radio Five Live’s predominantly male audience. The network
has also worked with 1Xtra to simulcast Kick Racism Out, a programme
looking at racism in football across Europe.
4.3.6 The digital networks
The BBC’s new digital radio networks are also committed to learning. The
music networks, 1Xtra and BBC 6 Music, both feature specially commissioned
documentaries with information and advice relevant to their audiences.
BBC 7 aims to be the home of children’s speech radio with two programmes
each day broadcast especially for children: Little Toe carries daily stories and
168
169
ibid.
Appreciation indices are a measure of enjoyment. BBC / QUEST (through Research International).
64
readings for younger children, whilst Big Toe is a two-hour, live, daily
programme for older children, including news, stories, documentaries and
discussions, much of it created by children themselves.
The BBC Asian Network offers music, news, sport, debate and drama for UK
Asians. It aims to be the main forum for debating issues of concern to this
community. As part of its remit, it addresses social action issues in ways that
are specifically relevant to the Asian community it serves.
4.4
The future
The BBC’s commitment to quality factual radio and television will remain as
strong as ever in the future. But our approach will evolve.
The mix of programming will progressively change to focus more on the
genres and approaches that create the greatest public value – not just
learning value, but also democratic, social and cultural value. This does not
mean that the BBC’s factual programming will become serious or highbrow.
We will continue to make a rich mix of programmes in our endeavour to reach
every audience group and to provide them with a wide range of distinctive
content.
This will be part of our drive for excellence in our programming across
television and radio as we seek to increase the public value the BBC creates.
65
Chapter 5 Future strategy
So how do we in the BBC hope that our learning contribution might develop
beyond the end of the current Charter period?
Educational Value: By offering audiences of every age a world of formal and
informal education opportunity in every medium, the BBC will help to build a
society strong in knowledge and skills.
From Building Public Value
Learning is one of the five main ways in which the BBC believes it can build
public value during the next Charter period. It is central to our thinking. We will
continue to explore the best ways to deliver learning content to all audiences
and will seek to create more interactive, personal and long-lasting learning
experiences. In this way we hope to increase substantially the public value we
create, building steadily on the lessons we have learnt.
5.1
The world of education and learning is changing
Each succeeding generation is placing more importance on education, hoping
that their children will achieve more in education than they did themselves.170
More young people want to go to university than ever before and the majority
are achieving their ambition. And there is a broad desire for self-fulfilment
across all generations in which learning has an important part to play.
In the future, the media will have a more direct role in supporting and
harnessing this demand as we move from the first stage of the digital
revolution into the second. Where issues of distribution and access dominated
the first stage, the second will be about quality and choice of content. This will
create significant opportunities to create further public value through learning
by tapping directly into growing consumer needs.
Learning will be delivered with a new degree of interactivity allowed by
broadband; the reserves of accessible content will be far greater than ever
before; new ways of learning will be created through connected communities;
and the time-pressed or unsure will be able to learn about the exact subject
they want, at their own pace and at their chosen time.
5.2
Our vision and strategy for learning
Our vision is simple – to capitalise on opportunities created by the spread of
broadband and the convergence of different media to develop the BBC into a
world-leading, interactive learning resource. We would like this resource to be
a personalised one that reacts to individual needs and wants, and fuses
different media to achieve maximum effectiveness. This will maximise our
learning impact and create the greatest public value.
170
Henley Centre / EU Reports into Perceptions of Education / DfES.
66
Six years ago, our learning content was delivered almost entirely through
broadcast media, supported by outreach activities. Since then we have
fundamentally changed the nature of our services by creating closely linked
online and interactive television learning experiences and by developing a
range of partnerships. Over the next six years, we aim to achieve similar
progress by investing more in bigger learning projects that create greater
immediate learning impact and also leave enduring legacies.
To deliver this vision, our strategy focuses on six areas:
•
Using our reach to engage and enthuse every part of our audience even
more effectively
•
Continuing to produce the most innovative developments in the way
interactive learning is created and experienced
•
Building closer learning relationships with individuals in the audience
•
Opening up the BBC archive for all and through this lead, encouraging
other organisations to take similar steps
•
Creating far more ambitious partnership networks than we have in the past
- partnerships that will have the range and depth to deliver long-term
learning experiences for all communities across the country
•
Exploring ways of building on our community learning experiments as new
opportunities are created by a broadband future
Our immediate aim is to maximise our own learning impact and effectiveness
in the creation of public value. There may, however, be ways that not-for-profit
public service broadcasters can work together more closely that will create
even greater public value. We are keen to explore these ideas further.
5.3
Future plans in formal learning
5.3.1 Developmental learning for pre-school children and their parents
Building on the success of the existing CBeebies web service, we will create
structured, developmental learning resources to help parents and their preschool children enjoy learning together; this will be developed with clear
objectives that prepare both children and parents for the school years ahead.
We believe this service will help boost the already significant learning impact
being achieved by the current CBeebies website, which attracts more than
one million unique users each month.
5.3.2 A Digital Curriculum for every UK schoolchild
In 2006, we will launch the BBC Digital Curriculum. Developed in collaboration
with other providers, it will bring the interactive learning revolution to every UK
child of school-age, offering a core of high quality interactive resources across
67
key parts of the curriculum, in line with conditions set by the Secretary of
State for Culture, Media and Sport.
The Digital Curriculum will help to increase the use of broadband content in
schools and to convert those teachers who remain resistant to the use of ICT.
Above all, it will help to bring school and home learning closer together since
it will be accessible through any internet connection, even though broadband
will be needed for some of the richest multimedia content.
5.3.3 New and improved basic skills services
The BBC needs to make sure that its education services reach all parts of
society and particularly those who may have been left behind by formal
education. Weakness in basic skills is an enduring issue facing millions of
adult Britons and more than half a million 16-20 year olds.
We will drive two initiatives: the first will be a new service targeting young
people who have left school but have not achieved an adequate level in basic
skills; the second will be to create long-term broadcast campaigns linked to an
enhanced Skillswise service that will encourage the wider audience to take
action.
5.4
Future plans in informal targeted learning
5.4.1 The big campaigns
We will focus more resources on bigger campaigns that inspire and empower
hundreds of thousands of people to participate. They will have the potential to
change lives and leave lasting, measurable legacies.
Learning will be at the heart of two blockbuster campaigns each year for the
next decade; these will sit at the heart of peak-time programming.
One blockbuster will be a social action campaign. Every BBC platform
(national and regional television, national and local radio, online and
interactive television) will combine with public sector and commercial partners
to create mass action in an area of need and concern such as literacy or
obesity.
The other campaign will focus on a factual subject such as history, science,
literature or music. It will draw hundreds of thousands of people into active
learning through compelling broadcasts, sophisticated, deep interactive
learning services and hundreds, if not thousands, of participatory events
across the country. Music will probably be central to the first campaign, and
an environmental campaign, Greening Britain, will follow.
Our campaigns will increasingly tackle major issues with continuing activity
over a few years rather than a few months. This longer-term planning will
make it possible to create far more effective, sustained partnerships with other
68
organisations who do not operate on the shorter timescales that broadcasting
often works to. This way we will not only create mass action, but also maintain
it for longer than before, far beyond the initial broadcast.
5.4.2 Opening the archive
The BBC Creative Archive will, if justified through the public value test, open
up both the BBC archive and those of partner organisations for noncommercial use by the whole population. Collectors, enthusiasts, artists,
musicians, students, teachers and many others will be able to search and use
the content for any creative use, limited only by technology and their own
imaginations.
5.5
The future for wider programming with learning impact
It is impossible to describe exactly what the BBC’s wider programming with
learning impact will be like in the future. The BBC’s factual, current affairs and
drama programme commissioners are continuously seeking new ideas and
trying new approaches. We will continue to innovate and experiment. Such
experimentation is essential to keep the content fresh and effective.
However we can guarantee that the creation of public value will be more
central to our commissioning decisions and programme-making. There will be
greater emphasis on the distinctive and the original across all our output and
the mix of programming broadcast will shift towards genres that demonstrably
create public value.
What is certain is that the BBC’s commitment to high quality content across
television, radio and online will not change and the learning value of this
content will be sustained and grown.
5.6
Future plans for partnership activity
Learning is already at the heart of a web of partnerships in many of our formal
and informal learning projects ranging from The Big Read to the community
projects in Hull and Merseyside.
But this is just the beginning. We are planning to:
•
Integrate more partners, more closely, into the early planning stages of our
projects, just as we have worked with the Open University for many years
•
Build longer term campaigns that last for years, which means that the
planning horizons will be more compatible with those of our partners
69
•
Build longer term relationships with partners through longer campaigns
and by sustaining partnerships more effectively from one campaign to the
next.
We believe that public value will be greatly enhanced through this approach.
70
Appendix A. The BBC’s commercial
role in learning
“
We will enrich the learning experiences of children and
adults by adding creative and commercial value to our
unique access to the world’s best media content.
”
BBC Worldwide’s Learning division Vision Statement
The BBC has been providing educational material to support its programmes
on a commercial basis for more than 75 years. In 1938, the commercial and
public service activities were split and a new commercial arm, now called BBC
Worldwide, was created.
BBC Worldwide’s commercial learning activities now include a range of
materials, products and services linked to the BBC’s television, radio and
online output. The business also operates in other areas of learning such as
professional development for teachers, corporate training and international
sales.
The products and services developed by Worldwide’s Learning business are
aimed at schools, universities and colleges, companies and public sector
bodies, teachers, parents, pupils and ‘learners’ - not just in the UK, but around
the world.
In the context of a global education market which can be measured at over £1
trillion, BBC Worldwide’s Learning business is relatively small (but profitable):
it has less than a 1% share of the world educational publishing business.
The division’s USP is its ability to use rich media content from the world’s
most successful public broadcaster to create products and services which
provide a solution to customers’ learning needs.
In addition to the activities of its specialist Learning division, BBC Worldwide
has a number of activities which deliver informal learning to licence fee payers
and around the world. These include being:
•
The UK’s largest exporter of TV programmes, driven to a large extent
by programmes described in Chapters 3 and 4 of this submission
•
Publishers of magazines, books, videos, DVDs and audiobooks based
on those programmes
•
One of the UK’s leading global marketers of children’s intellectual
property, with CBeebies programmes such as Teletubbies, Tweenies
and Fimbles being at the heart of this activity.
71
1.
BBC Worldwide’s role
There has been continuing debate about the role of BBC Worldwide and the
relationship between the public service and commercial activities of the BBC.
As part of its Building Public Value initiative, the BBC is carrying out a
comprehensive review of its commercial activities that will consult with
external stakeholders and alternative partners as well as with BBC Worldwide.
It will set out a new commercial strategy for the BBC, addressing the issues of
scope, ownership and fair trading171. The review will report at the end of 2004.
2.
BBC Worldwide’s rationale
The rationale for the BBC engaging in commercial activity, as presently
agreed, is two-fold.
First, although the BBC provides some support materials for its educational
output free or on a ‘cost-recovery’ basis, there is often a demand for
resources that are too expensive or too specialised to be justifiable through
the licence fee but for which people are willing to pay a commercially viable
price.
Second, the intellectual property created as a by-product of the BBC’s public
service activity has a commercial value which, properly exploited, provides
additional revenues that can be ploughed back into the BBC’s public service
activities for the benefit of the licence fee payer.
3.
Relationship to the BBC
BBC Worldwide’s Learning business invests in the non-theatric, publishing
and non-UK rights for output that the BBC wishes to produce. BBC Worldwide
does not have exclusive access to BBC output, but it is the Corporation’s
preferred commercial partner. As such it has a ‘first look’ at BBC output, and
acquires rights on the basis of the BBC’s Fair Trading Guidelines.
All rights acquisitions from the BBC, whether as an upfront investment or from
the BBC’s archives, are negotiated through the Commercial Agency, the BBC
department which is responsible for all sales of IP created through licence fee
activities.
Product that is not taken up by BBC Worldwide is offered to the external
market through the Commercial Agency.
171
See Building Public Value (pp103-106).
72
4.
Learning businesses related to public service content
The specialist Learning division’s activities comprise the following:
•
BBC Worldwide publishes teacher and pupil resources on video, DVD,
CD-ROM and in print, and sells them to schools. This part of the business
has a 7.2% share of the UK market for primary school published materials
(source: EPC), is the largest supplier of video resources to schools in the
UK and is market leader in the supply of resources to primary schools in
geography, history, religious education and music. Successful products
are based on long running BBC Schools programmes such as Magic
Grandad and Barnaby Bear.
•
A range of revision guides based on the successful Bitesize and
Revisewise brands is produced and sold through retail and direct to
schools.
•
BBC Worldwide sells videos of, and non-broadcast rights to, BBC
programmes to academic institutions in the UK and around the world.
•
BBC Worldwide is the market-leading publisher of book, video/DVD, audio
and interactive media products for self-study courses in the UK languages
market and has a significant share in the leisure/travel based language
learning market. These resources are closely linked to BBC programming.
In 2002, BBC Worldwide signed a major partnership with Cambridge
University which has resulted in the recent launch of the Get Into brand, a
new generation of traditional and interactive media courses.
•
BBC Worldwide licenses BBC educational programmes to international
broadcasters. A BBC Learning branded block is now broadcast on several
international channels, including in India, West Africa, Malaysia, Brunei
and on the BBC Prime channel in Europe. These programme blocks are
supported by a website with links to high quality educational content from
the UK.
•
Worldwide Interactive Learning creates interactive online learning
resources, often using BBC content, for clients including the Open
University for whom it produces all the materials for its portal open2.net,
the Department for International Development, BECTA and the National
College for School Leadership. This unit’s strength with UK academic and
public sector clients is important to the division and is a platform for
international growth in the fast-growing global e-learning market.
•
In corporate training and development, BBC content is packaged to create
a range of video and interactive training materials on subjects such as
leadership, management essentials, appraisals and health and safety.
5.
•
Other commercial BBC learning businesses
BBC Worldwide has a significant business developing English Language
Teaching courses for international markets, including long running courses
such as Follow Me, Muzzy and Ozmo. This unit maintains good links with
73
the ELT operations of BBC World Service, within which the original Follow
Me and Muzzy courses were developed.
•
BBC Worldwide has formed a partnership with the Open University to
create the first comprehensive online professional development service for
teachers in the UK. This is another example of the important and growing
level of successful collaboration and partnership between BBC Worldwide
and the Open University.
•
The Learning business also publishes a number of consumer books and
products for improving individual skills, most notably the globally
successful range of books by Tony Buzan, whose original series was
produced and broadcast by the BBC in the 1970s.
74
Appendix B.
Section A
A1: Financial summary for 2003/04 - Formal Learning
TV
£’000
Radio
£’000
Online
£’000
iTV
£’000
Outreach
£’000
Total
£’000
Total Formal Learning
Comprising:
14,238
1,381
8,042
178
5,569
29,408
CBeebies
7,444
-
435
-
-
7,879
BBC Services for
Schools
6,794
1,381
3,303
178
-
11,656
BBC Essential Skills
Services
-
-
774
-
4,463
5,237
Webwise/Skillswise
Learning centres & buses
Projects Hull, Merseyside
and Dalmellington
-
-
774
-
-
3,541
922
774
3,541
922
Other Formal Learning
-
-
3,530
-
1,106
4,636
Digital Curriculum
Other
-
-
3,530
-
-
1,106
3,530
1,106
Explanatory Notes:
CBeebies includes the cost of most of the output from the CBeebies Channel plus related
websites.
BBC Services for schools includes curriculum-related output, such as Bitesize and The Way
Things Work. Much of it is transmitted in the early hours of the day (both TV and Radio), and
recorded for use by schools.
Webwise and Skillwise are two key educational strands aimed at adult learners, teaching
basic literacy, numeracy and how to use the internet.
There are seven BBC Learning Centres and 12 BBC buses which assist in delivering learning
outcomes to local areas.
Community projects in Hull, Merseyside and Dalmellington (in Ayrshire) aim to reach those
sections of the community which are currently underserved by the BBC, to promote a
collaborative model of learning, and to equip communities with media production skills as well
as key employment skills.
The Digital Curriculum has not yet been launched; however development and content costs
started to be incurred in 2003-4.
Other formal learning includes various items such as 21CC, schools officers in the regions
and Children’s Gaelic outreach.
75
A2: Financial summary for 2003/04 - Informal Targeted Learning
TV
£’000
Radio
£’000
Online
£’000
iTV
£’000
Outreach
£’000
Total
£’000
Total Informal Targeted
Learning
Comprising:
91,931
1,250
10,232
5,026
4,794
112,558
Factual Landmarks
40,664
-
2,267
4,452
1,186
48,570
Social Action/Lifeskills
3,927
1,093
4,085
574
1,376
11,055
Continuing Learning
Services
1,266
157
741
-
-
2,164
CBBC
44,485
-
2,222
-
-
46,707
Other Informal Learning
1,588
-
255
-
2,231
4,074
Explanatory Notes:
Factual Landmarks include cross-platform campaigns such as The Big Read, Walking with
Cavemen and Restoration. It also includes Enduring Online Factual Services.
Social Action and Lifeskills includes campaigns across all network radio stations, the lifeskills
and lifestyle websites and Interactive TV, and outreach programmes such as Neighbourhood
Gardener.
Continuing Learning Services includes the Learning Zone on TV, One Music and Sport
Academy and the BBC Language Services.
CBBC includes all CBBC output with a learning remit, across analogue and digital TV and
related websites. CBBC output which cannot be included as informal targeted learning has
been included within the Informal Learning from General Programming analysis.
Other informal learning includes activities such as Blast, Wild in your Garden and Sold on
Song which involve informal targeted learning but do not readily fit in to one of the categories
above.
76
Section B
Please note that the list of output that follows for 2003 to 2004 includes
repeated items, as well as new programmes, and therefore does not tie into
the spend figures shown in Section A of the Appendix. Also the listings in the
informal targeted learning section cannot be considered to be fully
comprehensive, given the extensive and complex variety of output that comes
from across the BBC.
Where possible, audience share has been indicated alongside informal
targeted learning programmes. However, with the exception of CBeebies, no
audience share has been included with the BBC’s formal learning output,
given that it is targeted at very niche audiences.
Any data included in this appendix may not match that in the BBC Annual
Report for 2003/04, as the categories to which they relate are different.
B1: Formal Learning Output
The following list pertains to output related to the academic year, Easter 2003
to summer 2004.
Formal Learning – Early Learning
CBeebies
CBeebies Share/Performance 2003/04
Performance of CBeebies Online:
Reach to all homes (55.2m*) 5%
Total unique users 13,134,658
Reach to multichannel homes (32.6m*) 8.9%
Average Monthly Page Impressions
1,094,554
Reach to digital homes (30.3m*) 9.9%
(* People age 4+ as at March, source: BARB)
77
% increase on the previous year 171.9
Age
1- 6
Theme
Literacy, numeracy, movement, story, music, alphabet
Television
(986
progs)
Fimbles X 200 X 20 mins (of which 70 NEW)
Teletubbies X 365 X 25 mins
Tweenies X 390 X 20 mins
Come Outside X 12 X 15 mins
Storytime X 19 X 15 mins
Bobinogi X 15 X 10 mins - NEW
Songs and problem-solving situations featuring animation and live action –
(Welsh)
Radio
(45 progs)
Playtime X 10 X 15 mins.
Counting Time X 5 X 10 mins
Alphabet Time X 20 X 10 mins
Alphabet Time First Phonics X 10 X 10 mins
Bobinogs X 15 X 15 mins – NEW
Websites
Cbeebies
Tellytubbies
Tweenies
Little Animals Activity Centre
Bobinogs
Formal Learning - Primary
Primary: Alba, Art, Worship, Dance
Theme
Alba - Specially made Scottish Gaelic resources
Television
(17 progs)
Baile Mhuilinn (2) X 17 X 10 mins
Radio
(30 progs)
Fiream-Faram X 20 X 10 mins. / 15 mins – NEW
Freadaidh am Feadan X 10 X 10 mins - NEW
Theme
Television
(5 progs)
Samhradh X 5 X 20 mins
Specially made Scottish Gaelic resources.
Radio
(10 progs)
Eadar Eisteachd X 10 X 15 mins - NEW
Specially made Scottish Gaelic resources.
Websites
Cruth na Tire
78
Age
5-7
Age
7-9
Age
10-12
Theme
Television
(3 progs)
Snas X 10 X 15 mins – NEW
Radio
(11 progs)
Sgeul an Orain X 10 X 15 mins
Snas Earrannta X 10 X 15 mins - NEW
Websites
Foghlam
Saoranachd
Theme
Art - Part of Sainsbury campaign
Television
(1 prog)
Watch: Pictures for Schools X 1 X 15 mins - NEW.
Theme
Collective Worship - Spiritual themes
Radio
(36 progs)
Something to Think About X 36 X 15 mins - of which 18 NEW
The series covers a broad range of themes from a variety of cultures and
encourages reflection.
Theme
Collective Worship - Attitudes and religious awareness
Radio
(36 progs)
Together X 36 X 15 mins of which 8 NEW
Assembly resources exploring moral and spiritual dimensions of everyday life.
Theme
Dance - Movement and spatial awareness, Folk dance
Radio
(43 progs)
Hop, Skip and Jump X 15 X 15 mins of which 5 NEW
Let’s Move X 28 X 20 mins of which 1 NEW
Theme
Dance - Rhythm, Imagination
Radio
(36 progs)
Time to Move X 36 X 20 mins – of which 10 NEW
Theme
Dance - Cultural diversity, Sequences
Radio
(51 progs)
Music for Dance X 7 X 15 mins
Dance Workshop X 44 X 20 mins.
Age
5-7
Age
5-7
Age
7-11
Age
5-7
Age
6-8
79
Age
7-11
Primary: English and Drama
Theme
English and drama - Literacy, story, listening/talking, drama, writing
Television
(105
progs)
Magic Key X 30 X 15 mins
Based on familiar characters from the Oxford Reading Tree.
Words and Pictures X 68 X 15 mins
KS1 Starship X 4 X 20 mins
Multimedia resources specifically linked to National Tests in English.
Let’s Write a Story X 3 X 15 mins
Radio
(100
progs)
Reading Tree Stories X 10 X 15 mins
Stories and Rhymes X 32 X 10 mins / 15 mins
Hopscotch X 10 X 15 mins - NEW
Specifically related to Scottish curriculum : Listening and talking.
Let’s Make a Story X 8 X 15 mins - NEW
Infant drama based on popular story titles.
KS1 Starship X 4 X 15 mins
Interactive quizzes for National Tests.
One Potato, Two Potato (NI) X 26 X 15 mins
Cross-curricular listening resources with local content.
Hurley Burley (NI) X 10 X 10 mins - NEW
Stories, rhymes, poems and songs from Northern Ireland.
Websites
Words and Pictures
Magic Key
KS1 Starship
Theme
English and drama - Literacy, story, listening/talking, drama, writing,
spelling, poetry
Television
(22 progs)
Let’s Write Non-Fiction X 3 X 20 mins
Writing Across the Curriculum
Look and Read X 21 X 20 mins of which 8 NEW
Spell It Out X 3 X 15 mins
Spelling with the Spell-its X 4 X 20 mins
Radio
(83 progs)
Words Alive X 23 X 15 mins
Word Games X 10 X 15 mins
Just Prose X 6 X 15 mins - NEW
Just Poetry X 12 X 10 mins
First Steps in Drama X 36 X 15 mins
Time for Drama X 5 X 15 mins
Mental and physical involvement through drama (made in Scotland).
Tales from Europe X 10 X 15 mins
Websites
Spell-its
Look and read
80
Age
5-7
Age
7-9
Theme
English and drama - Main contents, literacy, story, drama, writing,
spelling, poetry
Television
(51 progs)
Let’s Write Non-Fiction X 3 X 20 mins
Spell-Its X 4 X 20 mins
English Express X 22 X 20 mins (BAFTA award winning series)
Primary Focus: Literacy and Language: Media X 13 X 20 mins. (NI)
Victorian Mystery X 5 X 20 mins - NEW
Radio
(153
progs)
Just Poetry X 6 X 10 mins
Word Games X 10 X 15 mins
Listen and Write X 36 X 20 mins
Word Fun X 5 X 15 mins
Machine Gunners x 10 X 15 mins
Radio abridgement of popular novel.
Drama Workshop X 20 X 20 mins / 15 mins of which 10 NEW
Today and Yesterday X 20 X 20 mins. NI curriculum for upper primary.
School Plays X 10 X 20 mins - NEW
Just Prose X 6 X 15 mins - NEW
Children of Winter X 10 X 15 mins – NEW
Radio abridgement of award-winning novel.
NLS Adaptations X 10 1X 20 mins – NEW
Adaptations of Literacy Strategy texts.
World Writing X 10 X 15 mins – NEW Work from writers of a wide range of
cultural backgrounds
Websites
Spell-its
Theme
Environmental Studies - Local studies in Scotland
Television
(20 progs)
What? When? Where? Why? In the Dark X 3 X 15 mins
What? When? Where? Why? Toys X 2 X 15 mins
What? When? Where? Why? Trees X 2 X 15 mins
What? When? Where? Why? Pets and Animals X 3 X 15 mins
What? When? Where? Why? Technology X 3 X 15 mins
What? When? Where? Why? Science X 2 X 15 mins
What? When? Where? Why? Woodlands in Scotland X 3 X 15 mins - NEW
What? When? Where? Why? Scotland’s schools X 2 X 15 mins - NEW
This series responds to curricular need in Scotland, looking at environmental
and social issues, rural and urban balance, living things and technology.
Websites
Woodlands in Scotland
Living things
bbc.co.uk/scotland/education/teachersnotes
81
Age
9-11
Age
5-7
Theme
Environmental Studies - Faiths, Europe, Scottish history and
geography, Scottish culture
Television
(15 progs)
See You See Me: Buildings of Faith X 4 X 20 mins
See You See Me: Cycle into Europe X 3 X 20 mins
See You See Me: Picts and Scots X 3 X 20 mins
See You See Me: Citizenship: Making Decisions X 2 X 20 mins - NEW
See You See Me: Scottish Physical Features X 3 X 20 mins - NEW
This series develops understanding of environmental, social, national and
spiritual matters.
Radio
(10 progs)
Scottish resources 7-9: Scottish Songs X 3 X 15 mins
Scottish resources 7-9: Scottish Poems X 2 X 15 mins
Scottish resources 7-9: Picts and Scots X 3 X 15 mins
Scottish resources 7-9: Safe Listening X 2 X 15 mins
Listening resources: Traditional and more-up-to-date songs and poems to
underline diversity and issues of health and safety.
Websites
Scots and Picts
Scottish physical features
Theme
Environmental Studies - Scottish environment, history, citizenship,
links with France
Television
(15 progs)
Around Scotland: Bruce’s Scotland X 5 X 20 mins
Around Scotland: Scotland During the Time of Mary Queen of Scots X 3 X 20
mins
Around Scotland: France X 2 X 20 mins
Around Scotland: Transport in Scotland X 3 X 20 mins - NEW
Around Scotland: Citizenship : Election Day X 2 X 20 mins - NEW
Looking at contemporary and historical issues from the Scottish perspective.
Radio
(11 progs)
Scottish resources 10-12: Wallace’s Scotland X 5 X 10 mins
Scottish resources 10-12: Scotland During the Time of Mary Queen of Scots X 2
X 10 mins
Scottish resources 10-12: People in the Past X 2 X 10 mins
Scottish resources 10-12: Relationships X 2 X 10 mins - NEW
Looking at contemporary and historical issues from the Scottish perspective.
Websites
Election Day
Around Scotland
ID
Theme
Geography - Islands, Local study, Remote places
Television
(8 progs)
Watch: Barnaby Bear X 8 X 15 mins – of which 4 NEW
Websites
Barnaby Bear
82
Age
7-9
Age
10-12
Age
5-7
Theme
Geography - Environments, Weather, Europe, Remote countries
Television
(51 progs)
Mountains and Coasts X 4 X 20 mins
Writing About the Landscape X 1 X 20 mins
Water – Bangladesh, USA, Britain X 3 X 20 mins
Weather, Place and People X 4 X 20 mins
Writing About Weather, Place and People X 1 X 20 mins
Portrait of Europe X 4 X 20 mins
Using the Land X 4 X 10 mins
Shorts: France X 5 X 10 mins.
Shorts: Environmental Change X 5 X 20 mins
Postcards: Kenya X 5 X 10 mins - NEW
Life and landscape.
Postcards: Bangladesh X 3 X 10 mins - NEW
Mexico X 3 X 20 mins - NEW.
Environment: Water, Air and Land X 5 X 20 mins.
Village, Town and City X 4 X 20 mins.
Radio
(10 progs)
Come to Kochi X 10 X 15 mins - NEW
Study of a locality in a less economically developed country.
Websites
Rivers and coasts
What is weather
Two cities
Theme
Northern Ireland - Cross-curricular resources arising from the local
environment
Television
(16 progs)
Primary Focus X 16 X 20 mins.
Age
7-11
Age
9-11
Primary: History
Theme
History - Chronology, past and present
Television
(16 progs)
Watch: Magic Grandad X 16 X 15 mins – of which 4 NEW
Develops a sense of chronology and links between past and present.
Websites
Famous people
83
Age
5-7
Age
7-11
Theme
History - Ancient Egypt, Modern Britain, Invaders
Television
(47 progs)
Britain Since 1948 X 6 X 20 mins
Writing About Britain Since 1948 X 1 X 20 mins
Children in the Second World War X 2 X 20 mins
Children in Victorian Britain X 3 X 20 mins.
Saxons and Vikings X 4 X 20 mins
Writing about Saxons and Vikings X 1 X 20 mins
Ancient Egypt X 5 X 20 mins
Timelines X 5 X 20 mins
Develops understanding of historical continuity.
Pyramid X 2 X 15 mins - NEW
The Romans in Britain X 4 X 20 mins - NEW.
The Aztecs X 4 X 20 mins - NEW
A Walk Through Time X 5 X 20 mins
Ancient Greece X 5 X 20 mins.
Websites
Ancient Greece
Romans
Vikings
Anglo-Saxons
Victorians
WW2 children
Walk through time
Around Scotland
See you see me
bbc.co.uk/wales/didyouknow: Interactive quiz on Welsh history, and resources
on Welsh geography and culture.
Primary : Languages (includes both formal and informal targeted output)
Theme
French - Foreign Language and culture for younger learners
Television
(10 progs)
Salut Serge! – 10 programmes X 30 mins.
Websites
bbc.co.uk/schools/primaryfrench
Theme
Spanish - Foreign Language and culture for younger learners
Television
(10 progs)
Globo – 10 programmes X c5 mins. (repeated).
Websites
bbc.co.uk/schools/primaryspanish
84
Age
9-11
Age
9-11
Theme
Arabic - Foreign Language and culture for younger learners
Television
(1 prog)
Primary Arabic: Life and Language – 1 programmes X 20 mins. - NEW
Age
9-11
Primary: Mathematics
Theme
Mathematics - Shapes, time, numbers to 100, counting on, money,
addition and subtraction, mental maths, preparation for national tests
Television
(62 progs)
Numbertime X 58 X 15 mins of which 5 NEW
KS1 Starship Maths X 4 X 10 mins
Radio
(37 progs)
Numbertime X 33 X 15 mins
KS1 Starship Maths X 4 X 15 mins
Websites
Numbertime
Starship
Theme
Mathematics - Money, measure, division, fractions, problem solving,
shape and space
Television
(40 progs)
Megamaths X 40 X 20 mins
Radio
(20 progs)
Megamaths: Mental Maths X 20 X 15 mins
Websites
Megashapes
Megamaths
Theme
Mathematics - Mental maths, problem solving
Television
(43 progs)
Maths Challenge X 43 X 10 mins/15 mins
Humorous animation involving missions to solve problems, and Mental Maths.
Radio
(53 progs)
Maths Challenge X 35 X 15 mins
Maths Adventure X 24 X 15 mins - NEW.
Age
4-7
Age
7-9
Age
9-11
Primary: Music
Theme
Music - Musical themes, Narrative songs, Elements of music
Television
(1 prog)
Watch: The Land of all Weathers X 1 X 15 mins
Radio
(34 progs)
The Song Tree X 16 X 20 mins.
Let’s sing X 18 X 20 mins – NEW.
85
Age
5-7
Age
7-9
Theme
Music - Musicians, Singing
Television
(5 progs)
Music Makers: Professor Allegro X 5 X 20 mins
Radio
(30 progs)
Time and tune X 38 X 20 mins – of which 10 NEW.
Theme
Music - Dramatised musical story
Television
(5 progs)
Music Makers: Infinity Diner X 5 X 20 mins
Radio
(38 progs)
Music Workshop X 28 X 20 mins. of which 10 NEW
Singing Together X 10 X 20 mins
Theme
Northern Ireland - Themes and music arising from ten Northern
Ireland locations
Radio
(10 progs)
Musical Mystery Tour X 10 X 20 mins.
Age
9-11
Age
7-9
Primary: Citizenship
Age
5-7
Theme
PSHE/ PSD and Citizenship - Other people
Television
(8 progs)
Watch: Coming to England X 3 X 20 mins
Drama looking at issues around prejudice, based on Floella Benjamin’s
childhood.
Watch: Our Friends X 2 X 20 mins
Watch: Bullying X 3 X 20 mins
Theme
PSHE/ PSD and Citizenship - Attitudes
Television
(6 progs)
New Kid in Class X 2 X 20 mins
The Chat Room X 3 X 20 mins
Issues relating to people with learning difficulties, and others’ attitudes to them
Personal and Persuasive Writing X 1 X 20 mins
Websites
bbc.co.uk/schools/id
86
Age
7-11
Age
9-11
Theme
PSHE/ PSD and Citizenship - Responsibilities
Television
(21 progs)
Focus: Citizenship: Band Aid X 3 X 20 mins
Focus: Citizenship: Minorities X 3 X 20 mins
Focus: Growing Up X 3 X 20 mins
Focus: Substance Misuse X 3 X 20 mins
Focus: Social Inclusion Dramas X 3 X 20 mins
Focus: Citizenship: Thinking Skills X 6 X 10 mins - NEW
Focus enables junior children to question their treatment of other people through
debate.
Primary: Religious Education
Age
5-7
Theme
Religious Education - Festivals, Christianity
Television
(8 progs)
Watch: Christianity X 3 X 15 mins
Examines the themes of gifts, friends and helpers.
Watch: Celebrations X 5 X 20 mins - NEW
Festivals from 5 faiths are explored.
Theme
Religious Education - Holy texts, Major religions, Beliefs and values
Television
(21 progs)
Pathways of Belief: The Bible and the Qur’an X 4 X 20 mins - NEW
Pathways of Belief: Islam and Sikhism X 4 X 15 mins
Pathways of Belief X 5 X 15 mins
Pathways of Belief: Christianity X 5 X 15 mins
Pathways of Belief: Judaism X 3 X 15 mins
This series examines sacred texts and basic beliefs of religions.
Radio
(10 progs)
Stop, think and wonder X 10 X 15 mins - NEW
Linked specifically to Scottish requirements for Religious and Moral Education.
Websites
Theme
Religious Education - Morals
Radio
(20 progs)
Talking Points X 20 X 20 mins
These programmes focus on personal search and complete a sixty-part series.
Age
7-9
Age
10-12
87
Primary: Science
Age
5-7
Theme
Science - Scientific processes
Television
(52 progs)
Science clips X 12 X 10 mins - NEW
Cats eyes X 40 X 15 mins.
Exploring the natural world.
Theme
Science - Scientific processes, Physics
Television
(54 progs)
Pod’s Mission X 16 X 15 mins NEW
Scientific animation and real world examples.
Science clips X 12 X 10 mins - NEW
The Way Things Work X 26 X 15 mins - NEW
Websites
Pod’s mission
Theme
Science - Communicating scientific ideas
Television
(14 progs)
Science clips X 12
Science Zone X 2 X 20 mins
Brings real-life scientific enquiries into the classroom.
Age
7-9
Age
9-11
Primary: Special Needs
Age
4-7
Theme
Special Needs - Language and curriculum
Television
(22 progs)
Bini Special Needs X 1 X 25 mins - NEW
Highly structured stories with simple language.
Something Special X 4 X 15 mins – NEW
Early Years language is developed through a rich combination of video,
graphics, sign language and symbols leading into text.
Hands Up! X 17 X 15 mins
Supporting profoundly Deaf children in accessing the curriculum through BSL.
Primary: Wales
Theme
Wales - Early Years: language and topics
Television
(15 progs)
Bobinogi X 15 X 10 mins - NEW
Songs and problem-solving situations featuring animation and live action.
Radio
(15 progs)
Bobinogs X 15 X 15 mins - NEW
Websites
Bobinogs
88
Age
3-6
Theme
Wales - Welsh language resources
Television
(3 progs)
Cristnogaeth X 3 X 15 mins - NEW
Radio
(4 progs)
Twinkle the Christmas Star : Christmas Musical X 4 X 30 mins - NEW
Theme
Wales - Welsh language resources
Radio
(4 progs)
Sioe Nadolig – Hen ddyn Doeth y Lleuad X 4 X 30 mins - NEW
Age
5-9
Age
7-11
Primary: National Tests
Age
9-11
Theme
National Tests - Preparation for tests
Television
(20 progs)
Revisewise X 14 X 10 mins
Revisewise at home X 6 X 120 mins.
Multiple media approach to test preparation.
Radio
(6 progs)
Revisewise X 6 X 30 mins
Websites
Revisewise - Revision for KS2 in English, Maths, Science
bbc.co.uk/schools/digger - Digger and the Gang Activities to support years 3 and
4 of the National Strategies for Literacy and Numeracy .
bbc.co.uk/schools/dynamo - Literacy, numeracy and science games, designed
for home use.
89
Primary: General
Theme
General
Websites
bbc.co.uk/schools/preschool - BBCi Schools: Preschool home page
bbc.co.uk/schools/4-11 - Schools home page
bbc.co.uk/scotland/education - BBCi Education Scotland home page
bbc.co.uk/wales/education - BBCi Wales Education and Learning home page
bbc.co.uk/northernireland/education - BBCi Northern Ireland Learning home
page
bbc.co.uk/schools/parents
bbc.co.uk/schools/parenting
bbc.co.uk/schools/teachers
bbc.co.uk/cbbcnews/hi/static/teachers - Newsround teacher’s section
bbc.co.uk/schools/revisewise/teachers - ReviseWise teacher’s section
bbc.co.uk/communicate - BBC chatroom and message boards.
bbc.co.uk/webguide/schools - Pick of the best non-BBC sites for learning
bbc.co.uk/schools/whatson
bbc.co.uk/schools/guide - Listings and search engine for schools programmes
bbc.co.uk/sosteacher - A service for pupils and students to ask a teacher a
question on homework, coursework or revision (with replies in 24 hours) and to
search the database of over 15,000 previously asked questions
bbc.co.uk/schools/id - Learning to be You : interactive activities on themes
included in PSHE and Citizenship Studies throughout the schools age-range.
Onion St - Advice and revision tips
Theme
Project Hull / Project Merseyside Broadband Library resources Primary curriculum areas (interactive websites with integrated
video/archive clips)
PC
platform
Primary Genie: Numeracy
Primary Genie: Literacy
Words and Pictures year 1
Victorian children
World War II children
Bridges
Places in Merseyside
Vikings
Primary French - c 100 clips searchable under 13 common topics
90
Age primary,
various
levels
Formal Learning – Secondary
Secondary: English
Theme
English - Writing skills, Shakespeare plays and context, literature
Television
(30 progs)
Curriculum Bites : English X 1 X 120 mins
Writers’ Block: X1 x 120 mins
Shakespeare X 6 x 20 mins, 4 x 30 mins
The Machine Gunners X 10 x 15 mins
Language Skills: Big Issues X 5 x 20 mins
Turning points X 3 X 20 mins.
Scene X 1 X 30 mins.
KS3 Bitesize English X 3 X 120 mins.
Radio
(5 progs)
Language Skills: Big Issues X 5 x 20 mins
Websites
Boost
Reading scheme for secondary pupils with delayed skills
KS3 Bitesize English
Theme
English - Shakespeare, set texts, Drama
Television
(21 progs)
Macbeth Shorts X 5 x 20 mins
English File: Get the Meaning X1 x 20 mins
The Animated Canterbury Tales X 6 x 30 mins
The Animated Epics: Beowulf and Moby Dick X 2 x 30 mins
Poems from Other Cultures and Traditions X 4 x 30 mins
Stopping Distance X 1 x 60 mins
Scene and dramas X 4 X 30 mins..
91
Age
11-14
Age
11-16
Age
14-16
Theme
English - Dramatised texts
Television
(42 progs)
Scene and dramas X 9 x 30 mins of which 1 NEW
L8r X 6 x 10 mins NEW
English File: The Signalman, The Withered Arm, The Rime of the Ancient
Mariner X 1 x 120 mins
English File: The Birth of Horror, Shock Horror! X 4 x 30 mins
Miller Shorts X 4 x 30 mins
In Context X 6 x 20 mins
Dead Drunk 1 x 30 mins
Poetry for GCSE: X 2 X 30 mins, 2 x 20 mins
Reading media texts X 3 X 30 mins
Priestly Shorts: An Inspector Calls X 3 x 20 mins
GCSE Bitesize English X 3 X 120 mins. (repeated)
Standard Grade Bitesize English X 1 X 120 mins.
Websites
GCSE Bitesize English
GCSE Bitesize English Literature
Standard Grade Bitesize English
Theme
English - Literary study
Television
(12 progs)
The contenders X 6 X 30 mins.- NEW
Literary Study: The Cone Gatherers X 2 x 20 mins - Scotland
Literary Study: Sunset Song X 2 x 20 mins - Scotland
AS Guru English X 2 X 120 mins. (repeated)
Websites
bbc.co.uk/scotland/education
AS Guru English
Bitesize Highers English
Age
16+
Secondary: Expressive Arts
Theme
Expressive Arts – A diverse range of musical examples and styles for
the students to explore involving famous musicians
Television
(13 progs)
Music File X 5 x 20 mins
Mad about Music X 1 x20 mins, 6 x 20 mins
Marsalis on Music X 1 x 60 mins
92
Age
11-14
Theme
Expressive Arts - PE, Art and Music: Dance, world music and
composition; art, craft and design practice; contemporary artists
working in different ways.
Television
(14 progs)
Diverse Music X 1 x 120 mins- NEW
The Art X 6 x 20 mins
Contemporary Visions X 1 x 120 mins NEW
Sportsbank Special: Dance TV X 4 x 30 mins
GCSE Bitesize PE X 1 X 120 mins. (repeated)
Standard Grade Bitesize PE X 1 X 120 mins.
Websites
GCSE Bitesize Music
GCSE Bitesize PE
Standard Grade Bitesize PE
Theme
Expressive Arts - Basics of jazz
Television
(1 prog)
Cool Keys 60 mins
Introduced by Jools Holland
Websites
Blast
Theme
Expressive Arts - Key areas of GCSE Physical Education syllabus
Television
(10 progs)
Sportsbank Clips X 5 x 20 mins
Sports Science X 1 x 20 mins
Musical Traditions X 4 x 30 mins (Northern Ireland)
Theme
Expressive Arts - Key areas of GCSE Physical Education syllabus
Television
(10 progs)
Sportsbank Clips X 5 x 20 mins
Sports Science X 1 x 20 mins
Musical Traditions X 4 x 30 mins (Northern Ireland)
Age
11-16
Age
11-18
Age
14-16
Age
14-16
Secondary: Geography
Theme
Geography - World geography; social geography
Television
(25 progs)
Mapping crime X 1 x 60 mins - NEW
Investigating Asia X 5 x 20 mins
Shape of the world X 1 X 25 mins.
Australia 2000 X 6 x 20 mins
France 2000 X 6 x 20 mins
Japan 2000 X 3 x 20 mins
Brazil 2000 X 3 x 20 mins
Websites
bbc.co.uk/northernireland/education/ks3geography
Sustainable development (NI)
93
Age
11-14
Theme
Geography - Global geographical issues; examination preparation
Television
(30 progs)
World 2000 X 10 x 30 mins
World Physical X 1 x 120 mins
Geography in Animation X 10 x 10 mins
Flightpaths X 2 X 10 mins.
Living with Globalisation X 3 x 20 mins
GCSE Bitesize Geography X 3 X 120 mins. (repeated)
Standard Grade Bitesize Geography X 1 X 120 mins.
Websites
GCSE Bitesize Geography
Standard Grade Geography
Theme
Geography - Environment, health
Television
(4 progs)
Intermediate Geography: Environmental Issues in Europe X 2 x 20 mins
Intermediate Geography: Development and Health X 2 x 20 mins
Radio
(2 progs)
Intermediate Geography: Development and Health X 2 x 20 mins
Websites
Bitesize Highers Geography
Age
14-16
Age
16+
Secondary: History
Theme
History - Early 20 Century British Society as recorded by of the
pioneers of photo-journalism. Interpretation.
Television
(19 progs)
Britain 1500 - 1750 X 4 x 15 mins
Britain 1750 - 1900 X 5 x 20 mins
Britain 1906 – 1918 X 1 x 60 mins
20th century wrap X 1 X 20 mins.
First World War X 6 X 20 mins.
Curriculum Bites: History 11 – 14 X 2 x 60 mins
Websites
bbc.co.uk/history
94
Age
11-14
Age
14-16
Theme
History - Eyewitness accounts
Television
(53 progs)
The American West X 1 x 60 mins - NEW
Curriculum Bites: History 14 – 16 X 2 x 60 mins
The Arab-Israeli Conflict X 1 x 60 mins - NEW
The Soviets X 5 x 25 mins
The Cold War X 5 x 25 mins
20th Century World X 5 x 20 mins
20th century wrap X 1 X 20 mins.
Nazi Germany X 5 x 25 mins
Medicine through Time X 5 x 24 mins
American Voices X 5 X 25 mins.
A History of America 1917-1941 X 5 x 20 mins
Black Peoples of the Americas X 5 x 20 mins
World since 1945 X 1 X 20 mins.
Intermediate Modern Studies: Equality in Society X 2 x 20 mins
GCSE Bitesize History X 3 X 120 mins. (repeated)
Standard Grade Bitesize History X 2 X 120 mins.
Radio
(2 progs)
Equality in Society X 2 x 20 mins
Websites
bbc.co.uk/education/modern
bbc.co.uk/ni/education/stateapart
World War One
GCSE Bitesize History
Standard Grade Bitesize History
Theme
History - Scottish curriculum themes
Television
(8 progs)
Intermediate History: Mary Queen of Scots and the Scottish Reformation
X 2 x 20 mins - NEW
Intermediate History: Immigrants and Exiles X 4 x 20 mins
Intermediate Modern Studies: Power and influence .. X 2 x 20 mins - NEW
Radio
(2 progs)
Intermediate History: Immigrants and Exiles X 2 x 20 mins
Websites
bbc.co.uk/scotland/education
Bitesize Highers History
Age
16+
Secondary : Languages
Theme
French - Language and culture magazine programmes featuring
interviews, voxpops, animation, songs, drama
Television
(17 progs)
Quinze Minutes Plus X 11 x 15 mins
Vingt Minutes X 6 x 20 mins
95
Age
11-14
Theme
German - Language and culture magazine programmes featuring
Television
(11 progs)
Hallo aus Berlin X 11 x 15 mins
Theme
Spanish - Language and culture magazine programmes featuring
Television
(10 progs)
Revista X 10 x 15 mins
Theme
French - Magazine programmes, revision resources and dramas
linked to GCSE/ Standard Grade topics / themes
Television
(28 progs)
Clémentine X 10 x 15 mins
Le Café des Rêves X 5 x 20 mins
Jeunes Francophones X 10 x 20 mins
GCSE Bitesize French X 2 X 120 mins. (repeated)
Standard Grade Bitesize French X 1 X 120 mins
Websites
GCSE Bitesize French
Standard Grade Bitesize French
Theme
German - Magazine programmes, revision resources and dramas
Television
(11 progs)
D-Mag X 5 x 20 mins
Susanne X 5 x 20 mins
GCSE Bitesize German X 1 X 120 mins. (repeated)
Websites
GCSE Bitesize German
Theme
Spanish - Magazine programmes, revision resources and dramas
Television
(11 progs)
Isabel X 5 x 20 mins
Voces Españolas X 5 x 15 mins
GCSE Bitesize Spanish X 1 X 120 mins. (repeated)
Websites
GCSE Bitesize Spanish
Theme
French- Language and culture
Television
(3 progs)
France 2000 (French version) X 3 x 20 mins
Age
11-14
Age
11-14
Age
14-16
Age
14-16
Age
14-16
Age
16+
96
Secondary : Maths
Theme
Maths - Applications of Maths, exam preparation
Television
(4 progs)
The Maths Channel X 1 x 120 mins
KS3 Bitesize Maths X 3 X 120 mins
Websites
Mathsfile
KS3 Bitesize Maths
Theme
Maths - Applied Maths; exam revision
Television
(16 progs)
Maths File: Art and Design X 5 x 20 mins
Maths File : Travel and tourism X 1 X 20 mins.
Mathsphere X 1 X 120 mins.
GCSE Bitesize Maths X 3 X 120 mins. (repeated)
Standard Grade Bitesize Maths X 2 X 120 mins
TGAU Bitesize Mathemateg X 4 X 30 mins
Websites
GCSE Bitesize Maths
Standard Grade Bitesize Maths
TGAU Bitesize Mathemateg
Theme
Maths - Problem-solving
Television
(6 progs)
The Contenders X 6X 30 mins. NEW
Websites
AS Guru Maths
Bitesize Highers Maths
Age
11-14
Age
11-16
Age
16+
Secondary: Modern Studies
Theme
Modern Studies - Current affairs and issues
Websites
Standard Grade Bitesize Modern Studies
Theme
Websites
Bitesize Highers Modern Studies
97
Age
14-16
Age
16+
Secondary: Citizenship
Age
11-14
Theme
PSHE, Citizenship and Careers Advice - Active Citizenship
Television
(16 progs)
Mapping Crime X 1 x 60 mins - NEW
Turning Points: X 6 x 20 mins
A-Z of Politics: Government and Parliament X 1 x 60 mins
Active Citizenship (1 x 20 mins, 1 X 25 mins., 1 X 10 mins.)
ID Citizenship X 4 x 15 mins
Citizenship 2000 X 1 X 120 mins. (NI)
Websites
bbc.co.uk/schools/getinvolved
Theme
PSHE, Citizenship and Careers Advice - Careers
Television
(47 progs)
Scene and dramas X 15 X 30 mins.
Fast Tracks Science and Engineering X 10 x 10 mins
Job Bank X 2 x 10 mins
Lifeschool: Preparation for Adult Life (8 x 30 mins, 5 X 20 mins., 3 X 25 mins.)
Aim Higher X 2 x 15 mins
GCSE Bitesize Business Studies X 1 X 120 mins. (repeated)
Standard Grade Bitesize Modern Studies X 1 X 120 mins. (repeated)
Websites
Citizen X - 11-16
Eyewitness - 11-16
ID learning to be you - 11-16
Aim Higher - 13-15
Theme
PSHE, Citizenship and Careers Advice - Drama for issues-related
stimulus
Television
(25 progs)
L8r X 6 x 10 mins
Stopping Distance X 1 x 30 mins
Job Bank and tutorial topics X 14 x 10 mins
Dead Drunk X 1 x 30 mins
Globalisation X 3 X 20 mins
Websites
Go Get It! (Employability) bbc.co.uk/ni/learning
Theme
PSHE, Citizenship and Careers Advice - Key Skills
Television
(14 progs)
Key Skills X 6 x 30 mins NEW
The Contenders X 6 X 30 mins. - NEW
AS Guru General Studies X 2 X 120 mins. (repeated)
Websites
bbc.co.uk/keyskills
Working Lunch
AS Guru General Studies
AS Guru Study skills
98
Age
11-16
Age
14-16
Age
16-19
Secondary: Religious Education
Theme
Religious Education - Christianity and critical thinking
Television
(2 progs)
Curriculum Bites: Key Stage 3 Religious Education X 2 x 120 mins
Websites
bbc.co.uk/religion/re
Theme
Religious Education - Big religious questions, beliefs and concepts
Television
(45 progs)
Taking Issue X 9 x 20 mins
The RE Collection: Forgiveness X 1 x 20 mins
Belief File: Islam X 5 x 20 mins
Resources for Teaching Christianity X 1 x 20 mins
Belief File: Sikhism X 2 x 20 mins
Belief File: Buddhism X 1 x 20 mins
Belief File: Hinduism X 3 x 20 mins
Belief File: Judaism X 3 x 20mins
Belief File: Issues X 5 x 20mins
Bible in animation X 4 X 15 mins.
Christianity (X 1 X 60 mins., 1 X 120 mins.)
Miracle maker X 1 X 120 mins.
Testament X 8 X 30 mins.
Theme
Religious Education - Philosophy and ethics, ultimate questions and
critical thinking; realities of practising faith
Television
(19 progs)
Curriculum Bites: Key Stage 4 Religious Education X 1 x 120 mins
The Test of Time X 4 x 30 mins
Belief File: Issues X 5 x 20 mins
The RE Collection X 2 x 20 mins
Taking issue X 5 X 20 mins.
GCSE Bitesize RE X 2 X 120 mins (repeated)
Websites
bbc.co.uk/religion
GCSE Bitesize Religious Studies
Theme
Religious Education - Old and New Testament
Television
(17 progs)
Testament X 8 x 30 mins
Resources for Teaching Christianity (1 x 15 mins, 1 X 10 mins)
The Miracle Maker X 1 x 90 mins
The RE Collection: X 2 x 30 mins
Belief File X 4 X 30 mins
99
Age
11-14
Age
11-18
Age
14-16
Age
16-18
Secondary: Science
Theme
Science - Science in action in everyday life
Television
(27 progs)
Science in Action X 6 x 20 mins
Curriculum Bites: Science 11 – 14 X 1 x 120 mins
Short Circuit X 15 x 20 mins
The Human Body X 1 x 120 mins
Wan2talk Science 1 X 120 mins.
KS 3 Bitesize X 3 X 120 mins
Websites
KS3 Bitesize Science
Theme
Science - Careers in Science and teaching approaches
Television
(11 progs)
Contemporary Science Teaching X1 x 30 mins
Websites
Sci Files (Wales)
Theme
Science - Double Science curriculum topics
Television
(47 progs)
Curriculum Bites: Science 14 – 16 X 1 x 120 mins
Key Skills X 3 x 60 mins - NEW
Short circuit X 24 X 20 mins.
GCSE Bitesize Science X 4 X 120 mins (repeated)
Standard Grade Bitesize Science X 3 X 120 mins (repeated)
TGAU Bitesize Ffiseg X 4 X 30 mins.
TGAU Bitesize Bioleg X 4 X 30 mins.
TGAU Bitesize Cemeg X 4 X 30 mins
Websites
bbc.co.uk/keyskills
GCSE Bitesize Chemistry
GCSE Bitesize Biology
GCSE Bitesize Physics
TGAU Bitesize Chemistry
TGAU Bitesize Biology
TGAU Bitesize Physics
Standard Grade Bitesize Physics
Standard Grade Bitesize Biology
Standard Grade Bitesize Chemistry
100
Age
11-14
Age
11-16
Age
14-16
Age
16+
Theme
Science - Exam preparation
Television
(2 progs)
AS Guru Biology X 2 X 120 mins.
Websites
Bitesize Highers :Biology
Bitesize Highers :Chemistry
Bitesize Highers :Physics
AS Guru Biology
Secondary: Special Needs
Theme
Special Needs - New reading scheme aimed at improving literacy
skills
Websites
Boost
Theme
Special Needs - For teenagers with severe learning difficulties or
disabilities: coping with everyday life, developing skills and
independence, learning how to behave in public, learning about
relationships
Television
(8 progs)
Go for it! Relationships X 1 x 120 mins
Go for it! Choices X 5 x 15 mins
Documentary Scrapbook (1 X 20 mins, 1 X 25 mins.)
Theme
Special Needs - The programmes are designed to build confidence in
young adults with learning difficulties or disabilities by providing
practical help and demonstrating how situations can be handled
successfully
Television
(5 progs)
Go for it! Lifeskills X 5 x 20 mins
Age
11-14
Age
14-16
Age
16+
Secondary: Technology
Age
11-14
Theme
Technology – Invention
Television
(20 progs)
Techno: inc Young Foresight (20x 20 mins) of which 3 NEW.
101
Theme
Technology - Real world; exam preparation
Television
(18 progs)
Techno: ICT in the Real World X 4 x 15 mins
Contemporary Science Teaching X 1 x 30 mins
GCSE Bitesize Technology X 2 X 120 mins. (repeated)
Standard Grade Bitesize Technology X 1 X 120 mins
Websites
bbc.co.uk/science/robots
Theme
Technology - Problem-solving, key skills
Television
(15 progs)
L8r X 6 x 10 mins NEW
Key Skills X 3 x 60 mins
The Contenders x 6 X‘ 30 mins - NEW
Websites
bbc.co.uk/keyskills
GCSE Bitesize Design Technology
GCSE Bitesize ICT
Standard Grade Bitesize Computer Studies
Theme
Welsh - Language
Television
(8 progs)
Bitesize Cymraeg X 4 X 30 mins
Bitesize Cymraeg Ail Iaith X 4 X 30 mins (second language)
Websites
TGAU Bitesize Welsh
TGAU Bitesize Welsh as second language
Age
11-16
Age
14-16
Age
14-16
102
Theme
Project Hull / Project Merseyside Broadband Library resources Several curriculum areas and revision
KiT
platform
(Kingston
Communi
-cations)
Bitesize GCSE : English
interactive website with integrated video clips
Bitesize GCSE : Maths
Bitesize GCSE : Science
PC
platform
Bitesize GCSE :English
Bitesize GCSE : Maths
Bitesize GCSE : Science
Bitesize GCSE: SOS Teacher
Live feature for students to ask questions of teachers
Key Stage 3 Geography Interactive
Citizenship (CITZ-H)
Locally generated films
Wild Hull
Locally made film of animal life in the city
Holiday Spain goes to Hull
Local interviews
Biology
– video clips searchable under 20 common key stage 3 topics
Chemistry
– video clips searchable under 8 common key stage 3 topics
Physics
– c 200 video clips searchable under 16 common key stage 3 topics
Geography
– c 400 video clips searchable under 27 common key stage 3 topics
Theme
Buses and Open Learning Centres
Outreach
12 BBC buses located in Cumbria, Derby, Devon, Greater Manchester,
Humberside, Lancashire, Lincolnshire, Liverpool, Northern Ireland, South
Yorkshire, Tees, Tyne and Wear and Wales. Plus 7 BBC Open Centres located
in Hull, Stoke, Blackburn, Sheffield, Merseyside, Wrexham and Newport. Over
180,000 people have been reached so far through the scheme.
103
Age
11-16+
Formal Learning – Adult
Adults: Work-related Learning
Theme
Work-related learning:
- Webwise offers IT solutions for business problems; other resources provide
information as well as training case studies.
- Skillswise develops good practice and basic skills.
Television
(276
progs)
Webwise for Business (10 X 60 mins., 2 X 30 mins.)
Working in the Community (23 X 60 mins. (repeated), 7 X 30 mins., 2 X 15
mins.)
Working in construction X 10 X 60 mins.
Working in engineering (10 X 60 mins., 1 X 45 mins. 6 x 30 mins. 1 X 15 mins.)
Working in retail X 10 X 60 mins.
Working in hospitality X 10 X 60 mins.
Working in travel and tourism (11 X 60 mins., 4 X 30 mins.)
Customer care X 2 X 30 mins.
Anger at work X 10 X 60 mins.
Issues of difference X 10 X 60 mins.
Literacy X 5 X 60 mins.
Skills for life (inc Skillswise) (10 X 60 mins., 1 X 40 mins., 12 X 30 mins., 9 X 15
mins.)
IT X 25 X 60 mins.
Make your mark (21 X 60 mins., 6 X 15 mins., 1 X 30 mins., 6 X 10 mins.)
Confidence (10 X 60 mins., 14 X 15 mins., 1 X 30 mins. (repeated))
Youth nation X 12 X 120 mins. each repeated 4 times
Creativity (11 X 30 mins., 3 X 60 mins.)
Theme
Business & Management - Open University Business & Management
programmes
Television
(25 progs)
22 X 30 mins.
1 X 50 mins.
2 X 60 mins
Adults: Languages
Theme
Portuguese - Language and culture
Television
(20 progs)
Talk Portuguese - 6 programmes X 15 mins. (repeated)
Discovering Portuguese – 6 programmes X 30 mins. (repeated)
Brazil Inside Out – 5 programmes X 30 mins. (repeated)
Brazil 2000 – 3 X 20 mins
Websites
bbc.co.uk/languages
: Talk Portuguese
: Brazil inside out
: BBC Brasil
104
Theme
French - Language and culture
Television
(66 progs)
France Inside out – 5 programmes X 30 mins. (repeated)
France 2000 – 4 programmes X 20 mins
Talk French – 6 programmes X 15 mins (repeated)
The French Experience know-how - 2 programmes X 60 mins
The French Experience – 20 programmes X 15 mins. (repeated)
The French Experience 2 – 10 programmes X 15 mins. (repeated)
The French Experience: rencontres – 2 programmes X 60 mins.
French on a plate – 5 programmes X 60 mins. (repeated)
Le français au pluriel - 1 programme X 60 mins.
French journey - 2 programmes X 60 mins.
Get by in French – 1 programme X 60 mins.
Bon mot - 1 programme X 60 mins.
French Connection - – 1 programme X 60 mins.
Documentaries on France – 1 X 60 mins.
Open University French programmes
La bonne formule - 1 programme X 30 mins. (repeated)
Ciné Cinéphiles – 2 programmes X 30 mins. (repeated)
Informer, éduquer, diverter - – 1 programme X 30 mins. (repeated)
The golden thread 1 X 30 mins
Websites
bbc.co.uk/languages
: le mensuel
: Vingt Minutes transcripts
: French steps
: Talk French
: French Experience
: French Experience II
: French connection
: Tour de France
: Languages across Europe : French
: Family French
: le français cool
: French for work
: French journey
: Vive la revolution
BBC Afrique link
105
Theme
Spanish - Language and culture
Television
(52 progs)
Talk Spanish - 6 programmes X 15 mins (repeated)
Spain Inside out - 5 programmes X 30 mins. (repeated)
España Viva – 15 programmes X 25 mins. (repeated)
Europuzzle: Spain – 1 programme X 60 mins.
Spanish journey – 2 programmes X 60 mins. (repeated)
Sueños – 20 programmes X 15 mins. (repeated)
Get by in Spanish – 1 programme X 60 mins.
Documentaries on Spain – 1 X 60 mins.
Open University Spanish programme
Mosaico Hispanico - 1 programme X 30 mins.
Websites
bbc.co.uk/languages
: Languages across Europe: Spanish
: el mensual
: Beckham news
: Spanish steps
: Talk Spanish
: Sueños
: Spanish for work
: Spain inside out
: Spanish journey
: Tomatina
Theme
Italian - Language and culture
Television
(56 progs)
Talk Italian - 6 programmes X 15 mins (repeated)
Italy Inside out - 5 programmes X 30 mins. (repeated)
Italian journey – 2 programmes X 60 mins.
Buongiorno Italia! – 20 programmes X 30 mins.
Italianissimo - 20 programmes X 15 mins. (repeated)
Europuzzle Italy - 1 programme X 30 mins.
Get by in Italian – 1 programme X 60 mins.
Documentaries on Italy – 1 X 60 mins.
Websites
bbc.co.uk/languages
: Languages across Europe: Italian
: Italian steps
: Talk Italian
: Italy inside out
: Italian journey: Italian for work
106
Theme
German - Language and culture
Television
(35 progs)
Talk German - 6 programmes X 15 mins (repeated)
Germany Inside out - 5 programmes X 30 mins. (repeated)
Deutsch Plus - 20 programmes X 15 mins. (repeated)
Deutsch Plus 2- 1 programme X 60 mins.
Get by in German – 1 programme X 60 mins.
Documentaries on Germany – 1 X 60 mins.
Open University German programme
Wendepunkte - 1 programme X 30 mins. (repeated)
Websites
bbc.co.uk/languages
: Languages across Europe: German
: German steps
: Talk German
: Deutsch Plus
: Cool German
: Germany inside out
: One life
: German for work
Theme
Greek - Language and culture
Television
(8 progs)
Talk Greek - 6 programmes X 20 mins.
Greek Chronicles – 2 X 60 mins
Websites
bbc.co.uk/languages
: Talk Greek
Theme
Japanese - Language and culture
Television
(10 progs)
Japanese language and people – 10 programmes X 30 mins. (repeated)
Websites
bbc.co.uk/languages
: A fan in Japan
: Working with the Japanese
Theme
Chinese - Language and culture
Television
(20 progs)
Real Chinese – 10 programmes X 15 mins.
China close up - 10 programmes X 15 mins
Websites
bbc.co.uk/languages
: Real Chinese
: BBC Chinese
107
Theme
UK national languages - Languages and cultures of the UK
Websites
bbc.co.uk/languages
: Gaelic
: Welsh
: story of Welsh
: Irish
: English
: BSL
Theme
General - Language and culture
Television
(26 progs)
Europe - 1 programme X 60 mins
Learning languages
1 programme X 60 mins. (repeated)
2 programmes X 30 mins. (repeated)
Languages for work
11 programmes X 30 mins. (some repeated)
12 programmes X 60 mins. (some repeated)
Websites
bbc.co.uk/languages
: Quick fix (30 languages)
: Test your …. (several languages)
: Euroguide
: Languages across Europe
: Staffroom (lesson plans for several languages)
: Holiday 2004 links
Adults: Art & Design
Theme
Art and design - Galleries, artists, buildings and how environments and
movements affect art; expressive arts
Television
(26 progs)
Open University Art programmes
79 Television programmes
67 X 30 mins.
12 X 50 mins.
Open University Design programmes
11 X 10 mins.
2 X 15 mins.
19 X 30 mins.
2 X 50 mins
Websites
Blast
108
Adults: Education and Guidance
Theme
Television
(90 progs)
Education and Guidance - Advice to OU students and general issues of child
education
Open University Guidance and advice programmes
11 Television programmes X 30 mins.
Learning and exams (31 X 30 mins, 11 X 5 mins.)
Learning X 2 X 60 mins.
Teaching Today (and other CPD) (20 X 30 mins, 2 X 60 mins.)
Key skills X 7 X 60 mins.
Literacy and Numeracy (2 X 60 mins., 4 X 120 mins.)
Adults: English and Drama
Theme
Television
(32 progs)
English and drama - Exploring literary texts
Open University English and drama programmes
22 X 30 mins.
7 X 50 mins.
3 X 60 mins..
Adults: Geography and Environment
Theme
Television
(78 progs)
Geography and environment - Cities, economic imperatives, global changes,
energy
Open University Geography and environment programmes
10 X 10 mins.
1 X 15 mins.
62 X 30 mins.
5 X 50 mins.
109
Adults: Health
Theme
Health - Ageing, addiction, aesthetics
Television
(69 progs)
Open University Health programmes
3 X 10 mins.
5 X 15 mins.
1 X 25 mins.
57 X 30 mins.
1 X 35 mins.
2 X 50 mins.
Adults: History
Theme
Television
(85 progs)
History - Political and philosophical change-points; recent American Presidents.
Open University History programmes
9 X 10 mins.
65 X 30 mins.
8 X 50 mins.
3 X 60 mins.
Adults: IT
Theme
Television
(18 progs)
IT - History, ethics and design issues.
Open University IT programmes
18 X 30 mins.
Adults: Maths
Theme
Maths - Historical and applied aspects of Maths.
Television
(60 progs)
Open University Maths and number programmes
60 X 30 mins.
Adults: Media
Theme
Media - Media’s reflection of society
Television
(11 progs)
Open University Media programmes
11 X 30 mins.
110
Adults: Music
Theme
Television
(49 progs)
Music - Performances, famous musicians and diverse cultures are reflected.
Open University Music programmes
3 X 10 mins.
46 X 30 mins.
Adults: Science and Nature
Theme
Television
(317
progs)
Science and nature - Space exploration technology and laboratory work a well
as moral and historical issues for scientists.
Biology, Chemistry, Physics.
Biology: 106 Television programmes
6 X 10 mins.
3 X 15 mins.
1 X 20 mins.
1 X 25 mins.
67 X 30 mins.
5 X 35 mins.
22 X 50 mins.
1 X 60 mins.
Chemistry: 12 Television programmes 12 X 30 mins.
Physics: 15 Television programmes 15 X 30 mins.
General: 184 Television programmes
33 X 10 mins.
51 X 15 mins.
6 X 20 mins.
82 X 30 mins.
6 X 35 mins.
4 X 50 mins.
2 X 60 mins.
Adults: Social Studies
Theme
Television
(49 progs)
Social studies - Worldwide issues and political events affecting societies
Open University Social studies programmes
7 X 10 mins.
2 X 15 mins.
126 X 30 mins.
4 X 45 mins.
11 X 50 mins.
111
Adults: Special Needs
Theme
Television
(1 prog)
Special Needs issues - Autism and Asperger’s syndrome
Autism resources for teachers and parents (1 x 30 mins) NEW
Asperger’s Syndrome:
A programme on autism made by specialists from the Autism Research Centre
at CambridgeUniversity.
Adults: Technology
Theme
Television
(38 progs)
Technology - Technological applications for current problems
Open University Technology programmes
38 X 30 mins.
112
B2: Informal Targeted Learning Output
The following list pertains to output related to the BBC year, April 2003 to
March 2004.
Where share is indicated, it refers to average percentage of the audience share during the
series run for TV and radio. In the case of online share, an average month’s page impressions
(pi) are shown, and occasionally the number of unique users (uu). There is no share available
for outreach.
Theme
Social Action/Lifeskills
Share
Outreach Led
Get writing - Nationwide press campaign, competition,
nationwide events, phoneline advice, competition winners
event, supported by Marketing trails (Get Writing with
Canterbury Tales) and broadcast:
Canterbury Tales BBC1
Hustle 6 x 60mins BBC1
Radio 4 – Afternoon reading Slot
Get Writing Film (not for Broadcast)
bbc.co.uk/getwriting
26%
27%
3%
21%
This Place - Supported by 2.1 hours on radio.
bbc.co.uk/northernireland/thisplace
7%
Social Work - BBC1 Scotland, 3 hours of broadcast,
7%
Tales from the Edge - BBC2 Scotland 2 hours of
Broadcasting
21%
Chancers - BBC1 Scotland 3 hours of Broadcasting
bbc.co.uk/scotland/tv/home/documentary/chancers
TV promos
75% Wales
(2.2.m).
Big Fat Problem - Wales Today led the programme and
highlighted issues. Special promotion broadcast on
average 7 times between 23 March and 15 April 2004.
8,000 people acquired a Healthy Eating Booklet. Adshell
campaign reached 39% (639,000people). NHS Direct
Wales Helpline received 3,368 calls. The roadshow gave
573 people consultations. Approx. 6,000 people
registered to join campaign..1050 pedometers donated by
BHF.
bbc.co.uk/bigfatproblem - cumulative pis over 6wks
58,481
bbc.co.uk/clampobroblem
Numeracy Campaign – A joint project between BBC
Wales and The Basic Skills Agency, to promote the use
and enjoyment of Maths to teenage children.
Supported by 3 different TV Trails on BBC 1 and 2, based
on an animation cartoon character, 200 Adshel poster
sites around Wales, leaflets and resources packs for
schools, and branding for a VHS of Basic Skills Teaching
Guides for teachers.
bbc.co.uk/learningzone/workskills
Neighbourhood gardener - Linked with over 45 colleges in
113
8% TV
6,700
visitors py
the UK, and network and local radio stations, supported
by broadcast:
Gardeners Word BBC 2, 39 x 30 mins
bbc.co.uk/neighbourhoodgardener
14%
Mobile Bus: in Northern Ireland – (England, Scotland,
Wales to be added)
New Arrivals: An ESF Funded project which produced a
pilot website designed to meet the needs of refugees,
asylum seekers and speakers of English as a second or
other language
bbc.co.uk/newarrivals
Blast: A project for 13-19 year olds who have a passion
for creative dance, film, art, writing and digital creativity.
10 hours of TV and events across the UK in partnership
with local organisations
bbc.co.uk/blast
Television
Led
Artworks - BBC 2 Scotland
bbc.co.uk/arts/
5%
MOD 2003 – BBC 2 Scotland
3%
SSO Proms 1 x 60 mins
bbc.co.uk/scotland/musicscotland/bbcsso/
7.4%
Overnight Success (Tourism Shorts)
bbc.co.uk/wales/overnightsuccess/
Money Spinners 10 x 60mins
bbc.co.uk/lifestyle/moneyspinners
24 %
Body Hits II 2 x 30mins BBC 3 (Health)
bbc.co.uk/bbcthree/tv/bodyhits/series2.shtml
17%
Little Angels 4 x 30mins BBC3 (Parenting)
bbc.co.uk/bbcthree/littleangels
16%
Who Rules the Roost (x3, then x5) (Parenting)
bbc.co.uk/bbcthree/happy_families/who_rules_the_roost.s
html
26%
Bailiffs II 7 x 30mins BBC1
bbc.co.uk/parenting
114
Radio Led
Radio 1:
Sunday Surgery - Social Support for a Young Audience.
1 programme weekly on R1. Share 7.2%
bbc.co.uk/radio1/onelife/sundaysurgery/
Radio 2:
Babytalk, conception and fertility advice.
Two days on R2 from 23rd June (Fertility)
bbc.co.uk/radio2/campaigns/babytalk/
Diet Trials – tackling the subject of diet and obesity.
Two days on R2, in March /April.
16 part TV series on BBC 1.
bbc.co.uk/radio2/campaigns/diet/
Talking Teenagers –unlocks communication between adults and
teenagers. Embedded into various R2 broadcasts throughout the year.
bbc.co.uk/radio2/campaigns/talkingteens/
Radio 2: Student Essentials – Help with career decisions.
Embedded into various R2 broadcasts during August (post-exams).
bbc.co.uk/radio2/campaigns/studentessentials/
Taking Care - explores the legacy of care for children and adults.
Embedded into various R2 broadcasts throughout the year.
bbc.co.uk/radio2/campaigns/takingcare/
Radio 4
Check Up 18 x 27 mins, 7% share
Home Planet
Making History
Mapping the Town 12 x 30 mins, 7.6% share
Voices of the Powerless, plus BBC Cassette and book of the series
bbc.co.uk/radio4/history/voices
The Learning Curve- Tuesdays and Sundays 28 mins. Also supported by
broadcasts on The Learning Zone on TV 8% share
bbc.co.uk/bbc4/thelearningcurve
Radio 5
My Sporting Journey 8 x 30 mins. Connected to Sports Relief and had
various reports running on other programmes
Euro Special
Access all Areas Programme- A theme running across programmes and
supported by all day events 5 x 60 mins
Breakfast – Speak your mind campaign
Sports Relief- a theme running across programmes and supported by
some dedicated events.
Online
bbc.co.uk/radio1/onelife - advice for getting on with life (incl. chat room)
Writing Scotland - commissioned for BBC Scotland, output in 04/05.
bbc.co.uk/parenting - parenting support
Story of Welsh . Plus 6x30mins BBC1. Share 25%
bbc.co.uk/wales/storyofwelsh/
115
Theme
Factual Landmarks and Major Series
Television
Led
You Thought You Knew (NI. Some outreach also)
Scotland the Wild (some outreach also)
Scots at Sea
Would you pass the 11 + 1.5 hours on TV
iTV output
Share
10%
Animal Camera 6 x 30mins
Bermuda Triangle 1 x 60
Big Digs (Meet the ancestors) 1 x 50mins BBC 2
Child of our Time 3 x 60mins BBC1
Colosseum (iTV) 1 x 60 BBC1
Dragons Alive/Reptiles 3 x 60
12%
28%
12%
25%
28%
13%
Elephant: Spy in the Herd 1 x 60
Great Inventions 5 x 60 BBC2
Human Mind 3 x60
Intensive Scares/ Eaten Alive 3 x 60mins BBC 1
25%
13%
25%
18%
Jungle 3 x 60mins BBC1
Body Snatchers 3 x 60mins BBC1
Leonardo 3 x 60 BBC1 – also exhibition at British Library
Michelangelo 2 x 60
Nile 3 x 50mins BBC 2
19%
19%
19%
5%
13%
Pompeii 1 x 60 BBC1
Seven Industrial Wonders 7 x 50
St Paul 1 x 60
The Brontes 2 x 60
Walking with Sea Monsters (Indy) 3 x 30
War at Sea 3 x 60mins BBC2
Wild Down Under/Australasia 6 x 50 BBC2
39%
16%
10%
22%
29%
9%
13%
Wildlife special / Shark 1 x 50
Mary Shelley 1 x 60
Ackroyd’s London 3 x 50
Byron 2 x 70mins BBC2
Mozart 3 x 60 BBC2
18%
12%
10%
13%
8%
Walking with Cavemen 4 x 30mins BBC1
bbc.co.uk/science/cavemen/
24%
Abyss Live II 5 x 40 bbc.co.uk/science
24%
Death in Rome
bbc.co.uk/history/a.../launch_gms_deathrome.shtml
16%
16%
Dunkirk 4 x 60mins BBC2 bbc.co.uk/dna/ww2/
28%
You thought you Knew 3 x 40mins
bbc.co.uk/northernireland/youthoughtyouknew
116
Online
Average
monthly pi’s:
7,038,497
Average
monthly uu’s:
734,336
www.bbc.co.uk/history
www.bbc.co.uk/science
www.bbc.co.uk/nature
In April 2004 the BBC science and nature websites merged to
form one. The url is now www.bbc.co.uk/sn
Theme
Cross-Platform Project - The Big Read
Television
The Big Read, 2 x 1 hour specials BBC1
Average
monthly pi’s:
11,775,287.
Average
monthly uu’s:
848,646
Average
monthly pi’s:
2,762,832.
Average
monthly uu’s:
267,256
Share 6%
9 x 90 BBC 2
BBC 4 Complimentary debate programmes
Radio
Radio 4, Local Radio
Online
bbc.co.uk/bigread
Outreach
Range of supporting resources for schools, colleges and libraries, database of
reading groups, Little guide to Big Reading- how to set up your own reading
group,
Big Read was part of
the BBC Arts website
which averaged
1,728,711 pi’s per
month
every library in the UK supporting campaign, plus schools, voting, events etc.
117
Share 12%
Theme
Cross-Platform Project - Wild in Your Garden
Television
Wild in your garden BBC 2
Radio
Local Radio Broadcasts
Online
bbc.co.uk/nature
Outreach
BBC events in 3 urban parks, local radio broadcasts and partner organisations.
Average 2,508,458
pi’s per month
250 linked events and activities across the UK. Nearly 20,000 people attended
the park events - the one in Sefton Park in Liverpool, hosted by Radio
Merseyside, attracted 12,000 people
Share 24%
Theme
Cross-Platform Project - World War II
Television
D-Day 120 mins BBC One ‘Destination D-Day’ 5 x 60mins BBC 1. Live
Coverage of D Day Tues 1st – Sunday 6th June BBC1. Coverage on News 24
Radio
16 hrs of programming leading to D- Day, Radio 4. Special D- Day Coverage
5th and 6th June Radio 4. Coverage on Local Radio throughout 2004- Phone
ins, OBs at People’s War Events.
Online
bbc.co.uk/dna/ww2/
14,290 page
impressions
1 million unique
users in one month
Outreach
People’s War is an online project to build a lasting archive of WW2 testimonies
for future generations. To allow non-IT Literate users to contribute their stories,
a network of People’s War Associate Centres (400+ organisations, 2,500
centres so far) has been established across the UK to provide supported
internet access. Associate Centres include Museums, Libraries, UKOnline
centres and Colleges.
Theme
Cross-Platform Project - Making Sense of the Mind
Television
The Human Mind – 3 x 60 mins BBC1
Radio
Supported by some science programmes
Online
bbc.co.uk/science/humanbody/ -
Outreach
A series of community discussion events, some funded by the BBC and others
by the Wellcome Trust, designed to engage a new audience in science
118
Share 18%
Average 11,134 pi’s
a month
Share 12%
Theme
Cross-Platform Project - Restoration
Television
BBC2 11 x 60mins, 2 x 10mins, 1 x 90mins (outreach also)
Radio
Local Radio Stations have run 85 TV news items regarding Restoration with
many more still to come. 150 radio features on Restoration have been
broadcast, again with more to come.
Online
bbc.co.uk/restoration
Listing of events and examples of good
practice conservation work.
Outreach
A key factor in obtaining the Heritage Lottery Fund grant. In association with
heritage open days BBC, organised a range of events throughout August and
September aimed at encouraging public to see conservation and restoration
first hand. A special review magazine was also published.
Theme
Cross-Platform Project - Hitting Home
Television
Theme was shown in programmes such as Casualty, Dangerous love and
EastEnders. Over all there were 7.8hours of Hitting Home themes in BBC 1
programmes, 2.2 hours in BBC2, 55 minutes on BBC3, 3.9 hrs on BBC 4 and
45 minutes on CBBC
Radio
Programmes on Radio 1, Radio 2, Radio 4, Radio 5 Live, 1xtra, the Asian
Network and local radio
Online
bbc.co.uk/health/hh/index.shtml
119
217,000 pi’s a week
Hitting Home was
covered by the
health website which
received an average
of 4,277,842 pi’s a
month
Theme
Other Informal Targeted Learning Output
Outreach
Led
Radio 2, Sold on Song – Various Events including a song writing workshop in
Deptford
bbc.co.uk/radio2/soldonsong
BBC Proms – Outreach Brixton 3 x 140 mins, 8 x 60 mins, 4 x 45 mins (radio)
TV transmissions lengths varied: 7 on BBC 2, 4 on BBC1, 21 on BBC4
bbc.co.uk/proms
Radio 3, World on your street – A showcase for musical talent from across the
globe that can be found in the UK. Supported by a 5 part radio series and
internet radio show.
bbc.co.uk/radio3/world/onyourstreet
MEC Symposium Video
ICAN – A tool to help people re-engage with civic life: find info, find people,
take action. 64 2-3 minute television pieces across England and Wales. 31%
share. 181 radio pieces 2-3 mins.
bbc.co.uk/ICAN
Website typically has 300,00 pis per month and 100,000 uu’s
Beechgrove Garden
BBC Scotland, BBC2, 14.5 hours broadcast, 11% share
Weather Permitting
BBC Scotland, BBC TWO, 30 mins broadcast. 10% share
Landward - commissioned in ¾ – output of 15 hours in 04/05
Theme
Enduring Learning Strand in the BBC – Sport Academy
Television
Born to Win 6 x 30 mins BBC1
Radio
Coverage on Radio 5 live
Online
www.bbc.co.uk/sportacademy - information and encouragement for children to
take up sport
Share 17%
www.bbc.co.uk/academyparent - To enable parents and their children get the
most out of sport, & maximise their fun and enjoyment.
Outreach
Sport Academy - Every secondary School in the UK (6000) was given a Born to
Win pack and 68 Schools ran Born to Win days
Theme
Enduring Learning Strand in the BBC- Radio 1 One Music
Radio
Helps to provide face to face support and advice to young musicians.
Mentioned and referred to in a variety of shows
Online
bbc.co.uk/radio1/onemusic
Outreach
Activities UK wide including running alongside Radio1 on the Road
120
Theme
Other Informal Targeted Learning Output
Television
Soap
Arab - Israel Conflict
Movie Music Awards
Making Tracks
BBC Singer of the World in Cardiff – Education Project: 1 x 140, share 6%
Inside the Orchestra
National Youth Orchestra of Wales collaboration
Composers Day
Catchphrase
Online
Catchphrase Website
Theme
CBBC
Reach to all homes (55.2m*)
Reach to multichannel homes (32.6m*)
Reach to digital homes (30.3m*)
(* Source: BARB)
Share
0.2%
0.4%
0.4%
Television
Bamzooki Aka Evo 4 x 10mins BBC1
Blue Peter 3 x a week, 25mins BBC
Against all Odds 6 x 25mins BBC1
The Agency
Animal Arc 13 x 15mins BBC1
Best of Friends
Byker Grove 20 x 25mins BBC1
Cavegirl 46 x 20mins BBC1
Prom in the Park 1 x 30mins BBC2
Eureka 12 x 15
Fame Academy 16 x 60mins , 16 x 15mins BBC1
Genius 6 x 25
Grange Hill 20 x 25mins BBC1
Great
North Run 1 x 240mins BBC1
Intergalactic Kitchen 13 x 25mins BBC1
Kerching 20 x 25mins BBC2
Meeting Beckham
Nelly nut Show
Power’s project
The Queen’s Nose 6 x 25mins BBC2
The Raven 21 x 25
Reggie meets Beckham 1 x 24
Rule the school 8 x 25mins BBC2
S Club 7 – Behind the Scenes
Serious Desert 6 x 25mins BBC1
Short Change 25 x 25mins BBC1
Smart 15 x 25 BBC1
The Stables 24 x 26
Tales from the Edge
Ugetme 46 x 8mins BBC2
Wild UK
Xperi- mental 7 x 15mins BBC1
Newsround, 5 times a week , 10 minutes BBC1
Tracey beaker
Xchange 10 x 30mins BBC2
9.49%
12.23%
12.51%
121
10.49%
1.02%
13.4%
10.79%
12.74%
11.67%
23%
12%
12.44%
31%
8.5%
10.99%
0.78%
12%
13%
12.57%
11.45%
15%
12.69%
13.28%
1.3%
0.4%
9.66%
16.5%
2.03%
0.3%
Page Impressions
Online
Tracey Beaker on-line: bbc.co.uk/cbbc/tracybeaker
8,476,264 pi
X-change: bbc.co.uk/cbbc/xchange
1,872,004 pi
CBBC Art on-line: bbc.co.uk/cbbc/art
1,570,265 pi
CBBC Sport on-line : bbc.co.uk/cbbc/sport
898,916
Notes: Creative Archive is not being listed as output though online development spend has
been shown in section A of the appendix. Please see formal section of appendix for
languages output.
122

The BBC`s learning impact

Transcription

Similar documents

1 2 3 4 5 6 7 8 9 10 MON TUE WED THU FRI SAT SUN MILES/WK

Takla Rainbow Lodge

KAD_LA_R024-15_SALES FOLDER_M5.1.indd

reel bad arabs: how hollywood vilifies a people the princess bride

The Village at Blackmud Creek

Wednesday 3rd March

Dangerous Visions on BBC Radio 4 – Visions of a dystopian future

our Massage Treatment Brochure

Paul Oakenfold One Sheet

Building a career in the games industry