Audience research at the BBC World Service 1932-2010

This article examines the changing ways in which intelligence about the BBC’s international audiences has been gathered and used since the advent of the Empire Service in 1932. It is written from the perspective of a former Head of Audience Research (1982-96) at the BBC World Service. In BBC domestic broadcasting, the appointment of Robert Silvey in 1936 led to the daily collection throughout the UK of the most comprehensive national audience data anywhere in the world. For international broadcasting such systematic detail and regularity was out of the question. The listeners were widely scattered and thinly spread. Survey research of any kind was difficult, expensive or impossible. Moreover, many parts of the world to which the BBC World Service (BBCWS) broadcast were closed to any systematic local research, either because no local facilities to do research existed or because of legal or governmental prohibitions. At the start of BBC Empire Service spontaneous feedback from listeners’ letters was the main source of information. Research was also carried out using questionnaires sent by international mail to listeners who had written to the BBC. Face to face surveys in target areas were conducted from 1944, but coverage was patchy and limited by lack of resources. During the 1970s and 1980s it was conclusively shown that letter writers are unrepresentative of the whole audience. The need to have more representative data about audiences led to a massive increase in funding for quantitative research, especially under John Tusa, the Managing Director of the World Service from 1986 to 1992. Tusa increased the amount available to spend on research more than twenty-fold. As well as quantitative research using surveys of adult populations in all parts of the world (only a tiny number of countries today remain closed to all research) qualitative work is now also regularly commissioned. The global success of the BBC World Service is a result of the fact that it developed better intelligence about audiences than all other international broadcasters. The global audience is the largest and most diverse of any international broadcaster, and by quite a wide margin. The BBC’s picture of its global audience is still only partial. There remain some parts of the world that are not well covered by research and some that are not covered