Annex B
BBC WORLD SERVICE
AIMS FOR
THE FUTURE
To be the world's best-known and most respected
voice in international broadcasting, thereby bringing benefit
to Britain.
To support this the World Service aims:
to be the world's first choice among international
broadcasters for authoritative and impartial news and information,
trusted for its accuracy, editorial independence and expertise;
to be the world's reference point—a global
hub for high-quality information and communication;
— projecting Britain's values of trustworthiness,
openness, fair-dealing and creativity, enterprise and community;
— providing a forum for the exchange
of ideas across cultural, linguistic and national boundaries;
— promoting the English language, learning
and interest in modern, contemporary Britain;
— offering a showcase for British talent
across the World.
BBC WORLD SERVICE
TARGETS 2001-04
FCO OBJECTIVE 5
Pivotal influence worldwide over decisions and
actions which affect UK interests; positive foreign perceptions
of the UK; authoritative, comprehensive information on foreign
issues for UK decisions-takers.
PSA 5
Increased UK influence overseas so that the
UK's views and interests are taken into account in international
decision making. Measures include an increase in the global audience
of the BBC World Service to 153 million by 2004. (Original target
changed to 157 million—see below).
Scorecards
— (viii) BBC World Service. Global
weekly radio audience target of 157 million by 2004 (measured
annually by independent survey) (Milestones: 155 million by 2002;
156 million by 2003).
— (ix) BBC World Service. 15 million
online users monthly by 2004. (Measure: Current practice measures
this target by monitoring the number of page impressions, targets
for which have been set for 2001-04: 42 million monthly by March
2002, 56 million monthly by March 2003, 75 million monthly by
March 2004. A new method is being developed to monitor the number
of users. Once this is available reporting will switch from page
impressions to users. Comparable figures between the two methods
will be available).
— (x) BBC World Service. "Best-known
and most respected voice in international broadcasting" monitored
through measuring awareness, reach and trust through annual surveys
of target audiences in nine countries (annual milestones for awareness,
reach and trust shown in separate paper (attached), disaggregated
by country and between "cosmopolitans" and "aspirants").
— (xi) BBC World Service. 81 per cent
audibility in all World Service regions throughout the period
(audibility by averaging the figures for strength, interference
and overall audibility for each language).
— (xii) BBC World Service. 135 capitals
reached on FM by 2004 (Milestones: 119 by March 2002; 128 by March
2003).
SCORECARD (X)
Milestones for awareness, reach and trust
AWARENESS—PROMPTED AND/OR UNPROMPTED
(PER CENT OF SAMPLE)
| Country
| Survey coverage |
Actual | Target Cosmopolitans
| Actual | Target Aspirants
|
| |
| 1999-2000 | 2000-01
| 2001-02 | 2002-03
| 2003-04 | 1999-2000
| 2000-01 | 2001-02
| 2002-03 | 2003-04
|
| Africa and the Middle East |
| Nigeria | Lagos | 90
| 90 | 90
| 90 | 90
| 76 | 76
| 76 | 76
| 76 |
| Egypt | Cairo | 57
| 59 | 59
| 59 | 62
| 31 | 33
| 33 | 35
| 36 |
| Americas |
| USA | Cosmos in Boston, NY, |
82 | 82
| 82 | 82
| 82 |
| |
| |
|
| | Washington
| | |
| |
| | |
| |
| Mexico | Mexico City | 60
| 62 | 62
| 64 | 64
| 26 | 28
| 28 | 29
| 30 |
| Asia and the Pacific |
| India | Mumbai (Bombay) | 57
| 59 | 60
| 62 | 65
| 41 | 41
| 43 | 45
| 47 |
| China | |
| | |
| |
| | |
| |
| Pakistan | |
| | |
| |
| | |
| |
| EurAsia | |
| | |
| |
| | |
| |
| Russia | |
| | |
| |
| | |
| |
| Europe | |
| | |
| |
| | |
| |
| Czech Republic | Prague | 72
| 75 | 76
| 76 | 76
| 72 | 75
| 76 | 76
| 76 |
AUDIENCE REACH: WEEKLY COMBINED AUDIENCE IN ANY LANGUAGE
(PER CENT OF SAMPLE)
| Country | Survey coverage
| Actual | Target Cosmopolitans
| Actual | Target Aspirants
|
| | |
1999-2000 | 2000-01
| 2001-02 | 2002-03
| 2003-04 | 1999-2000
| 2000-01 | 2001-02
| 2002-03 | 2003-04
|
| Africa and the Middle East |
| Nigeria | Lagos | 47.9
| 49 | 50
| 50 | 50
| 34.5 | 36
| 37 | 38
| 38 |
| Egypt | Cairo | 8.0
| 9.5 | 10
| 10 | 10
| 5.3 | 7
| 8 | 8
| 8 |
| Americas |
| USA | Cosmos in Boston, NY, |
14 | 14
| 14 | 14
| 14 |
| |
| |
|
| | Washington
| |
| |
| |
| |
| |
| Mexico | Mexico City | 9.4
| 10.5 | 11
| 12 | 12
| 2.7 | 3
| 4 | 4
| 4 |
| Asia and the Pacific |
| India | Mumbai (Bombay) | 8.2
| 8.2 | 9
| 9.5 | 9.5
| 8.1 | 8.1
| 8.5 | 8.5
| 8.5 |
| China | |
| |
| |
| |
| | |
|
| Pakistan | |
| |
| |
| |
| | |
|
| EurAsia | |
| |
| |
| |
| | |
|
| Russia | |
| |
| |
| |
| | |
|
| Europe | |
| |
| |
| |
| | |
|
| Czech Republic | Prague | 6.4
| 7.0 | 7.2
| 7.5 | 7.5
| 7.8 | 8.0
| 8.5 | 8.5
| 8.5 |
TRUST: PERCENTAGE OF BBC WEEKLY LISTENERS WHO SAY THE
BBC "IS A SOURCE THAT I TRUST". FOR REASONS OF SAMPLE
SIZE THIS MEASUREMENT IS ONLY POSSIBLE FOR COSMOPOLITANS AND ASPIRANTS
COMBINED
| Country | Survey coverage
| Target |
| |
| Cosmopolitans and aspirants
|
| |
| 1999-2000 | 2000-01
| 2001-02 | 2002-03
| 2003-04 |
| Africa and the Middle East |
| Nigeria | Lagos | 93
| 93 | 93
| 93 | 93
|
| Egypt | Cairo |
| |
| |
|
| Americas | |
| |
| |
|
| USA | Cosmos in Boston, NY Washington
| |
| |
| |
| Mexico | Mexico City | 81
| 81 | 81
| 82 | 83
|
| Asia and the Pacific |
| |
| |
| |
| India | Mumbai (Bombay) | 90
| 90 | 90
| 90 | 90
|
| China | |
| |
| |
|
| Pakistan | |
| |
| |
|
| EurAsia | |
| |
| |
|
| Russia | |
| |
| |
|
| Europe | |
| |
| |
|
| Czech Republic | Prague | 86
| 87 | 87
| 87 | 87
|
|
