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Written evidence submitted
by the BBC World Service Trust in Bangladesh
September 2009
1 The BBC World
Service Trust
1.1 The BBC World Service Trust is the BBC's
international charity. We use media and
communications to reduce poverty and
promote human rights, thereby enabling people to build better lives. We are funded by external grants and voluntary contributions, mainly from DFID, the
European Union, UN agencies and
charitable foundations. We receive a small amount of core support from BBC World
Service (both in kind and cash).
1.2 The BBC World Service Trust is involved
in two DFID-supported programmes in Bangladesh, which relate to two of
the questions posed by the committee.
1.3 Regarding DFID's support for effective
governance, we have talked about the role of the media and described the impact
of a BBC debate programme on television and radio entitled Bangladesh Sanglap.
1.4 Regarding DFID's strategy for reducing
poverty and inequality, including gender equality, we have talked about the demand
for accessible English-language learning in Bangladesh and its potential impact.
Each section begins with a short summary.
2. DFID's support for more effective
governance and institution building
in Bangladesh
2.1 Summary
2.1.1 It is generally agreed that the media have
an important role to play in helping bring about the conditions for more
effective governance. The media can promote
accountability by acting as a watchdog and providing platforms for voices from
all parts of society, enabling people to engage in debate and inform decision-making. Whilst there has been
considerable effort in many parts of the world, including Bangladesh, to
build institutions for better governance, it is the media that has helped to
articulate the public's demand for better governance.
2.1.2 The
BBC Bengali Service has for almost 70 years now been broadcasting impartial
news and current affairs to Bangladesh (as well as north-eastern states of India including
West Bengal, Assam and Tripura). The BBC remains the most trusted provider of
unbiased and objective news in Bangladesh[1].
2.1.3 Since
2005, support from DFID has enabled the BBC World Service Trust to partner with
BBC Bengali to deliver a programme called Bangladesh Sanglap
("Dialogue"). This is a debate programme, rather like Question Time in the UK, recorded in
front of a live audience of around 150 people in different locations around the
country. It is broadcast weekly on BBC Bengali radio and
Channel I, a satellite television station in Bangladesh.
2.1.4 Research from 2008 found that 86 percent of
the audience felt the programme had improved political debate in Bangladesh[2].
2.2 Background
2.2.1 Before commencing the project in 2005, our audience
research revealed that Bangladeshis identified the political culture of 'blame
game' as the major obstacle to meaningful political dialogue. They wanted to
participate in important national decisions. When their politicians appeared on
television, the public wanted to hear them use simple, clear language. There
was almost universal agreement that people should have better access to their
representatives and a general
perception that poor people did not have access at all.
2.2.2 Sanglap
aims to encourage and facilitate a
change in the country's political culture and
increase transparency and
accountability through a forum that allows ordinary people to engage in
information sharing and discussion
of governance issues. More than 115 editions of the programme have been aired
on television and radio since 2005. The
programme travels outside of the capital, Dhaka,
to reach all parts of the country, in some cases taking to the water to reach
the more inaccessible spots. A programme was recorded with the
British-Bangladeshi community in July 2009.
2.2.3 In addition to the regular editions of Sanglap, in 2008, at the invitation of
the Bangladesh Election Commission, the BBC worked in partnership with the
state broadcaster BTV to produce and
broadcast seven debates involving mayoral candidates
in four cities. These debates were watched by between 18 and
21 million people. A survey conducted by Nielsen revealed that 90% of viewers felt
that what they had heard in the debates would influence their voting decisions.
2.2.4 Alongside the broadcast programmes, the BBC
World Service Trust seeks to build the capacity of local media to produce
programming that will contribute to better governance and
act as a tool to underpin democratic processes. As well as delivering
on-the-job training with our partner television station, we have also delivered
formal training courses to all private cable and
satellite stations in Dhaka, as well as BTV.
2.3 How we work
2.3.1 The BBC World Service Trust works at four levels of engagement:
· The systems level with policy and law-makers
· The organisational level with state,
commercial and not-for-profit
entities
· The practitioner level with professionals
and opinion leaders; and
· The individual level with various target
audiences for mass media outputs
2.3.2 The Bangladesh
Sanglap project aims to contribute to
better governance at all four of these levels. The individual level is represented by the broadcast audience of Sanglap on television and radio. This includes
a regular weekly audience of around 7 million people, with over 22 million people
having ever watched or listened to a programme.
2.3.3 Bangladeshis watch the programme and are able to see people like themselves holding
politicians to account. During the life of the project, they have become more
confident in doing so, and this has had an effect on the audience watching at
home. As one woman in Kustia put it upon seeing the programme for the first
time: "I didn't know people like me could ask questions like this". Ninety per
cent of viewers felt that BBC Sanglap improved their knowledge of issues
relevant to voters.
2.3.4 At the practitioner
level, the BBC World Service Trust is committed to helping local journalists and media professionals develop their core skills,
enabling them to produce television and
radio programmes that strengthen democracy and
good governance. Since 2006 the BBC World Service Trust has delivered on the
job mentoring with staff in our partner TV station, Channel I. According to our
skills assessment, 93% of the channel's training participants demonstrated improvements
in their core competencies.
2.3.5 Since 2008 we have strengthened our
capacity building programme, by providing training for staff from all cable and satellite stations in Dhaka,
as well as the state broadcaster, BTV. Our aim is to increase the technical
abilities of media practitioners to produce their own high quality debates and programming on governance issues. Since 2008, more
than 80 journalists and media
professionals have completed training in studio lighting, multi-camera
directing, package making and
presenting skills.
2.3.6 At the organisational
level, Sanglap sets the standard for
political programming in Bangladesh,
encouraging other media houses to produce commercially viable programmes that
provide information and promote
responsiveness and accountability. There
has, as a result, been a proliferation in related programming. Research
indicates that 42 political debate programmes are aired each week in Bangladesh, compared
to just 9 regular programmes before November 2005.
2.3.7 Although this increase in political debate
programmes is a positive development for the Bangladeshi TV sector, an independent
report in December 2008 commissioned by the BBC World Service Trust, "Political
Talk Shows and Accountability in Bangladesh", found
that there are limitations to the ability of other TV Channels / production
outlets to emulate the Sanglap model. Many television channels are owned by
politicians and as such are felt to
be partisan.
2.3.8 To quote the report: "Most of the
panellists interviewed for this research put BBC Bangladesh Sanglap into a
different category from other political discussion programmes. Five principle
reasons were frequently quoted:
· It is an independent platform for political debate
· It is well resourced and
well planned
· It goes out of Dhaka and holds dialogues in different parts of the
country
· It offers ordinary people a chance to ask their own questions
· It is anchored firmly and
impartially
2.3.9 Many of the interviewees listened regularly
to the BBC Bengali service and valued the BBC's
historical links with Bangladesh. One person described the BBC as 'the only credible news medium in the
country'. Another said: 'I never rely on
CNN or Al Jazeera but I do rely on the BBC. The BBC has a historical
relationship with Bangladesh'.
2.3.10 Most of the interviewees prized the
independence of the BBC and the BBC Sanglap programme. 'People are
attracted to BBC Sanglap because it offers an independent platform where people
can speak their mind', said one person. 'BBC Sanglap provides an opportunity
for people to raise their voices without constraint' said another. A third
said: 'It provides a platform for people to ask questions without fear or
favour'. A TV journalist on one of the private channels drew a comparison with
some of the other talk shows:
"The BBC Sanglap is
very good, very straightforward. The BBC microphone is a symbol of freedom of
expression. When people go onto the show
they think they can speak their mind. In
our studios, they can be tricky and
reply as they think the channel might wish."
.
2.3.11 There have been undoubted advances in the ability of the
Bangladeshi broadcast media to act as a watchdog and voice of the people,
encouraged in part by the example of Sanglap. Restrictions imposed on political
talkshows, including a temporary ban during the state of emergency, were
relaxed in the period leading up to the successful general election in December
2008. But it is true to say that during periods of heightened instability the
public looks to the BBC as a source of impartial information, and to Sanglap as a guarantee that their
questions can be asked and views freely expressed, such as in the period following
the mutiny of border guards in February 2009.
2.3.12 At the systems
level, political leaders have become more responsive and
accepting of media's legitimate role in questioning public authorities. Politicians
who appear on the programme understand
that they will be challenged to account for their actions by ordinary voters.
Mahfuz Anam, editor of the Daily Star told us:
"I think the Sanglap process has made the
politicians realise that they have to be more respectful to the voters.
Traditionally they would say one thing today and
do another thing tomorrow and
through the Sanglap process the voters in a way held them accountable, [asking]
how come you said that yesterday and
this is what you are doing today?"
2.4 Conclusion
2.4.1 For the past two years Bangladesh Sanglap
has scored top marks overall in DFID's Output to Purpose Review (OPR). It is our
belief, shared by the OPR team that although training and
capacity building is important, the most direct contribution is the weekly
programme.
2.4.2 At a critical time in the country's
political development, this project has popularised the notion that the citizen
of Bangladesh,
not just in the capital but throughout the country, has a right to be heard and to be answered. The programme has thus emerged
as a unique way in which the audience can demand
more effective governance.
3. DFID's strategy for reducing poverty and inequality, including gender inequality
3.1 Summary
3.1.1 We would like to confine our submission here
to one area where we have particular insight: namely the expressed demand for accessible English-language learning in Bangladesh.
3.1.2 In March 2008, following a request from the
Government of Bangladesh, DFID announced £50 million over nine years for an
ambitious programme to increase significantly English language skills for 27
million people in Bangladesh.
3.1.3 Known as English in Action, the goal of the project is to contribute to
economic growth by providing English language as a tool for better access to
the world economy.
3.1.4 Between now and 2017, much of the effort
will take place in schools to improve teaching methods and materials. This is
being led by the managing agents BMB Mott MacDonald with the Open University as
well as local partners.
3.1.5 It was also recognised that in Bangladesh,
where 48 million mobile phones are in use and 65% have access to television, a
vast number of young adults who have already left school could benefit from
media initiatives to improve English language skills.
3.1.6 The BBC has been involved in using the
media to improve English worldwide for over 60 years. With an established
reputation in Bangladesh, the BBC World Service Trust, was well placed to join
this initiative and has been given
the task of providing English learning through television and mobile phones, with the first programmes due to
launch by the end of 2009. Our partner in this enterprise is BBC Learning
English, a department of BBC World Service.
3.1.7 Television programmes aimed at young people
in the first instance will be backed up by low-cost lessons on mobile phones
and an interactive learning website. A prime-time drama shot in Bangladesh and London will launch in 2010. With dialogue mainly
in Bangla to attract the widest possible audience, each episode will feature
functional target English as part of the narrative. An associated television
programme and further mobile lessons will use the target English to provide
language reinforcement. Programmes will be representative of, and targeted to,
attract women.
3.1.8 The
aim of the BBC's activities in this first phase of the project is to 'change
people's perceptions of language learning, reduce barriers to English and support the development of an English language
media sector through the innovative use of television, radio, mobile phone and other media platforms[i]. In this short paper, we wish to explain the
results of our audience and employer research over the past year, the expressed
demand for English from all sectors of society and why we feel it is necessary
to change people's perceptions of English learning. We conclude that more
accessible English learning opportunities can help to reduce poverty and
inequality in Bangladesh.
3.2 Audience Research
3.2.1 In
early 2009, the BBC World Service Trust conducted a major baseline survey throughout
Bangladesh
of 6,300 people in socio-economic classes A - D between the ages of 15 - 45. All
were mobile phone users. Over half were in the relatively poor socio-economic
group D, which means they had household income of 10,000 Taka (£100) per month.
This sample provides information about the total population in this category -
roughly 33 million people.
3.2.2 Eighty-four
per cent - almost 28 million people based on this sample - say they want
to learn English. 7.7 million are currently learning English - which leaves a
further potential 20 million who say they want to learn and
are not currently doing so.
3.2.3 There
is a desire to learn English across the board - men and women, urban and rural,
rich and poor. English is seen as a tool to enable social and economic advancement. There is no sense that
English is being thrust upon them unwillingly or that it is some form of colonial
export from Britain.
3.2.4 Amongst those interviewed, there was universal
acceptance that children should learn English (girls as well as boys) with 100
per cent of our sample agreeing with the phrase 'it is important for children
to learn English'.
3.2.5 When asked to give a spontaneous response
to the question 'why do you want to learn English?' there were marked
differences between men and women,
with men saying they wanted a better job and
women that they wanted to be able to teach their children, but this included
their girl children as well as the boys.
3.2.6 There are, however, considerable barriers
to English: few opportunities to hear native speaker models; unreliable
feedback; lack of practice opportunities; poor teaching methodologies; lack of
confidence and low learner autonomy.
Our baseline research revealed that although English is seen as an essential
skill, almost half the respondents considered it 'too difficult' and 'too expensive' to learn. For those who have failed to gain good
speaking and listening skills at
school - the vast majority of the population - the cost of adult provision is
generally prohibitive. As such, lack of access to English provision is a
significant contributor to the exclusion of poor people from social and economic advancement. The wealthy can afford to
send their children to English-medium universities and generally do so.
3.2.7 Our research suggests that 60% of
respondents would try using a mobile phone to learn English. They like the fact
that they can listen and practise alone and in their own time, though they are
very mindful of the potential cost. Focus groups suggest that most would be
prepared to spend between 15 and 50
Taka [15 - 50 pence] per month on calls, SMS and
downloads in order to learn English. As a result, we have designed our mobile
offering such that the most cost-conscious can receive at least one audio
lesson per week. Those at the top end of the scale should be able to afford all
the available content each week.
3.2.8 For our baseline research, two further
samples were taken. One thousand
people from SEC A to D over 45 years of age, as well as 1,000 television viewers
from the poorest sector of society (SEC E). These additional samples will enable
us to measure impact amongst these secondary audiences.
3.2.9 We note that here, there is still considerable
interest in learning English, though rates decline particularly amongst the 45
to 60 year olds, many of whom considered themselves too old.
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SEC
A-D 15-45 Years
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SEC
E 15-45 Years
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SEC
A-D 45-60 Years
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Have ever learnt English
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97%
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70%
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84%
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Want to learn English
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84%
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59%
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40%
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Currently learning English
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24%
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7%
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1%
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3.3 Employer Research
3.3.1 The BBC World Service Trust also conducted
26 in-depth interviews across Bangladesh amongst
employers who use English to a certain degree, including export businesses,
multi-national companies, airlines, banks, hotels, restaurants, the travel
industry, call centres, garment factories, data entry companies, supermarkets,
mobile phone companies, media houses and IT companies.
3.3.2 Almost all the respondents (23 out of 26)
felt that English was very important in their work and for all people in their
organisation. English was particularly important for them to communicate with
foreign clients and to use computers/technology.
3.3.3 Just over half of the respondents (15 out
of 26) thought their employees needed to improve their speaking and communication skills. There appears to be a
direct correlation between English skills and
the salary that an employee can command.
Those businesses offering lower salaries said they often have to employ staff
with poorer English skills that the job requires.
3.3.4 Although this was a small sample of
employers, it is interesting that the responses were relatively uniform.
Multinational companies and
international banks that can offer higher salaries have less trouble recruiting
staff with adequate English language skills. It is the second rung businesses -
such as garment factories, export businesses and the service sector - which have
trouble attracting English speaking staff on the salaries they can offer. These
sectors employ many more people in Bangladesh and
are likely to drive economic growth in the future. To a large extent successful
growth will rely on these firms doing business with people from overseas. We
can therefore assume that better English skills will provide a more favourable environment
for growth and employment in these
sectors.
3.4 Conclusion
3.4.1 Much more evidenced-based research will
take place over the next few years, but as we embark on this initiative, the strong
message is that ordinary people - men and women from all sectors of society - see
English skills as a means of advancement for them or their families - and that
those employers who have much to contribute to the economic growth of the
country are facing skills shortages due to lack of English. Women are as keen to
learn English as men. We would conclude that by using some of its resources to improve
English language skills in Bangladesh,
DFID are handing poor people a valuable economic tool in the market place, as
well as all the other advantages that come from being able to communicate with
people from other parts of the world.
[1] BBC World Service Audience Research 2008
[2] BBC World Service Trust audience survey 2008
[i] Proposed output definition replaces current definition 'Interest in
English language and access to
learning activities generated through television and
mobile telephone based interventions
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