bbc on-demand research findings september 2006. 2 contents 1.background & objectives...
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BBC On-Demand Research Findings
September 2006
2
CONTENTS
1. Background & Objectives
2. Methodology & Sample
3. Main Findings Background Context Entertainment On Demand Media Brands & Challenging Content Labelling Explored
4. Conclusions & Recommendations
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RESEARCH BACKGROUND & OBJECTIVES
4
RESEARCH BACKGROUND
• This change throws up a number of issues in terms of providing ‘challenging’ content in the on demand environment
N.B. ‘Challenging/Strong’ content is defined internally as sex, bad language, drugs and violence, and post-watershed content such as adult humour
a number of research projects have been undertaken in order to understand labelling issues for different platforms – i.e. how users can easily identify and understand the potential content of programming, and therefore make decisions as to its suitability or interest
• The previous research that has been undertaken identified a definite expectation that the BBC provide superior standards across all platforms in comparison to other entertainment providers
the BBC has a duty of care to users and it is expected to be more rigorous in terms of providing guidance, an effective/ relevant watershed and protection of children
even though there is some accepted difference in standards in a format such as online in comparison to TV provided by the BBC, there is still an expectation that users will be able to identify challenging content with ease
various formats of labelling or signposting were tested, but a need for further research with regard to accessing strong content specifically, and how expectations change when different platforms are compared directly has been identified
_Background to the Project
The BBC is planning to launch the‘BBCiPlayer’, subject to regulatory approval,a move which is likely to revolutionise viewing and listening patterns by
providing access to BBC content on a seven day catch up basis
The BBC is planning to launch the‘BBCiPlayer’, subject to regulatory approval,a move which is likely to revolutionise viewing and listening patterns by
providing access to BBC content on a seven day catch up basis
5
RESEARCH OBJECTIVES
Overall Business Objective
Research was required to offer insight into expectations, attitudes and behaviour regarding ‘challenging’ content so that the BBC can be
properly advised prior to the extension of its on demand services
Research was required to offer insight into expectations, attitudes and behaviour regarding ‘challenging’ content so that the BBC can be
properly advised prior to the extension of its on demand services
Overall Research Objectives
•To build on previous research conducted and to understand and explore current expectations regarding challenging content, particularly in relation to the BBC
•Also to provide specific recommendations in anticipation of the increase in the uptake of on-demand content
•To build on previous research conducted and to understand and explore current expectations regarding challenging content, particularly in relation to the BBC
•Also to provide specific recommendations in anticipation of the increase in the uptake of on-demand content
6
RESEARCH OBJECTIVES
• Explore and understand current expectations from consumers in relation to on-demand and linear content
what are their media consumption habits e.g. linear vs on-demand
what prompts them to choose either type? How are they accessing on-demand e.g. TV, internet etc
what are their expectations regarding content from each and how they vary
what information / guidance are they seeking out for each? Does it differ? Why? Are their needs met better by one or other? How do they feel about the information / guidance currently provided
how do they feel about pre-watershed and post-watershed content
when watching on-demand content are they aware of / does the original broadcast time have any meaning
• For parents, to understand how their attitudes alter with regards to children watching TV or on the internet
how do they feel about on-demand content and how do they monitor this
level of monitoring what their kids watch / look at? Does it depend whether it is linear or on-demand TV?
as on-demand content negates the watershed how do they feel about their kids and ‘challenging’ content
what kind of controls do they want in place? What kind of guidance are they looking for / what would be helpful to them
• Explore and understand current expectations from consumers in relation to on-demand and linear content
what are their media consumption habits e.g. linear vs on-demand
what prompts them to choose either type? How are they accessing on-demand e.g. TV, internet etc
what are their expectations regarding content from each and how they vary
what information / guidance are they seeking out for each? Does it differ? Why? Are their needs met better by one or other? How do they feel about the information / guidance currently provided
how do they feel about pre-watershed and post-watershed content
when watching on-demand content are they aware of / does the original broadcast time have any meaning
• For parents, to understand how their attitudes alter with regards to children watching TV or on the internet
how do they feel about on-demand content and how do they monitor this
level of monitoring what their kids watch / look at? Does it depend whether it is linear or on-demand TV?
as on-demand content negates the watershed how do they feel about their kids and ‘challenging’ content
what kind of controls do they want in place? What kind of guidance are they looking for / what would be helpful to them
1. Behaviour and expectations regarding ‘challenging’ content
1. Behaviour and expectations regarding ‘challenging’ content
In order to address the research objectives and test the hypotheses the following areas were explored in depth
In order to address the research objectives and test the hypotheses the following areas were explored in depth
7
RESEARCH OBJECTIVES
3. Impact of media brand3. Impact of media brand
• Explore how different platforms influence expectations regarding content
what are the differences in accessing content via different platforms (TV, mobile, downloads, radio) and how does this impact on behaviour and usage
• Understand how platform impacts on viewing experience and attitudes to more ‘challenging’ content
impact of media device e.g. PSP vs TV on attitudes to type of content available and viewed
• Explore how different platforms influence expectations regarding content
what are the differences in accessing content via different platforms (TV, mobile, downloads, radio) and how does this impact on behaviour and usage
• Understand how platform impacts on viewing experience and attitudes to more ‘challenging’ content
impact of media device e.g. PSP vs TV on attitudes to type of content available and viewed
2. Impact of platform type2. Impact of platform type
• How do different brands affect their attitude do they have certain assumptions around different brands
e.g. BBC vs Sky vs AOL? What are these and why if they expect stronger content from one brand does this
make it more acceptable? Why / why not do they make a judgement based on the platform or
content brand and which has greater impact do they perceive BBC content differently if it is viewed via
a different platform e.g. not BBC
• Understand expectation and attitude towards labelling and pin protection across all platforms and brands
usage and how it impacts on their expectations
• How do different brands affect their attitude do they have certain assumptions around different brands
e.g. BBC vs Sky vs AOL? What are these and why if they expect stronger content from one brand does this
make it more acceptable? Why / why not do they make a judgement based on the platform or
content brand and which has greater impact do they perceive BBC content differently if it is viewed via
a different platform e.g. not BBC
• Understand expectation and attitude towards labelling and pin protection across all platforms and brands
usage and how it impacts on their expectations
8
RESEARCH OBJECTIVES
• Understand attitudes to BBC content how do they feel about the BBC and BBC content how do these feelings alter when accessing content via
TV, downloading, internet etc do their expectations change if watching content ‘live’
as opposed to catching up do they have different expectation for TV vs. bbc.co.uk do they feel differently about BBC on-demand content
than other on-demand content
• Explore attitudes to ‘challenging’ content on bbc.co.uk
how do they feel about navigation on website currently? What do they expect in terms of labelling and guidance? Should there be a password protection? At what points / level
how does ‘level’ (homepage vs deeper into website) impact on expectations and acceptability of ‘challenging’ content
how do feelings alter if accessing via aggregator or programme site, or programme, network, actor, genre etc
how does navigability impact compare to other factors e.g. channel brand, familiarity with content, title, scheduling etc
• Explore attitude to user generated content (UGC) on bbc.co.uk
how do they feel about user generated content: how does this differ to BBC generated content
how best can this be monitored
• How do their expectations differ for audio content is labelling important in this context
• Understand attitudes to BBC content how do they feel about the BBC and BBC content how do these feelings alter when accessing content via
TV, downloading, internet etc do their expectations change if watching content ‘live’
as opposed to catching up do they have different expectation for TV vs. bbc.co.uk do they feel differently about BBC on-demand content
than other on-demand content
• Explore attitudes to ‘challenging’ content on bbc.co.uk
how do they feel about navigation on website currently? What do they expect in terms of labelling and guidance? Should there be a password protection? At what points / level
how does ‘level’ (homepage vs deeper into website) impact on expectations and acceptability of ‘challenging’ content
how do feelings alter if accessing via aggregator or programme site, or programme, network, actor, genre etc
how does navigability impact compare to other factors e.g. channel brand, familiarity with content, title, scheduling etc
• Explore attitude to user generated content (UGC) on bbc.co.uk
how do they feel about user generated content: how does this differ to BBC generated content
how best can this be monitored
• How do their expectations differ for audio content is labelling important in this context
4. Specific response to content on the BBC
4. Specific response to content on the BBC
METHODOLOGY AND SAMPLE
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METHODOLOGY & SAMPLE _Sample Structure
• 11 sessions in total: household depths in-home featuring core household unit
• Each session lasting between 1¼ - 1½ hours
• 11 sessions in total: household depths in-home featuring core household unit
• Each session lasting between 1¼ - 1½ hours
London Nottingham Leeds
Young Shared Household 18-24 years Male/Female
BC1C2
Young Shared Household 18-24 years Male/Female
BC1C2
Pre-family Couple 20-35 years
No kids BC1C2
Young Family Household Kids 0-11 years
BC1C2
Older Family Household Kids 12-18 years
Kids living at home BC1C2
Older Family Household Kids 12-18 years
Kids living at home BC1C2
Empty Nester Household Kids no longer living at home
BC1C2
Teen Peer Group 14-15 years
4x Boys BC1C2
Teen Peer Group 13-14 years
4x Girls BC1C2
Solus Household 20-40 years Male/Female
BC1C2
Solus Household 20-40 years Male/Female
BC1C2
8 8
3
56 5
4
1
7
2
7
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METHODOLOGY & SAMPLE
• All to be Sky Plus/on-demand households (Homechoice, Teleport, NTL On-Demand)
• All regular on-demand users
• Non-rejecters of the BBC (but with a range of attitudes)
• All used a range of websites including bbc.co.uk and within this accessed a variety of page types (e.g. sport, entertainment, music)
• Non-rejecters of strong content
• Range of attitudes towards confidence with technology
• Focused users of at least 2 of 3 services: On-demand TV, broadband, downloading – an even spread of these services to be covered
• BC1C2 social grade spread
_Recruitment Criteria
Pre-task: All respondents were asked to complete a pre-task involving viewing content from various sections of the BBC and competitor websites and recording
their responses to the accuracy of the content and labelling
Pre-task: All respondents were asked to complete a pre-task involving viewing content from various sections of the BBC and competitor websites and recording
their responses to the accuracy of the content and labelling
BACKGROUND CONTEXT Main Findings
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TECHNOLOGY RELATIONSHIP
• Like to keep up-to-date with new technology
considering new options like Sky HD, Video iPod
• Starting to watch ‘catch-up’ TV via broadband
• Confident with technology
• Enjoy personal space sites Myspace, friends websites, Yahoo!
Geocities etc
• Provides an opportunity to express views/tastes/opinions to peers
• Use internet mainly for fun leisure pass time (eg.
shopping, emailing friends etc)
• Internet usage a key post-work activity
• Semi-retired Enjoying retirement
• Quite ‘outdoorsy’ but…
• Enjoy keeping up with new technology
(eg. Sky+, wireless internet etc)
• Multiple computers in households
all want own ‘PC space’
• No strict household rules on internet usage
• Just starting to think about controlling kids media usage
monitoring web use thinking about using PIN
protection system on Sky+ box
• TV watershed a useful guide
• Like having latest gadgets
PSP 3G phone
• Keep computer upgraded/up-to-date
_Lifestage Profiles
TeensTeens
Older familiesOlder families Young familiesYoung families
Pre-familyPre-family
Empty nestersEmpty nesters
Young sharedYoung shared
SolusSolus
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Most use internet at least once a day if not more, at home and at work for a variety of task driven and entertainment purposes
Most use internet at least once a day if not more, at home and at work for a variety of task driven and entertainment purposes
Managing financesManaging finances
• Highly valued by professional/working households
• Online banking/savings accounts Eg. egg.com, barclays.co.uk
• Checking stocks and shares
• A major time saving opportunity
• Highly valued by professional/working households
• Online banking/savings accounts Eg. egg.com, barclays.co.uk
• Checking stocks and shares
• A major time saving opportunity
File Sharing, Downloading and GamingFile Sharing, Downloading and Gaming
• Particularly popular among teens Myspace, iTunes, limewire, MSN
• Keen to communicate/share interests UGC sites encourage active participation and
interaction (eg. Myspace, Yahoo! Geocities)
• Gaming sites particularly enjoyed by boys ability to play against friends online
appealing
• Particularly popular among teens Myspace, iTunes, limewire, MSN
• Keen to communicate/share interests UGC sites encourage active participation and
interaction (eg. Myspace, Yahoo! Geocities)
• Gaming sites particularly enjoyed by boys ability to play against friends online
appealing
Online ShoppingOnline Shopping
• A favoured activity across all lifestages eg. amazon.co.uk, eBay.co.uk, play.com
• Opportunity to indulge hobbies/interests
• Emotional equivalent of window shopping but without having to leave the house
• eBay and other auction sites provide opportunity to sell junk to fund new interests
(eg trading in an old VHS camcorder for a digital equivalent)
• A favoured activity across all lifestages eg. amazon.co.uk, eBay.co.uk, play.com
• Opportunity to indulge hobbies/interests
• Emotional equivalent of window shopping but without having to leave the house
• eBay and other auction sites provide opportunity to sell junk to fund new interests
(eg trading in an old VHS camcorder for a digital equivalent)
Web as an Information ResourceWeb as an Information Resource
• Used in this way mainly by parents and empty nesters
• Value having vast ‘libraries’ at their fingertips
Interesting, liberating, enlightening
• News websites bbc.co.uk extremly popular
• Film reviews eg. www.empireonline.co.uk, www.imdb.com
• Used in this way mainly by parents and empty nesters
• Value having vast ‘libraries’ at their fingertips
Interesting, liberating, enlightening
• News websites bbc.co.uk extremly popular
• Film reviews eg. www.empireonline.co.uk, www.imdb.com
TECHNOLOGY RELATIONSHIP _Role of Internet
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TECHNOLOGY RELATIONSHIP
“the internet frees up time – something that would normally take
half an hour can be done in minutes”
(3) - Female
“the internet frees up time – something that would normally take
half an hour can be done in minutes”
(3) - Female
“mainly I just use the internet to have a bit of fun and look at stuff that I’m interested in – shopping,
emails all sorts!”(4) - Female
“mainly I just use the internet to have a bit of fun and look at stuff that I’m interested in – shopping,
emails all sorts!”(4) - Female
“I do enjoy keeping up with the latest new gadgets an technology –
it’s interesting, a bit of fun”(3) - Male
“I do enjoy keeping up with the latest new gadgets an technology –
it’s interesting, a bit of fun”(3) - Male
“I use the internet all the time – at school in break time and at home”
(1) - Female
“I use the internet all the time – at school in break time and at home”
(1) - Female
“the internet is just an endless source of entertainment at home
and at work”(4) - Male
“the internet is just an endless source of entertainment at home
and at work”(4) - Male
_In Their Own Words
pre-family
teen
pre-family
empty nester empty nester
ENTERTAINMENT ON-DEMAND
17
ENTERTAINMENT ON-DEMAND
• Respondents felt that their TV viewing habits had altered considerably as a result of on-demand services
able to filter-out perceived poor programming and only watch programmes of choice most felt they did not watch more or less TV with an on-demand service, but that the quality of
programmes and enjoyment of the TV watching experience increases dramatically all felt a sense of freedom and liberation from the constriction of the TV schedules which all
acknowledge play a part in the planning of an average day all respondents were happy to watch post-watershed content before 9pm and vice-versa (eg.
watching last nights Big Brother after taking kids to school in the morning)
• Concern for the declining significance of the watershed in an on-demand environment was minimal among all but families with young children (aged between 4-9 years)
knowing when and on what channel a show is broadcast is felt to be a strong enough signifier of likely content for vast majority
watershed was of little interest/importance for most households before the advent of on-demand given 9pm is after bedtime for most young kids, and this continues to be the case
10+ kids often left to their own devices, and felt able to look after themselves where TV is concerned
parents with younger children expressed some concerns over kids stumbling across inappropriate content but felt that PIN systems would help them with this problem – though none have used this system yet
_Overview Across all lifestages, on-demand was felt to have had a positive
impact on the TV watching experience Across all lifestages, on-demand was felt to have had a positive
impact on the TV watching experience
18
ENTERTAINMENT ON-DEMAND
MobileMobile PSPPSP PVRPVR
Video iPodVideo iPod Cable On-DemandCable On-Demand
Newly Emerging Established
_Platforms Evaluated Overview
Awareness of a range of on-demand platforms was high across all lifestages, though much of the existing technology was little-used or currently perceived as unnecessary. With the exception of PVRs, on-demand is still an emerging /
unfamiliar technology in most households
Awareness of a range of on-demand platforms was high across all lifestages, though much of the existing technology was little-used or currently perceived as unnecessary. With the exception of PVRs, on-demand is still an emerging /
unfamiliar technology in most households
19
ENTERTAINMENT ON-DEMAND
• All familiar with mobiles but very few use to download/view content
screen too small, slow, expensive
• Some sharing/bluetoothing of clips among younger respondents (eg. happy slapping)
MobileMobile
• Useful on a commute but…
• Many struggle to identify a practical use for it
wouldn’t download clips/buy films – too much effort
• Compatibility issues with downloads
PSPPSP
• Sky+ extremely popular and well loved by subscribers
user friendly, reliable, convenient
• Liberates personal schedule from TV schedule
able to ‘collect’ perceived quality programming
PVRPVR
• Looks good fashion accessory
• Aspirational
• Many already have an iPod can’t justify a new one for video
feature
• But, screen too small for more than music videos/short clips
• Limited value as TV downloads are not yet available on UK iTunes
Video iPodVideo iPod
• All familiar with the concept of on-demand cable
• Cheap compared to Sky+ but many suspect an inferior service
• Offer broadband/phone/TV as part of a package
• Poor word of mouth stories circulate about bad customer
service and unannounced/unexplained service denials
Cable On-DemandCable On-Demand
Newly Emerging Established
_Platforms Evaluated
20
ENTERTAINMENT ON-DEMAND
“the only one who knows the PIN for our Sky+ box is our 12 year old
son!”” (5) - Female
“the only one who knows the PIN for our Sky+ box is our 12 year old
son!”” (5) - Female
“I’m just now starting to think about how to stop our daughter watching
stuff she shouldn’t”(6) - Female
“I’m just now starting to think about how to stop our daughter watching
stuff she shouldn’t”(6) - Female
“with Sky+ you can just filter out all the rubbish and only watch the stuff
you really like – it’s fantastic!””(3) - Female
“with Sky+ you can just filter out all the rubbish and only watch the stuff
you really like – it’s fantastic!””(3) - Female
“There only really seems to be a watershed on BBC and ITV:1 – all
the others seem to ignore it”(8) - Male
“There only really seems to be a watershed on BBC and ITV:1 – all
the others seem to ignore it”(8) - Male
“you probably watch less TV with on-demand, you just really enjoy the
stuff you watch rather than just watching any old junk”
(4) - Female
“you probably watch less TV with on-demand, you just really enjoy the
stuff you watch rather than just watching any old junk”
(4) - Female
“I find with Sky+ that I watch at a time that completely suits me and completely ignore
the actual broadcast time”(3) - Female
“I find with Sky+ that I watch at a time that completely suits me and completely ignore
the actual broadcast time”(3) - Female
_In Their Own Words
“I’d like to have a PSP or something because it’s such a cool toy it’s just I
can’t really think when I’d actually use it”
(6) - Male
“I’d like to have a PSP or something because it’s such a cool toy it’s just I
can’t really think when I’d actually use it”
(6) - Male
pre-family
empty nester
empty nester
young family
older family
young family young shared
GUIDANCE EXPECTATIONS
22
GUIDANCE EXPECTATIONS
Strict Controls Low/No Control
_Overview
There are a range of attitudes towards strong content across lifestages but the key factor in forming these attitudes is the presence (or absence) of young children in
the household
There are a range of attitudes towards strong content across lifestages but the key factor in forming these attitudes is the presence (or absence) of young children in
the household
TeensTeens
Older familiesOlder families
Young familiesYoung families SolusSolus
Pre-familyPre-familyYoung sharedYoung shared
Empty nestersEmpty nesters
23
GUIDANCE EXPECTATIONS
• No clear household rules but kids are expected to obey
certain unspoken rules and not overstep a line of ‘decency’
• Parents ‘keep an eye’ on kids
• Confidence in own ability to self-moderate
content information useful but ultimately decision will be made based on the content itself not the guidance
• Have a set of rules in place for controlling kids media consumption
always monitor kids internet usage
starting to consider Sky PIN protection system though haven’t used yet
• Still use the watershed as a guide on content expectations
• Content controls quite tight at school web use limited by strict software
filters
• Much freer reign at home parents allow them to surf web
unsupervised at will late night TV now considered
fairly soft content by comparison
Strict Controls Low/No Control
_Attitudes by Lifestage
• Very low awareness of/engagement with guidance information of any kind
• Rarely use internet to view video content so content control not considered an issue
• Consider TV to be well controlled acknowledge value of guidance
for others but of little/no value to them – happy to self moderate
TeensTeens
Older familiesOlder families
Young familiesYoung families
Pre-familyPre-family
Empty nestersEmpty nesters
Young sharedYoung shared
SolusSolus
24
GUIDANCE EXPECTATIONS _Home Rules for Young Families
• No watching TV after 8.30pm
• No ordering films through Sky without permission
• No watching Sky+ recordings without permission
• Only BBC1, 2, ITV, Channel 4 and Kids channels allowed
Rules such as these are felt to be particularly important as on-demand grows in popularity. PIN system and guidance advice
become increasingly useful
Rules such as these are felt to be particularly important as on-demand grows in popularity. PIN system and guidance advice
become increasingly useful
• No using internet without permission
• No using internet without supervision
• No downloading internet content without permission
• Only ‘trusted’ websites allowed (e.g. bbc.co.uk/cbeebies – a brand that both child and parents are very familiar with)
Internet TV
Rules are unspoken to younger kids (e.g. age 4yrs) but clearly understood between parents and carefully enforced
Rules are unspoken to younger kids (e.g. age 4yrs) but clearly understood between parents and carefully enforced
25
GUIDANCE EXPECTATIONS • All appreciate the presence of content information on web/TV
useful ‘safety net’ though likely to disregard guidance in majority of cases prepares/braces you so ready for it
• Little or no household rules about TV watching or internet use kids of 12+ are felt able to look after themselves
• Think guidance/PIN protection systems should exist for those that want/need it – though do not feel necessary for them
• All appreciate the presence of content information on web/TV useful ‘safety net’ though likely to disregard guidance in majority of cases prepares/braces you so ready for it
• Little or no household rules about TV watching or internet use kids of 12+ are felt able to look after themselves
• Think guidance/PIN protection systems should exist for those that want/need it – though do not feel necessary for them
• Sense that guidance on the web is necessary for people younger than them
to protect young siblings etc
• However, strong content information for them often acts as encouragement
makes them want to watch (eg. guidance before Big Brother suggest it will be a particularly good episode)
• Parents no longer moderate their content viewing (on TV or internet) and so feel able to self-moderate
• Occasionally stumble across internet content that feels too strong/extreme but as this content is often illegal, guidance is not expected
• Sense that guidance on the web is necessary for people younger than them
to protect young siblings etc
• However, strong content information for them often acts as encouragement
makes them want to watch (eg. guidance before Big Brother suggest it will be a particularly good episode)
• Parents no longer moderate their content viewing (on TV or internet) and so feel able to self-moderate
• Occasionally stumble across internet content that feels too strong/extreme but as this content is often illegal, guidance is not expected
• Notably different opinions to other lifestages much more sensitive/wary of strong content
• Find guidance on TV/web very useful would like to see this more prominently
• Young kids just starting to learn about using TV and internet PIN/guidance systems that help moderate this usage starting to be
investigated
• Notably different opinions to other lifestages much more sensitive/wary of strong content
• Find guidance on TV/web very useful would like to see this more prominently
• Young kids just starting to learn about using TV and internet PIN/guidance systems that help moderate this usage starting to be
investigated
_Relationship with Labelling
Teens
Older families
Young families
Empty nesters
Young shared
Solus
26
CHALLENGING CONTENT
Some broad consensus of opinion, however definitions of ‘strong content’ are blurred by specific contexts e.g. documentary vs. drama or whether perceived as
warranted or gratuitous (eg. swearing in ‘The ‘F’ Word’ often feels gratuitous)
Some broad consensus of opinion, however definitions of ‘strong content’ are blurred by specific contexts e.g. documentary vs. drama or whether perceived as
warranted or gratuitous (eg. swearing in ‘The ‘F’ Word’ often feels gratuitous)
ViolenceViolence
Strong LanguageStrong Language
SexSex
RacismRacism
DrugsDrugs
Least Often Exposed ToLeast Often Exposed To
Most Often Exposed ToMost Often Exposed To
• Specific swear words
• Excessive bad language especially close to watershed
for younger families e.g. The ‘F’ Word, Big Brother
• Prolonged or close-up nudity though acceptable in a
documentary /factual content
• Prolonged explicit sex scenes
• Clear visual references to drug use of any kind
though more acceptable in a documentary/factual content
• Casual violence (eg. Happy Slapping)
• Aggressive, graphic fight scenes
• Weapon use
• Gore blood, injuries, death
• Overt, derogatory racial references
• Religion and race based insults though more excusable in a
comedy format if not too ‘close-to-the-bone’ (eg. The Kumars)
_Consumer Definitions covering content on TV (including subscription), mobile and online platforms
27
CHALLENGING CONTENT
Most younger respondents (teens, young shared, solus) felt that the platform used to view did have an impact on its acceptabilityMost younger respondents (teens, young shared, solus) felt that the platform used to view did have an impact on its acceptability
‘Push’ Platformse.g. TV
‘Push’ Platformse.g. TV
• ‘Push’ platforms where content is delivered into a family space was felt less suited to very strong content than alternative platforms
content is controlled by the broadcaster not the viewer so should be closely moderated
delivery is via a traditionally ‘safe’ medium which should continue to deliver content accordingly
• Content delivery is into a ‘family/public space’
‘family’ viewing is less suited to strong content than solo viewing
• ‘Push’ platforms where content is delivered into a family space was felt less suited to very strong content than alternative platforms
content is controlled by the broadcaster not the viewer so should be closely moderated
delivery is via a traditionally ‘safe’ medium which should continue to deliver content accordingly
• Content delivery is into a ‘family/public space’
‘family’ viewing is less suited to strong content than solo viewing
‘Pull’ Platformse.g. laptop, PSP, mobile
‘Pull’ Platformse.g. laptop, PSP, mobile
• Platforms in which the viewers controls/seeks out what they want to watch feel a more suitable place for very strong content
viewer plays an active role in content choice and therefore takes on some responsibility for consequences
• Content can be viewed privately/in a personal space
less likely to be viewed by someone it was not intended for
does not occupy a ‘family’ space – (e.g. strong content viewed in a pub or bar feels less offensive)
• Platforms in which the viewers controls/seeks out what they want to watch feel a more suitable place for very strong content
viewer plays an active role in content choice and therefore takes on some responsibility for consequences
• Content can be viewed privately/in a personal space
less likely to be viewed by someone it was not intended for
does not occupy a ‘family’ space – (e.g. strong content viewed in a pub or bar feels less offensive)
However, most respondents felt that content ‘rules’ should remain the same no matter what platform it is viewed on: overriding sense that ‘content is content’
However, most respondents felt that content ‘rules’ should remain the same no matter what platform it is viewed on: overriding sense that ‘content is content’
_By Platform
28
GUIDANCE EXPECTATIONS
“personally the warnings aren’t important for me but I definitely think
they need to be there for kids and older folk”(7) - Male
“personally the warnings aren’t important for me but I definitely think
they need to be there for kids and older folk”(7) - Male
“If everything has the same kind of label then you’ll start to understand exactly what you’re being warned
about”(2) - Male
“If everything has the same kind of label then you’ll start to understand exactly what you’re being warned
about”(2) - Male
“In an ideal world, I’d personally like everything to have a warning on”
(8) - Female
“In an ideal world, I’d personally like everything to have a warning on”
(8) - Female
“I’ve got a 9 year old sister and I think the warnings are good for her”
(1) - Female
“I’ve got a 9 year old sister and I think the warnings are good for her”
(1) - Female
“warnings on the internet are pathetic – they just don’t work”
(8) - Male
“warnings on the internet are pathetic – they just don’t work”
(8) - Male
_In Their Own Words
“the warnings need to be consistent so that there’s a standard across all the channels and websites
otherwise it’s just going to get confusing”(6) - Female
“the warnings need to be consistent so that there’s a standard across all the channels and websites
otherwise it’s just going to get confusing”(6) - Female
“all the labels should look the same so you know what to look out for”
(6) - Male
“all the labels should look the same so you know what to look out for”
(6) - Male
“If it needs a warning it should have a warning whether it’s on the
internet or on TV”(3) - Female
“If it needs a warning it should have a warning whether it’s on the
internet or on TV”(3) - Female
young shared
solus
empty nester
teen
young family
young shared
teen young family
MEDIA BRANDS & CHALLENGING CONTENT
Main Findings
30
MEDIA BRANDS & CHALLENGING CONTENT
• All online brands (e.g. Google, MSN, etc) were treated with a degree of suspicion in terms of provision of challenging content, due to dangers associated with the internet
this was the case even with those online brands perceived as well moderated and safe
• Respondents had widely differing expectations of a range of broadcasters and online media brands
perceive some as being careful/conservative and efficiently moderated versus others which have far more relaxed policies
• However all TV brands were felt to adhere to certain standards and moral codes which are far less evident in an online environment
these TV standards were felt to carry across onto the TV brands websites resulting in a sense that these sites are a ‘safe’ part of the web, sharing the values of their broadcast equivalents
• Majority felt that same moderating/guidance rules should apply to TV brand websites as apply to their respective TV incarnations
challenging online content is considered acceptable, but majority felt that the same guidance rules should apply online as on TV
• Many also expressed a desire that a standardised labelling system should exist to bring all brands inline with each other
_Overview
Strong sense that the BBC should lead the way in properly labelling strong content in both online and offline environments
Strong sense that the BBC should lead the way in properly labelling strong content in both online and offline environments
31
MEDIA BRANDS & CHALLENGING CONTENT_Hierarchy of Standards, as Perceived by Sample
Lower StandardLower Standard
High StandardHigh Standard
TV Brand Heritage/ Broadcasters TV Brand Heritage/ Broadcasters
Online BrandsOnline Brands
Mobile BrandsMobile Brands
32
MEDIA BRANDS & CHALLENGING CONTENT
“if it needs a warning, it should have a warning on it wherever it’s shown
and that includes the internet”(5) - Female
“if it needs a warning, it should have a warning on it wherever it’s shown
and that includes the internet”(5) - Female
“I don’t really trust the mobile phone companies when it comes to the
internet – I doubt very much if they monitor or moderate their content at all”
(6) - Male
“I don’t really trust the mobile phone companies when it comes to the
internet – I doubt very much if they monitor or moderate their content at all”
(6) - Male
“you tend to find the more risqué things are on Channel 4. The BBC tend to be a bit more straight-laced
and down the line”(8) - Male
“you tend to find the more risqué things are on Channel 4. The BBC tend to be a bit more straight-laced
and down the line”(8) - Male
“they should all have warnings because you never know who’s going to be watching the clips”
(2) - Male
“they should all have warnings because you never know who’s going to be watching the clips”
(2) - Male
“you expect the BBC to show everyone else how it should be
done”(7) - Male
“you expect the BBC to show everyone else how it should be
done”(7) - Male
“there should be a guidance standard and the BBC should set it”
(4) - Female
“there should be a guidance standard and the BBC should set it”
(4) - Female
_In Their Own Words
“the BBC should be exemplary and set an example of how it should be
done”(3) - Female
“the BBC should be exemplary and set an example of how it should be
done”(3) - Female
young shared
empty nester
solus
older family
younger family teen
pre-family
LABELLING EXPLORED
34
LABELLING _Overview
Recall Recall
• Awareness of spoken guidance announcements on TV is the form of labelling with highest recall across all lifestages
eg. before Big Brother and The ‘F’ Word
• ‘Cinema Style’ guidance and PIN protection systems on Sky Box Office channels noted (though often ignored) by most Sky users
• Awareness of spoken guidance announcements on TV is the form of labelling with highest recall across all lifestages
eg. before Big Brother and The ‘F’ Word
• ‘Cinema Style’ guidance and PIN protection systems on Sky Box Office channels noted (though often ignored) by most Sky users
SignpostingSignposting
• Online guidance advice often feels recessive
lacks visibility easily overlooked
• Watershed an unspoken rule that all acknowledge/register on a low level
Understood but widely ignored by all but parents with young children
• Online guidance advice often feels recessive
lacks visibility easily overlooked
• Watershed an unspoken rule that all acknowledge/register on a low level
Understood but widely ignored by all but parents with young children
Expectations Expectations
• All feel that guidance should exist on broadcast media though majority feel it is not strictly necessary for them
presence of guidance information acts as an assurance that broadcasters are maintaining a moral standard
expect all broadcasters to appropriately label content
• Parents would like guidance to be more visible online and on TV
currently little/no guidance on EPG online guidance perceived as a rare
occurrence when it exists at all
• All feel that guidance should exist on broadcast media though majority feel it is not strictly necessary for them
presence of guidance information acts as an assurance that broadcasters are maintaining a moral standard
expect all broadcasters to appropriately label content
• Parents would like guidance to be more visible online and on TV
currently little/no guidance on EPG online guidance perceived as a rare
occurrence when it exists at all
ValueValue
• Sense among younger respondents (15-30) that guidance is less important/necessary with on-demand content on a personal/‘pull’ platform (e.g. PSP, mobile etc)
viral, underground campaigns (e.g. happy slapping) would feel uncharacteristically formalised if guidance was incorporated
• Guidance advice of any kind greatly appreciated by parents of young children
vital part of broadcast media delivery
• Sense among younger respondents (15-30) that guidance is less important/necessary with on-demand content on a personal/‘pull’ platform (e.g. PSP, mobile etc)
viral, underground campaigns (e.g. happy slapping) would feel uncharacteristically formalised if guidance was incorporated
• Guidance advice of any kind greatly appreciated by parents of young children
vital part of broadcast media delivery
35
LABELLING BY CONTENT TYPE _Overview: General Rules
• Guidance labelling acts as a strong emotional benefit for many
acts as a ‘safety net’ causes viewers to ‘brace themselves’ for content
even if they choose not to heed the warning presence of labelling reassures the viewer that the
broadcaster is keeping tabs on its content
• UGC should be subject to the same moderation rules as any other kind of content
many felt that UGC should have stricter moderation than any other content due to the inherent uncertainty of its origins
while the UGC section of the BBC website was appreciated, respondents fully expected all content to be carefully moderated before being published on the site
no concerns around freedom of expression on this issue
• There was consensus that news content should not be exempt from moderation or subject to a different set of rules
(while a few felt that as news was factual, stronger content could be shown than would ordinarily be were it fictional, it should nevertheless be labelled accordingly) but people were generally more forgiving of seeing something shocking on the news.
36
LABELLING BY CONTENT TYPE _Current Labelling Issues
Overall, a key issue that research highlights is that the debate needs to focus not only on the principle of guidance needs, but the delivery format in terms of on-screen
presence. Currently, much on-line guidance is simply unnoticed
Overall, a key issue that research highlights is that the debate needs to focus not only on the principle of guidance needs, but the delivery format in terms of on-screen
presence. Currently, much on-line guidance is simply unnoticed
Key issuesKey issues Moving forwardMoving forward
• On screen presence of guidance labelling on bbc.co.uk and competitor sites is currently lost among the surrounding content on the page
• On screen presence of guidance labelling on bbc.co.uk and competitor sites is currently lost among the surrounding content on the page
• Implication that labelling is not given status or importance by host brand
• Implication that labelling is not given status or importance by host brand
• Majority of labelling had to be pointed out to respondents before it was noticed
• Majority of labelling had to be pointed out to respondents before it was noticed
• Creates impression that the presence of guidance labelling is a necessary formality for the broadcaster, rather than a service to the user
• Creates impression that the presence of guidance labelling is a necessary formality for the broadcaster, rather than a service to the user
• Most effective labelling was guidance that are incorporated into the clips themselves
• Most effective labelling was guidance that are incorporated into the clips themselves • Attention is focused on the playing clip, making
the guidance almost impossible to miss when it appears
• Attention is focused on the playing clip, making the guidance almost impossible to miss when it appears
• Guidance in bold, bright colours or framed in boxes (e.g. warning on Daniel Pollen clip) tended to be more effective than standard text warnings
• Guidance in bold, bright colours or framed in boxes (e.g. warning on Daniel Pollen clip) tended to be more effective than standard text warnings
• Important to give labels a graphical presence to raise awareness
– not easily overlooked
‐ look like guidance rather than just standard text on the page
• Important to give labels a graphical presence to raise awareness
– not easily overlooked
‐ look like guidance rather than just standard text on the page
37
LABELLING BY CONTENT TYPE _Online Previews/Catch-up
Pre-task: Respondents were asked to view a selection of preview/catch-up clips on the BBC website and record their responses to the accuracy of the guidance labels (where present) and the nature of the content
Pre-task: Respondents were asked to view a selection of preview/catch-up clips on the BBC website and record their responses to the accuracy of the guidance labels (where present) and the nature of the content
Expectations Expectations
• Many felt that any post-watershed content should be labelled as such
• Concern expressed by parents of younger children that they be made aware of the nature of the content of a clip as well as when and on what channel it was broadcast
• A strong sense that if a clip does not contain strong content but the full show does, guidance should still apply (e.g. Catherine Tate clip)
• Many felt that any post-watershed content should be labelled as such
• Concern expressed by parents of younger children that they be made aware of the nature of the content of a clip as well as when and on what channel it was broadcast
• A strong sense that if a clip does not contain strong content but the full show does, guidance should still apply (e.g. Catherine Tate clip)
• Labelling on the Tribe clip (“Drinking Blood”) very useful
good preparation for people who may be squeamish
content definitely warrants guidance
• Labelling on the Tribe clip (“Drinking Blood”) very useful
good preparation for people who may be squeamish
content definitely warrants guidance
• Saxondale clip (“Hairy Cow”) did not need guidance advice
‘cow’ not considered bad language feels too ‘nannying’
• Guidance not very visible easily missed
• Saxondale clip (“Hairy Cow”) did not need guidance advice
‘cow’ not considered bad language feels too ‘nannying’
• Guidance not very visible easily missed
Going forward: Guidance necessary on post-watershed programming but only where appropriate Going forward: Guidance necessary on post-watershed programming but only where appropriate
38
LABELLING BY CONTENT TYPE _User Generated Content
Pre-task: Respondents were asked to view a selection of UGC clips on the BBC website (www.bbc.co.uk/dna/filmnetwork & www.bbc.co.uk/dna/comedysoup ) and record their reactions to the
accuracy of the guidance labels (where present) and the nature of the content
Pre-task: Respondents were asked to view a selection of UGC clips on the BBC website (www.bbc.co.uk/dna/filmnetwork & www.bbc.co.uk/dna/comedysoup ) and record their reactions to the
accuracy of the guidance labels (where present) and the nature of the content
Expectations Expectations
• Sense that UGC should be subject to same moderating rules as any other content
• All respondents expect the BBC to moderate all submissions to the UGC section of the website before it is made available on the site
assume this has always been the case
expect the BBC to set the standard in this area and lead by example
expectations of other UGC sites (eg. Myspace) were lower than of the BBC, which all recognise for its high standards
• Teens prefer less strictly controlled UGC spaces (eg. Youtube) as often more entertaining in their eyes
these sites tend to provide stronger, more challenging content
• Sense that UGC should be subject to same moderating rules as any other content
• All respondents expect the BBC to moderate all submissions to the UGC section of the website before it is made available on the site
assume this has always been the case
expect the BBC to set the standard in this area and lead by example
expectations of other UGC sites (eg. Myspace) were lower than of the BBC, which all recognise for its high standards
• Teens prefer less strictly controlled UGC spaces (eg. Youtube) as often more entertaining in their eyes
these sites tend to provide stronger, more challenging content
• On the majority of clips guidance feels appropriate
• BBC is widely trusted to properly control/moderate UGC
most feel it is currently doing a good job
• On the majority of clips guidance feels appropriate
• BBC is widely trusted to properly control/moderate UGC
most feel it is currently doing a good job
• Surprised by lack of guidance on certain clips
Slag Bag Fag Drag contains lots of innuendo and low level swearing
felt inappropriate for kids
• Some content is managing to slip through the net
parents of younger children feel moderating/ labelling rules should be stricter as a result
• Surprised by lack of guidance on certain clips
Slag Bag Fag Drag contains lots of innuendo and low level swearing
felt inappropriate for kids
• Some content is managing to slip through the net
parents of younger children feel moderating/ labelling rules should be stricter as a result
Going forward: Parents of young children are anxious that UGC is monitored closely and moderated as strictly as BBC content
Going forward: Parents of young children are anxious that UGC is monitored closely and moderated as strictly as BBC content
39
LABELLING BY CONTENT TYPE _News Content
Pre-task: Respondents were asked to view a selection of News clips on the BBC website and record their reactions to the accuracy of the guidance labels (where present) and the nature of the content
Teens were not included in this task
Pre-task: Respondents were asked to view a selection of News clips on the BBC website and record their reactions to the accuracy of the guidance labels (where present) and the nature of the content
Teens were not included in this task
Expectations Expectations
• It was felt that News content should be subject to similar guidance rules as any other content
• A sense however, that as News stories are actuality they should be allowed to show certain content that might be treated differently were it fictional
don’t want the reality of a News story to be automatically edited as a result of its content
relevant guidance should still be applied
• NB guidance should be audible as well as visual as News is often on in the background/used as audio
• It was felt that News content should be subject to similar guidance rules as any other content
• A sense however, that as News stories are actuality they should be allowed to show certain content that might be treated differently were it fictional
don’t want the reality of a News story to be automatically edited as a result of its content
relevant guidance should still be applied
• NB guidance should be audible as well as visual as News is often on in the background/used as audio
• Content and subject of a News story was always clear from headline and story summary
subject matter often a sufficient warning of likely content of accompanying footage
• Content and subject of a News story was always clear from headline and story summary
subject matter often a sufficient warning of likely content of accompanying footage
• Labelling didn’t provide warning enough in certain cases (eg. Rwanda images slideshow)
violence/suffering is more affecting and shocking with the knowledge that it is real
• Labelling didn’t provide warning enough in certain cases (eg. Rwanda images slideshow)
violence/suffering is more affecting and shocking with the knowledge that it is real
Going forward: Some sense that News footage could be subject to a different set of rules due to its journalistic status
Going forward: Some sense that News footage could be subject to a different set of rules due to its journalistic status
40
LABELLING BY CONTENT TYPE _Sites Outside the BBC
Pre-task: Respondents were asked to view a selection of sites/clips outside the BBC and record their reactions to the accuracy of the guidance labels (where present) and the nature of the content.
Teens were not included in this task
Pre-task: Respondents were asked to view a selection of sites/clips outside the BBC and record their reactions to the accuracy of the guidance labels (where present) and the nature of the content.
Teens were not included in this task
Expectations Expectations
• All respondents had lower expectations of content guidance/control on sites outside the BBC
BBC felt to set the standard
• Would like guidance labelling to be standardised across all sites to bring as much clarity and understanding as possible to the system
Can currently be confusing as every site operates a different system
• All respondents had lower expectations of content guidance/control on sites outside the BBC
BBC felt to set the standard
• Would like guidance labelling to be standardised across all sites to bring as much clarity and understanding as possible to the system
Can currently be confusing as every site operates a different system
• Clips on familiar sites and from well-known brands (e.g. Channel 4, AOL) were felt to be appropriately labelled
seemed well moderated and safe
• Clips on familiar sites and from well-known brands (e.g. Channel 4, AOL) were felt to be appropriately labelled
seemed well moderated and safe
• Non-BBC content felt stronger and less well moderated than the BBC site in some cases
e.g. guidance on Daniel Pollen clip (see above) at www.thesun.co.uk was very visible but many felt the clip itself was too shocking to be made widely available
sense that some companies (eg. tabloid papers) try to push boundaries too far
• Non-BBC content felt stronger and less well moderated than the BBC site in some cases
e.g. guidance on Daniel Pollen clip (see above) at www.thesun.co.uk was very visible but many felt the clip itself was too shocking to be made widely available
sense that some companies (eg. tabloid papers) try to push boundaries too far
Going Forward: Expectations of BBC extremely high in relation to competition – strong/edgy content on bbc.co.uk less likely to be tolerated than on other websites
Going Forward: Expectations of BBC extremely high in relation to competition – strong/edgy content on bbc.co.uk less likely to be tolerated than on other websites
41
LABELLING BY CONTENT TYPE
“I wouldn’t normally notice these kinds of warnings at all. It needs to
be brighter and clearer in a separate box or something”
(7) - Male
“I wouldn’t normally notice these kinds of warnings at all. It needs to
be brighter and clearer in a separate box or something”
(7) - Male
“it would be nice to know right from the beginning: OK, maybe I
shouldn’t watch this”(5) - Female
“it would be nice to know right from the beginning: OK, maybe I
shouldn’t watch this”(5) - Female
“the fact that it’s UGC isn’t a reason to differentiate it or apply a different
set of rules”(8) - Male
“the fact that it’s UGC isn’t a reason to differentiate it or apply a different
set of rules”(8) - Male
“I felt quite ill watching the drinking blood clip and never even noticed
the warning”(4) - Female
“I felt quite ill watching the drinking blood clip and never even noticed
the warning”(4) - Female
“at the moment the labelling isn’t that visible. It doesn’t really look like
a warning”(6) - Female
“at the moment the labelling isn’t that visible. It doesn’t really look like
a warning”(6) - Female
“If anything, UGC should be moderated more strictly than any other content – you never know
what people will try and do”(3) - Female
“If anything, UGC should be moderated more strictly than any other content – you never know
what people will try and do”(3) - Female
_In Their Own Words
young shared young family
solus empty nester
pre-family older family
CONLUSIONS & RECCOMENDATIONS
43
CONCLUSIONS AND RECOMMENDATIONS
• Online guidance does not currently seem visible enough and was easily missed by respondents across all lifestages
• Requires a graphical/creative reappraisal
• Eg. To be placed in a special ‘guidance box’ consistently across categories More visual impact via colour schemes
• Online guidance does not currently seem visible enough and was easily missed by respondents across all lifestages
• Requires a graphical/creative reappraisal
• Eg. To be placed in a special ‘guidance box’ consistently across categories More visual impact via colour schemes
• Despite issues around visibility of guidance advice, BBC content is widely perceived as well moderated, appropriate and safe
• However parents of young children would like to see guidance advice/labelling on Freeview/cable/Sky EPGs as well as on websites
‐ Currently seems a missed opportunity and would be a useful service
• Despite issues around visibility of guidance advice, BBC content is widely perceived as well moderated, appropriate and safe
• However parents of young children would like to see guidance advice/labelling on Freeview/cable/Sky EPGs as well as on websites
‐ Currently seems a missed opportunity and would be a useful service
• There was no perceived difference in expectation of content depending on how a clip/programme was navigated to
• Expectations of strong content remain the same whether following a link to content or navigating to it through the website
• There was no perceived difference in expectation of content depending on how a clip/programme was navigated to
• Expectations of strong content remain the same whether following a link to content or navigating to it through the website
• Respondents felt the BBC should take responsibility for its own content on whatever BBC platform it is distributed
• Several suggested that content guidance should be incorporated into a clip/programme as well as embedded on the web page that supplies it, in order to prevent the guidance becoming separated from the clip during downloading/transferring between devices
• Respondents felt the BBC should take responsibility for its own content on whatever BBC platform it is distributed
• Several suggested that content guidance should be incorporated into a clip/programme as well as embedded on the web page that supplies it, in order to prevent the guidance becoming separated from the clip during downloading/transferring between devices
Online GuidanceOnline Guidance
BBC ContentBBC Content
Website NavigationWebsite Navigation
PlatformsPlatforms
_On-Demand Issues
44
CONCLUSIONS AND RECOMMENDATIONS
• All respondents were satisfied that the BBC does not broadcast inappropriate content at any time, on any channel
• Strong agreement that the BBC has a very accurate moral compass and can be trusted to make good, reliable decisions over what content should/should not be broadcast
• All respondents were satisfied that the BBC does not broadcast inappropriate content at any time, on any channel
• Strong agreement that the BBC has a very accurate moral compass and can be trusted to make good, reliable decisions over what content should/should not be broadcast
• Older respondents and parents feel that all BBC output should be subject to the same guidance rules irrespective of distribution channel
• General sense that no BBC brand should be an exception to the rules
• Older respondents and parents feel that all BBC output should be subject to the same guidance rules irrespective of distribution channel
• General sense that no BBC brand should be an exception to the rules
• Overall, BBC should lead the way with content labelling and guidance in an on-demand media environment and set an example for others to follow
• Sense that the BBC has an obligation and responsibility in this area
• Respondents would like to see other websites adopting the policies of the BBC
• Overall, BBC should lead the way with content labelling and guidance in an on-demand media environment and set an example for others to follow
• Sense that the BBC has an obligation and responsibility in this area
• Respondents would like to see other websites adopting the policies of the BBC
• Younger respondents are happy for more niche BBC brands (e.g. BBC3/4, 1Xtra) to broadcast stronger, edgier content than the more popular brands
• A more specific audience exists that would like more risqué content than can be found on terrestrial BBC channels
• However, great care should be taken to avoid a perception of slipping standards at the BBC, as for most respondents it is highly valued as a standard setter to other broadcasters and as a preserver of good taste and decency
• Younger respondents are happy for more niche BBC brands (e.g. BBC3/4, 1Xtra) to broadcast stronger, edgier content than the more popular brands
• A more specific audience exists that would like more risqué content than can be found on terrestrial BBC channels
• However, great care should be taken to avoid a perception of slipping standards at the BBC, as for most respondents it is highly valued as a standard setter to other broadcasters and as a preserver of good taste and decency
ContentContent
Labelling RulesLabelling Rules
BBC Sub-brandsBBC Sub-brands
BBC StandardsBBC Standards
_BBC Content Issues