May 9, 2008
NEW RESEARCH UNVEILS PUBLIC ATTITUDES TO BROADCASTING IN SCOTLAND
New research into public attitudes to television programmes and news broadcasting in Scotland gives fresh insight into audience views and wishes, the Chair of the Scottish Broadcasting Commission Blair Jenkins said today.
This new survey of public opinion, part of the independent investigation into television production and broadcasting, is published today as the Commission nears the end of its formal evidence gathering. The Commission's final report to the Scottish Government is due to be completed by the end of the summer.
More than 1,000 people were asked for their views on how well Scotland is generally served by the main broadcasters, how life in Scotland and Scottish identity are covered in TV programmes and for their preferences in news consumption on television, radio and the internet. The sample covered people aged 16 - 65+ in 43 constituencies throughout Scotland. Some of the key findings from the research are:
- Demand for more Scottish coverage in TV programmes was greatest for history/heritage programmes at 56% and other factual/documentary programmes at 51%;
- Across all types of programming, it was in news programmes where respondents were the most supportive of the current amount of Scottish coverage - 65% claimed to be happy with this; only 25% claimed there was too little coverage and 8% too much;
- TV came through from the respondents as the dominant source of information for news at the International, UK and Scottish national news levels with over 80% claiming to use TV for each of these, whereas for local news it is newspapers which play the most prominent role at 77%;
- On the matter of the way in which Scotland is reported in UK news programmes, 48% of respondents were satisfied versus 36% who were dissatisfied;
- 54% of respondents said that they "sometimes" or "rarely" found it clear in UK news programmes whether or not a news item applied to Scotland;
- Respondents were presented with a choice between two options for early evening television news programmes: one being a one-hour programme produced and presented from Scotland which covers both the main news from Scotland as well as the main UK and international news edited to reflect a Scottish perspective; the other being two half-hour programmes, one based on the UK and international news presented from London and the other a Scottish news programme produced and presented in Scotland for Scotland. 53% favoured the first option and 36% favoured the second, with 10% expressing no preference.
- 83% agreed that it was important for broadcasters to provide debate and discussion programmes on topical Scottish issues outside of the 'news' style programme format.
The results will be added to the information the Commission has been gathering from the public. The Commission has opened up many opportunities for people to have their say directly to it including through hosting industry workshops; public events in ten cities and towns across Scotland; a major public debate on the role of broadcasting in democracy; attending public conferences; using the feedback section of the Commission's website and working with the Children's Parliament, the Scottish Youth Parliament, and arts and voluntary sector organisations.
Chair of the Commission, Blair Jenkins said:
"Our investigation is the most extensive consultation ever conducted into what Scotland needs and wants from broadcasting. As part of that, the research findings published today provide us with the most up to date insights into what people in Scotland think about broadcasting now and into the future.
"We are very clear that our work and final recommendations must take account of what people want to see and hear. This is vital in addition to the many hours of formal evidence taken from dozens of organizations and individuals.
"We want to thank everyone who has taken part already. Our investigation is certainly the richer and stronger for the input it has received from the many people across Scotland who have had their say."
To assist the Scottish Broadcasting Commission in their investigation of the role for broadcasting in Scotland's cultural life and broadcast journalism in Scotland, TNS System Three was commissioned by the Scottish Government to conduct research amongst a representative sample of the adult Scottish population.
The research - Public Attitudes to Broadcasting - is published on the Scottish Government's website.
This research utilised the Scottish Opinion Survey (SOS). Face-to-face fieldwork took place during the period 27 February to 5 March 2008 and 1021 interviews were achieved. The sample was representative of the adult population in terms of sex, age, employment status and socio-economic group (SEG). The sample covered 43 constituencies throughout Scotland, with sampling points selected to be representative in terms of geographical location and party of MSP. The results were weighted to match Scottish population estimates using figures from the National Readership Survey 2006.
The main objectives of the research were to:
- investigate perceptions of and satisfaction with the way Scotland is currently covered by broadcasters, with particular emphasis on the way current broadcasting reflects life in Scotland and Scottish identity; and coverage of Scottish news and different aspects of Scottish news in network news programmes; and
- examine behaviours and expectations in relation to broadcasting with specific reference to:
- Importance of seeing Scottish news on television
- Regional level at which respondents would like news to be based
- Importance of choice of channels in provision of Scottish news on television
- Use of different media to find out about world/UK/Scottish/local news
- Use of different platforms to find out about different aspects of news
- Interest in a new Scottish digital channel and views on what this might look like
- Views towards 'topical' Scottish broadcasting issues
The Scottish Broadcasting Commission published some top-line findings from the research relating to the cultural phase of its work on 26 March 2008.
As part of its public engagement work on Tuesday 6 May 2008 the Scottish Broadcasting Commission held the 'Democracy and Broadcasting: is Scotland being served?' public panel event. On Sunday 11 May, a webcast of this event will be available at: www.sundayherald.com/broadcasting