BBC denies ‘pretty newsreader’ research

25Sep07

I love the myopia of market research; particularly when researchers make such an effort to believe what consumers say, rather than check what they actually do. Here’s an example recently reported on Research magazine’s website

(LINK)

Broadcaster denies acting on research showing that news bulletins must be read by young and attractive women.

UK — The BBC has denied reports it is acting upon market research findings showing that new ‘bite-size’ news bulletins for young viewers with short attention spans must only use young and attractive women presenters.

An insider reportedly told national newspaper the Daily Mail: “We were told that some market research had been done and that the audience likes pretty young women reading the news – so that’s what we are going to have.

“We were told this is not dumbing down – we are just connecting with our audience better.”

But a BBC spokesman later said there was no explicit mention of ‘pretty young women’ in the audience research – although he refused to say what it had said about the type of presenter viewers wanted.

“Audience research has, quite rightly, shaped our thinking but the presenters will be chosen because they are the best fit for the job and suit the needs of the audience at that time.”

Published on the 21st September 2007

Advertisements


No Responses Yet to “BBC denies ‘pretty newsreader’ research”

  1. Leave a Comment

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s


%d bloggers like this: