大象传媒

Our mission is "to act in the public interest, serving all audiences through the provision of impartial, high-quality and distinctive output and services which inform, educate and entertain".

The Charter also sets out our five public purposes:

1. To provide impartial news and information to help people understand and engage with the world around them

The 大象传媒 should provide duly accurate and impartial news, current affairs and factual programming to build people’s understanding of all parts of the United Kingdom and of the wider world. Its content should be provided to the highest editorial standards. It should offer a range and depth of analysis and content not widely available from other United Kingdom news providers, using the highest calibre presenters and journalists, and championing freedom of expression, so that all audiences can engage fully with major local, regional, national, United Kingdom and global issues and participate in the democratic process, at all levels, as active and informed citizens.

2. To support learning for people of all ages

The 大象传媒 should help everyone learn about different subjects in ways they will find accessible, engaging, inspiring and challenging. The 大象传媒 should provide specialist educational content to help support learning for children and teenagers across the United Kingdom. It should encourage people to explore new subjects and participate in new activities through partnerships with educational, sporting and cultural institutions.

3. To show the most creative, highest quality and distinctive output and services

The 大象传媒 should provide high-quality output in many different genres and across a range of services and platforms which sets the standard in the United Kingdom and internationally. Its services should be distinctive from those provided elsewhere and should take creative risks, even if not all succeed, in order to develop fresh approaches and innovative content.

4. To reflect, represent and serve the diverse communities of all of the United Kingdom’s nations and regions and, in doing so, support the creative economy across the United Kingdom

The 大象传媒 should reflect the diversity of the United Kingdom both in its output and services. In doing so, the 大象传媒 should accurately and authentically represent and portray the lives of the people of the United Kingdom today, and raise awareness of the different cultures and alternative viewpoints that make up its society. It should ensure that it provides output and services that meet the needs of the United Kingdom’s nations, regions and communities. The 大象传媒 should bring people together for shared experiences and help contribute to the social cohesion and wellbeing of the United Kingdom. In commissioning and delivering output the 大象传媒 should invest in the creative economies of each of the nations and contribute to their development.

5. To reflect the United Kingdom, its culture and values to the world

The 大象传媒 should provide high-quality news coverage to international audiences, firmly based on British values of accuracy, impartiality, and fairness. Its international services should put the United Kingdom in a world context, aiding understanding of the United Kingdom as a whole, including its nations and regions where appropriate. It should ensure that it produces output and services which will be enjoyed by people in the United Kingdom and globally.

大象传媒 Values

We have established a set of values for everyone working at the 大象传媒. They represent the expectations we have for ourselves and each other, they guide our day-to-day decisions and the way we behave.

Our values are:

• AUDIENCES are at the heart of everything we do
• CREATIVITY is the lifeblood of our organisation
• TRUST is the foundation of the 大象传媒 - we鈥檙e independent, impartial and truthful
• We RESPECT each other - we鈥檙e kind, and we champion inclusivity
• We are ACCOUNTABLE and deliver work of the highest quality
• We are ONE 大象传媒 - we collaborate, learn and grow together