The 大象传媒 is committed to achieving due accuracy in all its output. This commitment is fundamental to our reputation and the trust of audiences. The term ‘due’ means that the accuracy must be adequate and appropriate to the output, taking account of the subject and nature of the content, the likely audience expectation and any signposting that may influence that expectation [1].
The due accuracy required of, for example, drama, entertainment and comedy, will not usually be the same as for most factual content. The requirements may even vary within a genre, so the due accuracy required of factual content may differ depending on whether it is, for example, factual entertainment, historical documentary, current affairs or news. [2]
This means all 大象传媒 output, as appropriate to its subject and nature, must be well sourced, based on sound evidence, and corroborated. We should be honest and open about what we don’t know and avoid unfounded speculation. Claims, allegations, material facts and other content that cannot be corroborated should normally be attributed.
The 大象传媒 must not knowingly and materially mislead its audiences. We should not distort known facts, present invented material as fact or otherwise undermine our audiences’ trust in our content.
We should normally acknowledge serious factual errors and correct them quickly, clearly and appropriately.
[1] The section of the Ofcom Broadcasting Code that relates to this is 5: Due Impartiality and Due Accuracy and Undue Prominence of Views and Opinions.
[2] The Framework Agreement accompanying the 大象传媒 Charter requires us to observe the accuracy requirements of the Broadcasting Code; however, by applying 'due accuracy' to all output, we exceed that requirement.