大象传媒
announces teams in search of 聭new politics聮 solutions
The
大象传媒 today (Thursday 28 February) publishes the findings of specially
commissioned research into people's attitudes to politics and announces
details of teams who will develop new ideas for 大象传媒 political coverage.
The
research, conducted by agency TRBI to support the 大象传媒 New Politics
Initiative, suggests that many people, particularly aged under 45,
are disillusioned with conventional politics and political coverage
and feel disconnected from the political process. The research will
be made available on the 大象传媒聮s website at:
For
many, says the research, political coverage is seen as white, middle-class,
middle-aged men arguing with other white, middle-class, middle-aged
men in a secret shared language and the media is seen as part of
this establishment.
Richard
Sambrook, Director of 大象传媒 News, said: "Politicians and the
media have known for some time that there's a lack of involvement
and engagement in politics. The research we publish today illustrates
just how serious that problem is. It is incumbent on the 大象传媒, as
a public service broadcaster, to take a leading role in trying to
increase people's engagement in the political process and democratic
debate."
Figures
show news viewing has been declining since 1993. Among under 44-year-olds
it's down by a quarter. Many young people do not watch or listen
to any political coverage at all.
"It's
no longer a question of waiting for audiences to 聭grow into聮
news," Mr Sambrook said. "The research shows that people
are not beginning to get interested when they reach their 30s and
40s. This demographic wave of disengagement could soon mean political
coverage is largely watched by those in their 50s and older.
"While
we must tackle this problem, we are very aware of the value of our
current coverage, which offers the best analysis and discussion
of politics in British broadcasting. That's why our primary focus
is on developing fresh, innovative ideas for new programmes to complement
what we currently do."
Many
people questioned for the 大象传媒 research found it difficult to relate
politics to their everyday lives, and felt there was no dialogue
between themselves and parliament. They felt that elections every
four years were a poor, archaic way to express choices or opinions
on events around them and that this system was out of step with
modern, consumer-based accountability they experience elsewhere
in their lives.
When
asked what politics meant to them none of the respondents had a
positive association. Nearly 40 per cent of respondents replied
with negative associations - that politicians were "crooks",
"out for themselves", "liars", "didn聮t
care about ordinary people", and "a waste of time."
Political heroes were people like Bob Geldof rather than politicians,
though some people identified with politicians such as Mo Mowlam
and Ann Widdecombe.
Thirty-seven
percent of those questioned felt unable to make a difference about
an issue they felt strongly about - saying they were "powerless",
"unsupported" and "unrepresented".
When
asked about the media聮s coverage of politics, respondents felt
that it was too elitist and assumed too much knowledge among the
audience. Many people said reporting needed to break with the "Westminster
establishment" to allow real people to voice their opinions
and that humour or drama should be used to explore the world of
politicians and politics. They also felt that the media focussed
too much on scandal and trivia around politicians rather than issues.
Taking
into account this research, the 大象传媒 New Politics Initiative, led
by Sian Kevill, will work across the 大象传媒 to come up with new ideas
- not just from "traditional" news and current affairs
but from drama, new media and regional and national programming.
The 大象传媒 New Politics Initiative has now established teams to develop
ideas in a number of specific areas. Ms Kevill said some changes
could happen quickly, others such as programme developments would
take longer, but she hoped to see many of the new programme ideas
on our screens by the end of the year.
"We
want to refresh political coverage with innovative and creative
new thinking," Ms Kevill said. "It's about taking risks
and we do not expect everything to work. But where there are successes,
they should become part of our regular output."
The
areas are:
路
Creating a new "landmark" programme format for 大象传媒 ONE
which will unite different parts of the 大象传媒 to tackle politics in
ways which will have broad appeal and cross traditional boundaries.
Team led by Sian Kevill.
路 Developing ideas for a new regular political programme
specifically designed to appeal to the under 45 audience. Team led
by Peter Horrocks (Head of Current Affairs).
路 Finding new ways of explaining politics through different
genres, such as drama and new formats for documentaries. Team led
by Nicola Moody (Controller, Factual commissioning).
路 Interactive - a project to explore how using the 大象传媒's
popular online services can be better used to connect audiences
with political debate. Team led by Richard Deverill (Head of Interactive,
大象传媒 News).
路 Exploring ways of making daily political reporting more
relevant to people's daily lives, improving Parliamentary coverage
and reflecting the increasing importance of local politics in the
UK. Teams led by Fran Unsworth (Head of Political Programmes), Vin
Ray (Deputy Head of Newsgathering), Andy Griffee (Controller, English
Regions) and Anne Sloman (Chief Political Advisor).
Notes
to Editors
路
The 大象传媒 is the UK聮s largest broadcaster of political news and
current affairs across television, radio and online with at least
19 hours of dedicated political coverage on television and radio
each week in addition to 大象传媒 Parliament, a digital channel dedicated
to covering Parliamentary business.
路
Political programming includes:
TV
Westminster Live, Despatch Box, On The Record, Question Time, Straight
Talk, Dateline London, The Record
RADIO
Westminster Hour, Week in Westminster, Today in Parliament, Yesterday
in Parliament, People & Politics
路
Politics is covered in depth in current affairs strands including,
Newsnight, Today, The World at One, PM, The World Tonight, Broadcasting
House and The World This Weekend, and on the daily television and
radio bulletins, 大象传媒 News 24 and Radio Five Live.
路
The 大象传媒 also provides in-depth coverage of political events such
as Elections, the Budget and Party Conferences, and has ad-hoc political
programmes such as the "How to be 聟." programmes
on television and the Rock and Poll Years on Radio.
路
Online, the 大象传媒 provides the most comprehensive coverage of UK politics
on the web
路
The 大象传媒 also provides in-depth coverage of Scottish, Welsh, Northern
Irish and regional politics though our national and regional outlets.
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