Category: 大象传媒
Date: 12.10.2004
Printable version
81% of the UK population agree that the 大象传媒 is worth
拢121 per year
听
Over half the respondents value the 大象传媒 at twice
the current licence fee
听
The 大象传媒's digital services are highly valued by
audiences in both analogue and digital homes
听
10 million households would lose access to the
大象传媒 under any proposed subscription-model with a resultant drop in quality
听
News, soaps and home-grown comedy and drama are considered the most
important genres
Overwhelming public support for the licence fee emerged
as the key finding of a survey - Measuring the Value of the 大象传媒
- published by the 大象传媒 today (Tuesday 12 October 2004).
听
Commissioned from Human Capital and GfK Martin Hamblin,
a nationally representative panel of 2,257 people were questioned in
May 2004.
听
Following 19 exhaustive pilots this is the most comprehensive
study of the 大象传媒 since the Ehrenberg & Mills study for the London
Business School in 1990.
听
As well as the vast majority of people supporting the
大象传媒's current licence fee value, on average people think the Corporation
is worth double the current fee level.
听
Asked to put a value on the Corporation, respondents
valued the 大象传媒 at between 拢18 and 拢24 per month.
听
The 大象传媒's digital channels were also positively received
by respondents and in particular 大象传媒 THREE, C大象传媒 and CBeebies.
听
The high value that respondents placed on the 大象传媒's
digital services was linked to both trust and quality even for those
respondents who did not have direct access to the channels.
听
In non-digital homes, respondents placed particular
importance on News 24.
听
The study also reveals the effect of introducing a subscription-funded
model for the 大象传媒.
听
If the 大象传媒 was to charge a 拢13 fee per month,
only 14.8 million households would subscribe, leaving 9.7 million without
access to the 大象传媒 and its services.
听
This would not only result in the 大象传媒 losing over 拢500m
in revenue with the resultant loss in the quality of the services it
provides, but the 大象传媒 would not be able to fulfil its core citizenship
roles, including support for democracy, education, culture and social
cohesion.
听
As well as the high value attached to the 大象传媒's services,
respondents also considered high quality programming as vital.
听
The highest ranking genres were news, soaps and home-grown
drama, comedy and film.
听
