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E
BBC ALBA
PERFORMANCE, PARTNERSHIPS AND FUTURE STRATEGY
To: The BBC Trust
From: The BBC/MG ALBA Partnership
Date: 12th October 2009
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TABLE OF CONTENTS:
1. INTRODUCTION ....................................................................4
2. EXECUTIVE SUMMARY.........................................................4
2.1. Performance.................................................................................................... 4
2.2. Future channel strategy ................................................................................. 5
2.3. Distribution options........................................................................................ 5
3. OVERVIEW OF BBC ALBA ...................................................6
3.1. Audience Strategy .......................................................................................... 6
3.2. Distribution...................................................................................................... 7
3.3. Funding............................................................................................................ 8
4. PERFORMANCE ......................................................................9
4.1. Content ............................................................................................................ 9
4.2. Reach ............................................................................................................. 11
4.3. Quality............................................................................................................ 16
4.4. Impact ............................................................................................................ 20
4.5. Fit with the BBC’s purposes ........................................................................ 20
4.6. Value for Money ............................................................................................ 22
4.7. Programme Supply....................................................................................... 24
4.8. Marketing....................................................................................................... 26
5. PARTNERSHIPS ....................................................................28
5.1. BBC / MG ALBA ............................................................................................ 28
5.2. Industry Partnerships................................................................................... 30
5.3. Working with other BBC Services and Other Broadcasters ..................... 30
5.4. Education and Learning Partnerships ....................................................... 32
6. FUTURE CHANNEL STRATEGY .......................................33
6.1. Content .......................................................................................................... 33
6.2. Learning......................................................................................................... 35
6.3. Partnership with MG ALBA .......................................................................... 37
6.4. Programme Supply....................................................................................... 38
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7. DISTRIBUTION OPTIONS ..................................................38
7.1. ALBA distribution on DTT............................................................................ 38
7.2. RQIV Impact of DTT distribution for BBC ALBA ........................................ 39
7.3. Options for providing DTT capacity for ALBA ........................................... 40
7.4. RQIV Impact of removing Radio from DTT in Scotland ............................. 44
8. REGULATORY IMPLICATIONS .........................................45
8.1. BBC ALBA ..................................................................................................... 46
8.2. BBC Radio Services ..................................................................................... 46
9. APPENDICES .........................................................................48
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1. INTRODUCTION In January 2008, the BBC Trust approved the launch of a Gaelic Digital Service on satellite, and cable, with a supporting website. The approval was subject to a number of conditions and this review of the service, BBC ALBA, is based on areas identified by the BBC Trust for follow-up. The Trust has formulated a number of questions (listed in Appendix 1) which this paper sets out to answer. It also gives an overview of BBC ALBA, an assessment of the channel’s performance and a description of the partnership and its collaborations with other BBC services. The final section of the report deals with the future content, distribution and funding strategy of BBC ALBA.
2. EXECUTIVE SUMMARY
2.1. Performance
BBC ALBA, the first BBC-licensed service to be managed in partnership, launched on 19 September 2008 and was welcomed by a broad cross-section of society in Scotland as well as many of the country’s political parties. MG ALBA (Gaelic Media Service), a funder of Gaelic television programming in Scotland since 1993, now co-manage BBC ALBA supplying the partnership with circa £10m of its £14m annual content budget. MG ALBA is funded by the Scottish Government
BBC ALBA is distributed on digital satellite (Sky and Freesat) only, which is currently available to 43% of adults in Scotland.
The Gaelic-speaking population welcomed BBC ALBA, appreciating the quality and variety of the BBC ALBA offering. Viewing is highest in peaktime and for an average of 6 hours per week. The most appreciated programmes in quarter one 2009 had an AI of 90% or over.
BBC ALBA has demonstrated an ability to attract ordinary Scots towards Gaelic television. For every Gaelic speaker it has drawn since launch, BBC ALBA has attracted at least three non-Gaelic speakers with a weekly reach of 600,000 at launch and an average 15+ minute reach of over 220,000 since (5% of the Scottish population). The service has the greatest reach in the Highlands and Islands (11% reach) and appeals to a broad range of demographics. Music, sport and factual programmes have attracted non-Gaelic speakers to BBC ALBA.
In Scotland, BBC ALBA has a higher approval score than BBC Two, BBC Three and BBC Four. 45% of adults in Scotland agree that BBC ALBA is a worthwhile thing for the BBC to be spending the licence fee on, while only 30% disagree.
BBC ALBA makes a strong contribution to the delivery of the BBC’s public purposes in Scotland. ALBA provides a home for Gaelic speakers and helps represent this community to the rest of the Nation. ALBA broadcasts the only televised Gaelic news service,
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as well as a wide range of other programming which showcases Gaelic culture. It has an explicit role in encouraging and supporting those learning the Gaelic language.
Increased interest is already being shown in learning the language. The partnership is working with a forum of organisations leading Gaelic language learning development to ensure the strategic provision of learning resources across BBC media platforms.
BBC ALBA has a range of new programme brands with young and new personalities emerging, promising to make Gaelic more attractive to new audiences. BBC ALBA‘s content strategy for children and young people is mainly directed at those in Gaelic-speaking households or those in Gaelic-medium schools.
The independent production sector has engaged with BBC ALBA benefitting from the greater volume needed to sustain a channel. Supply contracts have been awarded to three independents allowing for stability, skill-building and cost-effective production. BBC ALBA holds regular commissioning rounds and has worked with 28 companies in 2008 (26 independents, STV and BBC). MG ALBA spent 74% of its content budget in 2008/09 on suppliers outside the BBC. There is evidence that both production capability and quality of programme ideas amongst producers seeking to supply BBC ALBA exceeds current investment.
2.2. Future channel strategy
Investment from the BBC and Government would be prioritised on content which will attract the wider Scotland-wide audience e.g. factual, music and sport; programming which will better serve the Gaelic-speaking community, in news, drama and general entertainment; and the development of BBC ALBA’s cross platform offering for Gaelic language learners and for children. As noted in the Collaboration Agreement between the BBC and MG ALBA the service has ambition to grow originated output aiming for similar levels to S4C and TG4 by the end of the current charter, subject to available funding.
BBC ALBA will work with partners and, using bbcalba.co.uk as a destination for learners, it will provide a world-class non-linear home for Gaelic learning. A clear demand is emerging for a non-linear audiovisual learning environment with scaled and varied language-learning tools to match personal needs.
MG ALBA and the BBC believe that their partnership has served Gaelic and Scottish broadcasting better than options of collaboration. The continuous affirmation of co-ownership is key to keeping the partnership strong and focused on future achievements.
By pooling people, resources and skills the partnership is enabling a new confidence in Gaelic language broadcasting which may allow the language to gain status in society, grow, and move towards the mainstream of Scottish life. BBC ALBA enhances plurality within Scottish public service television broadcasting and is well positioned to cater for underserved niches of Scottish life. The first year of operation demonstrates significant progress. BBC Management has reaffirmed its commitment to the service.
2.3. Distribution options
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BBC Management believes there is a strong RQIV case for DTT distribution of BBC ALBA. We estimate that DTT distribution would increase reach by a further 150,000-180,000 individuals in Scotland, generating an additional 250,000 viewing hours, by the end of Scottish DSO (mid-2011).
Capacity and financial constraints mean that in order to distribute BBC ALBA on DTT another BBC service would have to be taken down in Scotland. Three services, eTV, BBC Parliament and BBC’s radio services, were considered as candidates for removal.
Although removing BBC Radio services from DTT would carry material risks, it is the view of BBC Management that removing them from DTT during ALBA hours of broadcast (1700-2300) would have the lowest RQIV impact. Removing BBC Radio from DTT could affect between 60,000-90,000 listeners during ALBA broadcast hours, following digital switchover. We estimate this could lead to a loss of up to 130,000 listening hours. The majority (120,000 hours) of these lost listening hours would relate to the BBC’s analogue radio services (Radios 1-5 live, BBC Radio Scotland and BBC Radio nan Gàidheal).
3. OVERVIEW OF BBC ALBA The BBC Trust licensed BBC ALBA in August 2008 and the channel launched on 19 September 2008 on digital satellite. The channel is available on Sky 168 and Freesat 110.
BBC ALBA is the first BBC licence fee funded television service to operate as a partnership, the basis for which is a legal agreement reached between the BBC and MG ALBA in 2007.
3.1. Audience Strategy
BBC ALBA aims to serve Gaelic speakers, those learning the language, those that might wish to learn, and those interested in the language and culture. It aims to reflect and support Gaelic culture, identity and heritage. BBC ALBA seeks to serve:
• Existing Gaelic speakers and learners – providing a credible, relevant service for Gaelic speakers and learners
• Non-Gaelic speakers within the wider UK population – providing content which offers alternative viewing to audiences and communities of interest across Scotland and the rest of the UK
BBC ALBA aims to:
• Help attract new speakers to the language • Deliver a better service to the Gaelic audience • Offer alternative content and more choice to the Scottish audience • Offer an international perspective involving other languages and cultures
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The channel is on air from 5 – 11.30pm on weekdays and from 4-12pm on weekends. A schedule guide is available at Appendix 2. When the TV service is not on air a sustaining service is provided by Radio nan Gàidheal with accompanying text and information.
Evidence from audience research undertaken for BBC ALBA since launch indicates that both of these audiences are willing to come to BBC ALBA for its television content.
Figure 1: Spectrum of Audience Engagement with BBC ALBA1
3.2. Distribution
To date, ALBA has been available on digital satellite. 43% of Scottish adults have access to Digital Satellite television.
Digital Satellite
BBC ALBA is available to view on Digital Satellite, on Sky (168) and FreeSat (110) with near 100% geographical coverage across the UK including the areas of Scotland which contain the highest proportion of the Gaelic speaking population.
DTT DTT / Freeview carriage is to be considered as part of this review of BBC ALBA (see section 7.1).
Digital Cable BBC ALBA has yet to be launched on Virgin Media. BBC ALBA is available to Virgin Media customers on demand via its BBC iPlayer service, which hosts 10 hours per week of BBC ALBA content. The other cable company active in Scotland, Smallworld, which serves Ayrshire, does carry BBC ALBA.
iPlayer Up to 10 hours per week of BBC ALBA content is available through the iPlayer.
Simultaneous BBC ALBA is viewable as a live stream at:
1 Progressive Partnership, Qualitative Research May 2009
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Broadcasting http://www.bbc.co.uk/iplayer/playlive/bbc_alba/2. However the full service is not available as BBC ALBA does not hold the rights to broadcast all its output online.
The lack of availability of the channel on non-Satellite television platforms is the most prominent feature of public and stakeholder criticism of BBC ALBA.
Viewers: Qualitative research conducted by Progressive Partnership on BBC ALBA indicated that accessibility was a key issue for the service. Many (across the sample) mentioned spontaneously that BBC ALBA is not available on Freeview.
“I would have [BBC ALBA] on more if it was on Freeview and I could just flick to it on the telly.”
Comments from the Leirsinn Panel also give an indication of Gaelic speakers’ views.
“Still looking and hoping that BBC ALBA will be available on Freeview”
“UNABLE TO RECEIVE - BRING ON FREEVIEW!”
Stakeholders: The issue of Freeview distribution for ALBA has been raised in a range of political forums in Scotland:
• In January 2008 the Chairman of the Highland Council wrote to the BBC Trust asking it to “take whatever steps it can to ensure that ‘freeview’ transmission of BBC Alba output takes place as soon as possible”.
• On 11 December 2008, Glasgow City Council passed a motion supporting the carriage of BBC ALBA on Freeview.
• A petition raised on 13 November 2008 by John Macleod called on the Scottish Parliament “to urge the Scottish Government, given its responsibilities to promote and support Gaelic culture, to make representations to the BBC Trust to ensure that BBC ALBA is made available on Freeview now rather than wait for a review planned by 2010”. It gained strong support but was closed in March 2009 on the grounds that the First Minister had now taken up the issue with the BBC Trust.
3.3. Funding
BBC ALBA is funded jointly by the BBC and by MG ALBA3. The total annual content budget for BBC ALBA is £14m. The BBC’s annual contribution to this budget is £4m, plus management support. MG ALBA contributes a minimum of £10m per annum to the service.4
2 Live stream launched in 21-9-09 3 Formerly the Gaelic Media Service
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In its first year of broadcasting BBC ALBA will have broadcast over 2,400 hours of programming and 100 hours of interstitial presentation. Cost per hour of commissions averaged at £22,000, which compares well to the cost of other indigenous language programming (S4C: £53,000; TG4: €29,000).
BBC ALBA benefitted in its first year from a stock of programmes contributed by MG ALBA. In the first full year BBC ALBA will have broadcast 742 hours of first-run original television programming. Almost all originations are repeated during their first week of broadcast.
4. PERFORMANCE BBC ALBA had a successful launch, succeeding in its aim to reach beyond its constituent audience of Gaelic speakers, to an average of 220,000 adults living in Scotland every week, of which an average of 35,000 are from the Gaelic speaking community. This is a significant step towards meeting the longer-term reach target of 250,000 set when the service was approved, particularly in view of the lack of availability via DCable. It also meets the requirement to appeal to a significant proportion of non-Gaelic speakers and learners in order to promote the language to the wider Scottish population.
• BBC ALBA has been positively received by the Gaelic community. For many it fills a gap in the broadcasting landscape, providing a home for Gaelic content and a focal point for Gaelic culture, exceeding their expectations in terms of the range and quality of programming.5
• Amongst the wider population of Scotland, performance and reaction has been encouraging. Attitudes towards Gaelic and the concept of a multi-media Gaelic Digital Service are more positive now than they were before launch. The greater appeal of BBC ALBA in the Highlands and Islands suggests that it has gone some way to redress perceived BBC under-representation of non-Metropolitan areas of Scotland6
4.1. Content
4.1.1. Key Genres
BBC ALBA has helped enhance the BBC’s audience offering in Scotland particularly in the areas of factual, music and sport, genres which attract a non-Gaelic audience.
4 In 2009/10 to try to ensure maintenance of levels of programming hours, MG ALBA plans to devote more of its total budget towards content. 5 Progressive Partnership Research, BBC ALBA Six Months On 6 TNS SOS
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Factual: The reflection of life in contemporary Scotland across its cities, towns and rural communities features prominently in the BBC ALBA schedule in peak-time slots. The factual and factual entertainment genres perform well for both audiences with series such as Trusadh (documentary) and Turas a’ Bhradain (Salmon’s Journey) ‘S Ann an Ile (Islay) attracting English and Gaelic speakers.
Music and Events: Music offers an entry point for non-speakers to use the service and BBC ALBA has been able to offer a broad range of music programming to its audience through a regular schedule of music programming and coverage of festivals and events. BBC ALBA has screened output from music events in Scotland – e.g. Blas; Piping Live; The Royal National Mod; Celtic Connections; T in The Park; The Traditional Music Awards and most recently the Hebridean Celtic Music Festival
Sport: Sport, including coverage of shinty, rugby and football, has attracted a mainstream audience to BBC ALBA helping to establish and familiarise the brand with the audience in Scotland.
Amongst the general population of Scotland programmes which do not require an understanding of Gaelic do well. The most popular genres amongst non-speakers are Sport (watched by 26% of BBC ALBA viewers), Traditional Music (15%) and also Factual Documentary programmes (15%). See APPENDIX 4 for full details. BBC ALBA is able to devote prime-time slots to factual programming (in Gaelic with English subtitles).
The most watched genre amongst the Gaelic community is News and Current Affairs (watched by 23% of Gaelic viewers). BBC ALBA produces the only televised Gaelic news provision. Music (18% reach) and Entertainment (16% reach) are also popular genres as are Factual and Drama, see APPENDIX 4 for full details.
Although Drama and Comedy Drama are expensive and do not feature often in the BBC ALBA schedules, when broadcast, they attract a very positive response from Gaelic speakers, see APPENDIX 4 for full details.
4.1.2. Online output
bbcalba.co.uk offers Gaelic news, weather, and learning content, as well as showcasing key aspects of Gaelic life, such as religion, music, culture, education and sport, in the native tongue. It also offers content for young people.
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The website regularly attracts a very good Net Promoter Score7. In Q4 2008 the score of 44 for bbcalba.co.uk matched the bbc.co.uk average of 44. Feedback from the BBC Pulse survey in Quarter 1 2009 on the bbc.co.uk/alba website shows audience value the content it offers:
“informative and helpful - lots of useful links to Gaelic organisations and activities - excellent interactive resources for children/school” 35- 44 years Male Scotland
“translation function makes it easy to use even for learners” 16 - 24 years Female Scotland
4.2. Reach
Digital uptake in Scotland runs at circa 89% individuals with the following platform split 8
DTT 51% DSat 43% DCable 17%
BBC ALBA reaches 5%9 of the overall population of Scotland across a week and is currently available to 43% of individuals who have Digital Satellite television.
4.2.1. Reach amongst the Gaelic Community
BBC ALBA reaches 72% of those with access to DSat10 and 38% of the total adult Gaelic community in a typical week (35,000 individuals). The reach of other Gaelic media services (on BBC Two Scotland and Radio nan Gàidheal) has not been materially affected amongst this group.
Reach among the Gaelic community peaked soon after launch. Reach dipped during the summer months due to expected seasonal fluctuation and the high number of repeat transmissions during the summer months..
7 Net Promoter is currently the lead measure of quality across bbc.co.uk sites. A score of 40 - 60 is classed as Very Good, over 60 is Exceptionally Good. 8 BARB Establishment survey, Q4 2008) 9 Not including the radio sustaining service 10 BBC ALBA reach figures do not include Radio nan Gàidheal as a sustaining service. Both surveys contain separate questions to measure the reach of RnG. BBC ALBA has not impacted on the reach of BBC Radio nan Gàidheal. In 2007/08 the average weekly reach was 68.0% and 68.7% in 2008/09.
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Figure 2: Weekly Reach of Gaelic services amongst the adult Gaelic Community. 11
82%
75%69%
60% 59% 57%57% 59%52%
44%49%
64%71% 68% 68%
62%
67% 66%
72%71% 74%
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4.2.2. Reach amongst Scotland-wide Population
The average weekly reach for Sep-08 – Mar-09 was 220,000 adults (or 5% of the Scottish population), based on claimed weekly reach of 15 or more minutes.
Amongst the Scotland-wide population, reach is highest for male 35-54 year olds. There is no significant difference by socio-economic group. In terms of location, BBC ALBA’s reach to those living in the Highlands and Islands is more than twice the Scotland average at 11%.12
11 Lèirsinn. Base: All Diary Returners and Diary Returners in DSat Homes
12 TNS System Three Scottish Opinion Survey, B5. 15+ minute claimed viewing consumption of BBC ALBA. Note there was a change in methodology in Nov-08
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Figure 3: 15+ minute weekly reach of BBC ALBA by demographic group amongst the Scottish population
4%
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Although total claimed reach is 220,000 individuals, claimed reach in DSAT homes is 11% - which equates to 193,000 individuals. Therefore approximately 27,000 of those who claim to be reached by BBC ALBA have made an effort to view BBC ALBA by other means – for example, visiting family and friends, viewing the iPlayer, or through Smallworld cable in Ayrshire. There is limited evidence to show a small amount of Digital Satellite acquisition for the purpose of viewing the channel.
As expected, reach peaked at launch, when interest in the service was high and awareness of BBC ALBA was at 57% of the Scottish population, bolstered by a strong marketing campaign and considerable press coverage. As shown in Figure 2 post launch 15 minute reach has stabilised at around 5%. There was a decline in Jun-09 which is in line with expected seasonal fluctuation. Reach recovered to a more stable 5% in July and 4% in August.
Figure 4: Claimed Weekly Reach of BBC ALBA (TV) amongst adult population of Scotland.
15% 15%
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Change in methodology Nov-08
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4.2.3. Viewing over the day
Gaelic speakers: On weekdays, viewing of BBC ALBA is highest amongst Gaelic speakers between 8pm – 10pm, at the weekends 9pm-10pm has the highest reach. This reflects the scheduling of News which is scheduled at 8pm on weeknights. There is no News coverage at weekends.
Figure 5: Viewing of BBC ALBA by Timeslot amongst the adult Gaelic Community13.
11% 11%
22%20%
14%12%
16%18%
21%
16%
12%14%
7%
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Scotland-wide population: Available audience data does not include when Scotland-wide audience are watching, but this can be inferred from the scheduling of the most popular genres. The three most popular genres amongst non-speakers are Sport (Saturday evenings and Sunday afternoons), Traditional Music (Saturday evenings) and Factual programmes (Monday to Friday at 9-10pm).
4.2.4. Viewing duration
The length of viewing amongst viewers in the Gaelic community has been stable. The average duration of viewing is 6.0 hours per week.14
Amongst the Scotland-wide population the average duration of viewing is 1 hour and 12 minutes15. Length of viewing peaked at 1.65 hours in April 200916.
13 Lèirsinn. Launch (wk 38 2008) to week 13 2009. 14 Lèirsinn September 2008 – March 2009 15 TNS System 3 SOS
16 BBC Annual Report quotes 1.1 hours for the period Sep08-Mar09.
Weekdays (Monday to Friday) Weekends (Saturday and Sunday)
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4.2.5. Reach of BBC ALBA Online
The bbcalba.co.uk site supports both BBC ALBA and Radio nan Gàidheal as well as offering bespoke resources particularly in the area of language support and learning.
The website attracts a weekly average of 9,200 UK Unique Users (11,900 globally).
Learning (Foghlam) is the area of the site which attracts the greatest number of users, followed by Radio nan Gàidheal and Television (Telebhisean), see Figure 6.17
Figure 6: Weekly UK Unique Users to bbc.co.uk/alba and sub-directories, Jun-Aug 2009
Sub Directory Weekly UK Unique Users (Jun-Aug 2009) Foghlam (Learning) 1,382 Radio Nan Gaidheal 996 Telebhisean (Television) 964 Naidheachdan (News) 449 Dealbhan (Picture Galleries) 435 Òigridh (Youth) 104
In October 2008 BBC ALBA launched on the iPlayer. Viewing statistics have averaged between 15-20,000 per week, in total. The most watched programme18 was Cuibhlichean an Fhortain, (car makeover show) with a total of 43,000 requests.19 The news programme An La is not available on iPlayer, as it is made available to watch on the ALBA website.
Since 21st September 2009 a BBC ALBA lice stream has been available through http://www.bbc.co.uk/iplayer/playlive/bbc_alba/,
4.2.6. Gaelic programmes on BBC TWO
BBC Two Scotland shows Gaelic content in two slots: programming for general viewing is scheduled on Thursdays from 6pm, usually for around two hours; and an additional half an hour of pre-school children’s programming is also scheduled each weekday morning from 8.30am. All programming shown on BBC Two is originated on BBC ALBA.
Gaelic programmes on BBC Two Scotland reach 51% of the Gaelic community each week20.
A total of 38% of Gaelic speakers watched both BBC ALBA and BBC2. 35% watched BBC ALBA only, while 8% only watched BBC2 only, and 21% watched neither (see Figure 7).
17 Sagemetrics BBC Server logs 18 Audience data is available for Gaelic programmes on iPlayer, however, the performance of programmes which include a gràbh accents in their title cannot currently be registered. 19 See Appendix 3 Table W for top performing iPlayer programmes 20 Lèirsinn September 2008 – March 2009
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Figure 7: Cross-over in viewing to Gaelic output on BBC ALBA and BBC Two Scotland amongst Gaelic speaking adults with DSat21
Month % of DSat survey returners who viewed:
BBC ALBA 72%
BBC ALBA & Gaelic on BBC2 38%
Only BBC ALBA 35%
Only Gaelic on BBC2 8%
Neither 21%
Amongst the Scotland-wide population, 5% of respondents claimed to have watched Gaelic programmes on BBC Two Scotland, and 36% of this group also claimed to have watched BBC ALBA in the same week22
4.3. Quality
4.3.1. Audience perception
Favourability towards the idea of a Gaelic Digital service is significantly higher now than in April 2007 when it was measured as part of the Public Value Test, as are general attitudes towards Gaelic measured by responses to the statement: Gaelic is an important part of Scottish life and cultural heritage.23
21 Lèirsinn
22 TNS SOS, Sep08-May09
23 TNS System Three SOS Apr-07, Sep-08-Jun-09. Base: All repsondents
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Figure 8: Attitudes to Gaelic amongst the adult population of Scotland24.
Gaelic is an important part of Scottish life and cultural heritageApr-07 (PVT) = 6.21, 37% Agreeing
42%47% 47% 49%
41%48% 48% 49%
45% 46%
6.87.07.17.07.06.66.97.07.06.7
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Research amongst the Scotland-wide population has also indicated an improvement in the perceived quality and innovation of Gaelic programmes from the BBC since the launch of BBC ALBA.
Figure 9: Responses to BBC ALBA Strategy Statements amongst the Adult Population of Scotland25
6.1 6.1
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24 TNS SOS. Base All Respondents. 25 TNS SOS
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Gaelic Speakers
Research data from the Gaelic audience indicates that the range and quality of programmes available on BBC ALBA is appreciated. Verbatim comments from the Gaelic audience:
“BBC ALBA continues to surprise me with the quality and variety of its programmes. I will continue to watch as much as I can.” – Lèirsinn panel (week 3 2009)
“I think that there is an amazing variety of very interesting programmes on BBC ALBA that I prefer to most of the regular TV programmes. Excellent!” – Lèirsinn panel (week 4 2009)
“I think most of the programmes are of a very high standard, especially those featuring traditional music.” – Lèirsinn panel (week 1 2009)
“I think that the standard of programmes are, if anything, far above those of the other channels and they certainly have far more interesting subject-matter.” – Lèirsinn panel (week 48, 2008)
Non-Gaelic Speakers
The non-Gaelic speaking audience also perceive the channel to be of high quality:
As a non-Gaelic speaker I have been very impressed with the new TV channel BBC ALBA. It provides a range of programming for all Scots that no other channel (out of hundreds available) has yet done. I have particularly enjoyed some of the documentaries – and they have proved to be not only enjoyable
but also educational. I have learned a lot about my own country that I did not know.
I’d just like to say what a great step forward this channel is. As someone who has been trying to learn Gaelic for 25 years (badly) in England and having very little opportunity to get near anything except
books for most of that time this channel is a godsend.26
Just wanted to tell you we think BBC ALBA is brilliant. I have learned so much from Speaking Our Language, and am going to reenrol in the introduction to Gaelic course with the Gaelic College. It is wonderful to have this resource, even better that I thought it would be. The programme from Barra
last night was particularly interesting to us in North Ronaldsay.
Learners
The BBC/ MG ALBA partnership worked with Clì (the Gaelic Learner’s Association)27 to assess the impact of BBC ALBA on the learner community.
26 Audience Log comments from non-Gaelic speakers and learners
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Survey results indicate that a third of respondents watch BBC ALBA (of course not all will have acces to the telelvision service). 57% watch Gaelic programming on BBC Two or STV and two thirds are listening to Radio nan Gàidheal. Close to a third, 31%, also stated they use bbcalba.co.uk. Of those watching BBC ALBA 45% watch once a week or more.
Three quarters (74%) agreed BBC ALBA supports Gaelic educaton and learning and two thirds (67%) agreed BBC ALBA has programmes which help with learning Gaelic.
“BBC ALBA supports learning in the sense it puts Gaelic into your home even outside the Gaelic speaking areas…”
“BBC ALBA is invaluable, as I live in England & have no contact here with other Gaelic learners or with native speakers. It's also very interesting & informative in its own right, apart from the language-learning aspect.”
The young audience
Under 12s: Qualitative research into BBC ALBA recruited parents to gauge the impact of programming aimed at younger audiences. Parents felt the range of children’s programmes was good. There was appreciation for the concept of a dedicated slot for children and young people; however, the timing of the slot (children’s programming broadcasts between 5pm to 7pm) was not ideal with an earlier start time of 3.30pm on weekdays and Saturday mornings suggested.28
“I watch BBC2 cbeebies every morning for 30 minutes with my 4yr old, e.g. Charlie is Lola, Clifford, Sgrìobag. It helps us both with the language, my 4yr old is at Gaelic nursery and can tell me what the characters are saying so the kids programmes are fantastic for me.” 29
12-18s: Parents of teenagers (12-18 year olds) felt there was a lack of content aimed at this age group. Shortly after this research was undertaken a new series, Breab / Kick aimed at teenagers was launched with anecdotal feedback being very positive. Sports coverage on BBC ALBA was also considered as programming that would appeal to fans of all ages.30
BBC Scotland has commissioned a quantitative survey amongst young people in Gaelic Medium education or in schools at key locations.
27 BBC Scotland distributed a questionnaire to Clì The Gaelic Learners Association. The self-completion questionnaire was sent out along with their regular newsletter and returned using a Freepost address to BBC Scotland. Questionnaires were sent out to their 800 members and 273 were returned. Surveys were sent mainly to UK and America.
28 Progressive Partnership Qualitative Research BBC ALBA May 2009
29 Lèirsinn (week 10 2009)
30 Progressive Partnership May 2009
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16-24s: BBC ALBA is succeeding in its aim to attract a young audience. Younger Gaelic speakers (16-24) are equally as likely to view BBC ALBA each week as those aged 25+. This is a improvement compares to other Gaelic services: 16 to 24s are less likely to listen to BBC Radio nan Gàidheal and less likely to watch BBC Two Gaelic programmes than those aged 25 and over.
4.4. Impact
Overall the Scottish audience feel that Gaelic content from the BBC is both engaging and challenging – and in particular feel that the content has become more challenging since launch. In particular news, event programming, landmark factual and educational content is having an impact with the audience. The existence of a daily year round schedule of Gaelic programmes also offers the audience in Scotland a greater choice of viewing as well as convenience and flexibility in their viewing patterns.
Figure 10: Responses to BBC ALBA Strategy Statements amongst the Adult Population of Scotland31
5.5 5.7
6.6
5.86.2
6.5
0
2
4
6
Engaging Challenging
Ave
rage
out
of t
en Sep-08
Jan-09
Jun-09
5.5 5.7
6.6
5.86.2
6.5
0
2
4
6
Engaging Challenging
Ave
rage
out
of t
en Sep-08
Jan-09
Jun-09
Source TNS SOS Sep 2008 - June 2009
4.5. Fit with the BBC’s purposes
Sustaining Citizenship and Civil Society
Accurate, impartial and independent news content on BBC ALBA supports the BBC’s citizenship purpose by providing the Gaelic-speaking community with daily and year round content of relevance.
31 TNS SOS
21
The new TV news programme An Là (Today) was the first Gaelic TV news since 2000 and has since launch been highly appreciated by the Gaelic audience. It is in the top 20 rated programmes with an Ave. AI of 83. It offers a local, national and international agenda with bespoke newsgathering across Scotland. The service operates across media and collaborates daily with BBC Scotland News & Sport and with Network News, Sport and the Weather Centre to enhance UK-wide newsgathering.
Stimulating Creativity and Cultural Excellence
Event programming has had particular resonance with the audience. The annual Royal National Mod gained some of the highest audience AI’s in the early weeks of the BBC ALBA by offering television programming from the event in primetime (9pm) slots, drawing it in from its established home on the periphery of the BBC Two Scotland late night schedule. Recently, events such as T in the Park took on new resonance for the Gaelic audience and the Hebridean Celtic Festival, which draws both a local and international audience, became accessible to a much wider audience on television for the first time
BBC ALBA makes a significant contribution to Scottish music with dedicated weekly slots. The festive schedule offered a number of highpoints including a specially recorded ecumenical Watchnight Service broadcast both on television and radio in complementary slots. Previously such services, if they were available at all, were only accessible to the Radio nan Gàidheal audience. A similar impact was achieved with the challenging Hogmanay slot where a live bi-media programme was broadcast from Stornoway. This programme, a distinctive product in the BBC Hogmanay offering, embraced a wide-ranging audience extending its ambitions beyond the traditional radio audience which previously had access to a live Gaelic Hogmanay show.
Reflecting the UK’s nations, regions and communities
BBC ALBA makes a very important contribution to this purpose by providing a new, natural home for the Gaelic speaking community on television, by encouraging people to learn the language, and by enabling non-Gaelic speakers to learn more about the culture.
Landmark programming shows how the BBC contributes to be innovative in this area. The 90th anniversary of one of Britain’s worst maritime disasters, the loss of the troop-ship Iolaire within sight of harbour, provided a focus for programming on radio, television and online. This landmark project which had impact at a community level was greatly enhanced by BBC ALBA’s coverage and extended reach to the audience, alongside the existing radio and online services which offered access to the survivors’ accounts of the night from the archive while television took the viewer to the seabed to view the wreck for the first time.
Promoting Education and Learning
BBC ALBA makes an important contribution to the BBC’s Education purpose by supporting Gaelic learners with linear programming, subtitles and online content.
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The launch of BBC ALBA has given a higher national profile to the Gaelic language, offering new opportunities to support language learning at all levels. BBC ALBA has added to and enhanced the range of immersive linguistic environments available to Gaelic learners with:
• More dedicated learning output available • Resources co-ordinated across media • Strategy to version general output to aid learning32 • Learning actively and consistently promoted • Scheduling content on a cyclical basis – to capture students as they start their learning
and move through the increasing levels of fluency
BBC ALBA, Radio nan Gàidheal and bbcalba.co.uk have adopted a co-ordinated approach to improve the quantity and availability of learning material in Gaelic. Regular scheduling on television, supported by video, audio, and textual content online, provide an increasing, permanently available source of learning materials. This offers the flexibility for individuals to learn as suits them best. Support is offered to parents, teachers and children so that the next generation acquires the language, with cross platform resources for children at pre-school, primary and secondary school stages. The BBC’s cross platform services offer:
• A hub for new and existing learners • An increasing and permanently available source of learning resources • A coherent and flexible cross-platform service linking video, audio and interactive
learning • An immersive language experience • Prominent scheduling of learning resources across platforms • A range of resources for pre-school and school age learners, adult learners from
beginners to the relatively fluent.
4.6. Value for Money
BBC ALBA demonstrates good value for money with a combined annual TV content budget of circa £14m, of which the BBC provides £4 million and benefits from its partnership with MG ALBA who provide a minimum of £10m of content spend.
BBC ALBA reaches 220,000 individuals (11% of individuals with access to BBC ALBA are reached by it).
32 See Learning Strategy – Section 6.2
23
Based on these figures the cost per user hour from launch to the end of the financial year 09/10 was 29.4p, based on distribution on Digital Satellite only. This is competitive with non-network television services and other language services. Full multi-platform distribution will lead to a reduction in the CPUH (see section 7.2).
45% of adults in Scotland agree BBC ALBA is a worthwhile thing for the BBC to be spending the licence fee on, 30% are considered neutral and 25% disagree. The mean score is 6.45, the highest for any of the strategy statements tracked since launch.33
4.6.1. Comparison with other BBC Services
Approval of BBC ALBA amongst the Gaelic community was 7.5 in Q1 2009. This is high compared with the approval of other BBC television and radio services as shown in Figure 14 below.
Amongst the Scotland-wide population approval of BBC ALBA was 6.13 in Q1 2009. This is below the approval of BBC One yet compares favourably with other channels e.g. BBC Two, Three and Four (universally available and with higher levels of funding).
Figure 11. Overall approval of BBC services by those aware of each service34
Q4 2008 Q1 2009 BBC Radio nan Gàidheal (Gaelic community) 8.3 8.2 BBC ALBA (Gaelic community) 7.8 7.5 BBC Radio Scotland 7.3 7.37 BBC One, in Scotland 6.3 6.5 BBC ALBA (Scotland-wide) 6.07 6.13 BBC Scotland 6.01 6.05 BBC Three, in Scotland 5.95 5.97 BBC Two, in Scotland 5.73 6 BBC Four, in Scotland 5.61 5.85 BBC Total 6.3 6.27
33 TNS SOS. Base All who have watched BBC ALBA in the past 7 days. All strategy statement monitored are included at Appendix 7 34 Variety of sources: BBC ALBA (Gaelic community), BBC Radio nan Gàidheal - Lèirsinn, Base All Diary returners. Quarterly figures are averages of monthly figures. BBC ALBA (Scotland-wide) - TNS SOS. Quarterly figures are averages of monthly figures. BBC Radio Scotland, BBC One, in Scotland, BBC Two, in Scotland, BBC Three, in Scotland, BBC Four, in Scotland - PBTS (TNS), Main only. Data based on rolling six months. BBC - PBTS (TNS), Main & Boost. Data based on rolling six months. BBC Scotland - PBTS (TNS), Boost only. Data based on rolling six months.
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In cost per user hour terms, BBC ALBA is relatively expensive compared to other BBC services. However this is in part due to its limited distribution. DTT distribution, combined with distribution through Virgin Media, would significantly improve ALBA’s cost per user hour figures (see section 7Error! Reference source not found.).
Figure 12. Comparison of Current Cost per user hour 35
Cost per User Hour
BBC ALBA 29.4p
BBC Parliament 18.5p
BBC Online 9.7p
Radio Cymru 11.5p
Radio Nan Gaidheal 18.2p
BBC Radio Scotland 7.1p
BBC Three 10.6p
BBC Four 16.8p
4.7. Programme Supply
Originations
BBC ALBA commissions at least five hours of original content per week, at least 50% of which is from independent producers. It supports established talent and develops new talent offering a greater range of programme genres and new programme brands to be developed and established.
In its first year of broadcasting BBC ALBA will have broadcast over 2,400 hours of programming. BBC ALBA benefitted in its first year from a stock of programmes contributed by MG ALBA. In the first full year BBC ALBA will have broadcast circa 750 hours of first-run original television programming. Almost all originations are repeated during their first week of broadcast.
Since BBC ALBA’s schedule construction, is similar to S4C and TG4 (Ireland) it is appropriate to use S4C and TG4 as comparators for BBC ALBA - with the caveat that published statistics and different circumstances make it impossible to compare like-with-like. In relation to S4C and TG4, BBC ALBA receives the lowest funding in gross terms.
The service has ambitions to grow to similar levels of origination as S4C and TG4 by the end of the current charter, however this would require significant additional funding from the BBC or MG ALBA.
35 Source: BBC Annual report
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Figure 13: Origination comparison BBC ALBA, S4C, TG4
Channel Year Annual
Commissions
Cost per hour
Commissions
S4C 2008 1,376 hours £53,000
TG4 2008 1,606 hours €29,000
MG ALBA Financial Year
08/09
399 hours
£22,000
The Production Sector
BBC ALBA plays an important role in supporting the creative purpose in Scotland by working closely with the independent production sector.
In its first full year (Sept 2008 - Sept 2009), just over 70% of the total newly commissioned (non-news) BBC ALBA broadcast hours will have been supplied by independent producers36. MG ALBA also has a stated commitment to spend 50% of its content funding with the independent sector. In 2008/09 74% of spend was made to suppliers outside the BBC.
Four companies, including BBC, have been awarded volume supply deals by MG ALBA. In addition to this in 2008, the partnership held 3 commissioning rounds attracting an average of over 150 submissions per round. 28 companies were commissioned (26 independents, BBC and stv). 8 new companies to MG ALBA received commissions, including new starts.
There is clear evidence that both the production capability of suppliers to BBC ALBA, and the quality of ideas from companies interested in supplying BBC ALBA exceeds current investment. The percentage of allocated MG ALBA funds over recent years points to a steady growth in both quality and capability in the independent sector as is displayed in the table overleaf.
36 This figure includes STV productions
26
Figure 14: MG ALBA spend by Producer type
4.8. Marketing
The marketing of BBC ALBA is largely focused on the groups of non-Gaelic speakers who have lower awareness of the channel. The MG ALBA/BBC partners have employed a mix of marketing and communication tools:
• Press and publicity generating extensive word-of-mouth • Cross promotion on BBC services - television, radio and online • Promotion on STV • Features in the print media • Advertising content in the print media • Online social networking sites • Online advertising • Viral marketing
There has been collaboration with other associated bodies such as Gaelic agencies, education establishments and other specialist organisations (for music, sport and leisure) across Scotland for the promotion of BBC ALBA content. The annual cash marketing budget for BBC ALBA is £200k and promotional airtime to the value of £250k of airtime on STV was agreed 37and used in Year 1.
Since launch, an average of 55% of adults in Scotland claim to have heard of BBC ALBA (Source: TNS SOS Sep08-May09). Awareness peaked in Apr 09 at 66% which coincided with an increased number of trails on terrestrial channels.38
37 Agreement between MG ALBA, Ofcom and STV
27
Figure 15: Awareness of BBC ALBA amongst the adult population of Scotland
52%
66%59%62%
56%49%50%51%
54%57%
0%
10%
20%
30%
40%
50%
60%
70%
Sep-08
Oct-08
Nov-08
Dec-08
Jan-09
Feb-09
Mar-09
Apr-09
May-09
Jun-09
Cla
imed
Aw
aren
ess
(%)
Print Media An independent print media evaluation was commissioned from McCallum Media Monitor by BBC ALBA from August 2008 – June 2009 in order to understand better the external reaction to the channel since launch. Channel Perception: Launch publicity was very positive. The ratio of positive to neutral and negative stories in the leading Scottish papers was mirrored on a smaller scale throughout all publications. Out of a total of 95 articles, 68 were positive, 13 neutral and 14 negative. When column centimetres are used as a measure, the tone is even more positive, outstripping the negative content by a factor of ten. Across the post launch period there was a convergence of ratios in respect to the tone of the pieces.
38 TNS. Have you herd of BBC ALBA before today? Base: All respondents (Sep08 to Jun09).
28
Figure 16: Tone of BBC ALBA press coverage
Coverage: The launch month of September saw a vast increase in coverage, up from 11 stories totalling 200 column centimetres the previous month, to 95 stories, generating circa 3,800 column centimetres and 235 references to BBC ALBA. Significant prominence was given to the event by the local weekly press, particularly in the Highlands. It is notable that the number of stories carried and the total column centimetres generated is comparable to that of the daily papers, despite the disparity in frequency of publishing. The value of the press coverage since
launch is given as £464k. See APPENDIX 5 for details.
Figure 17: BBC ALBA press coverage
PAPERS GENERATING MOST COLUMN CENTIMETRES IN SEPTEMBER 2008.
0 100 200 300 400 500 600 700 800 900
Stornoway GazetteDaily Record
ScotsmanHerald
Press & JournalWest Highland Free
Paisley Daily ExpressCourier &
Scottish SunEvening Times
Evening ExpressEvening TelegraphScottish daily Mail
Northern TimesIleach
Falkirk Herald
PAPERS GENERATING MOSTCOLUMN CENTIMETRES INSEPTEMBER.
5. PARTNERSHIPS
5.1. BBC / MG ALBA
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BBC ALBA is the first BBC-licensed service to be managed under a partnership structure. Partnership is central to existence and delivery of a successful BBC ALBA. MG ALBA39 and the BBC have sought to use partnership, co-production and collaboration to contribute to and support content strategy.
BBC ALBA is a non-incorporated partnership, based on a legal agreement between the two companies, setting out the terms on which the two organisations run the channel and the resources that they provide. The two organisations have had a working relationship for many years and MG ALBA is BBC Scotland’s largest source of external income.
The partnership is overseen by Bòrd ALBA, a joint management board whose membership consists of MG ALBA’s Chief Executive (Bòrd ALBA chair), and Head of Operations and Finance, along with BBC Scotland’s Chief Operating Officer and Head of Programmes.
BBC ALBA’s Head of Service is a BBC employee and BBC ALBA’s Head of Content is an MG ALBA employee. Together they formulate BBC ALBA’s strategy and lead a small team (Sgioba ALBA/ ALBA Team) whose work directly relates to programme supply, scheduling, finance, business affairs, marketing and channel presentation. Sgioba ALBA has regular fortnightly meetings and Bòrd ALBA meet quarterly.
Figure 18. BBC ALBA Management Structure.
39 Formerly The Gaelic Media Service – rebranded in 2008
30
The BBC / MG ALBA partnership operates a joint commissioning and compliance process. Prior to the launch of BBC ALBA Margaret Hill Chief Advisor, Editorial Policy undertook bespoke management training with the editorial team40. Content supply sources with their compliance arrangements are:
Independent Content: Compliance approval is undertaken by a nominated member of the BBC ALBA editorial team. Each production is allocated a named executive producer, decided on a project by basis and informed by the experience of the editorial lead.
BBC content: All BBC supplied content to BBC ALBA is delivered editorially compliant by the BBC.
Acquisitions: Compliance approval is undertaken by a nominated member of the BBC ALBA editorial team.
5.2. Industry Partnerships
All suppliers to BBC ALBA have equality of opportunity and access to the channel commissioners. The partners have established three regular commissioning rounds per annum. The commissioning team has held collective and individual meetings with content suppliers to communicate key messages regarding channel strategy and performance as well as project feedback and following commissioning rounds.
MG ALBA and the BBC have tried to foster a spirit of partnership within the wider production sector and with other stakeholders in the creative communities in Scotland recognising the need to create a sustainable base for the creative industry in Scotland. BBC ALBA has also brought new talent to its audience whilst supporting established talent.
5.3. Working with other BBC Services and Other Broadcasters
BBC ALBA has collaborated with other BBC services – BBC Scotland, BBC Four, BBC Three, BBC Parliament, BBC Cymru, BBC Northern Ireland as well as with other language broadcasters such as TG4, S4C and the new World Indigenous Broadcasters Network
40 The Editorial Team is Margaret Mary Murray, Head of Service (BBC Employee), Alan Esslemont, Head of Content (MG ALBA employee), Ishbel MacLennan Service Editor (BBC Employee), Margaret Cameron Channel Editor (MG ALBA Employee).
31
(WITBN) set up to retain and grow indigenous languages and cultures and to develop collaborative relationships between indigenous television broadcasters41.
There have been benefits to BBC ALBA and other BBC services realised through:
News: The new TV news service, An La, specialising in the reporting of stories from across the Highlands and Islands area has consistently attracted the highest number of Gaelic viewers since launch and also has the potential to reach out to a non-Gaelic audience. It is scheduled at 8pm offering a catch-up on world, national and local news. Reporting staff numbers across the North of Scotland have been enhanced, delivering value to all BBC News services as all staff are bi-lingual and able to file stories for all media. Technology: The news team along with BBC Scotland Technology are working with an EU and Scottish Government funded initiative set up to boost rural IT and help small businesses. Hardware has been installed on BBC shoot-edit vehicle in Stornoway and has been used for file transfer, as live radio and live TV contributions into BBC ALBA and BBC Scotland radio and TV news services.
Sports: The BBC sports news team work regularly with BBC Scotland and network sport colleagues to deliver an innovative and wide ranging local, national and international sports bulletin each evening. Coverage of local Highland and Island sporting leagues – shinty, rugby and football include a high level of audience interactivity. User generated content in the form of texted scores, footage and stills taken by mobile phones of these local events are incorporated in the sports bulletins.
Children’s: The BBC acquires rights for pre-school and children’s programmes and animations which are versioned into Gaelic in a cost effective manner. Learning: Collaboration ongoing with BBC Nations, Cymru, Northern Ireland and Scotland over Jam resources re-versioning. Events: BBC ALBA has covered musical and cultural events, such as Blas, Piping Live and Celtic Connections, T in The Park footage from which has augmented and enriched BBC Scotland’s offering to mainstream audiences both on TV and online. The most recent example is T in The Park during which BBC ALBA worked closely with other BBC production teams to ensure that the audience across Scotland was able to experience the best of the festival. The broadcasting and production infrastructure was shared and BBC ALBA was
41 The WITBN partnership has established a forum for the exchange of information, and other relevant support, and has facilitated the sharing of programmes and news and current affairs materials which are contributing to and enriching the schedules of the indigenous broadcaster partners.
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marketed as part of the festival coverage across BBC Scotland, BBC Two & Three, Radio Scotland, Radio 1 and online. Campaigns: BBC ALBA’s daily schedule of output has also made it easier to reflect relevant events and campaigns such as Children In Need. It also enabled the transmission on television of a Disaster’s Emergency Committee Appeal in Gaelic on Television for the first time with the recent Congo campaign. Factual: BBC ALBA factual programmes have been scheduled on BBC Parliament such as Dìomhair / Stamped Secret and a programme on the 10 years of Scottish Devolution, dialogue continues regarding the scheduling of other suitable factual programmes.
5.4. Education and Learning Partnerships
The BBC/MG ALBA partnership has fostered productive relationships with key partners in the field of education and learning. We work closely with the following key stakeholders in order to ensure sufficient provision of appropriate formal and informal learning materials, working in co-operation and sharing knowledge regarding maters of mutual interest.
Inter-agency Strategic Planning A quarterly meeting between the BBC / MG ALBA partners and representatives from Bòrd na Gàidhlig (The Gaelic Language Board), Clì (the Gaelic learner’s Association) and CNaG (Gaelic Communities Organisation) has been set up to share information and discuss inter agency strategies and resources for learning.
Bòrd na Gàidhlig (The Gaelic Language Board) There are regular channels of communication between BBC ALBA and the Board with BBC and MG ALBA representation on the National Steering Group on Education, the Gaelic Learning Committee and on the Resources, Terminology & Translation Committee. Bòrd na Gàidhlig nominates an individual for membership on the MG ALBA Board.42
Stòrlann Nàiseanta na Gàidhlig (The National Gaelic Educational Resource Agency): co-ordinates the production and distribution of resources for Gaelic education. The BBC regularly meets with Stòrlann to discuss strategy and share information regarding resources in production across the sector and those planned for future years. This, coupled with consultation with Learning Teaching Scotland (LTS), ensures that BBC ALBA is producing content that is distinctive and adds value to Gaelic medium education and lifelong learning.
LTS (Learning Teaching Scotland) provides advice, support, resources and staff development to the education community in Scotland. LTS values the quality of BBC ALBA’s learning content
42 Research into Gaelic learning has been commissioned by BnaG to be delivered in August 2009. Findings will be shared with BBC ALBA providing a context for any new resource commissioning.
33
and values the materials made available through bbcalba.co.uk/foghlam. At a recent meeting LTS asked to use BBC ALBA’s learning materials as examples of good practice in their exemplification process for the new Scottish Curriculum for Excellence
Glow: an intranet enabling Scottish education practitioners to break geographical and social barriers and provide a variety of online tools to enhance learning experiences. As a result of discussions with LTS, links to BBC ALBA’s Gaelic learning content are being incorporated into the system alongside other Gaelic resources.
An Seotal: Gaelic terminology project, co-ordinating the creation of a number of on-line terminology databases to benefit Gaelic-medium primary, secondary, tertiary and lifelong education providers as well as broadcasting. BBC ALBA is represented within this agency and has provided An Seotal access to content and scripts as it was acknowledged that BBC ALBA was leading the way in producing content for science and geography. This terminology has recently been approved by the Scottish Qualifications Authority for use in national examinations.
The Education Broadcasting Council for Scotland (EBCS): Scotland’s foremost education practitioners who advise the BBC on the suitability of their learning materials. As a group, EBCS are very supportive of the materials being produced by BBC ALBA.
6. FUTURE CHANNEL STRATEGY
6.1. Content
The BBC ALBA content strategy will continue to serve Gaelic speakers but also, through subtitling and a visual style of production attract the wider Scottish population.
BBC ALBA’s general content strategy will focus on reaching and retaining both audience poles through the provision of originated factual, music and sport to attract a Scotland wide audience; and news, drama and entertainment for the Gaelic-speaking community.
Investment to BBC ALBA would be prioritised on:
• Programmes which will attract the Scotland-wide viewing public are factual, music and sport. The channel has identified audience niches, however, it has yet to create the critical mass of volume which would help BBC ALBA become a regular destination for audiences interested in these three areas.
• Programming which serve the Gaelic-speaking community, especially in:
news, drama and general entertainment. The Gaelic-speaking community are the heaviest watchers of BBC ALBA and although research tells of their “surprise and delight” with the channel, they also
34
express a need for a broader variety of genres, including weekend news and returning drama.43 This audience has also begun to display frustration at the high repeat ratios used in primetime by BBC ALBA.44
Attaining high Scotland-wide resonance is something that Gaelic language media needs to work hard to achieve. However, if BBC ALBA is successful in identifying and serving niches of interest in Scottish society, especially in sport, music and documentary story-telling, then it can create resonance with a percentage of the Scottish population which goes well beyond the Gaelic speaking population. The BBC ALBA schedule model is an ‘open-door’ model which encourages all of the population of Scotland to seek and find value in its content (as described in Figure 19).
43 Progressive Partnership 44 Progressive Partnership and Lèirsinn
35
Figure 19: BBC ALBA content / audience strategy
Hi-Gaelic / Lo–Scotland-wide: the traditional focus for much of Gaelic programming in the past and remains a cornerstone of a successful BBC ALBA schedule. Genres like news, drama, comedy, documentary and entertainment programmes are highly prized by Gaelic speakers but are currently valued much less by the broader population faced with the challenge of the language barrier.
Hi-Gaelic / Hi–Scotland-wide: an area of opportunity for Gaelic language broadcasting, satisfying the core Gaelic audience but ‘opening a door’ to a non-Gaelic audience through distinctive and high quality output, giving the audience reasons to find value in BBC ALBA and added value in their viewing choices in Scotland. The core content genres are sport, music and factual. To succeed with the non-Gaelic audience content must be very visual whilst maintaining the cultural and linguistic expectations of Gaelic speakers.
Lo-Gaelic / Hi–Scotland-wide: a new area for Gaelic broadcasting but BBC ALBA can position itself to serve certain niches in Scottish society which are underserved on television at present. Some are quite removed from the historic Gaelic-speaking communities, but programming can work to bring other Scottish communities to value the role of Gaelic television and indeed the role of Gaelic within Scotland. BBC ALBA‘s coverage of club rugby is an example of this.
Lo-Gaelic / Lo–Scotland-wide: not an area where BBC ALBA will spend too much of its resources, public service television has stakeholders beyond its main audience targets. BBC ALBA is engaged in a broad partnership which has instigated a worldwide programme exchange between minority language stations . Programming like this may need to garner critical acclaim and stakeholder appreciation first before it begins to develop wide appeal with either of BBC ALBA‘s two main audience poles.
6.2. Learning
It is recognised that television has helped greatly in two key areas relating to the development of indigenous languages:
36
• Growth of status attached to the language because of a heightened mainstream awareness of indigenous language television content and television brands.
• ‘Normalisation’ of the language through a role in TV - a mainstream medium of national life.
As well as helping towards the stabilisation of Gaelic in Scottish society, BBC ALBA can also help to grow the pool of people who speak Gaelic in everyday life. The diagram below based on research undertaken before BBC ALBA launched,45 indicates, in approximate terms, that around one third of Scotland’s population valued Gaelic’s role in their identity, one third rejected it and one third had no strong feelings about the language.
82% of BBC ALBA‘s viewers have not been Gaelic speakers 46. These could be potential Gaelic learners. A successful BBC ALBA offers an opportunity to reach out to people who do not see Gaelic as relevant and to make it more relevant. ‘Rejecters’ who find some useful content on BBC ALBA may move more to the ‘Middle Scotland’ neutral ground. There is evidence that this group of ‘rejecters’ has grown smaller since BBC ALBA came on air47. If some of the ‘Middle Scotland’ group can be encouraged to adopt a regular pattern of viewing of BBC ALBA, they may become ‘valuers’ of BBC ALBA. Valuing the television channel may lead them in time to value the language of the channel. From this pool of passive Gaelic valuers some active valuers could emerge, either as parents who want their children to attend Gaelic schools, or as learners who make the big step into the pool of speakers of the language.
BBC ALBA’s learning strategy will prioritise:
45 TNS System Three April 2007 46 TNS System 3 SOS and Lèirsinn 47 TNS System 3 SOS
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• Originations for children to encourage young first and second language speakers from their earliest years. Continued collaboration with formal education bodies and other children’s and youth groups will be crucial.48
• Cross media learning resources for adult learners of all stages of language acquisition and ability offering. BBC ALBA along with bbcalba.co.uk and Radio nan Gàidheal49 can operate strategically to extend the volume of resources for learners through the re-versioning of television content to use on-demand, allowing learners to choose the content that best suits their abilities as well as the creation of new, bespoke learning resources.
6.3. Partnership with MG ALBA
There are four potential mechanisms of delivering indigenous language broadcasting:
1. Non-incorporated partnership with the BBC as the broadcast licence holder. This is the present BBC / MG ALBA situation and the preferred option for both parties.
2. MG ALBA as the broadcast licence holder and co-operation with the BBC by agreed protocols. Although remaining a contributor to the channel, ‘ownership’ would be greatly lessened for the BBC and potential editorial tensions may increase. MG ALBA could create a channel brand but its ability to ensure cross-promotion and to reach out to Scotland-wide audiences would be severely limited and would also incur high additional marketing costs. Without a strong Scotland-wide audience base, the case for sustainable channel funding could be undermined.
3. BBC as the broadcast licence holder and co-operation with MG ALBA by agreed protocols. As the main content funder MG ALBA would see its role confined to that of a ‘top-up’ funder for the BBC and as such would not be very attractive to MG ALBA. Over time this option could lead to Option 2 or Option 4.
4. BBC broadcasts its own-funded programmes on BBC channels and MG ALBA becomes the licence-holder of a scaled-down channel. It is felt this option might lead to editorial and audience fragmentation resulting in less audience penetration and impact, less potential for achieving sustainable funding and a significant share of MG ALBA’s present content funding going towards distribution and corporate overhead costs instead of content, impacting on suppliers and ultimately the audience.
48 Bòrd na Gàidhlig has also commissioned a review of early years education provision and an early draft of this study indicates an acute need for a range of viewing resources for pre-school children. The final report will be made available to BBC ALBA.
49 Second language acquisition is a ‘lean-forward’ process, requiring personalisation of tools and the scope for self-pacing. The linear part of BBC ALBA in isolation is not a fully effective tool due to its ‘lean back’ nature but through strategic collaboration with radio and online can offer enhanced support to learners.
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The present BBC / MG ALBA partnership structure, a non-incorporated partnership with the BBC as the broadcast licence holder, has worked well. Both parties feel that the channel is jointly managed and that both organisations have influence, by consensus, on the direction of BBC ALBA. It is the view of both BBC ALBA and MG ALBA that a continued ethos of co-ownership will be key for the future success of the partnership.
6.4. Programme Supply
To maintain originations at Year 1 levels would require circa 100 hours a year of additional origination (approx cost £2.5m - £3m per annum). This is because in Year 1, BBC ALBA benefitted from a significant amount of pre-launch stock contributed by BBC ALBA.
• In Year 2, total broadcast hours will remain at Year 1 levels but the level of first-run original production will fall to 692 hours (including the final 68 hours of the pre-launch stock).
• At current funding levels the base for first-run originations in Year 3 will be around 620. Should the total hours broadcast remain the same, this would entail a repeat ratio of 3 repeated hours to each new hour. This is a high ratio as most of these repeat hours will be broadcast during the peak and not in day-time or late-peak.
There is a risk that the lower level of originations on BBC ALBA could threaten the future progress of the channel. For example there is a considerable gap between BBC ALBA’s hours of original production in a year and the models used by other indigenous language channels such as S4C and TG4 (see Figure 20):
Figure 20: Funding comparison BBC ALBA, S4C, TG4
Channel Year Contribution from
BBC/RTÉ
Cost per hour
S4C 2008 630 hours £44,000
TG4 2008 365 hours €30,000
BBC ALBA Financial Year 08/09 222 hours £19,000
(Sources: ‘S4C Annual Report 2008’, ‘BBC Annual Report 2008’ and correspondence with TG4)
7. DISTRIBUTION OPTIONS
7.1. ALBA distribution on DTT
Following the Public Value Test in 2008, the BBC Trust instructed that BBC ALBA should undergo a full service review before 2010, including an analysis of whether there was a public value case for DTT distribution in Scotland and the timeframe.
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“While provision on DTT is approved in principle, launch would only follow at a later date subject to further consideration by the Trust. Given remaining concerns, however, we would propose a detailed review before digital switchover commences in central and northern Scotland in 2010 to ensure that
sufficient public value is being created in practice by the new service”
BBC Trust
Public Value Test Final Conclusions – January 2008
BBC Management has previously committed to carrying ALBA on DTT in Scotland from switchover in 2010. The agreement with the BBC’s partner MG ALBA at the time of launch includes a clause that the BBC shall provide “distribution of the GDS television service [BBC ALBA] on digital terrestrial television switchover in each region of Scotland”.
This potential for DTT distribution is accounted for in the ALBA Service Licence (subject to Trust approval of the value case). Wide scale digital switchover begins in Scotland in May 2010.
The service is likely to only be available on digital terrestrial TV when digital switchover occurs in Scotland, and is subject to a further review by the BBC Trust prior to the launch of any such service.
BBC ALBA Service Licence
Issues 5 August 2008
At the time of the Public Value Test application in 2008, BBC Management intended to accommodate BBC ALBA on Multiplex B from the point of switchover in Scotland. However, since then, Multiplex B has been reserved by Order for “High Definition” services commencing in late 2009. In response to this reduction in capacity, Executive Board has already agreed to decommission two video steams (BBC News Multiscreen and one of the two enhanced TV streams) and the BBC has no space reserved for BBC ALBA. Therefore other options for the carriage of ALBA on DTT must be considered, including third party carriage or the displacement of other BBC services in Scotland.
7.2. RQIV Impact of DTT distribution for BBC ALBA
Projected BBC ALBA Reach with DTT capacity
Currently, BBC ALBA’s main platform is digital satellite TV, through which it achieved 5% reach in Scotland (220,000 individuals) or 11% reach in DSat homes (193,000). We have assumed that the channel will have an equivalent reach (11%) in DTT households (i.e. that Freeview homes will be no more or less likely to watch BBC ALBA than satellite homes).
If ALBA were available on DTT today (that is, before digital switchover is complete) we estimate that it would reach 150,000 individuals who have only DTT television (1.3 million, 31%, of individuals in Scotland have only Freeview access, without any other digital platform at home).
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However 9% of households in Scotland have not yet converted to digital and a portion of these would be expected to select DTT before digital switchover in Scotland is complete. Based on half of these households choosing DTT50, we estimate an increase in reach of BBC ALBA, post digital switchover51, of 150,000 – 180,000 should the channel be launched on DTT52. We estimate that the majority of these would be non-Gaelic speakers.
Audience impact
On average, those in the Gaelic community watch six hours of BBC ALBA per week. The average for the whole Scottish community is 1.12 hours. Based on the reach projections above we estimate that DTT distribution would add in the region of 250,000 viewing hours of BBC ALBA per week. The majority of the incremental hours are likely to come from non-Gaelic speakers.
Projected value for money with DTT capacity
Based on our reach projections and Service Licence expenditure, the cost per viewer hour for BBC ALBA after digital switchover in 2010 is forecast as follows:
Distribution Coverage Projected Reach Cost per Viewer Hour
DSat only 43% 220,000 20.8p53
DSat and DTT 83% 370,000-390,000 12.2p54
DSat, DCab and DTT 100% 450,000 10.4p
This compares favourably with other linear TV services:
BBC Three: 11p BBC Four: 17p BBC Parliament: 18p
7.3. Options for providing DTT capacity for ALBA
Given the constraints on the BBC’s own DTT capacity, a number of options have been considered for accommodating BBC ALBA on DTT: 1) Carriage on BBC Multiplex 1 in Scotland, enabled by removing from Scottish viewers one of the least-used BBC services such
50 Evidence from those areas where digital switchover is already complete suggests that 60% of remaining analogue homes chose to switch to Freeview 51 Digital switchover will be completed in Scotland in June 2011, after which we estimate this reach target will be realisable. For a full timetable of digital switchover in Scotland see Figure 22. 52 Full reach projections are included in APPENDIX 9. 53 29.4p (08/09) and 20.8p (09/10) 54 Based on overall costs to the BBC of £7.1 million (content and distribution).
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as BBC Parliament, Enhanced TV (i.e. the remaining BBC Red Button video stream 301) or the BBC Radio services; or 2) Carriage via a slot on a third party, commercial Multiplex at market rates.
Other options considered were: carrying BBC ALBA on Multiplex B (accessible only to those who buy a new Freeview HD receiver); or leaving BBC ALBA off DTT and relying on broadband-only distribution. The most viable distribution options are summarised in the table below and considered in more detail in APPENDIX 7.
Figure 21: Feasibility of options for BBC ALBA distribution
Proposal Description Feasibility
Remove BBC Radio services from DTT in Scotland
BBC’s 13 radio services (five analogue network services, five digital-only network services, two national services and BBC World Service) would not broadcast on DTT in Scotland
Availability of the radio services on a number of platforms (analogue, DAB and online) and ease of switching mean that audience impact may be lower than in other options.
Removing BBC Radio does not quite provide enough capacity to support BBC ALBA when it is showing more demanding content such as sport. It would be necessary to take a small amount of capacity from each of the BBC’s other video services at such times, but this would be managed dynamically and with no noticeable impact on those services’ picture quality.
Technical solutions will allow BBC Radio and BBC ALBA to timeshare bandwidth – allowing radio to be broadcast at all times other than BBC ALBA distribution hours (1700-2300)
Remove BBC Parliament from DTT in Scotland
BBC Parliament would no longer be available on DTT in Scotland
Diminish the BBC’s ability to deliver its public purpose to ‘sustain citizenship and civil society’. During ALBA broadcast hours, BBC Parliament broadcasts live coverage of the House of Commons on many days, as well as recorded coverage of the House of Lords, Select Cttes and devolved assemblies in Wales, Scotland and Northern Ireland that are not covered during the day. Restricting coverage in this way would compromise the remit commitments of BBC Parliament and carry significant reputational
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risks.
Remove the remaining BBC Red Button enhanced video stream from DTT in Scotland
BBC Management have decided to decommission one of two eTV 24/7 hour video streams to accommodate the BBC’s HD channel. This option would remove the remaining video stream in Scotland to make space for ALBA broadcast
Significantly compromise the coverage of live major sports and music events for audiences in Scotland. Limited scope to accommodate the displaced sport events on ALBA.
Acquire commercial DTT capacity in Scotland
It is estimated that a UK-wide slot could cost up to between £8-10 million p.a. A slot covering Scotland should cost less; however the complementary slot excluding Scotland would be hard to sell and so the Scotland-only slot might cost something close to the full UK-wide price – pending recommendation to DCMS on the pricing of spectrum for indigenous language broadcasting
In the current financial environment the BBC is unlikely to be able to make this investment.
Commercial Multiplexes also cover a reduced portion of Scotland’s land masses – approximately 80% - and as low as 60% in some areas of Scotland.
Broadband-only distribution on BBC Online
Broadband-only distribution on BBC Online would significantly lower the distribution costs associated with BBC ALBA compared to broadcast distribution through digital television platforms.
This is not considered to be a viable option for a number of reasons: reach is likely to decline dramatically since c45% of individuals in Scotland do not have broadband access and wbroadband penetration is forecast to reach c80% by 2015. At present, only 20% of "low income" households have broadband access; many broadband lines do not offer the downstream bit rates required to support quality picture levels; older heartland audiences are less likely to consume content over broadband.
Distribution through IPTV
IPTV is an alternative route for delivering ALBA to the main TV set for viewers with an appropriate receiver and a suitable broadband package.
Although distribution to the main TV set alleviates some of the concerns above, broadband speeds in heartland areas are unlikely to support adequate picture quality. Plus the take-up of IPTV will not match DTT penetration.
The analysis suggests that the removal of one of the BBC’s existing services from DTT in Scotland is the most viable option if we want to accommodate BBC ALBA.
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Three BBC services were considered as candidates for removal: eTV (BBC Red Button), BBC Parliament, and BBC Radio. Although removing BBC radio services from DTT would carry material risks (as detailed below), it is considered likely to have the least adverse impact:
I. BBC radio services are distributed on a number of alternative platforms (analogue radio, DAB, online) and barriers to switching from DTT to one of these alternatives are relatively low for the majority of affected listeners.
II. Removal of radio services will have a less significant impact on the BBC’s ability to deliver its public purposes compared with the removal of other services (in particular BBC Parliament).
III. The removal of the remaining eTV stream would compromise the interactive coverage of major sporting and music events on the BBC’s core digital TV platform.
(Further analysis of the impact of removing these services from DTT in Scotland can be found in APPENDIX 8).
The radio option would involve distributing BBC ALBA within the bandwidth previously allocated to the 13 BBC radio services, displacing the following: BBC Radios 1, 2, 3, 4, 5 live, 5 live Sports Extra, BBC 1Xtra, BBC Asian Network, BBC 6 Music, BBC Radio 7, BBC Radio Scotland, BBC Radio nan Gàidheal and BBC World Service.
BBC radio services would not be removed until technical developments enable a timeshare solution: BBC ALBA would be broadcast on DTT during its hours of broadcast (1700-2300) and BBC radio services would be broadcast for the rest of the day. This solution will definitely be available at a reasonable cost (c.£50k) following the completion of UK digital switchover at the end of 2012, and there is a significant probability that it will be available a year or two in advance of this date.
Under the option, the BBC’s radio services would come off DTT and ALBA would go up at the same point, in line with digital switchover in Scotland (see Figure 22). The Border and South West regions of Scotland have already been through DSO. Digital switchover resumes in the Orkney Islands in May 2010, although a large proportion of the population will not go through switchover until June 2011.
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Figure 22: Progress of digital switchover in Scotland
4% 4% 4% 4% 5% 6% 7%
15%
26%29% 29% 29% 29% 29% 29% 29%
39%
100%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Jan-10 Feb-10 Mar-10 Apr-10 May-10
Jun-10 Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11
Jun-11
Per
cen
tag
e o
f h
om
es s
wit
ched
For those areas where digital switchover occurs before technical developments allow ALBA and BBC Radio are able to share capacity, households could be required to re-tune their Freeview boxes in order to receive the channel. BBC Distribution are looking in to the possibility of inserting a holding plate into the EPG from the point of DSO so the need to re-tune a second time, if ALBA is launched, is removed.
Until digital switchover is completed in 2012, the timeshare solution carries a potential picture quality risk to BBC Parliament. This risk would have to be mitigated before implementation.
7.4. RQIV Impact of removing Radio from DTT in Scotland
The BBC’s network stations are currently available across the UK on all delivery platforms. This option would mean that in Scotland audiences would face less choice about how to consume some BBC services.
DTV (DTT + DSAT + DCAB) currently delivers around 4 per cent of network radio listening, and this is forecast to grow as in-home penetration of digital increases. With the push towards digital upgrade for radio, we currently benefit from a consistent marketing message, reassuring listeners that all radio services are available through their TV set. This benefit would be significantly diminished by a different distribution configuration in Scotland.
BBC radio services already underperform in Scotland compared to elsewhere in the UK (56% reach vs. 66% pan-UK reach) and removing radio from DTT may increase this gap. Audiences particularly at risk include those who are disproportionately heavy consumers of radio through DTV, that is younger audiences; women; ethnic minorities and C2DEs (who are also under-served by BBC radio as a whole).
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Following digital switchover, we estimate that between 60,000 and 90,000 individuals who currently listen to BBC radio services through DTT in an average week would be affected if they were removed from the platform between 1700 and 2300. These are not peak hours for radio listening on digital television platforms.
The extent to which these listeners currently listen to BBC radio services through other platforms as well, or would be likely to replace their consumption through other platforms such as analogue, DAB and online, is difficult to predict.
We estimate that removing radio from DTT between 1700 and 2300 would equate to a maximum loss of 130,000 listening hours per week. Of the total radio hours consumed via DTT each day, 92% (120,000 hours) are to the BBC’s network or national FM and AM radio stations (Radios 1-5 live, Radio Scotland and Radio nan Gàidheal), and 8% (10,000 hours) are to the BBC’s digital-only radio stations.
Incomplete coverage of other platforms in Scotland means that there is a material risk that some of the affected individuals would be unable to access BBC radio services in Scotland during ALBA broadcast hours (1700-2300) if they were displaced from DTT:
• FM analogue coverage in Scotland is currently 98.5%.
• BBC network radio currently has 82% coverage on DAB in Scotland. This is forecast to increase to 92.5% in 2010 as a result of additional transmitters.
• Around 87% of Scottish individuals live in broadband enabled areas.
Therefore 1.5% of the Scottish population would only able to receive the BBC’s national FM and AM radio services (Radio 1-5Live) through digital satellite if the BBC’s radio services were removed from DTT.
Currently, 18% of Scottish individuals who do not live in DAB enabled areas (7.5% from 2010) would only be able to receive the BBC’s digital only stations (6 Music, Radio 7, Asian Network and 1Xtra) through satellite. If and when funding for universal build-out of DAB is agreed, the impact of remove the radio services from DTT would be minimised.
Even among the affected listeners who are able to access the BBC’s radio services on other platforms, many of them are likely to perceive the change as a diminution of the BBC’s offer to them.
8. REGULATORY IMPLICATIONS Clause 25 of the BBC Agreement states that the Trust must consider the application of a Public Value Test before a decision is taken to make a “significant change to the BBC’s UK Public Services”. The BBC Trust decides whether a change is significant, having regard to considerations of impact, cost, novelty and duration. The Trust must also presume that any new public service activity that requires a new Service Licence or an amendment to the “key characteristics” set out in an existing Service Licence may require a PVT.
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8.1. BBC ALBA
The potential for DTT distribution is already accounted for in the key characteristics of the BBC ALBA Service Licence, which refers to the service being available “on digital television platforms” but notes that it is likely to be available on DTT only from switchover, and that this would be subject to Trust review.
It is the view of the BBC Management that the change is unlikely to raise any significant market impact issues, informed by the conclusions of the original PVT.
The allocated cost of DTT capacity for the channel within Scotland is relatively small.
On this basis, it is our view that the distribution of BBC ALBA on DTT is unlikely to constitute a significant change to the BBC’s UK public services.
8.2. BBC Radio Services
A decision to remove partially the radio services from DTT has been carefully considered by the BBC Management, and a number of alternative options have been explored.
The audience impact of removing the radio services on DTT from 5-11pm is outlined above. There is a material risk that some individuals would be unable to access BBC radio services in Scotland during ALBA broadcast hours (1700-2300). The impact on radio listening should however be mitigated by the availability of alternative consumption platforms. The net impact of the changes should also be considered.
The scope of the BBC radio services’ Service Licences requires that the stations should be available ‘every day for general reception in the UK on FM, DAB digital radio and digital television platforms and it may be simulcast on the internet’. The Service Licences for the digital-only radio services require they should be available: ‘every day for general reception in the UK on DAB digital radio and digital television platforms and may be simulcast on the internet.’
It is the view of the BBC Management that the removal of the radio services from DTT in Scotland does not raise negative market impact issues.
The potential impact of this change on the BBC Radio services’ Service Licences will be considered in detail by the Trust as part of its Clause 25 assessment, to take place in parallel to the ALBA service review. The BBC Management propose to wait until the conclusions of this assessment are reached in order to understand in full the implications of the change to the Service Licences.
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Summary:
The BBC Trust is asked to consider two options:
1) BBC ALBA should be distributed on DTT, as well as digital satellite and digital cable, at a cost to transmission of the BBC’s radio services on DTT during ALBA hours of broadcast (1700-2300).
11) BBC ALBA should be distributed through digital Satellite or digital Cable platforms only, retaining the coherence of the BBC’s radio offer in Scotland on all radio (analogue and DAB) as well as digital television platforms.
The BBC Management has considered the RQIV case of both options, as detailed above. On balance, it recommends that DTT capacity be supplied to BBC ALBA at a cost to the BBC’s radio services.
ALBA would not be available on DTT until the technical solution allows radio and ALBA to timeshare capacity, making ALBA available during its broadcast hours (1700-2300), and Radio available for the rest of the day. This solution can be delivered by the end of 2012 and there is a good chance that it can be achieved one or two years earlier.
We estimate that BBC ALBA would reach a further 150,000-180,000 individuals in Scotland, generating an additional 250,000 viewing hours, by the end of Scottish DSO (mid-2011) if it were distributed on DTT, at a relatively small incremental (non-cash) cost.
Removing BBC Radio from DTT could affect between 60,000-90,000 listeners, during ALBA broadcast hours, following digital switchover. We estimate this could lead to a loss of up to 130,000 listening hours. The majority (120,000 hours) of these lost listening hours would relate to the BBC’s analogue radio services (Radios 1-5 live, BBC Radio Scotland and BBC Radio nan Gàidheal).
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9. APPENDICES
APPENDIX 1: BBC TRUST Questions
Assessment of BBC ALBA’s performance
Reach
Page Number
How many people are watching the channel? 9 When are they watching? 14 What are they watching? 9 How long are they watching for? 14 Are they also watching Gaelic content on BBC Two? 15 Do figures include radio as sustaining service? 9 What is the split between speakers and non-speakers? Does certain content appeal to some groups and not others?
9
Are there demographic differences? (For instance, young people were identified as an important target group for the channel)
9
How robust is the audience data? Why is BARB considered inappropriate? At what level of usage does BARB become reliable? How do claimed usage figures for BBC ALBA compare to other BBC channels, and how do these figures relate to BARB numbers?
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What evidence is there of demand for the channel? Is there any evidence of people buying satellite to ensure reception?
12
Quality
Which genres/programmes perform well? Which perform less well? 9 Do audiences perceive the channel as high quality and innovative? 16 What level of originations is the channel showing? 21 Impact
Do audiences believe programmes are engaging and challenging? 16 How is the channel increasing the number of learners/increasing interest in learning?
35
How is iPlayer and .co.uk playing a part in delivering the educational strategy?
35
What partnerships (particularly educational) is the channel part of? How effective are they? What outcomes are they delivering?
28
What impact is the level of independent commissioning having on the industry?
21
Is marketing increasing awareness of the channel and Gaelic culture? 26 How is the channel ensuring editorial compliance? Is the channel contributing to other BBC services? Is it making use of 30
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content from other BBC services? VFM
In the opinion of the Executive Board, is BBC ALBA something worth continuing the spend the licence fee on?
22
What do audiences think? Are there different opinions between speakers/non-speakers?
22
Is the partnership the most effective delivery mechanism? 28 How does the cost of the channel compare to Welsh or other language provision? (see cost per user hour methodology in original PVT)
Is the management structure of the partnership working effectively on a daily basis?
28
Are there good working relationships between the BBC and MG ALBA? 28 From an operational perspective, how is the channel ensuring editorial compliance?
5.1
Overall
How does the performance of the channel compare to other BBC services?
22
Future Strategy
Distribution
What has been the impact of lack of cable carriage on the channel? See annex to the submission
When will the cable situation be resolved? See annex to the submission
Does the Executive Board wish to see BBC ALBA carried on DTT? If so, in which areas?
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Is the DTT spectrum available? At what cost? (Both financial and opportunity)
40; See annex to the submission
Is use of the TeleG slot, as offered by ITV, a potential option for DTT? If not, why not?
See annex to the submission
Could the channel be broadband only? If not, why not? 38 What is the breakdown of availability of different methods of distribution to audiences in Scotland? Is there any planned investment/change?
7
Increase in public value
How will the proposed future distribution strategy increase public value 39
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versus other options, and by how much? What increase in reach could be expected from additional distribution mechanisms?
39
Content strategy
Is the channel adequately funded? Will current production sustain current scheduling or are programme reserves being run down?
22
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APPENDIX 2: Schedule Slots and Sustaining Service
BBC ALBA Monday – Friday pm
5.00 – 7.00 Children’s schedule
7.00 – 7.30 Scotland’s TV Gold
7.30 – 8.00 Gaelic Learning
8.00 – 8.30 News
8.30 – 9.00 Factual and Entertainment - Heartland
9.00 – 10.00 Factual and Entertainment - 35+
10.00 -10.30 Factual and Entertainment - 18-35
10.30 + Origination repeat pattern
Weekend: sport and music ‘zones’ and catch up on the best of the week
Sustaining service: 11.30pm – 5.00pm text and graphics with information from the BBC ALBA website, BBC weather and audio from BBC Radio nan Gàidheal.
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APPENDIX 3: Audience Measurement and Audience Data
Audience data and evidence in this paper is drawn from three main sources:
Lèirsinn: The adult (16+) Gaelic speaking audience in Scotland is tracked through a panel of 290 people. This is done via a weekly self-completion diary.55
TNS System 3:56 The performance of BBC ALBA amongst the adult population (16+) of Scotland is tracked via a Scotland-wide monthly omnibus survey of 1,000 respondents.57
Progressive Partnership: Qualitative research examining the impact of BBC ALBA amongst Gaelic speakers, learners and valuers living in Scotland.58
BARB: BARB assumes that viewing is normally distributed across the UK. Viewing to BBC ALBA does not meet this minimum requirement as its potential audience has a higher concentration in the Highlands and Islands of Scotland. BARB does not recruit panellists from any of Britain's island communities and it is unlikely that it could reflect this audience adequately. The ability to speak Gaelic is not a controlled demographic for BARB making it impossible to tell if the panel is representative of this core audience group. BARB cannot currently represent the ALBA audience and additional recruitment has been ruled out as being prohibitively expensive. It will be difficult for BARB to ever fully represent the core ALBA audience. Distribution of BBC ALBA's audience is an issue for measurement but as the audience becomes more English speaking, the lack of representation of the Gaelic speakers becomes less important for its impact on reach. If BBC ALBA was universally available and achieving a reach of 500,000 or more (as recorded on the TNS tracker), then BARB should be able to reflect this audience. A weekly reach of 500k would involve in the region of 100 panel members. BBC ALBA's audience will be based in areas of low population density containing few respondents. The BARB panel is not controlled for BBC ALBA or Gaelic speaking ability so
55 Approximately 110 diaries are returned each week. The population estimate is 81,605 for the "Gaelic community" (those that can speak, read, write and/or understand Gaelic in Scotland. 56 TNS conducted the Scotland-wide omnibus research used in the PVT for this service.
57 The survey is completed in home using CAPI. The population estimate of adults aged 16+ is 4,089,946 according to the 2001 Census.
58 Six group discussions were held in Glasgow, Inverness and Stornoway. Respondents were recruited to have a variety of attitudes towards BBC ALBA but none were rejecters of the Gaelic language and culture.
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BARB will give results, but doesn't properly represent people who live in areas where BBC ALBA consumption will be the highest. Therefore management cannot rely solely on BARB to help understand how many people are reached by BBC ALBA overall. If 500,000 acts as a trigger point for measuring BBC ALBA on BARB, this will only provide top level reach figures for the service and more detailed analysis would need to continue to come from another source.
APPENDIX 4: AUDIENCE DATA
Figure 23: Most watched (claimed viewing) genres on BBC ALBA amongst the adult population of Scotland59.
26%
15%
15%
12%
10%
9%
0% 5% 10% 15% 20% 25% 30%
Sport
Factual/Doc.
Trad. Music
Current Affairs
Childrens
Other music
Claimed Weekly Reach (%)
59 TNS SOS. Nov-08, Feb-09, Jun-09
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Figure 24: Most watched genres on BBC ALBA amongst the adult Gaelic Community60.
22%
18%
16%
14%
14%
12%
12%
11%
0% 5% 10% 15% 20% 25%
News and Current Affairs
Music
Entertainment
Factual
Drama
Arts, Events and Culture
Sport
Learning
Claimed Weekly Reach (%)
Figure 25: Reach of BBC ALBA by Demographic group amongst the adult Gaelic Community (DSat homes only)61.
70%72% 71% 73% 72% 72% 72% 71%72% 72% 73%
78%74%
69%
0%
20%
40%
60%
80%
100%
All Adu
ltsM
ale
Female
16-4
445
+
Highlan
ds &
Islan
ds
Rest o
f Sco
tland
Pro
file
(%)
Q4 08
Q1 09
Figure 26: Top Requests for Gaelic language content on BBC iPlayer62.
Programme Total Requests
60 Lèirsinn 61 Lèirsinn. 62 BBC LiveStats. Note some Gaelic programmes with accents were not recorded by the system, they may have made the top programme list e.g. Eòrpa. From Jul-09 this situation will have been resolved.
55
Cuibhlichean an Fhortain (Ent - cars) 43,400
Air An Rathad (Ent – cars) 31,200
Charlie Is Lola (Pre-school cartoon) 26,100
Turus a Bhradain (Ent – salmon fishing) 21,700
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APPENDIX 5: Press Coverage
Figure 27: Number of BBC ALBA Press Articles mentioning Freeview63.
Figure 28: Number of BBC ALBA Press Articles mentioning Sports64.
63 McCallum Media Monitor, Aug08-Jun09. 64 McCallum Media Monitor, Aug08-Jun09.
57
Figure 29: Equivalent Advertising Value of BBC ALBA Press Coverage65.
0
20000
40000
60000
80000
100000
120000
Augu
st
Sept
embe
r
Oct
ober
Nov
embe
r
Dec
embe
r
Janu
ary
Febr
uary
Mar
ch
April
May
June
Advertising Value Equivalency in £s per monthTotal value: £465k
Advertising Value Equivalencyin £s per month
65 McCallum Media Monitor, Aug08-Jun09.
58
APPENDIX 6: Value For Money
Figure 30: BBC ALBA Strategy Statements Adult Gaelic Community66.
7.97.1 7.6 8.08.2 7.9 8.1 8.37.57.6
7.07.7
0
2
4
6
8
10
BBC ALBA maintainshigh standards of
quality (High quality)
BBC ALBA isinnovative and haslots of fresh ideas
(Innovation)
I’ve learned newthings from
w atching/listening toBBC ALBA
(Challenging,Enriching,
Encouraging)
Gaelic language andculture are w ell
reflected by BBCALBA
Ave
rag
e o
ut o
f ten
Week 46 2008 Week 7 2009 Week 18 2009
Figure 31: Comparison – BBC ALBA, S4C and TG467.
COMPARATOR TABLE, BBC ALBA, S4C, TG4 BBC ALBA S4C TG4
Full Annual Budget 2008
Government: BBC: Total: (Content)
£10m £4m £14m
Government: Commercial BBC: Total:
£98m £4m £32 £134m
Government: Commercial RTÉ: PSB Funds: Total:
€35m €4m €11 €4 €54m
Original 1st run hours broadcast
Sep08-Sep09 Sep09-Sep10 Sep10-Sep11 (estimated)
742 hrs 692 hrs 620 hrs
In 2008
2,006 hrs In 2008 1,971 hrs
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Weekly Reach 224,000 (15+ mins)
665,000 (3+ mins, Welsh & English hrs) 504,000 (3+ mins Welsh hrs only) 166,000 (15+ mins BBC content only)
1,045,000 (15+ mins, Irish & English hrs)
Platforms and EPG Position
Sky Freesat
168 110
Analogue Sky (Wales) Freesat (Wales) DTT(Wales) DCable (Wales)
104 104 4 167
Analogue Sky (Ire) D Cable (Ire)
104 104
(Sources: TG4 Annual Report 2008, S4C Annual Report 2008, BBC Wales Annual Report 2008, correspondence).
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APPENDIX 7: Distribution Options
The following table analyses the range of remaining options for carriage of BBC ALBA on DTT.
Key: HIGH LOW
OPTION Additional coverage for BBC ALBA
Speed to implemen
t
Preservation of other BBC
DTT services
Cost effectivenes
s
Comments
1. Carriage on BBC Multiplex 1 in Scotland, enabled by removing one of the least-used BBC services from Scottish viewers
See section 7Error! Reference source not found. for more detail
2a. Carriage on BBC Multiplex B in areas that have yet to switchover
(declining)
This capacity will cease to exist in Scotland in early 2011, when Scotland completes digital switchover.
This capacity could otherwise be sold in conjunction with additional commercial capacity that becomes available on Mux C or Mux D at switchover.
2b. Carriage on BBC Multiplex B on HD-adapted multiplex B
(growing)
Available only to viewers who have bought a new Freeview HD receiver. Products will begin to be available in Spring 2010.
A spare SD slot should be available
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alongside the initial three HD slots. However, a permanent home on this multiplex would delay the ability to increase to four then five HD slots, which is currently anticipated to be achievable only just in time for the 2012 Olympics.
OPTION Additional coverage for BBC ALBA
Speed to implement
Preservation of other BBC DTT
services
Cost effectiveness
Comments
3a. Carriage on a third party multiplex
A UK-wide slot would cost between £8-10m pa. A slot covering just Scotland should cost less (the Scottish part of the BBC’s network represents 22% of the total volume of transmitters and hence the allocation of its running costs). However, a commercial operator could take a harder line saying that a UK-minus-Scotland slot would be hard to sell, and charge something closer to the full UK-wide price. Ofcom have made recommendations to DCMS on capacity for indigenous language broadcasting and they include a mechanism for fixing a price.
3b. Accept the offer of a daily one-hour slot on SDN’s
SDN might provide capacity for free as Gaelic content helps SDN deliver its multiplex licence
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Multiplex A requirements. However, there is no certainty this option will be available post 2010 as it is believed the SDN obligation would cease if BBC ALBA launches on DTT. Possible adverse impact on BBC/MG ALBA agreement which contemplates carriage of full linear service on DTT.
3c. Pursue carriage on a potential seventh DTT multiplex for Scotland
This multiplex is highly unlikely to come into existence for regulatory and commercial reasons. Ofcom will not decide till later in 2010 whether to offer available “white space” spectrum in Scotland (which suffers less than other parts of the UK from international frequency coordination issues). Ofcom has indicated its intention to make spectrum available to the highest bidder, and it is likely that a telecoms operator would bid more than a DTT operator could. Even if spectrum were used for a seventh DTT multiplex, it could be impossible to find enough sufficiently well-funded channel operators to make the multiplex viable.
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APPENDIX 8: Estimated impact of removing BBC services from DTT in Scotland
1. BBC Radio Services Strategic impact
DTV (DTT + DSAT + DCAB) currently delivers around 4 per cent of network radio listening, and this is forecast to grow as in-home penetration of digital increases and we invest in improving the DTV experience. With the expected push towards digital upgrade for radio, we will benefit from a consistent marketing message, reassuring listeners that all national radio services remain available through their TV, and this is undermined by a different configuration in Scotland.
The BBC’s platform strategy put before BDG in July recommended DTT and IP as the BBC’s core universal platforms, with DAB as a potentially core platform subject to finalising negotiations around Digital Britain. Until the picture becomes clear on the future for DAB, there is a danger that BBC radio services in Scotland will become displaced from the core BBC platform set. Once funding for universal build-out of DAB is agreed, the proposal to remove from DTT becomes more tenable.
Impact on Radio Consumption – ALBA HOURS ONLY (1700-2300)
RAJAR only attributes listening to DTV as a whole. Therefore to estimate reach through DTT we have assumed that listening through all digital TV platforms is equivalent and used platform penetration to scale the figures accordingly.
Based on this assumption, we estimate that between 50,000 and 80,000 individuals who currently listen to BBC radio services through DTT between 1700 and 2300 hours would be affected if they were removed from the platform. The low case is based on DTT only individuals; the high case on all individuals with DTT.
Penetration Impact (000s)
All DTV (DTT, Cable and Dsat) 91% 149,000
All DTT 51% 83,505
2009 DTT Only 31% 50,758
Following digital switchover, we estimate for radio that between 60,000 and 90,000 individuals could be affected, based on the assumption that half of all current analogue individuals will switch to DTT, and that these individuals would use DTT to listen to radio in the same way as existing digital users if it were available to them.
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Penetration Impact (000s)
All DTV 100% 163,736
All DTT + half Analogue switchers 55% 90,054 Post DSO
2010 DTT Only + half Analogue switchers 37% 60,582
Audience impact
BBC radio is under-performing in Scotland (56% reach vs. 66% pan-UK), and addressing this issue is a high priority for A&M and BBC Scotland. Whilst many listeners can be expected to migrate to using other platforms, there will be a drop in reach due to this move. In particular:
• Young audiences are much more likely to use DTV than other audiences, especially for digital-only services
• Women are 51.7% of network radio’s listening population in Scotland but 56% of DTV listening, and would also be disproportionately affected
• Ethnic minorities and C2DEs are both disproportionately high users of DTV, and again are under-served audiences
Coverage and availability is also a concern, particularly in less urban areas of Scotland. DTT offers near universal coverage (98.5%), whilst DAB currently offers around 87 per cent coverage currently in Scotland.
It should be noted that under this proposal radio would only be removed from DTT during the hours of ALBA broadcast (1700-2300). Data is not available for listening through DTT-only, but these are not peak hours for radio listening on digital television, as shown below. It is assumed that listening on DTT follows a similar pattern to listening through all digital television platforms.
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Consumption of BBC Network radio on Digital Television
0
500
1000
1500
2000
2500
ALBA hours of broadcast
2. eTV (red button) services Strategic impact
Enhanced TV (BBC Red Button video) is currently provided through two 24 hour streams. In May 2009, BBC Management agreed that one of these streams would be decommissioned in order to address increased pressure on the BBC’s DTT capacity arising from the launch of Freeview HD on Multiplex B.
In order to accommodate BBC ALBA it would be possible to decommission the remaining stream during hours of broadcast (1700-2300), however this would result in Scottish viewers being unable to access any red button video services during this time. This would seriously compromise the BBC’s coverage of live music events (such as Glastonbury and T in the Park) and live sports (including Wimbledon and the FA Cup).
Impact on reach
Weekly reach on DTT of red button services across the UK is around 7.6 million, or 32% of DTT viewers68. This includes the Video (eTV streams) as well as the red button text services. For the whole UK so far in 2009, average weekly 3 minute reach in Freeview –only homes to the eTV video streams is c.6.5% of viewers
Sample sizes are too small to measure red button services in Scotland alone. We have therefore assumed that on average the same proportion (6.5%) of Scottish DTT viewers are
68 Source: Nunwood media tracker, Digital TV adults 16+, June 2009
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reached by red button services. The major impact of removing the eTV stream is likely to take place in ALBA broadcast hours.
Based on this assumption we estimate that reach could fall from between 80,000 and 140,000 individuals if red button were removed from DTT.
Penetration Reach (000s)
Reach (%)
All DTT 51% 140,000 3.3% Pre
DSO DTT Only 31% 80,000 2.0%
Following digital switchover, we estimate that red button reach could fall between 100,000 and 150,000 individuals, based on the assumption that half of all current analogue individuals will switch to DTT, and that these individuals will use red button services on DTT in the same way as existing digital users.
Penetration Reach (000s)
Reach (%)
All DTT + 50% Analogue switchers 57% 150,000 3.7%
DTT Only + Analogue switchers 42% 110,000 2.7%
Post DSO DTT Only + 50% Analogue switchers 37%
100,000 2.4%
Audience impact
There is an audience expectation now that Red Button will provide complementary live action on Red Button. This volume, depth and breadth of coverage has made the BBC’s major events coverage both unique and distinctive for audiences.
The BBC Red Button service is a core part of BBC Sport’s interactive and on-demand content strategy and allows the BBC to maximise its investment in sports and music rights. Constrained capacity on DTT would result in a reduced opportunity to cover Olympic and minority sports in the run-up to London 2012; reduce the BBC’s capacity for live coverage of major music events such as Glastonbury or T in the Park; reduce scheduling flexibility for live coverage and over-runs from linear channels; and reduce the breadth of major sporting and music event coverage (eg, match choices at Wimbledon or Snooker tournaments; range of performances or stages at Glastonbury).
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It is estimated that the removal of one eTV stream would result in a loss of around 1,000 hours of live sport coverage a year. Sport coverage on BBC Red Button receives the highest AI scores of any of the eTV services, with the Olympics (8.5 out of 10) and Euro 2008 (7.8) scoring the top two AIs between April 2008 and May 2009 versus an average AI of 7.0. Music coverage on eTV fares significantly less well, with Glastonbury 2008 (6.1) and One Big Weekend (6.3) scoring the bottom two AIs.
In general, BBC red button consumption mirrors general TV consumption with peak usage being between 2000 and 2200. Therefore peak viewing times would be compromised by ALBA hours.
3. BBC Parliament
Strategic impact
BBC Parliament is crucial to the delivery of the BBC’s citizenship purpose, making accessible the work of the UK’s parliamentary and legislative bodies, and the European Parliament.
During ALBA broadcast hours Parliament broadcasts live coverage of the Houses of Parliament, as well as recorded coverage of the House of Lords and devolved assemblies in Wales, Scotland and Northern Ireland that are not covered during the day. Restricting coverage of these institutions to Scottish audiences carries significant reputational risks to the BBC.
Audience impact
Overall audiences for the channel are lower than for the rest of the portfolio (weekly 3 minute reach of 0.45 million in the UK). However, removing it from DTT would likely have an adverse impact on the BBC’s ability to deliver its sustaining citizenship and civil society public purpose:
“As the only UK television service dedicated to covering politics, [BBC Parliament] can make a unique contribution to broadening viewers’ knowledge and understanding of the way UK and EU political institutions work.”
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APPENDIX 9: Estimated reach impact of DTT distribution for BBC ALBA - now and after DSO
Summary
We estimate the reach uplift from DTT distribution of BBC ALBA to be between 150,000 and 180,000 individuals after Digital Switchover in 2010.
Distribution Option A will require the removal of the BBC’s 13 radio stations69 from DTT in Scotland. We estimate that this could lead to a reach decline to BBC Radio of between 60,000 and 90,000 individuals after digital switchover.
BBC ALBA viewing via DTT
Total reach of DTT in Scotland is currently 51%. 31% of individuals have only DTT (as opposed to DTT and another digital TV platform such as satellite or cable).
Platform Penetration of Individuals
Analogue 11%
DSat 43%
Cable 17%
All DTT 51%
DTT Only 31%
Currently, BBC ALBA’s main platform is digital satellite, through which it achieved 5% reach in Scotland (220,000** individuals) or 11% reach in DSat homes (193,000). In order to estimate the incremental impact of DTT distribution on BBC ALBA, we have assumed that the channel will have an equivalent reach (11%) in DTT households (i.e. that Freeview homes will be no more or less likely to watch BBC ALBA than Satellite homes).
Based on this assumption, we estimate that the incremental reach of BBC ALBA with DTT distribution would be 139,000 individuals.
Penetration Reach (000s)
2009 Current Reach (Dsat only) 43% 193,000
69 BBC Radios 1 to 5 live, 5 live sports extra, 1Xtra, 6 Music, Radio 7, Asian Network, BBC Radio Scotland, BBC Radio nan Gaidheal and BBC World Serivce.
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Incremental reach from DTT only individuals 31% 139,000
Following digital switchover, and assuming distribution on cable platforms is achieved, penetration of BBC ALBA will be 100%. Based on current trends we would estimate total reach to rise to 11% (450,000 individuals).
Of this, we estimate that a maximum of 180,000 individuals could watch through DTT – based on 31% of individuals who only have DTT at the moment, and the 11% of individuals who must switch from analogue platforms.
However, it is unlikely that all remaining analogue homes in Scotland will switch to DTT. In our mid-case estimate we have assumed that only half of those that must switch from Analogue will get DTT. Under this scenario incremental reach of BBC ALBA on DTT would be 150,000.
Our low case for DTT reach applies a 20% confidence interval to the maximum DTT reach figure. This takes into account three factors:
• We do not know what proportion of those with Analogue today will switch to DTT,
• There may be better satellite coverage in Gaelic speaking areas
• Most of those who are strongly motivated to get BBC ALBA may already have switched to Satellite.
Under this Low Case scenario, incremental reach of BBC ALBA on DTT would be 150,000 individuals.
Penetration Reach (000s)
Reach (%)
Total ALBA Reach (DTT, Cable and Dsat) 100% 450,000 11%
High case DTT reach
(DTT only individuals + Analogue switchers) 40% 180,000 4.4%
Mid Case DTT reach
(DTT only individuals + half Analogue switchers) 36% 162,000 4.0%
Post DSO
2010
Low case DTT reach
(High case + 20% confidence interval) 31-40% 149,000 3.6%
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