Quality Is Priority In Regional TV Programming
Quality is key in regional programming, according to new research from the ITC into public attitudes to regional services on the BBC and ITV1.
The Pride of Place report, published today by the ITC and BSC reports on the findings of two citizens’ juries and a citizens’ forum as well as a survey. The results show that regional programming is valued by viewers, who see quality as more important than quantity.
Patricia Hodgson, ITC chief executive, commented: “This research should remind and encourage both broadcasters and independent production companies that viewers expect good quality, relevant and well-schedules regional programming as a fundamental part of their free to air television service.”
The research found that regional news is seen as a vital service in ITV1’s programme provision, with almost all viewers expressing an interest in regional news programmes. Other priorities for the commercial broadcaster, according to the research, should be the provision of regional current affairs, local history and sports programmes as an important part of the television mix.
Other key findings were that scheduling is an issue for many viewers, who are concerned that regional programming is shown at unattractive times. Local talent was seen as important, both for local economic benefit and for accurate representation of regional concerns. Regional identity was found to be particularly important to viewers in Scotland and Wales, but awareness of regional output outside of news was lower in English regions.
Ian Squires, managing director, Carlton Broadcasting, Central region, said: “We welcome this research and the importance viewers place on regional television…Our recent commitment to developing a more coherent pattern of slots for regional programmes, increased amount of regional news in peak time and investing in those programmes broadcast in attractive slots responds to many of the issues raised in this report. The finding that 82% feel ITV1 should have to provide regional programming endorses our continuing belief that the regional service remains the cornerstone of ITV1.”
ITC: 020 7306 7743 www.itc.org.uk
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