Broadcasters Look To Improve Viewer Trust

Five is conducting a review of its procedures and co-authoring a handbook for independent producers as part of its initiative to improve viewer trust, with Channel 4 and the BBC also addressing the issue.

The channel is reviewing its processes, contracts and supplier relationships to ensure viewers can have total faith in the broadcaster.

Five is also the co-author with Channel 4 of the Independent Producers’ Handbook, which is to be published in the autumn, and will be reminding its suppliers of their duties and obligations.

Five’s chief executive, Jane Lighting, said: “The question of viewer trust is the most serious issue we face today. Our viewers, brand and reputation are the most valuable assets we have.

“We hope that these initiatives will help to rebuild the relationship of trust, which has been damaged by recent events, and that must exist between a broadcaster and its audience.”

Five is also briefing its staff to be vigilant for instances where best practice is not followed and to ensure that the highest standards of rigour and transparency are maintained across all its services.

Channel 4 is also planning to make sure that all promotional clips of its shows for press and marketing events are approved by producers, commissioners and an in-house lawyer.

Meanwhile, BBC deputy director general, Mark Byford, appearing yesterday before the Commons culture, media and sport select committee, said the corporation will implement a zero tolerance policy towards any further incidents of viewer deceptions.

These moves come following the BBC’s revelations of multiple editorial breaches (see BBC Establishes New Board To Monitor Editorial Standards) and the phone-in scandals that have been rocking the industry (see Ofcom Finds ‘Systemic Failures’ In Premium Rate Phone-In Services).

Five: 020 7550 5555 www.five.tv Channel 4: 020 7396 4444 www.channel4.com BBC: 020 8743 8000 www.bbc.co.uk