‘BSkyB Least Trusted British Company’ Says ROAR Survey

BSkyB is the least trusted company in Britain as far as the country’s youth is concerned, although 48% of people feel that digital television is a must. These are some of the findings of the Spring ’99 Survey by Right of Admission Reserved (ROAR), which is a consortium including Carlton Screen Advertising, the Guardian/Observer, Kiss FM, Channel 4, Emap and BMP OMD.

Youth’s distrust of broadcaster BSkyB contrasts with their opinion of the BBC however, with 56% of respondants saying that they would consider working for the Corporation.

The survey was carried out on 1,000 15-24 year olds, and found that the Guardian‘s weekly entertainment supplement, The Guide is used for entertainment information more than any other national newspaper listings supplement. The Guardian is also seen as the most entertaining and modern quality daily newspaper. The Times is regarded as the most traditional (59%) followed by the Daily Telegraph (44%).

Findings of the survey will be comprehensively showcased at the ROAR ’99 Conference at BAFTA on 27 May.