ENSURING EFFECTIVENESS IN A NEW MEDIA WORLD
WORLD SERVICE 2000 AND THE PROGRAMME PLAN
In our submission for the current Triennium, we took a view of international broadcasting in the 1990s, and World Service's place in it. That view was reconsidered and rethought during the WS2000 strategic review, within the context of the World Service Objectives, particularly Objectives numbers 1 to 6 inclusive. The programme plan for 1994-1997 responds to the broad goals set in our WS2000 Strategy document.
It saw World Service in the year 2000 as
using new methods of setting priorities, reaching targeted and larger audiences, with better and more varied programmes appropriate to each audience, delivering those programmes more widely and effectively, planned and packaged into networks where appropriate to the needs of the audience, supplementing its Grant in Aid by more efficient use of resources, more money earned, more costs offset, and funds from new sources, within a new, more flexible and more efficient relationship with Government.
THE APPROACH TO THE PROGRAMME PLAN
Background
World Service programmes have been improved in range and quality by the increased funding of the last Triennium settlement, and by our own redeployment of funds through our priority-based budgeting system from support activities to programmes, and from lower priorities to higher priorities. Despite increased competition and changed listening habits, audience share. against direct competition has in some areas increased, and the total worldwide audience held at around 120 million (excluding China and some other closed societies). The main task for the next Triennium is to maintain and improve our position in an even more competitive environment, to do that we need more listeners.
Objective
The objective of the Programme Plan for this Triennium is to obtain greater value for money by increasing the audience for World Service programmes by
increasing the World Service market share
1.
2.
increasing the size of the overall market
B-3