we should respond to the growing demand in many regions for educational programming and skills transfer in subjects like health, drug control, basic agriculture, business methods, science, and so
on.
we must find the best combination of the means of delivery for each particular regional audience, using all the means at our disposal - SW, MW, FM, Satellite, Rebroadcasting, Disc, Tape, Dataflow.
we need to increase awareness of our products and market them effectively to get the most value from them: this will be crucial to success against the competition in the years ahead.
programme making and scheduling must be properly researched to ensure optimum type, content, timings, and presentation style.
the effectiveness of services and individual programmes must be regularly measured within the limit of available resources.
Development Priorities
These ten broad principles convert into a series of goals for each regional market. The priority accorded to each of these goals and the pace at which they can be realised will depend on many factors - including of course the availability of funds.
As well as looking at priorities within our regional markets we have looked also at the priorities between the regions themselves as seen in the wider global geo- political context. The FCO has long term diplomatic priorities, and World Service has long term broadcasting priorities, which seem broadly congruent. Looking at the short term, we think that during the three years of the coming Triennium, the priority areas calling for development may well be:
China, because of its instability and unpredictability, its future world role, and its enormous potential audience
the Former Soviet Empire, because of its fragility, need for information and education and potential rebroadcasting audience
Central Asia, because the breakup of the Soviet Union provides Britain with an unusual opportunity to affect a volatile and strategic region through broadcasting services based on existing services, with some expansion
in addition, there are countries in most parts of the world which are the Fledgling Democracies, which need information ranging from
B-7
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