The Arts and Humanities Research Council and the BBC are set to publish papers arising from their research partnership the ‘Knowledge Exchange Programme’.
The project was launched in 2007 to gain audience insights outside the scope of the BBC’s own in-house research, and give the academic community the benefit of unprecedented access to BBC archive material and internal data.
Top line findings suggested that:
• The BBC’s creative learning activity could be improved by focusing on the creative processes, rather than showcasing work and the recommendations have been implemented on the BBC Blast website
• User-generated content is highly valued by audiences, and particularly connects on local stories
• Older, time-rich, audiences are early-adopters, and hence stronger advocates of digital technologies than previously thought
• BBC archive material can have immense value in promoting regional culture and identity
Having disseminated the findings internally, some have already been put into working practice with the BBC.
BBC Controller, R&D Matthew Postgate said: “This project allowed us to gain valuable insight into audience attitudes and behaviours that we simply could not have gained any other way. I’m encouraged that much of it has already been put into practice and that we’ve been able to put something back into the wider academic community.”
AHRC Chief Executive Philip Esler said: “The UK's arts and humanities research community is the strongest in the world. As we move into a digital future, the ability of these researchers to provide content and understanding of human interaction with digital media in partnership with organisations like the BBC gives the UK a unique comparative advantage among the advanced economies. Research like this that goes to the heart of the digital economy would amply repay greater public investment.”
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For more information please contact:
Jake Gilmore, AHRC Communications Manager, Tel: 0117 987 6773
Sarah Mines, Publicist BBC, Tel:0208 00 80434/07809 597 863
Editor’s notes
The full research papers have been published at: www.bbc.co.uk/blogs/knowledgeexchange
Key findings included:
1 - The School of Journalism, Media and Cultural Studies at Cardiff University partnered with BBC English Regions on a project investigating the ways in which all types of user generated content (phone-calls, texts, emails, discussion board comments, photos, videos, story suggestions etc) is used across BBC National and Regional News (radio, television and online) as well as audience responses to this type of material. The research resulted in recommendations which suggested:
• Making information about how to submit material as clear as possible
• The importance of making targeted appeals for UGC to encourage the best quality material to be submitted
• Finding ways to encourage people from all socio-economic groups to submit material
• Recognising that the term ‘UGC’ is being used to describe a range of material
2- Bristol University partnered with BBC Learning on a project investigating the ways in which young people are engaging with user generated content opportunities offered through the BBC Blast project. The research findings fed into decisions on significant changes to the design, implementation and management of the Blast site. These recommendations have been disseminated around the BBC for consideration within future projects and led to major changes in the re-launched BBC Blast website.
3 - Cardiff University partnered with BBC Children’s on a project investigating news consumption in the 12+ age group. The research resulted in recommendations which suggested how news provision for this demographic might support children’s citizenship. These recommendations have been disseminated around the BBC for consideration within future projects.
4 - Researchers from the Interactive Cultures research centre at Birmingham City University partnered with BBC Audio and Music Interactive on a project investigating the online activities of specialist music fans, and how the BBC could respond to their changing interests and activities. The study suggested that popular BBC brands or presenters could be used to introduce users to a wider range of BBC content. These recommendations have been disseminated around the BBC for consideration within future projects.
5 - The University of Westminster partnered with BBC Children’s on a project investigating internet-based virtual worlds. The research asked both children and adults about what kinds of virtual worlds they would like to visit, and the ways in which the BBC could meet its ‘public service’ remit by creating such environments for audiences. In particular it looked at children’s responses to Adventure Rock, a game launched last year on the CBBC website.
The study found that children between seven to eleven years old improved their computer literacy skills, learnt to create mental maps by exploring their new worlds, and rehearsed real-world responsibilities, such as looking after characters and objects in the game. Children wanted their virtual worlds to offer them the opportunity to interact with others, to be creative, to share media made by other children, and for the worlds to be a place away from adult rules.
Adults who were invited to imagine BBC virtual worlds suggested spaces where audiences could engage with the BBC archive, and create their own shows by remixing BBC material.
6 - University of Glamorgan partnered with BBC Wales on a project investigating digital storytelling. The research resulted in recommendations which suggested new ways of capturing and disseminating digital stories. These recommendations have been disseminated around the BBC for consideration within future projects.
7 - Leeds University partnered with BBC Information and Archives on a project investigating public responses to the BBC’s archive footage of the 1984/5 miners’ strike. The research resulted in recommendations which suggested greater public involvement with BBC archives and a subsequent live project is currently taking place. These recommendations have been disseminated around the BBC for consideration within future projects.
About the BBC/ Arts & Humanities Research Council Knowledge Exchange Programme Project
Launched in early 2007, the Knowledge Exchange Project was conceived as a way to bring together the arts and humanities research community with the BBC’s Research & Development department to enable co-funded knowledge exchange and collaborative research and development. Divisional teams from the BBC partnered with universities across the UK to work on specific areas.
About BBC Future Media Technology
The BBC’s mission is to develop distinctive content that educates, entertains and informs. BBC Research & Development sits within its BBC Future Media & Technology division. The role of its Future Media & Technology division is to develop innovative ways to take that content to audiences via the internet, interactive TV and mobile services - helping audiences enjoy a seamless experience of BBC programmes, wherever they may be. FM&T also manages the BBC's broadcast and enterprise technology strategy, BBC research and development, and the BBC Archives.
About the Arts and Humanities Research Council
Arts & Humanities Research Council: Each year the AHRC provides approximately £102 million from the Government to support research and postgraduate study in the arts and humanities, from languages and law, archaeology and English literature to design and creative and performing arts. In any one year, the AHRC makes approximately 700 research awards and around 1,350 postgraduate awards.
Awards are made after a rigorous peer review process, to ensure that only applications of the highest quality are funded. Arts and humanities researchers constitute nearly a quarter of all research-active staff in the higher education sector. The quality and range of research supported by this investment of public funds not only provides social and cultural benefits but also contributes to the economic success of the UK.