BBC TV Reality Shows by waterwolltoremilion


									BBC On-Demand
Research Findings
September 2006

  1. Background & Objectives

  2. Methodology & Sample

  3. Main Findings
        Background Context
        Entertainment On Demand
        Media Brands & Challenging Content
        Labelling Explored

  4. Conclusions & Recommendations

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_Background to the Project
             The BBC is planning to launch the‘BBCiPlayer’, subject to regulatory approval,
           a move which is likely to revolutionise viewing and listening patterns by providing
                          access to BBC content on a seven day catch up basis

   •   This change throws up a number of issues in terms of providing ‘challenging’ content in the on
       demand environment
           N.B. ‘Challenging/Strong’ content is defined internally as sex, bad language, drugs and violence, and post-
           watershed content such as adult humour
           a number of research projects have been undertaken in order to understand labelling issues for different
           platforms – i.e. how users can easily identify and understand the potential content of programming, and
           therefore make decisions as to its suitability or interest
   •   The previous research that has been undertaken identified a definite expectation that the BBC
       provide superior standards across all platforms in comparison to other entertainment providers
           the BBC has a duty of care to users and it is expected to be more rigorous in terms of providing guidance,
           an effective/ relevant watershed and protection of children
           even though there is some accepted difference in standards in a format such as online in comparison to
           TV provided by the BBC, there is still an expectation that users will be able to identify challenging content
           with ease
           various formats of labelling or signposting were tested, but a need for further research with regard to
           accessing strong content specifically, and how expectations change when different platforms are
           compared directly has been identified

                              Overall Business Objective

     Research was required to offer insight into expectations, attitudes and behaviour
    regarding ‘challenging’ content so that the BBC can be properly advised prior to the
                             extension of its on demand services

                             Overall Research Objectives
    • To build on previous research conducted and to understand and explore current
      expectations regarding challenging content, particularly in relation to the BBC
    • Also to provide specific recommendations in anticipation of the increase in the
      uptake of on-demand content

           In order to address the research objectives and test the hypotheses the
                            following areas were explored in depth

                                        •   Explore and understand current expectations from
                                            consumers in relation to on-demand and linear content
                                                  what are their media consumption habits e.g. linear vs on-
                                                  what prompts them to choose either type? How are they
                                                  accessing on-demand e.g. TV, internet etc
                                                  what are their expectations regarding content from each and
                                                  how they vary
                                                  what information / guidance are they seeking out for each?
                                                  Does it differ? Why? Are their needs met better by one or
                                                  other? How do they feel about the information / guidance
                                                  currently provided
  1. Behaviour and                                how do they feel about pre-watershed and post-watershed
     expectations regarding                       content
                                                  when watching on-demand content are they aware of / does
     ‘challenging’ content                        the original broadcast time have any meaning
                                        •   For parents, to understand how their attitudes alter with
                                            regards to children watching TV or on the internet
                                                  how do they feel about on-demand content and how do they
                                                  monitor this
                                                  level of monitoring what their kids watch / look at? Does it
                                                  depend whether it is linear or on-demand TV?
                                                  as on-demand content negates the watershed how do they
                                                  feel about their kids and ‘challenging’ content
                                                  what kind of controls do they want in place? What kind of
                                                  guidance are they looking for / what would be helpful to


                               •   Explore how different platforms influence expectations
                                   regarding content
                                          what are the differences in accessing content via different
  2. Impact of platform type              platforms (TV, mobile, downloads, radio) and how does this
                                          impact on behaviour and usage
                               •   Understand how platform impacts on viewing experience
                                   and attitudes to more ‘challenging’ content
                                          impact of media device e.g. PSP vs TV on attitudes to type of
                                          content available and viewed

                               •   How do different brands affect their attitude
                                         do they have certain assumptions around different brands
                                         e.g. BBC vs Sky vs AOL? What are these and why
                                         if they expect stronger content from one brand does this
                                         make it more acceptable? Why / why not
                                         do they make a judgement based on the platform or content
  3. Impact of media brand               brand and which has greater impact
                                         do they perceive BBC content differently if it is viewed via a
                                         different platform e.g. not BBC
                               •   Understand expectation and attitude towards labelling and
                                   pin protection across all platforms and brands
                                         usage and how it impacts on their expectations

                            •   Understand attitudes to BBC content
                                      how do they feel about the BBC and BBC content
                                      how do these feelings alter when accessing content via TV,
                                      downloading, internet etc
                                      do their expectations change if watching content ‘live’ as
                                      opposed to catching up
                                      do they have different expectation for TV vs.
                                      do they feel differently about BBC on-demand content than
                                      other on-demand content
                            •   Explore attitudes to ‘challenging’ content on
                                      how do they feel about navigation on website currently?
                                      What do they expect in terms of labelling and guidance?
                                      Should there be a password protection? At what points /
                                      how does ‘level’ (homepage vs deeper into website) impact
  4. Specific response to             on expectations and acceptability of ‘challenging’ content
                                      how do feelings alter if accessing via aggregator or
     content on the BBC               programme site, or programme, network, actor, genre etc
                                      how does navigability impact compare to other factors e.g.
                                      channel brand, familiarity with content, title, scheduling etc
                            •   Explore attitude to user generated content (UGC) on
                                      how do they feel about user generated content: how does
                                      this differ to BBC generated content
                                      how best can this be monitored
                            •   How do their expectations differ for audio content
                                      is labelling important in this context

_Sample Structure
                                 •       11 sessions in total: household depths in-home
                                               featuring core household unit
                                 •       Each session lasting between 1¼ - 1½ hours

                  London                                    Nottingham                           Leeds

         Young Shared Household                       Young Shared Household                Pre-family Couple
               18-24 years                                  18-24 years                        20-35 years
              Male/Female                                  Male/Female                            No kids
                                           8                  BC1C2            8                  BC1C2            4

                                                      Older Family Household              Older Family Household
          Young Family Household
                                                          Kids 12-18 years                    Kids 12-18 years
              Kids 0-11 years
                                                         Kids living at home                 Kids living at home
                  BC1C2                   6                     BC1C2          5                    BC1C2          5

                                                          Teen Peer Group                    Teen Peer Group
          Empty Nester Household
                                                            14-15 years                        13-14 years
         Kids no longer living at home
                                                              4x Boys                            4x Girls
                    BC1C2                  3                  BC1C2            2                 BC1C2

              Solus Household                                                                Solus Household
                 20-40 years                                                                    20-40 years
                Male/Female                                                                    Male/Female
                   BC1C2                   7                                                      BC1C2            7

_Recruitment Criteria

   •   All to be Sky Plus/on-demand households (Homechoice, Teleport, NTL On-Demand)
   •   All regular on-demand users
   •   Non-rejecters of the BBC (but with a range of attitudes)
   •   All used a range of websites including and within this accessed a variety
       of page types (e.g. sport, entertainment, music)
   •   Non-rejecters of strong content
   •   Range of attitudes towards confidence with technology
   •   Focused users of at least 2 of 3 services: On-demand TV, broadband, downloading –
       an even spread of these services to be covered
   •   BC1C2 social grade spread

          Pre-task: All respondents were asked to complete a pre-task involving viewing
         content from various sections of the BBC and competitor websites and recording
                    their responses to the accuracy of the content and labelling

Main Findings
_Lifestage Profiles                                               Young shared


                                                       •     Like to keep up-to-date
                                                             with new technology
                                                                                                   •     Use internet mainly for fun
    •      Confident with technology                                considering new options
                                                                    like Sky HD, Video iPod
                                                                                                                leisure pass time (eg.
    •      Enjoy personal space sites
                                                       •     Starting to watch ‘catch-
                                                                                                                shopping, emailing friends
                  Myspace, friends websites,
                  Yahoo! Geocities etc
                                                             up’ TV via broadband                  •     Internet usage a key post-
    •      Provides an opportunity to                                                                    work activity
           express views/tastes/opinions to

                                                                                                                  •     Like having latest
          Empty nesters                                                                                                 gadgets
•       Semi-retired                            Older families                       Young families
                                                                                                                               3G phone
              Enjoying retirement
•                                                                                                                 •     Keep computer
        Quite ‘outdoorsy’ but…      •     Multiple computers in             •    Just starting to think about           upgraded/up-to-date
•       Enjoy keeping up with             households                             controlling kids media usage
        new technology                            all want own ‘PC space’               monitoring web use
              (eg. Sky+, wireless
              internet etc)
                                    •     No strict household rules on
                                                                                        thinking about using PIN
                                                                                        protection system on Sky+ box
                                          internet usage
                                                                            •    TV watershed a useful guide

_Role of Internet
               Most use internet at least once a day if not more, at home and at work
                     for a variety of task driven and entertainment purposes

               Managing finances                         File Sharing, Downloading and Gaming
   •   Highly valued by professional/working             •   Particularly popular among teens
       households                                                  Myspace, iTunes, limewire, MSN
   •   Online banking/savings accounts                   •   Keen to communicate/share interests
             Eg.,                           UGC sites encourage active participation and
   •   Checking stocks and shares                                  interaction (eg. Myspace, Yahoo! Geocities)

   •   A major time saving opportunity                   •   Gaming sites particularly enjoyed by boys
                                                                   ability to play against friends online appealing

                 Online Shopping                             Web as an Information Resource
   •   A favoured activity across all lifestages         •   Used in this way mainly by parents and empty
             eg.,,          nesters
   •   Opportunity to indulge hobbies/interests          •   Value having vast ‘libraries’ at their fingertips
   •   Emotional equivalent of window shopping but                 Interesting, liberating, enlightening
       without having to leave the house                 •   News websites
   •   eBay and other auction sites provide               extremly popular
       opportunity to sell junk to fund new interests    •   Film reviews
             (eg trading in an old VHS camcorder for a             eg.,
             digital equivalent)

_In Their Own Words

       “mainly I just use the internet to have                                        “I use the internet all the time – at
        a bit of fun and look at stuff that I’m                                       school in break time and at home”
        interested in – shopping, emails all                                                      (1) - Female
                     (4) - Female
                                                  “the internet is just an endless source
                                                  of entertainment at home and at work”
                                                                  (4) - Male


            “the internet frees up time –                                         “I do enjoy keeping up with the latest
       something that would normally take                                            new gadgets an technology – it’s
       half an hour can be done in minutes”                                              interesting, a bit of fun”
                     (3) - Female                                                               (3) - Male

                   empty nester                                                               empty nester

               Across all lifestages, on-demand was felt to have had a positive
                             impact on the TV watching experience

   •   Respondents felt that their TV viewing habits had altered considerably as a result of on-demand
           able to filter-out perceived poor programming and only watch programmes of choice
           most felt they did not watch more or less TV with an on-demand service, but that the quality of
           programmes and enjoyment of the TV watching experience increases dramatically
           all felt a sense of freedom and liberation from the constriction of the TV schedules which all acknowledge
           play a part in the planning of an average day
           all respondents were happy to watch post-watershed content before 9pm and vice-versa (eg. watching
           last nights Big Brother after taking kids to school in the morning)

   •   Concern for the declining significance of the watershed in an on-demand environment was
       minimal among all but families with young children (aged between 4-9 years)
           knowing when and on what channel a show is broadcast is felt to be a strong enough signifier of likely
           content for vast majority
           watershed was of little interest/importance for most households before the advent of on-demand given
           9pm is after bedtime for most young kids, and this continues to be the case
           10+ kids often left to their own devices, and felt able to look after themselves where TV is concerned
           parents with younger children expressed some concerns over kids stumbling across inappropriate content
           but felt that PIN systems would help them with this problem – though none have used this system yet

_Platforms Evaluated Overview
       Awareness of a range of on-demand platforms was high across all lifestages,
       though much of the existing technology was little-used or currently perceived
       as unnecessary. With the exception of PVRs, on-demand is still an emerging /
                        unfamiliar technology in most households

            Mobile                       PSP                        PVR

    Newly Emerging                                                     Established

                     Video iPod                      Cable On-Demand

_Platforms Evaluated

                  Mobile                                                          PSP                                                         PVR
  •   All familiar with mobiles but very few           •       Useful on a commute but…                               •       Sky+ extremely popular and well loved
      use to download/view content                     •       Many struggle to identify a practical use                      by subscribers
              screen too small, slow, expensive                for it                                                                   user friendly, reliable, convenient
  •   Some sharing/bluetoothing of clips                                wouldn’t download clips/buy films – too       •       Liberates personal schedule from TV
                                                                        much effort                                           schedule
      among younger respondents (eg.
      happy slapping)                                  •       Compatibility issues with downloads                                      able to ‘collect’ perceived quality

      Newly Emerging                                                                                                                           Established

                                   Video iPod                                                           Cable On-Demand
                       •      Looks good                                                     •       All familiar with the concept of on-
                                      fashion accessory                                              demand cable
                       •      Aspirational                                                   •       Cheap compared to Sky+
                       •      Many already have an iPod                                                       but many suspect an inferior service
                                      can’t justify a new one for video feature              •       Offer broadband/phone/TV as part of
                       •      But, screen too small for more than                                    a package
                              music videos/short clips                                       •       Poor word of mouth
                       •      Limited value as TV downloads are not                                           stories circulate about bad customer
                              yet available on UK iTunes                                                      service and unannounced/unexplained
                                                                                                              service denials

_In Their Own Words

       “with Sky+ you can just filter out all the                                                       “you probably watch less TV with on-
        rubbish and only watch the stuff you                                                            demand, you just really enjoy the stuff
              really like – it’s fantastic!””                                                            you watch rather than just watching
                       (3) - Female                                                                                 any old junk”
                                                                                                                    (4) - Female
                     empty nester                    “I’d like to have a PSP or something
                                                     because it’s such a cool toy it’s just I                      pre-family
                                                    can’t really think when I’d actually use
                                                                    (6) - Male

                                                         young family
    “the only one who knows the PIN for
    our Sky+ box is our 12 year old son!””                                                        “I find with Sky+ that I watch at a time that
                (5) - Female                                                                    completely suits me and completely ignore the
                                                                                                              actual broadcast time”
                                                                                                                   (3) - Female
         older family
                                                                                                               empty nester
                 “I’m just now starting to think about
                 how to stop our daughter watching                                           “There only really seems to be a
                          stuff she shouldn’t”                                             watershed on BBC and ITV:1 – all the
                             (6) - Female                                                        others seem to ignore it”
                                                                                                        (8) - Male

                              young family                                                         young shared


                         Older families               Young shared     Pre-family

    Strict Controls                                                              Low/No Control

        Young families                        Teens                      Solus      Empty nesters

        There are a range of attitudes towards strong content across lifestages but the key
        factor in forming these attitudes is the presence (or absence) of young children in
                                           the household

_Attitudes by Lifestage
                      •     No clear household rules                              •      Confidence in own ability to self-
                                     but kids are expected to obey                       moderate
                                     certain unspoken rules and not                               content information useful but
                                     overstep a line of ‘decency’                                 ultimately decision will be made
                      •     Parents ‘keep an eye’ on kids                                         based on the content itself not the
                                     Older families                               Young shared                Pre-family

      Strict Controls                                                                                                           Low/No Control

           Young families                                                Teens                                  Solus              Empty nesters

 •   Have a set of rules in place for               •      Content controls quite tight at school               •      Very low awareness of/engagement
     controlling kids media consumption                               web use limited by strict software               with guidance information of any kind
            always monitor kids internet usage                        filters                                   •      Rarely use internet to view video
            starting to consider Sky PIN            •      Much freer reign at home                                    content so content control not
            protection system though haven’t                          parents allow them to surf web                   considered an issue
            used yet                                                  unsupervised at will                      •      Consider TV to be well controlled
 •   Still use the watershed as a guide on                            late night TV now considered fairly                       acknowledge value of guidance for
     content expectations                                             soft content by comparison                                others but of little/no value to
                                                                                                                                them – happy to self moderate

_Home Rules for Young Families
               Rules such as these are felt to be particularly important as on-
               demand grows in popularity. PIN system and guidance advice
                                become increasingly useful

                       Internet                                       TV

        •   No using internet without                  •   No watching TV after 8.30pm
            permission                                 •   No ordering films through Sky
        •   No using internet without                      without permission
            supervision                                •   No watching Sky+ recordings
        •   No downloading internet                        without permission
            content without permission                 •   Only BBC1, 2, ITV, Channel 4
        •   Only ‘trusted’ websites allowed                and Kids channels allowed
            (e.g. – a brand that
            both child and parents are very familiar

                Rules are unspoken to younger kids (e.g. age 4yrs) but clearly
                     understood between parents and carefully enforced

_Relationship with Labelling •              All appreciate the presence of content information on web/TV
                                                   useful ‘safety net’
                                                   though likely to disregard guidance in majority of cases
               Young shared                        prepares/braces you so ready for it
               Solus                    •   Little or no household rules about TV watching or internet use
               Older families                      kids of 12+ are felt able to look after themselves
               Empty nesters            •   Think guidance/PIN protection systems should exist for those that
                                            want/need it – though do not feel necessary for them

                                        •   Sense that guidance on the web is necessary for people younger than them
                                                   to protect young siblings etc
                                        •   However, strong content information for them often acts as encouragement
                                                   makes them want to watch (eg. guidance before Big Brother suggest it will be a
                                                   particularly good episode)

               Teens                    •   Parents no longer moderate their content viewing (on TV or internet) and
                                            so feel able to self-moderate
                                        •   Occasionally stumble across internet content that feels too strong/extreme
                                            but as this content is often illegal, guidance is not expected

                                        •   Notably different opinions to other lifestages
                                                  much more sensitive/wary of strong content
                       Young families
                                        •   Find guidance on TV/web very useful
                                                  would like to see this more prominently
                                        •   Young kids just starting to learn about using TV and internet
                                                  PIN/guidance systems that help moderate this usage starting to be investigated

_Consumer Definitions covering content on TV (including subscription), mobile and
online platforms
                                              Most Often Exposed To

                                                                       •   Specific swear words
                                                                       •   Excessive bad language
 •   Casual violence (eg. Happy                  Strong Language
                                                                                  especially close to watershed
     Slapping)                                                                    for younger families e.g. The
 •   Aggressive, graphic fight scenes
                                                                                  ‘F’ Word, Big Brother
 •   Weapon use
 •   Gore                                                              •    Prolonged or close-up nudity
           blood, injuries, death                     Sex                         though acceptable in a
                                                                                  documentary /factual content
                                                                       •    Prolonged explicit sex scenes
 •   Overt, derogatory racial                        Racism
 •   Religion and race based insults                                   •   Clear visual references to drug use
           though more excusable in a                Drugs                 of any kind
           comedy format if not too ‘close-                                       though more acceptable in a
           to-the-bone’ (eg. The Kumars)                                          documentary/factual content

                                              Least Often Exposed To

             Some broad consensus of opinion, however definitions of ‘strong content’ are
            blurred by specific contexts e.g. documentary vs. drama or whether perceived as
              warranted or gratuitous (eg. swearing in ‘The ‘F’ Word’ often feels gratuitous)

_By Platform
              Most younger respondents (teens, young shared, solus) felt that
              the platform used to view did have an impact on its acceptability

               ‘Push’ Platforms                                      ‘Pull’ Platforms
                   e.g. TV                                      e.g. laptop, PSP, mobile
   •   ‘Push’ platforms where content is                •   Platforms in which the viewers
       delivered into a family space was felt               controls/seeks out what they want to
       less suited to very strong content than              watch feel a more suitable place for
       alternative platforms                                very strong content
            content is controlled by the                         viewer plays an active role in content
            broadcaster not the viewer so should                 choice and therefore takes on some
            be closely moderated                                 responsibility for consequences
            delivery is via a traditionally ‘safe’      •   Content can be viewed privately/in a
            medium which should continue to                 personal space
            deliver content accordingly
                                                                 less likely to be viewed by someone it
   •   Content delivery is into a                                was not intended for
       ‘family/public space’                                     does not occupy a ‘family’ space –
            ‘family’ viewing is less suited to strong            (e.g. strong content viewed in a pub or
            content than solo viewing                            bar feels less offensive)

       However, most respondents felt that content ‘rules’ should remain the same no
       matter what platform it is viewed on: overriding sense that ‘content is content’

_In Their Own Words

    “In an ideal world, I’d personally like
      everything to have a warning on”                                                             “I’ve got a 9 year old sister and I think
                 (8) - Female                                                                           the warnings are good for her”
                                                                                                                 (1) - Female
               young shared
                                                “If it needs a warning it should have a
                                                warning whether it’s on the internet or
                                                                 on TV”
                                                              (3) - Female
                                                                                                “all the labels should look the same so
      “personally the warnings aren’t                                                                 you know what to look out for”
   important for me but I definitely think                 empty nester
                                                                                                                (6) - Male
    they need to be there for kids and
                 older folk”
                 (7) - Male                                                                                    young family
                                                                    “warnings on the internet are pathetic
                solus                                                      – they just don’t work”
                                                                                 (8) - Male

                                                                                 young shared
         “If everything has the same kind of
        label then you’ll start to understand
          exactly what you’re being warned
                                                                               “the warnings need to be consistent so that there’s a
                                                                                  standard across all the channels and websites
                       (2) - Male
                                                                                     otherwise it’s just going to get confusing”
                                                                                                     (6) - Female
                                                                                                 young family

Main Findings

   •   All online brands (e.g. Google, MSN, etc) were treated with a degree of suspicion in terms of
       provision of challenging content, due to dangers associated with the internet
            this was the case even with those online brands perceived as well moderated and safe
   •   Respondents had widely differing expectations of a range of broadcasters and online media
            perceive some as being careful/conservative and efficiently moderated versus others which have far more
            relaxed policies
   •   However all TV brands were felt to adhere to certain standards and moral codes which are far
       less evident in an online environment
            these TV standards were felt to carry across onto the TV brands websites resulting in a sense that these
            sites are a ‘safe’ part of the web, sharing the values of their broadcast equivalents
   •   Majority felt that same moderating/guidance rules should apply to TV brand websites as apply
       to their respective TV incarnations
            challenging online content is considered acceptable, but majority felt that the same guidance rules should
            apply online as on TV
   •   Many also expressed a desire that a standardised labelling system should exist to bring all
       brands inline with each other

                        Strong sense that the BBC should lead the way in properly
                     labelling strong content in both online and offline environments

_Hierarchy of Standards, as Perceived by Sample
  High Standard

                                                  TV Brand Heritage/


 Lower Standard

_In Their Own Words

      “you tend to find the more risqué
     things are on Channel 4. The BBC                                                              “you expect the BBC to show
     tend to be a bit more straight-laced                                                      everyone else how it should be done”
              and down the line”                                                                            (7) - Male
                  (8) - Male

                                                     “the BBC should be exemplary and                         solus
                 young shared
                                                     set an example of how it should be
                                                               (3) - Female

   “if it needs a warning, it should have a                   empty nester
   warning on it wherever it’s shown and
            that includes the internet”                                                     “there should be a guidance standard
                   (5) - Female                                                                   and the BBC should set it”
                                                                                                         (4) - Female
             older family

            “I don’t really trust the mobile phone
          companies when it comes to the internet                                            “they should all have warnings
           – I doubt very much if they monitor or                                         because you never know who’s going
                moderate their content at all”                                                  to be watching the clips”
                           (6) - Male                                                                  (2) - Male

         younger family                                                                                teen


                      Recall                                                 Signposting
 •   Awareness of spoken guidance                           •   Online guidance advice often feels recessive
     announcements on TV is the form of labelling                     lacks visibility
     with highest recall across all lifestages                        easily overlooked
           eg. before Big Brother and The ‘F’ Word          •   Watershed an unspoken rule that all
 •   ‘Cinema Style’ guidance and PIN protection                 acknowledge/register on a low level
     systems on Sky Box Office channels noted                         Understood but widely ignored by all but
     (though often ignored) by most Sky users                         parents with young children

                  Expectations                                                    Value
 •   All feel that guidance should exist on                 •   Sense among younger respondents (15-30)
     broadcast media though majority feel it is                 that guidance is less important/necessary
     not strictly necessary for them                            with on-demand content on a personal/‘pull’
           presence of guidance information acts as an          platform (e.g. PSP, mobile etc)
           assurance that broadcasters are maintaining a              viral, underground campaigns (e.g. happy
           moral standard                                             slapping) would feel uncharacteristically
           expect all broadcasters to appropriately label             formalised if guidance was incorporated
           content                                          •   Guidance advice of any kind greatly
 •   Parents would like guidance to be more                     appreciated by parents of young children
     visible online and on TV                                         vital part of broadcast media delivery
           currently little/no guidance on EPG
           online guidance perceived as a rare
           occurrence when it exists at all

_Overview: General Rules

                                    • UGC should be subject to the same moderation rules as
                                    any other kind of content
                                            many felt that UGC should have stricter moderation than any
                                            other content due to the inherent uncertainty of its origins
                                            while the UGC section of the BBC website was appreciated,
                                            respondents fully expected all content to be carefully
                                            moderated before being published on the site
                                            no concerns around freedom of expression on this issue

   • Guidance labelling acts as a strong emotional                                    • There was consensus that news content
     benefit for many                                                                 should not be exempt from moderation or
         acts as a ‘safety net’                                                       subject to a different set of rules
         causes viewers to ‘brace themselves’ for content                                     (while a few felt that as news was factual, stronger
         even if they choose not to heed the warning                                          content could be shown than would ordinarily be
         presence of labelling reassures the viewer that the                                  were it fictional, it should nevertheless be labelled
         broadcaster is keeping tabs on its content                                           accordingly) but people were generally more
                                                                                              forgiving of seeing something shocking on the

_Current Labelling Issues
                   Key issues                                               Moving forward
 •   On screen presence of guidance labelling on         •   Implication that labelling is not given status or and competitor sites is currently lost        importance by host brand
     among the surrounding content on the page

 •   Majority of labelling had to be pointed out to      •   Creates impression that the presence of guidance
     respondents before it was noticed                       labelling is a necessary formality for the broadcaster,
                                                             rather than a service to the user

 •   Guidance in bold, bright colours or framed in       •    Important to give labels a graphical presence to raise
     boxes (e.g. warning on Daniel Pollen clip)               awareness
     tended to be more effective than standard text             –   not easily overlooked
     warnings                                                   ‐   look like guidance rather than just standard text on the
 •   Most effective labelling was guidance that are      •    Attention is focused on the playing clip, making the
     incorporated into the clips themselves                   guidance almost impossible to miss when it appears

        Overall, a key issue that research highlights is that the debate needs to focus not only on the
       principle of guidance needs, but the delivery format in terms of on-screen presence. Currently,
                                   much on-line guidance is simply unnoticed

_Online Previews/Catch-up
       Pre-task: Respondents were asked to view a selection of preview/catch-up clips on the BBC website and
     record their responses to the accuracy of the guidance labels (where present) and the nature of the content

               Expectations                                    •    Labelling on the Tribe clip (“Drinking Blood”)
    •   Many felt that any post-watershed                           very useful
        content should be labelled as such                                good preparation for people who may be
    •   Concern expressed by parents of
                                                                          content definitely warrants guidance
        younger children that they be made
        aware of the nature of the content
        of a clip as well as when and on
        what channel it was broadcast
    •   A strong sense that if a clip does
        not contain strong content but the
        full show does, guidance should still
        apply (e.g. Catherine Tate clip)
                                                               •    Saxondale clip (“Hairy Cow”) did not need
                                                                    guidance advice
                                                                          ‘cow’ not considered bad language
                                                                          feels too ‘nannying’
                                                               •    Guidance not very visible
                                                                          easily missed

        Going forward: Guidance necessary on post-watershed programming but only where appropriate

_User Generated Content
              Pre-task: Respondents were asked to view a selection of UGC clips on the BBC website
        ( & ) and record their reactions to the
                   accuracy of the guidance labels (where present) and the nature of the content

                    Expectations                               •    On the majority of clips guidance feels
    •      Sense that UGC should be subject to                      appropriate
           same moderating rules as any other                  •    BBC is widely trusted to properly
           content                                                  control/moderate UGC
    •      All respondents expect the BBC to                              most feel it is currently doing a good job
           moderate all submissions to the UGC
           section of the website before it is
           made available on the site
                 assume this has always been the case
                 expect the BBC to set the standard in
                 this area and lead by example
                 expectations of other UGC sites (eg.
                 Myspace) were lower than of the BBC,
                                                               •    Surprised by lack of guidance on certain clips
                 which all recognise for its high                         Slag Bag Fag Drag contains lots of innuendo
                 standards                                                and low level swearing
    •      Teens prefer less strictly controlled                          felt inappropriate for kids
           UGC spaces (eg. Youtube) as often                   •    Some content is managing to slip through the
           more entertaining in their eyes                          net
                 these sites tend to provide stronger,                    parents of younger children feel moderating/
                 more challenging content                                 labelling rules should be stricter as a result

        Going forward: Parents of young children are anxious that UGC is monitored closely and moderated as
                                               strictly as BBC content

_News Content
     Pre-task: Respondents were asked to view a selection of News clips on the BBC website and record their
           reactions to the accuracy of the guidance labels (where present) and the nature of the content
                                         Teens were not included in this task

               Expectations                                   •    Content and subject of a News story was
                                                                   always clear from headline and story summary
    •   It was felt that News content
                                                                          subject matter often a sufficient warning of
        should be subject to similar
                                                                          likely content of accompanying footage
        guidance rules as any other
    •   A sense however, that as News
        stories are actuality they should be
        allowed to show certain content
        that might be treated differently
        were it fictional
              don’t want the reality of a News
              story to be automatically edited
              as a result of its content
              relevant guidance should still be
              applied                                         •    Labelling didn’t provide warning enough in
    •   NB guidance should be audible as                           certain cases (eg. Rwanda images slideshow)
        well as visual as News is often on                                violence/suffering is more affecting and
        in the background/used as audio                                   shocking with the knowledge that it is real

        Going forward: Some sense that News footage could be subject to a different set of rules due to its
                                              journalistic status

_Sites Outside the BBC
         Pre-task: Respondents were asked to view a selection of sites/clips outside the BBC and record their
            reactions to the accuracy of the guidance labels (where present) and the nature of the content.
                                          Teens were not included in this task

                                                                 •    Clips on familiar sites and from well-known
     •     All respondents had lower                                  brands (e.g. Channel 4, AOL) were felt to be
           expectations of content                                    appropriately labelled
           guidance/control on sites outside                                seemed well moderated and safe
           the BBC
                  BBC felt to set the standard
     •     Would like guidance labelling to be
           standardised across all sites to
           bring as much clarity and
           understanding as possible to the
                  Can currently be confusing
                  as every site operates a                       •    Non-BBC content felt stronger and less well
                  different system                                    moderated than the BBC site in some cases
                                                                            e.g. guidance on Daniel Pollen clip (see above)
                                                                            at was very visible but
                                                                            many felt the clip itself was too shocking to
                                                                            be made widely available
                                                                            sense that some companies (eg. tabloid
                                                                            papers) try to push boundaries too far

               Going Forward: Expectations of BBC extremely high in relation to competition – strong/edgy
                         content on less likely to be tolerated than on other websites

_In Their Own Words

     “the fact that it’s UGC isn’t a reason to
      differentiate it or apply a different set                “at the moment the labelling isn’t that
                       of rules”                                 visible. It doesn’t really look like a
                      (8) - Male                                                warning”
                                                                              (6) - Female
                    young shared
                                                                         young family

                  “I wouldn’t normally notice these kinds              “If anything, UGC should be
                      of warnings at all. It needs to be             moderated more strictly than any
                  brighter and clearer in a separate box           other content – you never know what
                               or something”                               people will try and do”
                                 (7) - Male                                     (3) - Female

                                 solus                                            empty nester

                                                             “I felt quite ill watching the drinking
               “it would be nice to know right from         blood clip and never even noticed the
              the beginning: OK, maybe I shouldn’t                             warning”
                            watch this”                                    (4) - Female
                           (5) - Female
                               older family

_On-Demand Issues
                      •   Online guidance does not currently seem visible enough and was easily missed by
                          respondents across all lifestages
  Online Guidance     •   Requires a graphical/creative reappraisal
                      •   Eg. To be placed in a special ‘guidance box’ consistently across categories
                                More visual impact via colour schemes

                      •   Despite issues around visibility of guidance advice, BBC content is widely perceived
                          as well moderated, appropriate and safe
    BBC Content
                      •   However parents of young children would like to see guidance advice/labelling on
                          Freeview/cable/Sky EPGs as well as on websites
                            ‐   Currently seems a missed opportunity and would be a useful service

                      •   Respondents felt the BBC should take responsibility for its own content on whatever
                          BBC platform it is distributed
                      •   Several suggested that content guidance should be incorporated into a
     Platforms            clip/programme as well as embedded on the web page that supplies it, in order to
                          prevent the guidance becoming separated from the clip during
                          downloading/transferring between devices

                      •   There was no perceived difference in expectation of content depending on how a
                          clip/programme was navigated to
 Website Navigation   •   Expectations of strong content remain the same whether following a link to
                          content or navigating to it through the website

_BBC Content Issues
                      •   All respondents were satisfied that the BBC does not broadcast inappropriate
                          content at any time, on any channel
                      •   Strong agreement that the BBC has a very accurate moral compass and can be
                          trusted to make good, reliable decisions over what content should/should not be

                      •   Older respondents and parents feel that all BBC output should be subject to the
   Labelling Rules        same guidance rules irrespective of distribution channel
                      •   General sense that no BBC brand should be an exception to the rules

                      •   Younger respondents are happy for more niche BBC brands (e.g. BBC3/4, 1Xtra) to
                          broadcast stronger, edgier content than the more popular brands
                      •   A more specific audience exists that would like more risqué content than can be
   BBC Sub-brands         found on terrestrial BBC channels
                      •   However, great care should be taken to avoid a perception of slipping standards at
                          the BBC, as for most respondents it is highly valued as a standard setter to other
                          broadcasters and as a preserver of good taste and decency

                      •   Overall, BBC should lead the way with content labelling and guidance in an on-
                          demand media environment and set an example for others to follow
   BBC Standards
                      •   Sense that the BBC has an obligation and responsibility in this area
                      •   Respondents would like to see other websites adopting the policies of the BBC


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