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Press Releases
Audiences high for BBC Alba
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Scotland's latest TV channel, BBC Alba, has proved an early hit with viewers with more than 600,000 viewers tuning in over its first week.
Research carried out by TNS System Three for BBC Alba indicates that both awareness of the new service and initial viewing have been encouragingly high.
The research, which was conducted with 1,032 adults interviewed in 43 constituencies using the widely-used TNS System Three Omnibus, found that 15% of the adult Scottish population – or 610,000 viewers – tuned in to watch new original programming.
This included home-produced documentaries and drama such as Peter Manuel: The End Of Evil? and Elvis with Greg Hemphill, along with sport, news and music, including the opening night live concert from Skye which featured Julie Fowlis.
Viewers in the Highlands and Islands were the biggest consumers with almost one in four (23%) watching over the first week.
The omnibus research, which is used by leading Scottish companies and public organisations, also found that 57% of the population (2.3m people) were aware of the new channel.
Other research carried out among Gaelic-speaking viewers showed that 82% of Gaelic speakers with access to the service had watched the channel over the first week. Of those viewers, 87% watched more than two hours of BBC Alba.
This research was undertaken by the Lčirsinn agency for the MG Alba/ BBC partnership.
The combined reach of BBC Alba and the BBC Alba programmes broadcast on BBC Two was 860,000, 21% of the adult population of Scotland.
BBC Alba Head of Service Margaret Mary Murray said the initial research results reflect "an excellent start."
"We are delighted with the reaction to the channel," she said. "It has been a huge team effort for the partnership and for our producers and suppliers.
"Our service strategy was to create attractively different programmes which would serve the Gaelic communities but also appeal to a broad national audience.
"People seem to be drawn in by the freshness and originality of the channel's approach and we will work hard to maintain their interest."
MG Alba Head of Content Alan Esslemont added: "There would appear to be an appetite for quality distinctive Scottish programming in prime time and BBC Alba is trying to cater for part of that demand.
"It is especially encouraging that a very high ratio of non-Gaelic speakers have discovered the station.
"Being carried solely on satellite means that only one person in three in Scotland has access to BBC Alba and the largest single impediment to the growth of the channel is the lack of universal carriage.
"Within Scotland there is both a willing audience and the talent to produce."
Notes to Editors
 The TNS System Three Omnibus survey on BBC Alba was conducted over the period 24-30 September following the launch of the channel on 19 September.
A sample of 1,032 adults was interviewed in 43 constituencies throughout Scotland with all interviews conducted in home using Computer Assisted Personal Interviewing.
To ensure the sample was representative of the adult population in terms of age, sex and class, it was weighted to match population estimates from the National Readership Survey of January–December 2006.
BBC Alba is a new digital Gaelic language service which launched on 19 September 2008 and which is a partnership between MG Alba and the BBC.
BBC Alba is available on Sky satellite channel 168 and Freesat 110.
BBC Alba is expected to become available on cable in due course. Subject to review by the BBC Trust, BBC Alba will become available on Freeview after digital switchover in 2010.
More information on BBC Alba can be found online at bbcalba.co.uk.
MG Alba and the BBC have established a partnership to deliver digital television, radio and online services in Gaelic. BBC Alba is broadcast under a BBC licence. To find out more about how the partnership works visit www.mgalba.com.
MG Alba is the operating name of Seirbheis nam Meadhanan Gŕidhlig (Gaelic Media Service).
MG Alba stands for Meadhanan Gŕidhlig Alba, or Gaelic Media Scotland.
RT
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