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Annual Review 2006/07

 

Measuring our Performance

BBC World Service is required to report a number of Public Service Agreement measures to the Foreign and Commonwealth Office annually as part of the accountability process. These measures support BBC World Service's agreed objective to be the best-known and most-respected voice in international radio and online broadcasting.

1. GLOBAL RADIO AUDIENCE

1a. Average weekly audience (millions)

Number of adults listening in an average week, through direct and/or indirect broadcasting via partners, excluding areas where measurement is not possible. Global totals are shown rounded to whole numbers; regional figures are shown rounded to nearest half million.The regional figures, therefore, may appear not to add up to the global total.

  2005/06
Actual
2006/07
Target
2006/07
Actual
Global      
  163 165 183
Regional      
Africa and the Middle East 73.6 74.6 83.0
Americas and Europe 22.1 22.1 17.9
Asia and the Pacific 67.1 68.1 82.2

1b. Awareness, Reach, Objectivity and Relevance

National surveys are carried out in a range of countries every year in order to update the global audience figure and to assess performance among target audiences. Surveys are carried out annually in countries covering around 75% of the global audience, with other countries being surveyed periodically.

National surveys include data on awareness, reach, objectivity and relevance, both for BBC World Service and for international public service radio competitors. This data is reported annually to enable trends to be identified over time.

The following tables show BBC World Service performance in each of these categories:

Awareness
Percentage of adult population who are aware of BBC World Service/main international radio competitor.

Country Main international
radio competitor
2006/07
BBC World Service
2006/07
Competitor
Nigeria Voice of America 64.9 48.4
Egypt Radio Monte Carlo 49.5 42.9
Kenya Voice of America 81.7 37.4
Tanzania Deutsche Welle 87.5 72.1
Pakistan Voice of America 38.9 8.6
Bangladesh Voice of America 69.1 48.5
India Voice of America 12.6 2.0
Indonesia Voice of America 16.8 4.8
Russia Radio Liberty 29.5 27.5
Romania Radio Free Europe 26.5 37.5

Reach
Percentage of adult population who listen to BBC World Service/main international radio competitor weekly.

Country Main international
radio competitor
2006/07
BBC World Service
2006/07
Competitor
Nigeria Voice of America 32.5 19.2
Egypt Radio Monte Carlo 5.1 2.4
Kenya Voice of America 32.8 9.2
Tanzania Deutsche Welle 57.1 37.5
Pakistan Voice of America 10.2 2.8
Bangladesh Voice of America 17.8 7.3
India Voice of America 2.7 0.3
Indonesia Voice of America 3.4 1.2
Russia Radio Liberty 0.7 1.2
Romania Radio Free Europe 3.9 2.0

Objectivity
Percentage of listeners who say that BBC World Service/main international radio competitor 'provides unbiased and objective news and information'.

Country Main international
radio competitor
2006/07
BBC World Service
2006/07
Competitor
Nigeria Voice of America 63 38
Egypt Radio Monte Carlo 49 13
Kenya Voice of America 23 10
Tanzania Deutsche Welle 58 44
Pakistan Voice of America 61 20
Bangladesh Voice of America 66 39
India Voice of America 80 28
Indonesia Voice of America 26 24
Russia Radio Liberty 27 26
Romania Radio Free Europe 47 19

Relevance
Percentage of listeners who say that BBC World Service/main international radio competitor 'provides news that is relevant to me'.

Country Main international
radio competitor
2006/07
BBC World Service
2006/07
Competitor
Nigeria Voice of America 58 31
Egypt Radio Monte Carlo 32 4
Kenya Voice of America 16 6
Tanzania Deutsche Welle 48 36
Pakistan Voice of America 43 18
Bangladesh Voice of America 43 29
India Voice of America 76 28
Indonesia Voice of America 21 16
Russia Radio Liberty 21 19
Romania Radio Free Europe 43 12

 

Measuring our performance
Performance in markets covering around 75% of the global audience annually
Many voices, one world
 
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