Annual Review 2007/2008

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.

	2006/07 Actual	2007/08 Target	2007/08 Actual
Global	183	180	182
Regional
Africa and the Middle East	83.0	82.0	86.0
Americas and Europe	17.9	18.0	16.8
Asia and the Pacific	82.2	80.1	79.1

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. No surveys were carried out for Egypt, Tanzania, Pakistan or Indonesia in 2007/08.

In Romania, surveys were carried out in a limited number of cities therefore no national figures are available.

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	2007/08 BBC World Service	2007/08 Competitor
Nigeria	Voice of America	64.7	44.6
Kenya	Voice of America	83.0	32.0
Bangladesh	Voice of America	75.6	47.6
India	Voice of America	12.1	1.9
Russia	Radio Liberty	29.4	27.0

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

Country	Main international radio competitor	2007/08 BBC World Service	2007/08 Competitor
Nigeria	Voice of America	33.7	18.8
Kenya	Voice of America	32.5	6.5
Bangladesh	Voice of America	14.5	6.5
India	Voice of America	2.9	0.3
Russia	Radio Liberty	0.7	1.1

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	2007/08 BBC World Service	2007/08 Competitor
Nigeria	Voice of America	63	40
Kenya	Voice of America	26	11
Bangladesh	Voice of America	64	33
India (Note 1)	Voice of America	69	n/a
Russia	Radio Liberty	13	19

Note 1: Base too small for VoA reputational data.

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	2007/08 BBC World Service	2007/08 Competitor
Nigeria	Voice of America	58	39
Kenya	Voice of America	15	6
Bangladesh	Voice of America	41	22
India (Note 1)	Voice of America	60	n/a
Russia	Radio Liberty	14	19

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