The ITC's programme of audience research in 1997 again included the annual survey of attitudes to television, Television: The Public's View. The fieldwork was conducted in the first half of July, and so, although Channel 5 was included, the opinions of those respondents who could receive it (some 58 per cent) were based on only three months experience of the channel. The survey has remained largely unchanged since it was first undertaken in 1970, but will be redesigned in 1998 to take account of the increasing number of satellite and cable channels and with the introduction, from 1998, of new digital terrestrial channels, as well as those by satellite and cable. It will nevertheless retain a core of questions to maintain essential continuity with data from past years.
The major study commissioned during the year was designed to determine what, in the content of programmes and advertisements in 1997, 'offends against good taste or decency', and what might be 'offensive to public feeling'. For the first time, it was decided to conduct citizens' juries as the appropriate method of gauging public feeling, and juries were held in Manchester and Uxbridge, areas chosen as representative of the north and the south of England respectively. The work was undertaken by the Institute for Public Policy Research and Opinion Leader Research, in close liaison with ITC research staff.
Each jury met for two hours on a Friday evening, and then worked for the following Saturday, Monday, Tuesday and Wednesday. Jurors viewed a substantial number of advertisements and extracts from programmes, and heard evidence from a range of witnesses -- some selected for them by the researchers and some of their own choosing -- whom they were then able to question. They subsequently drew up draft codes to embody their judgements of what should and should not be seen on various channels, at various times of day and night, accompanied by a variety of warnings and information provided in advance by the broadcasters.
The codes they drew up were broadly similar to the existing ITC Programme Code and Code of Advertising Standards and Practice, thus confirming that the Commission's judgements were in line with contemporary public definitions of taste and offensiveness. The proceedings of both juries were filmed by Carlton Television, and a short programme using excerpts from the footage was transmitted at the end of the year by Central Television.
At the beginning of December the ITC held a seminar on Future Media at the Royal Society of Arts in London for representatives of its licensees and academic audience researchers. The Deputy Chairman of the Commission, Lord Dalkeith, opened the seminar with a keynote address and there were presentations on seven research projects lead or supported by the ITC.
The year was a demanding one for the ITC's National and Regional Offices. Staff tackled a range of regulatory issues and played a prominent part in industry events held throughout England, Scotland, Wales and Northern Ireland.
The National and Regional Offices ensure regional ITV companies throughout the UK comply with the terms of their licences which require them to transmit in total 150 hours a week of regional programmes. Programming content is assessed in terms of range and diversity; quality and regionality.
The issue of regionality has recently been brought into sharp focus as a result of mergers and take-overs within ITV. There was some public apprehension that the larger corporate groupings could dilute the regional content of programmes. A priority for 1997 was to ensure that companies remained true to their licence commitment to regionality and the ITC highlighted this issue in the annual performance reviews. The 1996 Broadcasting Act underpinned work in this area by safeguarding regional output in the event of a change in control of a regional licensee.
By monitoring a range of networked programmes National and Regional staff expanded their role in assessing programme output. They also judged public attitudes to programmes through working with the ITC's 11 VCCs which they appoint and administer.
Complaints handling is an important aspect of national and regional office work as in any one year some individuals and groups feel aggrieved at how they have been portrayed in regional programmes. During 1997 such complaints included allegations of bias against gun clubs and of the invasion of privacy of individuals targeted in police raids.
Where wider regulatory issues were involved, staff consulted with Programmes and Cable Division.
The ITC's profile was maintained at major events where there was a national or regional dimension. In March the Celtic Film and Television Festival took place in St Ives, Cornwall with ITC involvement in what is an increasingly important event in the film festival calendar. In May a Regional Officer took part in the CIRCOM conference held in Hungary which focused on regional television throughout Europe.
In October the ITC highlighted the regional and national dimensions of its work at an event in Aberdeen attended by the Secretary of State for Scotland.
Local authorities as well as arts, educational and development agencies throughout the UK were briefed about broadcasting developments. The run-up to the General Election was a busy period for advising candidates and parties on ITC regulatory policy and practice. Increased levels of regional programme monitoring were also undertaken at this time to ensure the requirements of the Representation of the People Act were met.
Commission Members provided support at several major public events and staff briefed them on significant activities in their area. With referenda in Scotland and Wales, the national offices and ITC Members kept a watchful eye on the impact of devolution on broadcasting. The Member for Northern Ireland has also been considering broadcasting in the context of the talks being held in Northern Ireland.
Working closely with the broadcasting industry, the ITC made a significant contribution to the judging for regional RTS and BAFTA awards recognising excellence in television production. National and Regional offices also kept closely in touch with the latest developments within the cable sector.
Media relations activity included interviews on local radio and television. During 1997 staff were questioned on digital television and on programme regulation generally. All National and Regional Offices were extensively involved in the public consultation exercise prior to the ITC's decision on the digital licences. As ever the offices were often the general public's first port of call.
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