Several years ago, I attended an event where Alan Yentob (then Creative Director of the BBC) gave a rousing speech in defence of Public Service Broadcasting.  I had never previously given much thought to how important the TV licence fee is to the outstanding programming and how much the UK population have benefited from Public Service Broadcasting over the years. 

Recently I attended The future for free-to-air in the UK - discoverability, investment and competition, a Westminster Media keynote seminar, 21st June 2018. The panellists presented insightful analysis on the value and contribution of Public Service Broadcasting to UK audiences. The event offered an important follow up to our earlier posts in 2017, for more https://bit.ly/2K5OtiJ and https://bit.ly/2kz4spj

The rise in popularity of US tech platforms, such as Netflix, Amazon, and YouTube, is putting increasing pressure on Public Service Broadcasting (PSB) in the UK.  Clare Sumner, Director of Policy at the BBC, reminds us of the value of PSB to the UK, stating that it forms a vital part of the industrial strategy in this country, giving new voices and talent a place in the creative economy.  The relationship that PSBs have with their audience is critical to their success, it's something they invest heavily in.  As Claire Enders, Founder of Enders Analysis points out, Public Service Broadcasting has a values system sitting at the core of the content that they produce, and they are at the forefront of diversity in this country. The BBC have created Why prominence is important for Public Service Broadcasters to help give an understanding of the issues faced in the current market. 

US tech platforms such as Netflix and Amazon are proving popular with adults, and the content reflects this (only 25% of Netflix Originals content is suitable to be shown before the watershed).  YouTube is recognised as the provider of choice for children and young people.  Research shows that today's kids want to watch TV on their own terms.  The variety of content and ease of access of YouTube is particularly attractive to them. 

However, safeguarding children from harmful content online is simply not currently technologically possible.  There is a worrying trend of videos appearing on YouTube, made to look like popular cartoons but containing violent and inappropriate content.  According to Anne Home, Chair of The Children's Media Foundation, a large number of children have been inadvertently exposed to this content.  As Claire Enders points out, it is the interest of the big tech companies like YouTube and Facebook to, "Push to the limits of what is acceptable to the public", with a disclaimer of - it's not us, it's the public.

Anne Home highlights that the budgets available via PSBs to develop and create content for children and young people are somewhat limited, and content is frequently repeated to fill airtime, which is not stimulating or challenging for the target audience.  

"Kids want to see their own lives, their own world, and their culture.”

Anne Home, Chair of The Children's Media Foundation

An investment needs to be made to ensure that children and young people have free access to original, educational and non-exploitative content that is easy to find.

The current debate around the obesity crisis and the proposed ban of HFSS advertising pre-watershed was discussed.  Anne Home remarked that it is, "An easy fix, it looks good, but the likelihood is that it will not solve the issue."  Colin Browne, Chairman of Voice of the Listener and Viewer, added that, in the event of a ban on linear TV, big brands would just move their ad spend onto online platforms, leaving the PSBs out of pocket. With online platforms being the providers of choice for children and young people, this outcome would only serve to increase their exposure to HFSS advertising.

Magnus Brooke, Director of Policy and Regulatory Affairs at ITV, highlighted that existing regulation aimed at cutting exposure to advertising has, so far, not had an impact on health.  To tackle the obesity crisis, content needs to educate and inspire people to change the way they live their lives.  ITV have launched two initiatives; The Daily Mile and ITV Feel Good. The ITV Feel Good initiative aims to give, "Easy ways to make healthy living more fun, more sociable and totally and utterly every day."

On 25th June 2018, the Department of Health and Social Care published chapter 2 of their report Childhood obesity: a plan for action, chapter 2.  The report signposts ITV's The Daily Mile as an example of best practice.  Secretary of State for Health and Social Care, the Rt Hon Jeremy Hunt, states in the report, "Initiatives like this can improve the physical, social, and mental wellbeing of our children – regardless of age, ability of circumstance.” For the full report: bit.ly/2N3ASWJ

In relation to HFSS advertising, the report takes into account that an increasing number of children are accessing content online, through devices such as smartphones and tablets.  Dept of Health and Social Care pledge, "Our ambition is to see further advertising restrictions applied which limit children's exposure to HFSS advertising, incentivise reformulation, and ensure that the healthiest of products are advertised freely across all programming."

In May 2010, the WHO Member States endorsed a set of regulations on the marketing of foods and non-alcoholic beverages to children. Whilst the publication highlights research indicating the influence that HFSS television advertising has on children's food preferences and purchase requests, it also acknowledges the extensive nature of food advertising and other forms of food marketing.  Included in its recommendations is noted, "Attention should be given to the marketing to which children have greatest exposure."

Download the full publication here: https://bit.ly/1YGrXd1

Post Contributor:

Caitriona Fitzsimons Digital Reporter