Research on our Viewing Nation

Over half the UK's viewing public (52%) believe that TV programmes have at least remained as good as in previous years. Half also believe that there is the right amount of regulation on air at present. These are two of the findings from recent Independent Television Commission (ITC) research.

The study, entitled 'The Public's View' is in fact the 31st in a series of annual surveys commissioned by the ITC. For the first time, the study has been merged with the Broadcasting Standards Commission's (BSC) own annual survey of public opinion.

The research reveals that the TV programmes viewers are most interested in themselves are not always the same as those they think are important. News and factual programmes were judged to be the genres of most importance to viewers and essential to the public service principle. Current affairs, regional programmes and educational programmes were also regarded as important on both counts, whilst drama and entertainment programmes were of great interest to viewers but not seen as essential aspects of public service broadcasting (PSB). Children's programmes were important as PSB, but only to viewers with children.

Compared with earlier years, the study also found that a high proportion of viewers thought that standards had gone down, but that the majority (52%) thought they were the same or had improved. This attitude was especially strong among viewers under 25 (77%). Of respondents who thought programming had got worse, the main concern was actually 'more repeats' (cited by 51%).

The survey shows that general awareness of the watershed has peaked. More people than ever seem to be mindful of it, with 96% of respondents claiming knowledge, and 85% correctly identifying it as beginning at 9pm. Just over half of respondents (52%) thought there was about the right amount of regulation on commercial television, and there is still a widespread belief that parents should take the main responsibility for what children see (62%), and that the watershed was at about the right time (60%).

Finally, attitudes towards advertising became a little more positive in 2001. Some 56% of respondents said that advertisements were well produced and 44% considered them to be clever. However, there was still some frustration that they interfered with programmes, and especially in the case of films. Other negative factors mentioned were that advertisements were too loud (mentioned by 41%), could encourage harmful stereotypes (20%) and show behaviour that children might copy (26%). Overall, 49% of respondents thought that the current amount of advertising was acceptable, and 38% thought there was too much.

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.