The review sought to
answer two key
questions:
- How well is the BBC serving the
under 12's?
- Is the BBC's strategy for
children's services and content robust and
deliverable?
The service review sought to
examine the services' current performance, as well
as looking to the future to consider whether any
changes should be made in order to reflect
audience needs.
To inform the BBC Trust's
thinking on Children's Services, AIA was asked to
conduct a qualitative review of the contribution
made by the children's content to the delivery of
the BBC's public purposes.
We were asked to
explore and highlight the specific contribution
made by each of the children's services, including
CBeebies, CBBC and other children's content (e.g.
Formal Learning content). We also used this
opportunity to explore emerging hypotheses
from the consultation responses and other
data sources including:
- Possible concerns about repeats
(from the Children's Consultation)
- Possible concerns that CBBC
might be struggling to appeal to 9-12 year olds
(from the Children's Consultation and BARB data)
- Concerns that Blue Peter and
Newsround might be declining in popularity (from
BARB data)
Our findings were incorporated in
the Trust's final
report.
