British People Are Willing to Pay More for the BBC

British People Are Willing to Pay More for the BBC

LONDON, September 14/PRNewswire/ -- British citizens are prepared to pay more money for the BBC licence fee
in the future, a new study has found.

Research among nearly 7000 people carried out by The Work Foundation has
established that the average amount citizens are prepared to pay for the
BBC's current services and proposed new activities through to 2017 is
GBP162.66 a year - a sizeable increase on the current licence fee (which
excludes proposed new activities) of GBP131.50 a year. On a monthly basis,
this would mean an increase of GBP2.59 per month.

The independent report, commissioned by the Department of Culture, Media
and Sport, set out to analyse the preferences of British citizens regarding
the level of the licence fee, and what services would be most valuable to
people in the future. In addition, the report measures the BBC's 'public
value' - the extent to which citizens value the corporation.

The report found:

- People want to spend most on BBC television; out of their
licence fees, they would choose to allocate GBP6 per month to BBC TV,
GBP2 to BBC radio, 60p for online and more than GBP5 per month for the
package of proposed new activities.

- Among the corporation's proposed new activities, the four
that are favoured most strongly are: new digital and online learning
opportunities for 14-18 year olds (67.7% in favour); the launch of a new
free-to-air satellite service (58.7%); more local news (57.6%); and
improving quality programming (57.2%) (see note 3).

- Those willing to pay most to fund the BBC (between GBP15 and
GBP31 a month, as opposed to the current monthly cost of GBP11) are more
likely to earn over GBP50,000, have some educational qualifications,
enjoy the BBC's current output, plan to use the new services, and are
supportive of the concept of a licence fee.

- On average, UK citizens are also willing to pay slightly more
for existing BBC services. The average respondent was willing to pay
GBP138.24, against the current annual cost of GBP131.50.

- While people are willing to pay more for the BBC licence fee,
there also appears to be an appetite for greater choice. A total of 75%
of respondents said they would like planned new BBC services to be funded
by subscription, while keeping the licence fee at its current level.

- The study found clear recognition of the public value of the
BBC. Most agreed that 'the BBC makes a moderate contribution to British
life'.

Dr Rebecca Fauth, senior researcher at The Work Foundation and the lead
author of the study, said: "Overall, the BBC appears to enjoy strong support
among British people, and people are willing to pay more for it.

"And in addition, there is a reasonable level of recognition for the view
that the BBC's role is bigger than simply producing services that people
consume, but that the corporation also plays a significant role in British
public and cultural life as well, such as by providing impartial news and by
being a global UK brand.

"But while that support is solid, there does appear to be some interest
in greater choice in future funding arrangements. Significant numbers appear
to be ready for a debate about how future BBC activities should be paid for."

In a major methodological innovation aimed at testing the BBC's 'public
value', the study also sought to find out if British people felt differently
about the BBC if they thought about the corporation from the perspective of a
'consumer' and a 'citizen'. The sample of respondents was divided with one
group receiving additional questions on the BBC's 'public value' (for
example, its role in increasing tolerance). The survey found there was a
slightly higher willingness to pay among those taking the 'citizen
perspective' - especially among people willing to pay significantly more for
the licence fee.

The licence fee is universal. But if asked to imagine an 'ideal world' of
BBC funding, the majority prefer that the licence fee should stay at its
current level for either the same provision as currently exists, or an
increase in new activities in exchange for cutting some of the current
services.

Notes to Editors:

1) 'Willingness to Pay for the BBC During the Next Charter
Period': A report prepared for the Department for Culture, Media and
Sport by Rebecca Fauth with Louise Horner, Michelle Mahdon and Stephen
Bevan is available from The Work Foundation.

2) Data was collected from almost 7000 UK respondents, using a
volunteer online sample hosted by the market research agency YouGov.

3) Proposed new activities include: improving quality programming; 7-day
catch-up service; creative archive; support for 14-18 year old learning; more
local news; 'visit BBC tour' for guidance on new media technologies; moving
production outside London; increasing digital coverage; launching free to air
satellite; investing in HDTV.

4) Rebecca Fauth is available for interview.

5) The Work Foundation is an independent research organisation
and consultancy.

Source: The Work Foundation

Media inquiries on Thursday 14 September to Nick Isles, +44-7866-734072; thereafter to Stephen Overell, +44-207-004-7224/+44-7966-252724

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