Audiences

The BBC 's audiences are changing. The UK is changing demographically by becoming ever more diverse. But our audiences are also changing the way they behave.

These changes are reflected in the way people use different devices:

• 1ft away – the mobile screen
• 3ft away – the desk screen
• 10ft away – the sofa screen

The BBC 's relationship with its audiences is becoming weaker even amongst those who traditionally approve of the BBC . The value people place on our content is becoming as important as the ratings programmes achieve. 

Recommendations

The BBC needs to become as obsessed with audiences as it is with programmes and content. We need to:

• Improve our measures and reporting so we can better understand what we need to do to deliver more value to audiences
• Focus on finding creative solutions to audience challenges by using audience insight to inspire and shape creative thinking
• Develop Customer Relationship Marketing that deepens relationships with our audiences