More impact for news? How's that going to work, BBC4?

When a big review is published, like that from the BBC Trust into BBC One, BBC Two, and BBC Four, it can take a little while to figure out what is being said behind the the regulatory langugage. For instance, what does this mean:

“ We will amend BBC Four’s service licence to reflect more clearly its editorial direction and focus.” I think we could paraphrase it to say – we’re not sure what BBC4 is for these days, so we’re going to sharpen it up a bit. The Trust then goes on to say one of the main challenges for BBC Four in future is to “secure a greater reputational dividend for the BBC”.

That’s a pretty frank statement to be making about a channel which is really only a ‘reputational” entity – never mind the ratings, feel the quality. The strategic rationale for the channel was to secure the cultural high ground, held in radio by Radio 4 and Radio 3. If it isn’t doing that, what is it doing?

BBC Four has enjoyed a licence to be obscure, provided it keeps up a stead flow of awards - such as that for Helena Bonham Carter in Enid which won an international Emmy this week - which garner favourable press reviews and occasional ratings spikes. The channel was launched by Roly Keating in 2002 – he went on to be BBC Two controller in 2004 having set a template based on archive programming. For Janice Hadlow, who followed him, BBC Four was a platform to try out programming ideas, particularly in drama, which have subsequently proved successful on BBC Two, where she is now controller.

But now it looks like the Trust has stopped the music for the current controller, Richard Klein, who is left holding the parcel.

One specific recommendation in the Trust report caught my eye, as it underlines the gap between the Trust’s view of the channel and the BBC management. “BBC management should explore ways to increase the impact of its world news programme on BBC Four.”

A quick look at the audience for World News Today, the global news programme which is broadcast weeknights on BBC Four at 7pm, reveals what they are concerned about. In the last four weeks, the highest audience achieved by the 30 minute programme was 73,000 viewers/0.36% share, and the lowest was 19,200 viewers/0.09%. In the period, its average audience was 40,000/018% share. And over 56% of that audience were aged over 65 years old.

But I wonder how the Trust thinks it will be possible to increase the impact of the programme, which is actually a BBC World Service news programme presented by Zeinab Badawi, simultaneously broadcast on BBC Four and BBC World Service. Its remit is international – which puts it at a disadvantage at 7pm to Channel 4 News if the viewer wants a more domestic focus on the day’s news.

What makes matters worse for World News Today is having to open the channel’s schedule at 7pm, so does not benefit from any inheritance, nor does there seem to be any cross-promotional effort at 7pm. Perhaps that is what the Trust really wants – some promos on BBC One and BBC Two at 7pm, driving people to the BBC Four News.

Of course that is an inherent problem showing a specialized news programme on a digital channel aimed at a niche audience – ask Channel 4, which used to have More4 News until December 2009. Perhaps this has informed the Trust’s thinking – does it see an opportunity to recover some lost ground? On the other hand, why should viewers turn to BBC Four at 7pm for an in-depth news programme, a time that is effectively owned by Channel 4 News.

Are there any other ways BBC Four could create impact for its World News? By running it in primetime at 8pm or 9pm? Not if its 7pm ratings are anything to go by, as it would put a major dent into BBC Four’s more mainstream programming. Between 7pm and 10.30pm in the period from mid October to mid November, BBC Four’s average audience was 218,000, 0.98% share. It can hardly afford to replace a programme such as the quiz Only Connect, which had over 500,000 viewers last Monday at 8pm, with a news programme rating at around a tenth of that at 7pm.

There is a bigger question. Why invest in a low-rating domestic digital channel at a time when the BBC World Service is being cut back? Why not put more money into the World News itself - a service subject to cuts, and also a change in funding from government to BBC in the future. That is something which could also make a bigger impact on BBC Four. Once you embark on that line of thinking, you start to wonder why there is not already much more traffic between the World Service and BBC Four – there’s a great portfolio of programmes already on the World Service, don't they deserve some greater prominence in the UK?