The BBC has published new research exploring the impact and influence of its work internationally.
The Impact and Influence research demonstrates that, predominantly through the BBC World Service, the BBC is unmatched in driving favourable impressions of the UK.
The BBC is the country’s most recognised cultural export internationally with 76% of influential audiences around the world having heard of BBC News – higher than any other British cultural export including British sports, films and universities.
The research comes as the BBC continues to come under budgetary pressures from both the Licence Fee and the Foreign Office, which contributes to World Service budgets.
The research, which was conducted by independent research company Tapestry, also found the BBC to be the most trusted international news provider amongst all audiences.
The research sought the views of audiences around the world on varying international news providers as well as the BBC. It suggests that those audiences consuming the Chinese state broadcaster, CGTN, and Russian state broadcaster RT – no longer available in Europe – have a direct influence on their country’s respective favourability.
The research indicates that 71% of CGTN consumers view China favourably while 58% of RT consumers view Russia favourably, and that over the past three years, China has shown a considerable increase in favourability.
Tim Davie, Director-General, BBC says: “Our international output is unmatched when it comes to delivering impact and influence around the world for democratic values and UK plc. Of course, these results are the byproducts, not the aim, of BBC World Service journalism, but they are remarkable nonetheless, supporting UK security, trade and influence. We stand ready to do more, to make the most of this opportunity, meet an increasing demand and grow our global audience, leveraging the crucial role we play in the UK’s global standing.”
BBC World Service delivers news and current affairs around the world in 42 language services including English across a mix of video, audio and online output. Mainly through the BBC World Service, the BBC reaches a weekly audience of 450m and is ranked first by global audiences for trust, reliability and independence amongst international news providers.
