Impact case study database

According to most recent Ofcom data the BBC remains ‘ the most-used news provider across all platforms’ in the UK, with ‘ 73% of UK adults’ saying, ‘ they use any BBC source for news’ (Ofcom, 2020). In 2018-19 alone, the BBC produced 22,643 hours of news and current affairs output (Ofcom, 2019), spending £315m TV news and current affairs programming. The reach of the BBC is even greater for rural areas, where 96% of adults rely on BBC outputs (Ofcom, 2019). The BBC is required by Royal Charter to deliver duly accurate and impartial news and current affairs, including on rural matters. To ensure this obligation was being fulfilled the BBC Trust, as the BBC’s governing body at the time, commissioned the CRCC to conduct an analysis of BBC coverage. The findings of this research [R5] were central to the recommendations of the Trust’s Impartiality Review of June 2014 [S1]. The recommendations were then implemented by the BBC Executive (the committee with responsibility ‘ for delivering the BBC's services in accordance with the strategy agreed by the Board, and for all aspects of operational management’ (BBC.com). The changes that occurred in response to our research were highlighted in a 2015 follow-up report [S2]. Further, interviews with senior BBC journalists in 2019 confirmed the continuity of this impact [S3, S4].

Together, these reports [S1, S2, S6] and interviews [S3, S4] demonstrate the reach and significance of our impact. Heather Hancock, the author of the 2014 review, noted that she drew ‘ heavily’ on our findings when making her proposals [S1, p.7]. The BBC Trust noted, in their end of charter report, that these reviews ‘ proved fundamental in maintaining and improving standards in BBC content’ [S6, p.22]. Based on our research, the accuracy and impartiality of BBC’s rural reporting was improved in the following ways.

Impact 1: Improved promotion of rural issues across the BBC network via the appointment of a Rural Affairs Champion and other posts

Based on our research showing the varied visibility of rural issues across the BBC, the Trust identified the need for ‘ a senior figure to take an editorial oversight role, championing rural affairs across network output, devolved, regional and local programmes’ [S1, pp.11-12]. The BBC Executive appointed the BBC Environment, Food, Rural Affairs & Natural History Executive Editor, Dimitri Houtart, as Rural Affairs Champion in 2015, a role he continues to hold in 2020 [S2, p.7; S3]. The Rural Affairs Champion noted that this was ‘ a significant intervention that led to a series of changes designed to improve the reporting of rural matters which are still in place’ [S3]. The Champion had success in working both across the network in providing briefing notes on rural stories, and with ‘ individual news programme teams to encourage the coverage of rural affairs and the inclusion of rural views’ [S2, p. 2; S3]. For example, since 2014, the editors and network news teams have been briefed on a range of topics, including for example, ‘ milk prices, organic production, the badger cull, and problems with the Rural Payment Agency’ [S2, p.7]. The outcome, the Executive noted, has been that these subjects have been ‘ covered by our flagship programmes’ [S2, p.7]. These briefings have continued [S3]. For example, during UK General Election campaigns, the Champion has circulated briefing notes on important rural matters. In the 2015 campaign:

‘This led to issues such as rural broadband, solar farms and wind turbines, and access to services and transport featuring on the One and Six O’clock news, and Radio 4’s Today’ [S2, p.9].

The Executive extended the remit of two BBC journalists, and BBC Northern Ireland made two journalistic appointments to improve rural affairs coverage [S2, p. 8]. The responsibilities of Claire Marshall and Tom Heap, in the Science and Environment news team, were expanded to include rural affairs, a remit they still hold [S2]. The Executive noted that the Science and Environment team had success in gaining coverage of a broader variety of rural issues on the main network news outlets [S2, p.9; S4]. For example, in 2015, a range rural issues were covered that might have been missed, according to the Executive, these included the following:

• Changes in legislation and regulation affecting rural communities

Pesticides: Commercial farmers’ efforts to safeguard wildlife and improve yields (One O’clock News; Six O’clock News; 1800 News 24); EU pesticide legislation (Today; Radio bulletins; BBC Breakfast; One O’clock News; BBC Online); Pesticide ban affecting crops (Six O’clock News; 1800 News 24); Closure of animal health testing laboratories (on Today; Six O’clock News; PM; 1800); Milk prices (Six O’clock News; Ten O’clock News 1800); End of milk quotas (One O’clock News; Six O’clock News; Ten O’clock News);

• Concerns affecting those living in rural areas

Rural Crime Figures (BBC Breakfast; One O’clock News; Six O’clock News; PM; 1800 News 24); Planning changes threaten affordable rural housing (Six O’clock News; Ten O’clock News; World at One); Concerns of rural voters (Six O’clock News). Rural manifestoes (Today);

• Environmental and wildlife conservation developments relevant to rural communities

Farmland bird decline (One O’clock News; Six O’clock News; Ten O’clock News 1800); Beaver colony can stay in the wild (Six O’clock News; 1800); Putting a value on nature reserves and parks (Six O’clock News); Tree disease (Six O’clock News; Ten O’clock News; PM; 1800);

• Technological advances and more efficient and sustainable farming

New design of pylons (One O’clock News; Six O’clock News); ‘Cutting edge farming technology’ (on Breakfast News and Today; Radio 4).

Impact 2: Improved use of existing BBC expertise on rural affairs from the regions and specialist programmes

Based on our findings showing the limited in-depth understanding of rural issues, the Trust recommend the main network news outlets better use expertise currently based in the regions and specialist programmes [S1, pp.11-12]. In response, the BBC Executive extended the briefs of three regional correspondents so that they would have a special responsibility to provide rural affairs stories to network news [S2, p.6]. The three correspondents were: ‘ *West Midlands - David Gregory Kumar (Rural Affairs Correspondent, Birmingham); East - Richard Daniel (Correspondent, Look East / Radio Suffolk); East Yorkshire & Lincolnshire - Paul Murphy (Environment and Rural Affairs Correspondent, BBC Hull)*’ [S2, p.6]. In 2020, these correspondents remain in these roles and are widely used [S3]. They have had success in getting a range of stories on rural matters on network news bulletins and have raised awareness of rural matters on BBC network news [S2, p.2., S4].

Links were also established and developed between BBC network news and specialist programmes such as Countryfile and Farming Today [S2, p.7, S3]. The Executive determined that an Environment and Rural Affairs Correspondent would be based in Bristol to improve links between network news output and Farming Today [S2, p.7]. The Executive report notes that Farming Today team have provided packages for network radio news on a range of rural issues. Links were also developed between Countryfile and BBC News so that Countryfile reporters could contribute to network news programmes [S2, p.7]. These links have enabled reporters from these programmes to regularly ‘ contribute reports on rural issues to TV bulletins and offer expertise on radio news programmes’ and provide ‘ explanation and clarification of stories’ [S2, pp.7-8, S3].

Impact 3: Increased diversity of rural voices in the news

Based on our research finding highlighting the limited diversity of rural voices in coverage, the Trust emphasized the need to improve contacts for journalists. In response there was ‘ a concerted effort to revitalise the BBC’s rural contacts list across a wide range of expertise’ [S1, pp.11-12]. In 2015, the BBC Executive noted that the rural affairs Champion and Carol Rubra (Health, Science and Environment Assignment Editor, BBC News) at the Rural Affairs Unit 'compiled a pan-BBC rural affairs contacts list and a news contacts list of planning teams ' [S2, p.7]. They also noted regular meetings between the Countryfile team and the Rural Affairs Champion to ensure ‘ that radio and television share contacts and information’ [S2, p.7]. The Executive note that network news programmes ‘ regularly call the Farming Today team for explanation or clarification of stories, to help source contributors, or for experts’ comments’ [S2, p.8]. An interview with our research team in 2019 confirmed that network news was still making use of the contacts of the Rural Affairs Unit in Bristol [S3]. The Unit’s ‘ expertise is regularly called upon, and they supply packages for network radio and television news on a range of rural issues and provide all important clarification and explanation of a range of rural matters’ [S3].

Impact 4: Provided new opportunities for journalists to exchange ideas and experiences and to develop knowledge of rural issues

Finally, to overcome a lack of in-depth understanding on rural issues and devolved policy matters identified in our research, the Trust recommended instigating opportunities for journalists and programme makers to discuss rural issues and policy ‘ with a wider mix of institutional and local voices’ [S1, pp.11-12]. The change implemented by the BBC Executive involved a thrice yearly Rural Affairs Committee meeting for BBC and non-BBC stakeholders. After this, there is a further follow-up meeting ‘ so that BBC staff from News, the regions, radio and television, have a chance to discuss stories and collaborate face-to- face’ [S2, p.8, S3]. The report, and interviewees, acknowledge that these meetings provide a ‘ very valuable’ opportunity for editorial staff ‘ *scattered across the UK to meet and discuss this area of output.*’ [S2, p.5, S3]. A BBC journalist who attends these meetings noted they are a ‘ great opportunity to discuss developments and key issues for staff across the UK’ [S4]. In addition, there have been one-off special events such as a Rural Affairs Awayday and the College of Journalism’s ‘ expert day’ designed to bring together experts and BBC journalists [S2, p.17]. These special events provide additional ‘ opportunities to discuss stories and collaborate face-to-face’ [S2, p.17].