Abstract:

This paper describes the work that has been carried out for the BBC World Service to further understanding of the image and identity of the station and to assist appropriate positioning in rapidly changing media environments. The paper examines the pitfalls and limitations associated with some common measures of awareness, and presents some alternative qualitative methods which may be used to help us gain a deeper understanding of the distinct character and personality of a given radio station that lies at the heart of its relationship with the listener. The paper draws on BBC research throughout the world, but focuses in particular on some recent case studies from countries of the former Soviet Union, and eastern and central Europe.