BBC accused over rebranded news bulletins
BBC bosses have been accused of wasting time and money on an “irrelevant” rebranding of news bulletins as they prepare to unveil swingeing job cuts.
With up to 12% of the Corporation’s workforce expected to be slashed on Thursday, it emerged that managers commissioned research to decide where the word “news” should appear in radio headlines.
Rather than saying “BBC Radio 4 News”, announcers have now been instructed to use the phrasing, “BBC News for Radio 4”.
Writing on the BBC’s Editors blog, head of radio news Stephen Mitchell insisted that the alteration – which is being introduced across all radio channels - “had not been made lightly”.
“These are small changes, but we know the familiar rhythms of our broadcasts are valued by listeners,” he said.
“We did audience research into the new script, and people told us they were quite happy with this sort of wording. They felt it added authority and credibility to our output.”
However, the post drew howls of derision from users of the website.
One, Rob F, responded: “Sounds like an excellent rearguard action against the proposed cuts. Well done!”
Debbie Wilson, commented: “Thanks for the clarification. I used to think Sky produced news bulletins on the BBC.”
Meanwhile, others were furious at the potential cost of the exercise.
Kendrick Curtis wrote: “The fact that anyone at the Beeb spent time contemplating this change makes me very angry. What a waste of my licence fee.”
Seamus McNeill replied: “I wonder how many high level meetings were held to make this momentous change which has absolutely no relevance to the listener?”
There was also speculation that BBC departments were attempting to “clarify” the work they were doing in order to avoid cutbacks.
Mr Mitchell insisted in his post: “The advice we were given is that we needed to simplify the identity of BBC News, given that it’s such a central and trusted part of what the BBC offers, and to make it as recognisable as possible across all the services we offer.
“When a bulletin has been produced by BBC News, it’s sensible and reasonable to tell people it’s been produced by BBC News.”
But Timothy F Clarke responded: “Yes Stephen, its also sensible not to be wasting time and money on exercises like this when you have £2bn (€2.8bn) to save.
“What next? Will it be sensible and reasonable to point out that as the news is being broadcast on the radio listeners should not be concerned if they do not see a picture?”
