Re: [Swprograms] 60% of BBC WS audience still listens on shortwave

[jfiglio1@xxxxxxxxxxxx]

So now Mr. Sambrook is saying that shortwave is important?  Not to be 
needlessly argumentative here; but that's not what I recall being said 
(at least as prominently) about shortwave back around 2000-2001.

There's never been any question raised about the efficacy of a "mixed 
economy" approach. There has been disagreement expressed over the 
BBC's premature wholesale removal of shortwave from that "mixed 
economy" in important English-speaking regions like North America and 
Australasia.  Isn't it fortunate that shortwave apparently still 
exists as an option for those listeners disadvantaged by the service's 
sudden unavailability in Russia via FM?

John Figliozzi  

----- Original Message -----
From: Mike Barraclough <softbulletin1@xxxxxxxxx>
Date: Wednesday, August 22, 2007 1:05 pm
Subject: [Swprograms] 60% of BBC WS audience still listens on shortwave
To: swprograms@xxxxxxxxxxxxxxxx

> The BBC has only itself to blame in losing access to
> its radio audience in Russia (Russia forces World
> Service off FM radio, August 18). International
> broadcasters have, over recent years, reduced
> investment in shortwave transmission in favour of FM
> rebroadcasting with partner stations and on the
> internet. These may be cheap, but can simply be
> switched-off by national governments, whereas
> shortwave can always get through.
> Jonathan Kempster
> London
> (Guardian letters, August 20)
> 
> Jonathan Kempster (Letters, August 20) should be
> reassured that short wave is still an important means
> for audiences to listen to BBC World Service
> broadcasts. In fact, nearly 60% of our 183 million
> weekly listeners around the world listen on short
> wave. In Russia the proportion is even higher.
> Globally, the BBC has remained the most successful
> international broadcaster at a time of seismic changes
> in media markets, emerging technologies and increased
> competition.
> 
> One of the key reasons is because we have been
> flexible and agile at responding to changing audience
> demands by matching the prevailing local media market
> conditions to the appropriate delivery methods. A
> "mixed economy" approach brings dividends. For
> instance, despite the recent setbacks with our FM
> partners in Russia, the majority of Russians access
> our radio services via short wave, medium wave, online
> and satellite.
> Richard Sambrook
> Director, BBC Global News
> (Guardian letters, August 22)
> 
> 
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