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Radio News and Current Affairs Presenters |
Background
As part of a major review of news and current affairs programmes, this client commissioned Counterpoint to explore expectations of their news and current affairs presenters, and to identify the standards appropriate for the network.
Objectives
The objective of the research was to assess perceptions of current affairs on the network, to highlight differences of opinion between light and heavy listeners; to identify the characteristics of the ideal news and current affairs presenter (and presentation style), and to assess reactions to a number of key presenters.
Approach
A series of group discussions was held amongst respondents aged 35-54, male and female. Within this half groups were heavy listeners and half were light listeners. All respondents were interested in news and current affairs, and all were tolerant of speech radio.
Outcome
The voice of the network as a whole was felt to transcend individual presenters. The pace, tone and quality of its current affairs programmes were felt to have made the network very distinctive. The research was used to argue against a new style and presenter on the network.
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Case Studies