The idea of measuring impact has been central to the discussions EBU Members have had in recent years within the framework of the Public Service Media Contribution to Society strategic initiative.
The concept of “impact” is quite challenging to grasp as it has different meanings in different organizations and national media contexts. A shared concept is needed within each organization. It is essential not only to measure it effectively but also to report the results and communicate them to external stakeholders.
Join this roundtable moderated by Florence Hartmann to hear and learn what ABC and the BBC are doing to measure theirs programs' impact on audiences. ABC's Ann Cordiner will explain her work as an impact editor and how to include impact in everyday conversation. David Bunker, Head of Projects at the BBC’s Central Audiences, will then talk about capturing the effects of their output on the audience beyond their consumption and appreciation.