= = = "W G (Geoff) White"
= = = wrote in message . ..

- - - S N I P - - -

Mark Byford's statement actually came AFTER the BBC had decided
to stop direct SW to USA. He made lots of comments on the fact
that they believed FM rebroadcast of BBC was reaching the right
target, and that was one of them. They even claimed that their
US audience numbers were increasing due to listeners on FM.

- - - S N I P - - -

WGW,

The BBC World Service (BBC-WS) is being 'offered' in the USofA
to local FM & AM Radio Stations associated with the Public
Broadcasting System's Radio Services (usually college and
community stations). The "Syndicator" for the BBC-WS is Public
Radio International (PRI). PRI offers the BBC-WS at a very low
cost as an alternative news service to PBS's National Public Radio
news programs: Morning Edition, All Things Considered, Weekend
Edition, ETC. The PRI and BBC-WS 'relationship' has been on-going
for about 2 to 3 Years.


THE PAST:
As a young man growing up in the 1960s
Pop Science & Electronics were cutting edge reading and Shortwave
and being a Ham was about being out there.
But today there are ten times the number of Computer Magazines
and many more OnLine "eZins" on the Web.
The simple fact is... Today's young people will not be the next
generation of SWLs.

The Demographics are Clear; Count the Number of Households in
the USofA with:
* Three or more AM/FM Radios
* Two or more TV Sets
* Cable Hook-up * Satellite TV Dish
* Car or Truck with a AM/FM Radio
* Home Computer with Internet
* Local Newspaper Delivery
* Shortwave Radio
YES - Shortwave Radios are at the bottom of the list.


THE BBC's FUTURE IN THE USofA:
For most Americans there is nothing more convenience then simply
turning on a common AM/FM Radio in their home, at work, in their
car, or on a portable at the park. Listening to the AM/FM Radio
is part of every American's Daily Routine at some time during
the day for an average of two or more hours.

There may very well be One Million 'regular' SWLs in the USofA.
(That comes out to be 1 in 300 persons.)
What is the Demographics of the average SWL in the USofA ?
Largely: White Male; Age 45-60
Some College
Clearly a Limited and Diminishing Customer Market for the BBC-WS.

The BBC is 'now' on Cable TV.

The BBC is 'now' on TV via the Dish.

The BBC & BBC-WS is 'now' on the Internet.

The BBC-WS is 'now' on FM Radio via PRI and your
'local' Public/College FM Stations.


WHY "FM" RADIO:
Lets say 1 in 60 person's listens regularly to an FM 'public'
Radio Station.
And Once-A-Week each of these Listeners is 'exposed' to the BBC-WS.
[ That is Five Time (5X) the Audience at a Lower Cost to the BBC. ]
That is what the BBC wants a 'new' Listener and a Growing Audience.
* A Younger Listener (Building the Future Listener Base) )
* More Female Listeners equal to the number of Male Listeners.
* Greater Numbers of Multi-Racial and Ethnic Listeners
* A College Age Audience (Public Radio Stations are frequently
associated with Colleges.)
* To Inform and Shape the Views of America's Next Generation of Leaders.
* To Build an Affinity (Cultural Link) between Young Americans
and British Traditions and Ideas.
[More of America's Future Leaders will come from this Social-Economic Group.]


TODAY IN THE USofA:

The BBC and the BBC-WS are focused on Tomorrow
and a New Generation of Listeners.

The BBC and the BBC-WS are using Today's Technology to
Deliver their Message.

For the BBC and the BBC-WS, it is All About Getting Your Message
to the 'Right' People for the Lowest Cost.


mtywtk ~ RHF

..

..