ContentsThe BBC is respected and trusted throughout the world for its impartial and objectivenews coverage. Maintaining high quality journalism is essential for supporting activecitizenship and encouraging participation in all age groups. One of our challenges, isto engage with parts of the population who are traditionally seen as hard to reach andwould normally take no part in social and civic debate.
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“The BBC is determined to support young people in citizenship and media literacydevelopment. Projects like BBC World Class and BBC School Report mean youngpeople can see the editorial dilemmas and choices facing news teams and understandmore the core values of accuracy, fairness and impartiality.”
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Mark Byford
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BBC Deputy Director General,
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and Head of BBC Journalism
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BBC CorporateResponsibilityReport2008/09
Welcome to the BBC CorporateResponsibility Report 2009
The public rightly expect the BBC to serve its audience with integrity,commitment and creativity. Fullling this role responsibly and withconsideration to the world around us is undamental to those aims.This report highlights how our work goes beyond broadcasting and aimsto provide our stakeholders with a ‘public service’ in the widest possiblesense. You will see how ace to ace contact with our audiences is integralto helping us shape a better BBC – one that strives to be more responsiveand open in the years ahead. You will also see how partnerships with manyand varied organisations are vital to the success in this area and these arecelebrated here.Read on or reviews o our work, written by those who’ve been directlyinvolved. These are their stories, told in their words.We hope you nd the report interesting and welcome your eedback.Mark ThompsonDirector General
Contents
Introduction 3Citizenship 4Learning 9Creativity 13Community 18Communications 23Global 28Our business 33BBC and the environment 40Supporting charities 47Our approach 52
About BBC OutreachCorporate Responsibility at the BBCReporting processSurvey eedback Verifcation statement
Using this report
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Links preceded by this symbol jump to a page within the report.
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BBC Corporate Responsibility Report 2008/09Return to Contents Page
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What it’s all about
The BBC remains one o the mostidentiable brands across the world.That level o recognition brings withit both a duty and a responsibility toall our audiences. We are directlyaccountable to people in the UK, whopay or the BBC through the licenceee.We strive to manage our workresponsibly, both in terms o the outputwe produce, and the way we run ourbusiness.This report shows how corporateresponsibility, outreach, andpartnership work is central to the BBC.It demonstrates that a strong sense opublic service is at the heart o all ourwork, and as a result, we are able todeliver value or all sorts o people thatgoes beyond the content we broadcaston television, radio and online.
What the report covers
The BBC runs many projects thataren’t directly linked to our TV or radioprogrammes but ocus on helping usconnect better with our audiences inother ways. These outreach activitiesenable us to engage with sectionso society we cannot easily accessthrough broadcasting.The projects we’ve chosen to highlightin this report illustrate the breadtho our work with stakeholders, bothrom a geographic and demographicperspective, and in terms o the rangeo projects we undertake.To help tell this story, we’ve askedsome o the people who’ve hadexperience o our outreach work thisyear to describe their experiences.They will tell you in their own wordswhether we’ve been judged a success.We have also included eedback on theprojects covered in last year’s report,so you can see how those projectshave ared over the last twelve months.The report covers the period rom1st April 2008 to 31st March 2009.Each chapter reports back on onemain project. As such, this is only asnapshot o our work. Other than someenvironmental perormance data, wedo not report on the BBC’s commercialbusiness. Throughout the year, theBBC Outreach website highlights moreprojects.This report is produced in additionto several other BBC publications,crucially the BBC Annual Report andAccounts.More ino on this and more:
How the report is structured
The BBC has six Public Purposes thatinfuence everything we do. Eachprogramme, website, learning project,and technological development, isdesigned to ull at least one o thesepurposes:
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This report uses the six Purposes toillustrate how the work we do deliversvalue or all our stakeholders.In addition to these six chapters, wereport on how the BBC is run asa business. The
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chapter outlines our approach to stamanagement and suppliers. The
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chapter looksspecically at what we are doing tomake the BBC’s operations moresustainable. Finally, the
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chapter highlights the unique role thatthe BBC plays or the voluntary sectoracross the UK and the world, boththrough its own charities and the workit does to support hundreds o others.
BBC Corporate Responsibility Report 2008/09Return to Contents Page
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Introduction
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