The Oxford Media Convention Public Service Communications Oxford University - 15 th January, 2003 “Panel 3 – Value for Money?” “Counting the Cost” “The use of Public Broadcasting International Benchmarking to assist in the comparative assessment of Public Broadcasters Performance” Andrew Cavenett – Australian Broadcasting Corporation

The unique nature of Public Broadcasting operations and objectives creates problems for Public Broadcasters in being able to critically assess their performance using reliable and relevant benchmarks – this is further compounded by in most cases Public Broadcasters not having other public broadcasting operations within their country to benchmark against.

There is a strong desire and support across Public Broadcasters around the world to access comparable Public Broadcasting Benchmark Data. International Benchmarking for Public Broadcasters is not new – however success and benefits to date has been limited due to: Lack of comparability of data; Lack of comparability of data; Fears of appearing less efficient than others in the industry; Fears of appearing less efficient than others in the industry; The distance between industry members; The distance between industry members;

International Broadcasting International Broadcasting Highlights performance against other Public broadcasters, or BEST PRACTICE Identifies opportunities for Improvement DOMESTIC BENCHMARKING Effectiveness KPI’s Efficiency KPI’s Setting of performance Improvement targets Demonstration to key Stakeholders of efficiency

Following an initial workshop held in Sydney in 2001 and a follow up meeting in Oslo in 2002 – 8 Public Broadcasters have agreed on a selection of KPI’s that data will be collated for. The current members of this International Benchmarking Group are: ABC – Australia BBC – Great Britain CBC – Canada DR – Denmark NRK – Norway RNZ – New Zealand RTE – Ireland ORF – Austria Interest has been received from other Public Broadcasters to join the group.

The group has canvassed a large array of possible KPI’s and benchmarks with agreement reached on an initial selection with these being: comparable across all broadcasters comparable across all broadcasters measurable and reliable with data available for each broadcaster measurable and reliable with data available for each broadcaster relevant to each broadcasters activities. relevant to each broadcasters activities. To assist in compiling of benchmarking data, the group has agreed on underlying business rules and definitions, as well as the accessibility to and the use of information and data within the group and externally.

The ABC is building and hosting a database linked via a specific website that members of the group will be able to use to input their relevant data and report against the groups benchmark averages. The first years data has been locked off in the database and is with all broadcasters for review. The second years data is due from each broadcaster for input into the database. Access to the website will be given to all members of the group in the near future.

The group has selected the following 4 categories of benchmarks to collate data currently for TV and Radio activities: Quality Quality Distinctiveness Distinctiveness Efficiency Efficiency Universiality Universiality The group has agreed to assess suitable benchmarks for New Media activities (i.e. Online etc) in the near future.

CategoryKPIDescription/details UniversialityReach viewers/listeners for each medium as % of total population viewers/listeners for each medium as % of total population

CategoryKPIDescription/details Efficiency Cost per production hour % of overheads against total expenditure Cost per broadcast hour Cost per viewer/listener Utilisation of Production Resources Output per employee (FTE) 1 st run produced hours by genre for each medium 1 st run produced hours by genre for each medium original/1 st run broadcast hours per medium original/1 st run broadcast hours per medium for each medium for each medium labour (staff) labour (staff) facilities (studios and Outside Broadcasts facilities (studios and Outside Broadcasts unique/1 st run broadcast hours by each medium unique/1 st run broadcast hours by each medium

CategoryKPIDescription/details Quality % of National Content all broadcast hours content not sourced from other countries by medium all broadcast hours content not sourced from other countries by medium

CategoryKPIDescription/details Distinctiveness % of Output hours (broadcast) by genre against total broadcast hours for each medium against total broadcast hours for each medium agreed genres are: News News Children Children Drama Drama Sport Sport Entertainment Entertainment Music & Arts Music & Arts Factual Factual

The following series of graphs reflect the ABC’s performance against a selection of current International Benchmarking Groups averages:

The issue over measurement of Quality has proved difficult for the group given each broadcaster has differing views on what quality means and how it should be measured – to further progress work in this area the CBC and RNZ have agreed to work together on the issue of quality and come back to the group in the near future with suggestions.

Increasing the number of participating Public Broadcasters will strengthen the benchmarking initiative and allow for greater access to a diverse array of reliable benchmarking information. As the benchmarking initiative matures, the group will explore the assessment of new benchmarks and strengthening the forum of exchange information between Public Broadcasters. This is a significant initiative that will be of enormous benefit to public broadcasting.

For further information on the International Benchmarking initiative or the progress of performance measurement in the ABC, please contact Andrew Cavenett via the following address: