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Dick Stroud is the founder of 20plus30, a marketing strategy consultancy specialising in the 50 plus market. He is the UK’s leading expert on using interactive channels to communicate with the over-50s market.

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50-Plus Marketing

News, views and opinions about the most powerful group of consumers - the 50-plus market.

Friday, November 17, 2006

The BBC has lost the plot


What annoys me about the BBC (well one of many things) is the way it is contemptuous of older people.

Fact - 95 per cent of the BBC's employees are below the age of 55 years. For an organisation serving an aging world where older people are disproportionally more likely to watch TV and listen to radio that is a disgrace.

Let’s put that fact to one side. On April (28th) this year I had an article published by the Financial Times about the BBC’s obsession with it younger audience and its bizarre intention not just to use interactive technologies but to also develop them. This is both a waste of money and almost certain to fail.

This week we learn that one of the BBC radio stations is attempting to silence older people from being heard on a phone-in programme.

Overseas readers of this blog might not know that it is mandatory for households in the UK (that have a TV) to pay a license fee to the BBC each year - even if they don’t watch any of its channels. Needless to say the majority of licence fee payers are 50-plus.

Not only does the BBC get away with a political and social slant to its news that annoys the hell out a great sway of the over-50s it is also trying to silence them. A not very happy Dick Stroud

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