Australian Broadcasting Corporation response to the
ABC Science Reference Panel Recommendations
April 2016
ABC Science Reference Panel
The creation of an ABC Science Reference Panel was announced by the ABC Chairman in an address to the Australian Academy of Science in June 2013.
The Panel was chaired by ABC Board Director, Professor Fiona Stanley. The other members of the Panel were: Linden Ashcroft, Matthew Bird, Peter Hoj, Jonathan Holmes , Jim
Peacock, Adam Spencer, Julie Webber and Peter Yates.
Under its Terms of Reference, the Science Panel was asked to:
• nominate ten significant science issues in a designated 12-month period to serve as a basis for the ABC to assess the extent and manner of its coverage of these issues across its platforms;
• consider a research report on the coverage of these ten significant issues, and consider any other relevant material provided to or commissioned by the Panel;
• review qualitative research commissioned by the Panel on the effectiveness of the ABC’s science communication;
• engage in discussions with ABC content makers about the processes they use in preparing and presenting quality science content;
• make recommendations to the ABC Board for improvements in relation to the focus, extent and nature of the ABC’s science content and the ABC’s systems for delivering it to ensure that the quality, breadth and depth of content are sustainable.
Research and working papers commissioned by the Panel are attached to this document.
The attachments include:
1. A comprehensive stocktake of ABC science content and audiences across all platforms produced by ABC’s audience research team (Attachments A and B).
This work was initially conducted at the end of 2013 and was refreshed in 2015.
These reports demonstrate the substantial volume of science content produced and distributed by the ABC across television, radio and online and the significant audiences served by this content
2. iSentia analysis of the ABC’s coverage of 10 scientific topics chosen by the Panel.
(Attachments C and D)
These reports show that ABC science coverage is broadly based and that the ABC is not ‘missing’ significant science stories and issues. iSentia highlighted the
importance of radio with a significant volume of broadcast coverage coming through ABC Local Radio and Radio National. The iSentia research also provided an insight into qualitative aspects of the ABC’s science content. It found that the most common feature of content was that it attempted to explain the applications of scientific research/developments. This is consistent with a core purpose of ABC science content which is to inform audiences about the impact of science on people’s lives.
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iSentia reported that the key messages emerging from ABC science content are usually positive. The economic, health or other societal benefits of scientific developments feature prominently.
3. Qualitative research on the impact of ABC science content with audiences (Attachment E);
This study by market research firm, Ruby Cha Cha, highlighted the importance of science content designed for children. Many participants in the study noted that exposure to science at an early age helped nurture an ongoing interest in science.
Participants noted the importance of ABC content such as Backyard Science and The Surfing Scientist in encouraging their interest in science at school. Teachers also spoke highly of the value of science content in the classroom. Several teachers mentioned the digi-books on ABC Splash as useful tools that allow students to get information they need on a topic and working links for further research.
The survey group rated the credibility of ABC science content highly. Participants stated that ABC content provides a balanced view that allows the audience to draw their own conclusions. High-profile science presenters such as Dr Norman Swan, Robyn Williams and Dr Karl are valued by audiences.
Participants reported surprise at the depth and range of ABC science content. A general lack of awareness of content on offer was identified by the study as a key barrier to attracting larger audiences for science content.
For content makers, participants emphasised the importance of reporting science in ways that make it personally relevant to audiences. Particularly, for time-poor audience members this is an important way to build engagement. Unsurprisingly, even among the academic members of the group, there was a strong preference for a conversational tone that makes content accessible to a general audience.
Survey participants indicated an interest in sharing science content that has engaged them with friends and colleagues. The ABC Science and Health Facebook pages surprised respondents, as most had been unaware of this content. Participants stated that they enjoyed being able to keep in touch and share science content.
Respondents to the study also expressed a strong desire for short content. Lengthy text-based pieces are particularly problematic. Participants in the study appreciated the fact that the ABC makes science content available in multiple formats, providing depth and links to studies/external content to those who want to know more.
In addition to this research ABC content makers working in television, radio and online attended meetings and made valuable contributions to the Panel’s deliberations. The Panel also drew on the insights gained by Professor Stanley on her visit to the United Kingdom where she met with senior BBC science content makers and other experts in the field of science communication.
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ABC Response to the Science Panel
The Science Panel reviewed the research and, in accordance with its Terms of Reference, prepared a report to the Board. In August 2015 the Board considered the report of the Science Reference Panel. While noting the high volume and quality of ABC Science content, the Panel identified a number of significant issues based on its work that it believed needed to be addressed in order to ensure that the Corporation’s output was sustainable and that all parts of the ABC worked together to deliver the best return for audiences from the
investment in science content.
Significant issues identified by the Panel included:
• the need to overcome divisional ‘silos’ and develop an ABC-wide strategy for science with goals that can be audited and assessed;
• the importance of succession planning and career paths for journalists who have a specialist knowledge in science;
• enhancing engagement between the ABC and the science community.
• the need for quality measures to complement ratings measures.
• raising the profile of science and health content with ABC news online.
• more effective promotion of ABC science content to audiences
Following the discussion at the Board, ABC management developed a response to the Report of the Panel. This response, summarized below, was endorsed by the Board in December 2015.
In addition to drawing on the work of the panel, the ABC’s response was also informed by the ABC Audience and Content Strategy which was finalised in November 2015. The Strategy outlines the basis on which the Corporation plans to meet its Charter obligations and fulfil its vision to be the independent home of Australian conversations, stories and culture. The ABC believes that specialist content such as science will play a key role in achieving these goals. An understanding of science is critical to many of the challenges faced by our society, yet today’s scientific data can be overwhelming. ABC Science content can address audience needs by helping people to navigate the fast-changing world around them, as well as empowering them as citizens to effectively participate in national debates by providing accurate and impartial news and information. In Australia, compared with other nations, there are few alternatives for good science information in the media, hence the ABC is even more important.
The ABC believes that investing in science content can provide the opportunity to increase reach and engagement with audiences that cross age, gender, geographic and
socio-economic boundaries.
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Key Initiatives
DEVELOPING AND IMPLEMENTING AN ABC-WIDE SCIENCE STRATEGY
Consistent with the approach articulated in the Audience and Content Strategy, the ABC believes that there should be a pan-ABC approach to science.
In May 2015, the ABC announced that it would merge the science and health online teams, then located in the Digital Network division, into Radio National’s Science and Health Unit.
The move was intended to support Radio National’s Strategic Plan to make RN the home of specialist genre content and production.
Building on these changes, in December 2015, further changes to reform management, editorial and content-production processes in Radio National were announced. Part of these changes included the creation a new position of Science and Health Content Director. . The Content Director will oversee the integrated RN Science and Health radio and digital team and will build relationships with other ABC science journalists and content makers.
The new structure will provide economies of scale and create a content home for broadcast and digital genre specialists working together in coherent teams. These teams can better service the audience in News, Radio, online and social in an integrated way, reducing existing duplication. Distribution of specialist science content and discoverability will be with a key and measurable objective for the new team.
The Content Director will also take a leadership role in the formation of a cross-divisional ABC Science Editorial Group (ASEG). This informal group will assist the Content Director with the development and execution of pan-ABC Science projects and will be a valuable forum for regular communication among science-focussed content makers from all Divisions. Building on the existing Science and Health Weekly Online Editorial Meeting currently attended by staff from Radio and News , membership will now be expanded to include Television, the Digital Network, Audience and Marketing and Corporate Strategy.
In addition, Norman Swan will become Consulting Editor—Science & Health. In this role, he will be available to give editorial counsel on major science narratives and contentious issues.
While a weekly meeting of the ASEG will focus largely on information sharing and co-ordination, the Group will also be charged with developing a new pan-ABC Science Strategy. Elements of the new strategy will include:
• An analysis of the science content investment and audience return across platforms.
• Shared goals and key performance indicators for science content teams.
• Opportunities for the ABC to leverage external investment including new or existing educational partnerships with bodies such as Questacon, RiAus or the Science Media Centre in order to improve the volume or quality of its science content.
• Plans to increase the ABC’s capacity for science journalism and the creation of science content.
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• Initiatives to improve public awareness of ABC science content.
• Support effective succession planning and talent development to ensure that the quality of ABC science content is enhanced.
• Detail an investment approach which protects and enhances specialist science
content, while acknowledging the ABC’s Charter obligation to serve a broad range of audiences.
The implementation of the new Science Strategy should be subject to annual review by the ABC Executive and the Board.
As a down payment on the new Science Strategy—and consistent with the priorities set by the Audience and Content Strategy—the ABC will make undertake the following initiatives in science in 2016:
• Keeping Australia Alive, a medical science documentary shot with 100 cameras over 24 hours will capture the Australian health system and tell the story of who we are, what we value and how we live and die;
• Catalyst, the ABC’s most popular science program with an average weekly audience of over 1.3 million, will have its season extended from 22 weeks to 40 weeks;
• the ABC will pilot two new science and technology programs on iview targeting young adult audiences. The first of these, Nano, is currently live and has already recorded over 100,000 plays;
• RN will investigate the potential of a new astronomy podcast co-hosted by specialist astronomers;
• The top five under 40 initiative, which is designed to discover Australia’s new generation of science thinkers and give them a voice, will return to RN in 2016. Five scientists will be selected to undertake a 10-day media program as ‘Scientists in Residence’ at RN. The initiative was a major success last year and builds a
burgeoning relationship between ABC and the post-doc STEM community. It also has cross divisional opportunities for Catalyst to feature the 5 successful scientists.
EMBEDDING A COMMITMENT TO MEASURING QUALITY
The ABC recognises the importance of attempting capturing the impact of ABC Science content beyond simple audience numbers.
The ASEG will commission qualitative research on ABC science content on a biennial basis.
As part of the regular quality and distinctiveness reporting, Audience and Marketing will consider adding a specific question on Catalyst.
ENGAGEMENT BETWEEN THE ABC AND THE SCIENTIFIC COMMUNITY
The ASEG will organise an annual science forum to facilitate an enhanced dialogue between ABC science content-makers and leaders from the science community. The ABC will seek to engage with the Australian Council of Learned Academies, the CSIRO, universities and other interested parties in the development of this event. The ABC sees the potential for a
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range of benefits from this initiative, including developing relationships between journalists, content-makers and scientists; generating content ideas; and raising awareness of the
important role of the ABC within the science community.
DEVELOPING A SCIENCE MARKETING PLAN
A representative from ABC’s Audience and Marketing division will join the ASEG and, as noted above, the development of plans to raise audience of awareness of ABC science content will form part of the Science Strategy.
Initiatives that are already under consideration include:
• building the promotion of other ABC Science properties into Catalyst;
• leveraging public interest in the upcoming World Science Festival to promote ABC science content; and
• re-examining promotional activities around Science Week.
PROMOTING CHILDREN’S SCIENCE CONTENT AND MAINTAINING ABCSPLASH The ABC is exploring a range of alternative funding mechanisms to ensure the ongoing sustainability of the ABC’s digital education platform, ABC Splash.
In addition, ABC Children’s Television is working with RN on potential collaborations on new science content to complement existing acquisitions within the ABC Education block on ABC3.
INCREASING THE PROFILE OF SCIENCE ON ABCNEWS
The ABC recognises the strategic importance of broadening the range of content on the ABC digital news offering and also increasing the exposure of science content to audiences.
The Science and Health Unit based in RN is now creating most of its news and feature content in CoreMedia, so it displays as part of the News website. This has had two principal benefits: it has given News access to interesting content that’s not tied to the news agenda, and it has exposed the Science Online content to a much larger audience. In addition, science stories are now optimised for viewing on mobile phones.
Conclusion
The Panel found that the ABC performs very well in science content across all genres. It fulfills its Charter obligations to educate and inform a number of large audiences including children, students, scientists and the general public. The ABC recognises the importance of the digital future with a revolution in how the public now access content as a great
opportunity to grow and improve its delivery of science content by the ABC for the benefit
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of audiences. To ensure that the ABC continues to provide quality science content, the Board has endorsed the above recommendations to both enhance internal capacity (such as an ABC wide Science Strategy, improve divisional collaboration and improving science journalism career paths) and measures to enhance the engagement of the ABC with external science interests in Australia and internationally.
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