Aims and Objectives
Firstly, there was the need to establish the range of archaeology and heritage content being broadcast on both analogue and digital platforms, how popular these programmes are, and what the audience is for them, using BARB data, to look at viewing figures, audience share and demographic factors. Secondly, it was important to provide baseline data about heritage broadcasting and audiences for inclusion in Heritage Counts 2006 published by English Heritage on behalf of the wider historic environment sector. Finally, we sought to improve understanding of how engagement through television fits into the overall pattern of people’s engagement with heritage.
Specific aims were:
To analyse ‘young audiences’, with a view to establishing whether greater efforts need to be made to engage young adults.
To establish which audiences are reached by archaeology and heritage broadcasting, and whether greater effort should be made to engage new audiences.
To investigate the range of archaeological programming watched by individual viewers (using sets of programme titles).
To identify the overall television watching profile for those viewers who watch archaeological programming.
To establish how often viewers switch channels between particular transmissions and investigate the programmes and channels to which they are switching.
