The BBC has today published a report that claims its international reach provides a direct boost to the image of the UK around the world and to the willingness of global businesses to work with their counterparts in the UK.
The BBC wants to double its global audience by 2022 to half a billion through the activities of the three of its international-facing units, BBC Worldwide, BBC World Service and Global News.
Two thirds of the people interviewed in The Terrington and Company study, which was commissioned by the UK public broadcaster, said the BBC was the main way they found out about the UK.
It added that business leaders who who consume the BBC’s international services had a more favourable view of the UK. “The more business leaders know and consume the BBC, the more likely they are to trade with the UK,” the report stated.
Cultural factors such as language, creativity and values contribute to the UK’s attractiveness as a source of overseas trade and investment, the report added, noting an increasing reach and influence in fast-growing international markets.
The study – The Economic Return to the UK of the BBC’s Global Footprint – is overwhelmingly positive about the international cultural and financial benefit the BBC provides to the UK. It comes as the pubcaster prepares for renewal of its Charter, the agreement that sets out its obligations and the annual license fee it can levy, in 2016.