2025 AMRA Brochure - Flipbook - Page 25
Channel 4 & Craft – Too Much to Watch
Wavemaker UK - Being the voice of Londoners
On a typical day, a Brit watches almost 5.5 hours of video,
across increasing numbers of platforms and screens – Channel
4 wanted to explore and understand the problem of there being
‘too much to watch.’ Proprietary and syndicated data show what
people watch, how, where, with whom and for how long, but this
study wanted to go further, and understand why people watch,
the emotional impact and value of viewing and how this differs
by audience. To do this, they used a multi layered approach
utilising TouchPoints, ethnography, interviews and a survey.
The results allowed Channel 4 to not only stay relevant with
younger audiences, but they also now have a compelling, yet
realistic story to tell commercial partners.
The reaction to the London Ultra Low Emission Zone has
been huge, with a high volume of debate swirling around
London, especially on social media. These mentions on social
were being derived from the varying opinions of individuals,
community leaders, publishers and celebrities, some of
which could be in昀氀ammatory and misleading. Wavemaker
UK measured and interpreted the volume of conversation
and the narratives circulating by Londoners in real time, so
they could help TfL to accurately assess public sentiment
and adjust their messaging to the right audiences. The
project allowed TfL to create reactive content to counter
misinformation and has strengthened the business
relationship between TfL and Wavemaker.
Judges’ comment
“A very well written submission, looking to understand a
challenge all broadcasters are facing. Channel 4 used a welldesigned multi-faceted programme of research to gain deep
understanding of content and audiences. The results were
strong and have made a strategic difference to the business.”
Judges’ comment
“A simple approach executed brilliantly, capturing the
feelings of a city and enabling TfL to react and respond quickly.
Wavemaker UK used social listening to make a real difference
to TfL, and to Londoners.”
RISJ & Craft - OK Computer?
Public Attitudes to the Use of AI in News
Generative AI’s impact is one of the hot button issues.
ChatGPT was the most Googled term in 2023. Rapid advances
in AI are likely to have profound effects on the news industry
in the coming years and RISJ & Craft wanted to understand
this impact. OK Computer? was designed to remind the
industry that take-up is likely to be strongly in昀氀uenced
by uncertain audience attitudes to AI. Using deliberative
techniques, the study sheds light on what audiences know,
think and feel about the uses of AI in journalism – what uses
they are more/less comfortable with, what uses should
be disclosed, and the implications for trust in news, news
providers and information more broadly.
Judges’ comment
“An interesting study which set out to take participants on a
journey as well as allowing RISJ & Craft to successfully explore
public attitudes towards the use of AI in news. The judges
were impressed with how well this piece of research has been
disseminated across the industry and beyond.”
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