BBC New Director General arrives from Google
As the BBC unveils its new DG, Matt Brittin, former boss of Google Europe, it would be tempting to think that this is the beginning of the end for traditional media.
We believe that in spite of threatened £500 million cuts to the BBC and against a backdrop of striking BBC World Service radio staff, nothing could be further from the truth.
Here are some facts and figures from Ofcom to back up our assertion that traditional media still counts, and the need for positive, decisive and constructive media coaching has never been higher, with the advent of podcasting, panels and conference round tables.
Facts and Figures
Television News still dominates Trust and Reach. According to Ofcom’s UK News Consumption Report 2025:
This matters because: Television still sets the national conversation — particularly during crises, elections, national debates, public inquiries and major political announcements. (www.ofcom.org.uk)
The BBC Remains One of the Most Trusted News Brands in Britain
Ofcom research found:
For organisations under scrutiny: being represented fairly on BBC platforms still carries enormous reputational weight.
Radio is Far Bigger Than Many People Realise
According to UK audio and RAJAR figures:
This is particularly important for:
Because:
BBC Local Radio and regional commercial stations remain one of the fastest ways to reach local opinion-formers and older, civically engaged audiences.
BBC Local Radio Still Has Major Community Influence
The BBC operates 39 local radio stations across England and the Channel Islands. (Wikipedia)
These stations are especially influential because they:
For public sector organisations, a difficult BBC local radio interview can rapidly become a regional political issue. (See our video on How to manage a media interview).
Commercial Radio & Speech Radio Are Growing
Stations such as:
continue to attract very large audiences.
Recent RAJAR figures show:
Importantly: Speech radio audiences are highly politically engaged and influential.
Online News Has Not Replaced Traditional News Brands — It Has Extended Them
Most trusted online news consumption in the UK still comes from:
The platforms may be digital, but the underlying journalistic brands remain traditional broadcasters and publishers.
Ofcom notes that:
Local Newspapers Still Shape Local Political Agendas
While print circulation has declined, local journalism still has major influence because:
Research into UK local online news identified:
For local authorities, housing organisations or the NHS a local online story can rapidly become a regional broadcast issue.
Podcasts Are Now Mainstream Media
Podcasting is no longer niche.
According to Ofcom’s 2025 Audio Report:
This matters because podcasts:
Many journalists now monitor podcasts for stories, clips and commentary.
The Key Point for Public & Not-for-Profit Organisations
The media landscape has changed — but trusted journalism still drives:
Social media may amplify a story, but BBC News, ITV, regional radio, local journalism and trusted speech broadcasters still legitimise it.
That is why media and communications training still matters.
Andrew Carapiet is a Founder and Director of Media Friendly – www.mediafriendly.org, enquiries@mediafriendly.org