A case study with Australian Broadcasting Corporation
ABC Science delivers a diverse range of science content in a variety of different formats and styles across an array of media channels. They needed to assess whether the science content provided was meeting audience demands for quality, enhancing understanding, and promoting an interest in science amongst a general audience.
Identify opportunities for the ABC to leverage audience engagement with science content to better serve the audience and promote science generally across formats, content and channels.
Online communities were conducted concurrently across 4 different audience segments – General Population; Teachers; Students; Academics. Each segment was exposed to an array of ABC Science content over a 7 day period. Key ‘stars’ and ‘thinkers’ were recruited from each segment to participate in synchronous online discussion forums for in-depth chat and confirmation of hypotheses.
Barriers and drivers for consumption of science content were identified and used to create a model for content development. Opportunities for promoting ABC Science and building new audiences were identified and informed a framework for new program formats and initiatives.
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