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In an awkward attempt to recruit young journalists to work on a new podcast, the BBC created a self-deprecating animated clip exposing the most common criticism it says has received during
the past years. In it, the BBC claimed young people see the broadcaster just like Prince William’s wife, Kate. But the corporation didn’t conduct an official survey or examine young people’s
views on itself and the prominent member of the Royal Family to come to the daring conclusion.
The corporation said on Sunday night the statistics used for the video were based on anecdotal feedback from young people, not detailed audience research.
A spokesman for the BBC said: “We are challenging some outdated perceptions of BBC News and this light-hearted recruitment video highlights that.”
BBC News was also branded a “babble of poshness” made for middle-aged white men.
The animation shows a middle-aged white man in a suit with the word “posh-fest” flashing up at the top of the screen.
The clip also states: “The BBC is seen by many to be serving white middle-aged and middle-class men.
“Much of the output has been described as a ‘babble of poshness’.”
The video then shows the results of the internal research conducted by the BBC, which asked young people to use a celebrity to describe the company.
Among the most popular answers there were Kate, Sir David Attenborough, described as “brilliant but old”, and former Arsenal manager Arsene Wenger.
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The recruiting video adds the BBC is looking for young journalist comfortable when covering topics such as mental health, environment and race, and promises the new audio news project will
be a “dad dancing-free zone”.
The clip is part of the BBC’s campaign to recruit journalists from younger and diverse backgrounds as the corporation is preparing to launch a podcast aimed at under-25s.
Official adverts for the new “Voice News” roles say applicants should be immersed in youth culture and able to communicate to an audience more at ease using social media than the BBC
homepage.
This latest attempt to attract a younger audience come after the corporation took the decision of replacing the iPlayer Radio app, used by only 3 percent of under-35s, with the BBC Sounds.
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