Ms Celene Craig:

It is a somewhat difficult question. We referred to our code of fairness, impartiality and objectivity. It is ultimately for the broadcasters to look at the approach to programming and that structure once they are broadly adhering to the code. There is a kind of a development process in all of this around building the expertise and understanding what the issues are that need to be addressed. It is not just about finding a simple balance but, rather, being able to interrogate statements and points that are being advocated by one party or another. The quality of coverage is very difficult. Obviously, all of the broadcasters are aiming for a high quality.

There is a reality around ratings, and they are obliged to balance a range of issues and deal with a whole swathe of issues that are impacting in their local area, as is evidenced by the popularity, for example, of mid-morning radio programmes and some of our late-night current affairs TV programmes. They are the realities of what they are trying to deal with as well. What we hope is that over time and through sectoral learning and development and the type of programmes that were undertaken with DCU, knowledge, expertise and practices can be shared within the sustainability network. In addition, we must start to become more creative about the way programmes are made. Our hope is that over time a real expertise is developed within the broadcasting sector, and that it can deliver good quality and meaningful content for the audiences they serve. It is a difficult one for the BAI. Once we set the standards, some of these are editorial matters and choices that are made by the broadcasters. As long as there is adherence to the code, our approach must be one of encouraging greater understanding and knowledge and allowing a developmental approach to growing their own expertise in this area.