Corporate Responsibility 2007 Audiences / Staff / Business Interactions / Government ... CR...

Corporate Responsibility 2007 Audiences / Staff / Business Interactions / Government and Regulators / Environment /

The European Commission defines Corporate Social Responsibility as a concept whereby companies integrate social and environmental concerns in their business operations and in their interaction with their stakeholders, on a voluntary basis. It includes managing change at company level in a socially responsible manner. Use of the term is gradually evolving and it is now generally referred to as Corporate Responsibility.

Is féidir leagan Gaeilge den Tuarascáil a íoslódáil ó www.rte.ie/about/policies.html

Introduction

04 Foreword05 AboutRTÉ

Activities 2006/07

09 GeneralElection200713 MeetingtheneedsofourAudiences25 OurStaff33 OurBusinessInteractions39 GovernmentandRegulators43 TheEnvironment

Looking forward

52 Interculturalism55 2007/08Objectives56 Feedback

CONTENTS

The Broadcasting Act 2001 states that RTÉ must:

“…provideacomprehensiverange ofprogrammesintheIrishand

EnglishlanguagethatreflectstheculturaldiversityofthewholeislandofIrelandandinclude,bothonradioandtelevision...programmesthatentertain,informandeducate,pro-videcoverageofsporting,religiousactivitiesandcaterfortheexpecta-tionsofthecommunitygenerallyaswellasmembersofthecommunitywithspecialorminorityinterestsandwhich,ineverycase,respecthumandignity.” Section 28(2) (a)

RTÉ in its programme output across radio and television fulfils this obligation. RTÉ’s programmes reflect the interests and needs of contemporary Ireland. RTÉ provides the vast majority of all television programming made in Ireland and that reflects the experience of living in the country today.

In this initial CR Report we ad-dress how we meet the needs of our audiences under the following headings:

• Understanding and responding to our audiences

• Feedback from our audience• Audience Council • Safeguarding children• Informing citizenship• Reflecting our changing society• Developing talent • Working with communities.

This is not a comprehensive list; it is indicative of the many types of interactions with our audiences and it is a list that will be amended, and added to, as our CR reporting develops in the years to come. We also present a case study on how we have worked with members of one particular sector of our Televi-sion audience who have special requirements and expectations – those who are hard of hearing and need access to subtitling for programmes.

Understanding and responding to our audiences

As the national PSB, RTÉ is involved in public life throughout the country. We receive unique involvement and views from the public - with many of our programmes encouraging active audience participation.

Provision of programmesThe main way that we impact on viewers and listeners is through our programmes. Programmes can enrich the quality of society as a whole and can touch people’s lives in a way no other media can. Television, radio and our internet presence have the ability to com-municate to millions of people the issues and arguments surrounding responsible behaviour and encour-age people to take action, as well as expose unethical activities. We also provide people with the tools to participate, learn and become active members of our democratic society.

As a Public Service Broadcaster, RTÉ must make programmes for minori-ties as well as majorities. We must reflect the full spectrum of opinions and values, attitudes and cultures, interests and occupations that go to make-up the patchwork of life in Ireland today. RTÉ’s programme-makers and content providers have a special responsibility to reflect in a fair and generous manner the in-terests and values of all the people in Ireland.

Children form a special part of our audience and they are catered for with special programming such as TheDen and services such asMusicintheClassroom. A recent develop-ment is the e-gazette from RTÉ lyric fm’s breakfast show which is attached at Appendix 3.

Meeting the needs of our audiences �

Introduction

RTÉ published its first Corporate Responsibility (CR) report in August 2006. The report, a positioning document, outlined RTÉ’s commitment as a Public Service Broadcaster (PSB) to providing its audiences with an unrivalled broadcasting service.

RTÉ is an organisation built on trust - the foundation stone of a PSB. Audiences can trust RTÉ to be independent, impartial and honest in all of its activities. They can trust that RTÉ will provide an unbiased service based on the democratic, social and cultural values of Irish society – in other words, that RTÉ will respond to their needs.

Corporate Responsibility reflects the core values of the society in which we live. RTÉ’s approach to CR is based on the moral case that we have a responsibility to do the right thing for Irish society. Through its CR activities, RTÉ strives to give audiences an added measure of assurance, which they deserve from a PSB.

RTÉ’s 2006 CR report provided an analysis of the diversity of the Organisation’s CR activities. The following key stakeholders were identified and focused on:

• Audiences • Staff• Business interactions• Government and Regulators• The Environment.

That Report can be downloaded in English and in Irish fromwww.rte.ie/about/policies.html

In this 2007 report an account is given of some activities undertaken by RTÉ over the past year in each of the key stakeholder areas. The list is indicative, not comprehensive. Based on feedback, case studies are presented which give concrete examples of what is being done and a number of objectives for the coming year are set as it is important that CR activities be targeted, measured and sustained. RTÉ’s CR activity is not just an occasional or annual occurrence; it is an investment in its future – and a commitment to its audience.

FOREWORD0�

RTÉ is a Public Service Broadcaster, a non-profit making organisation owned by the Irish people. RTÉ is Ireland’s cross-media leader, providing comprehensive and cost-effective free-to-air television, radio and online services to the public which are of the highest quality and are impartial, in accordance with RTÉ’s statutory obligations. RTÉ is comprised of six Integrated Business Divisions (IBDs) and a corporate centre. The six IBDs are:

• RTÉ News and Current Affairs• RTÉ Television• RTÉ Radio• RTÉ Publishing• RTÉ Performing Groups• RTÉ Network Limited (RTÉNL).

RTÉ operates two complementary free-to-air television channels, RTÉ One and RTÉ Two and four radio stations, RTÉ Radio 1, RTÉ 2fm, RTÉ lyric fm and RTÉ Raidió na Gaeltachta. RTÉ also produces Ireland’s best-selling magazine, the RTÉGuide; operates Ireland’s leading teletext service, RTÉ Aertel, and provides up-to-date news, current affairs and entertainment information via Ireland’s most popular media website, RTÉ.ie.

RTÉ provides one hour of Irish language television programming per day, at no cost, to TG4.

RTÉ is also a major contributor to the arts in Ireland and a key example of that is its support of five performing groups - the RTÉ National Symphony Orchestra, the RTÉ Concert Orchestra, the RTÉ Vanbrugh Quartet, the RTÉ Philharmonic Choir and RTÉ Cór na nÓg.

RTÉNL, a wholly owned subsidiary of RTÉ, is a communications network operator with a substantial portfolio of developed sites and in-house engineering, planning and construction resources.

RTÉ provides audiences with unrivalled programming across all genres: from soap operas to sport, lifestyle activities to contemporary drama. We aim to play a significant and lasting role in Irish life – to make a difference.

This is an exciting and challenging time for RTÉ as Irish broadcasting moves into the digital age. Digital broadcasting is a relatively new method of broadcasting and involves replacing analogue signals with a digital format. This allows a better quality signal and the change in technology also facilitates better choice for the audience. RTÉ is currently supporting the Irish Government in the development of digital services for terrestrial radio and television as part of fulfilling our Public Service remit and reaching all of our audiences.

ABOUT RTÉ 0�

Activities 2006/07

The process by which political power is changed and granted within any democracy is of critical importance to all. Elections must be conducted fairly and it must be seen and understood to be fair. How a general election campaign is covered is an acid test of the health and effectiveness of every Public Service Broadcaster in every democracy.

The media is central to all election campaigning strategies and the broadcast media is widely regarded as the most influential section of the media. A PSB has specific responsibilities in relation to the democratic process. Central to RTÉ’s Vision of growing the trust of the people of Ireland is toprovidenewsandcurrentaffairsthatisimpartialandfair. At no time is this more important than during national elections.

RTÉ determines to ensure that all election coverage is interesting, imaginative and informative as well as being impartial and fair. So for Election2007 RTÉ spent over a year planning the most ambitious coverage we have ever done on Television, Radio and, for the first time, on a specially-designed RTÉ Election website.

PlanningAn Election Steering Committee, responsible for the previewing and reviewing of all coverage of election campaigns, is chaired by the Director-General. The Committee is an ongoing one and is representative of all relevant areas in the Organisation; it met on six occasions during 2006. Approaching an election period, and particularly once an election date has been identified, the activity of the Committee increases significantly and it meets as required sometimes several times a week.

Election2007 coverage was made possible by painstaking preparation – centered on human and technical resources necessary to operate a newly enhanced computer system which collated results as they were declared in the various count centres around the country. The new IT system generated the information for Radio, Television (which had a new graphics system), Online and Aertel. It allowed RTÉ to offer the quickest most authoritative information on all results – to an audience all around the world.

Staff from every part of the Organisation was committed to making RTÉ’s coverage of the campaign and the election count as effective as possible.

RTÉ AND THE 2007 GENERAL ELECTION 0�

Pre-Election ProgrammingRTÉ provided extensive coverage of the election campaign on all scheduled News programming and on many Current Affairs and features programmes - including live broadcasts from key constituencies. This was supplemented by a significant amount of additional material such as:

• Extra PrimeTime programmes to cover crucial election issues

• CampaignDaily, an innovative interactive daily Television programme

• TheConstituency, a Radio programme exploring the issues, meeting the personalities and getting the 'insiders' view

• Extensive coverage of the candidates and election events on RTÉ Radio 1

• A specially-designated website which included in-depth profiles and analysis on every candidate, constituency, party and the major election issues.

New innovations for Election2007, designed to increase audience interest and participation, included:

• SoyouwanttobeTaoiseach?– a light-hearted series that looked at contemporary political culture and the election process

• An RTÉ.ie hosted live web debate between the technology spokespeople for the major political parties – a first of its kind in Ireland.

Over a number of general elections a live debate between An Taoiseach and the Leader of the Opposition has been a major feature of RTÉ’s coverage of General Elections. As part of Election2007 leaders of four parties, Trevor Sargent (Green Party); Pat Rabbitte (Labour Party); Michael McDowell (Progressive Democrats); and Gerry Adams (Sinn Fein) took part in a live debate. This was followed the next night by a live debate between An Taoiseach, Bertie Ahern of Fianna Fáil and Opposition Leader, Enda Kenny of Fine Gael.

The RTÉ Exit Poll revealed that 68% of those who voted in the General Election had watched the Leaders’ Debate on RTÉ; a total of 1.5 million people watched the two debates.

Over the course of the campaign political parties were given coverage broadly in line with their strength at the last Dáil elections. To ensure fairness RTÉ implemented an independent monitoring process, once Election2007 was called, designed to ensure 100% accurate information about the number and duration of appearances on RTÉ Radio and Television of Dáil candidates and their representatives.

In addition, throughout the campaign there was a mechanism in place for the political parties to make representations to RTÉ if it was felt that there had been any shortcomings in RTÉ’s electioneering coverage. Significantly, the number of such representations re Election2007was about 20% of the number received re Election 2002.

RTÉ and the 2007 General Election10

Count DayIt is a truism that there are 43 elections on count day, one in each Dáil constituency. To manage the information flow RTÉ runs a Results Centre in Donnybrook in which all counts are compiled and analysed and made available to all programme desks.

The marathon coverage of the count for Election 2007 on RTÉ Radio and Television commenced with the results of the RTÉ Exit Poll at 7am on count day and continued into the early hours of the following day. Online and Aertel were available 24 hours.

The RTÉ Exit Poll, commissioned from Lansdowne Market Research was remarkably accurate with over 99% accuracy in its prediction of the first preference vote. This resulted in some public comment that it had reduced the usual count day drama! However, it did not dampen the enthusiasm of our audience and the higher turn-out in the election itself was reflected with increased viewer numbers. For example, an audience of 723,000 people (52.7% share) watched the NineO’ClockNews on RTÉ One; the equivalent peak in Election2002 was just over 600,000 viewers (just under 50% share).

RTÉ Radio not only had the longest-running coverage of any medium, it also had journalists in each of the 43 constituencies and, with RTÉ Raidió na Gaeltachta, offered a bi-lingual service throughout the period. The day's programming included the most focused and accurate predictions of how the election would turn out with the whip around of tallies from every constituency at 1pm on RTÉ Radio 1.

RTÉ News and Current Affairs also provided TG4 with its election count programme which was on air for 12 hours and provided a comprehensive account of the national vote as well as detailed information on constituencies with active Gaeltacht communities.

A new innovation for Election2007 was the establishment of ResultsInquiryCentres in five count centres around the country – Dublin, Cork, Galway, Limerick and Mayo. This was done on a pilot basis with RTÉ Communications personnel using RTÉ.ie to provide a service in the count centres which included the latest tallies, results, breaking news, constituency information and streamed programmes. The pilot attracted a lot of positive attention and comment so will likely be extended in future years.

ConclusionRTÉ played its part in Election2007 both during the campaign and after the votes had been cast.

By providing a forum for lively debate, fair reporting and key access programming, RTÉ helped the Irish public make a more informed choice on polling day. Through extensive, comprehensive and immediate live coverage to a national and worldwide audience via Television, Radio, Internet, Aertel and SMS text alert service, RTÉ provided our most thorough election results coverage ever.

Overall, RTÉ’s coverage of Election2007, in two languages and across four different media types, was our most ambitious ever and we believe it lies at the heart of what constitutes responsible Public Service Broadcasting.

RTÉ and the 2007 General Election 11

The Broadcasting Act 2001 states that RTÉ must

“…provideacomprehensiverangeofprogrammesinIrishandinEnglishthatreflectstheculturaldiversityofthewholeislandofIreland...”

In all of its activities, RTÉ must act responsibly and listen and respond to our audiences and the communities in which they live. Our responsibility is to all communities that make up Irish society – including those who are not commercially attractive.

2006/07 ACTIVITIES In 2006/07, RTÉ fulfilled the obligation to meet the needs of our audiences in a number of ways including:

Provision of programmes• RTÉ brought content to audiences

in new ways with an expansion of our Online services over the last year. The newly redesigned RTÉ.ie has introduced podcasting services on both video (e.g. FairCity and CrapRap) and audio (e.g. MorningIreland,TheTubridyShow and TheBusiness). These all achieved high ratings in the download charts. Streaming services were also enhanced with notable events such as the funeral of Charles J. Haughey, the 48th Rose of Tralee Festival, the MooneyGoesWild bird watch webcam, the GAA Munster Final replay and the world-wide streaming of the All-Ireland Camogie Final. The presence of programmes on the internet has an attraction for those people living abroad who have an interest in Ireland.

• As part of its DAB digital radio trials, RTÉ Radio introduced four new services in June 2007:

- RTÉ Junior, pop radio for children from twos to teens as well as for young parents

- RTÉ Gold, a classic hits service capturing the very best of music from the 50s, 60s, 70s and 80s

- RTÉ Digital Radio News, a rolling news bulletin station with all of the top national and international news stories at the touch of a button

- RTÉ 2XM, designed to be the station of choice for students and young adults, specialising in playing new music first.

Two more trial services are planned: - RTÉ Digital Radio Sport,

a rolling sports bulletin station with sports’ news stories

- RTÉ Choice, bringing listeners a daytime choice of comedy, documentaries, vintage shows, music, international programming and well-known presenters broadcasting at alternative times.

RTÉ's six new DAB-only radio stations are available to anyone living in the Greater Dublin and North East coast areas who own a DAB digital radio. The six services will remain on public trial until November 2007.

• RTÉ marked the official 2006 Beckett Centenary Festival with our Beckett100 celebration. As part of RTÉ’s on-going commitment to the arts, the life and works of one of our Nobel laureates were brought to audiences through special programming on RTÉ Television and Radio, CD recordings, a book and a dedicated website. RTÉ Television screened a selection of films from the award-winning BeckettonFilm series, as well as Jack McGowran’s acclaimed 1966 performance of BeginningtoEnd. RTÉ Radio commemorated Beckett with new broadcasts, archive material and a unique CD box-set of Beckett’s works ThreeNovels.

• RTÉ marked the centenary of celebrated writer Máirtín Ó Cadhain with a specially-commissioned hour-long documentary MáirtínÓCadhain–RíanFhocail on RTÉ Television and a five-part commemorative series CéiliúradharÓCadhain on RTÉ Radio.

MEETING THE NEEDS OF OUR AUDIENCES 1�

• In 2006, the Ryder Cup tournament made a historic first journey to Ireland. RTÉ Radio 1 was the official radio station for the tournament bringing almost 30 hours of live coverage from the course. A temporary studio was built on site keeping listeners up-to-date with every match with the broadcasters conveying all the atmosphere and excitement from one of the world’s biggest sporting events. RTÉ Two broadcast deferred television highlights every day.

• Part of RTÉ’s Mission is toreflecttheculturalandregionaldiversityofallthepeopleofIreland. This is reflected in the range of RTÉ programming for, about and from the regions, and is achieved across the range of RTÉ output including the varied programming from the RTÉ Cork Studios, and the diversity of experiences reflected in the RTÉ News and Current Affairs programme Nationwide. Recent programmes on RTÉ Television commissioned by the Independent Productions Unit from regionally-based companies included HealthSquad from Nemeton in Waterford, WildTrials from Wicklow-based Crossing the Line, the docu-soap 5Star from GMTV in Mayo, AnimalRescue from Cameo in Cork, and numerous documentaries in the Townlands strand. As well as regular programmes from its regional studios, such as Will Leahy’s daily programme from Limerick on RTÉ 2fm, RTÉ Radio organised Outside Broadcasts (OBs) from community events, cultural celebrations and music festivals all over the country, for example RTÉ Raidió na Gaeltachta at Féile na Bealtaine in An Daingean, Fleadh Ceoil na hÉireann, Scoil Samhraidh Willie Clancy in Clare and the Oireachtas in Derry (For information on cultural diversity please see part 3 of this Report).

• Young people form a special part of our audience. RTÉ Television’s Young People’s programming delivered over 650 hours of output last year and developed new initiatives such as special school holiday programming, access initiatives, pre-school programmes, animation and music. RTÉ Radio 1 gave students from four second-level schools in Monaghan the opportunity to record Shakespeare’s tragedy Macbeth under the guidance of renowned TV and theatre actor and director, Alan Stanford. MacbethinMonaghan, which also featured exam guidance and revision tips from some of the country’s top teachers, was broadcast on RTÉ Radio 1 and made available as a podcast. Another programme which was also available as a podcast was Countdownto606 on RTÉ 2fm where a panel of education experts provided students and parents with practical and down-to-earth preparation and advice on the Junior and Leaving Certificate exams. Students could also download RTÉ Radio 1’s GettingitRight which focused on a different Leaving Certificate subject each week and offered advice and tips.

Access Services• In October 2006, RTÉ Television

broadcast the first ever audio described programme in Ireland. Audio Description is the narration of the visual content of a programme which enhances a movie, television programme or performance for a viewer who is blind or vision impaired. RTÉ is actively working with the National Council for the Blind of Ireland to produce the first audio described Irish drama and to establish an indigenous industry here in Ireland to produce Audio Description in advance of Digital Terrestrial Television (DTT).

• In May 2007, RTÉ introduced the subtitling of all GAA Championships for hurling and football.

Meeting the needs of our audiences1�

Informing citizenship• The award-winning PrimeTime

Investigates returned for two further series. Editions which had major audience impact included:

- Programmes on sex trafficking into Ireland

- The critical state of A&E services in our hospitals

- The lack of facilities for children with mental health problems

- Revelations about the inappropriate business practices of some of those involved in Ireland’s property market.

• The RTÉRadioInvestigativeUnit has a brief to deliver original journalism exclusive to RTÉ Radio 1. Since its establishment in September 2006, it has broadcast 25 separate reports and looked at many aspects of Irish life - from planning to business to unresolved deaths. Over the last season, the Unit has uncovered and reported on major stories including:

- The cryptosporidium contaminated water crisis in Galway and subsequent investigation into water pollution in the rest of the country

- The investigation into water contamination from industry, agriculture and residential developments in Laois, Cavan, Waterford and Tipperary

- The bureaucratic inefficiency in the HSE which led to 176 million owing to the state by private health insurers.

Audience involvement• RTÉ’s Audience Council met five

times between September 2006 and June 2007 and received a number of high-level briefings from the Director-General and other key executives on a variety of topics including:

- Heads of Broadcasting Bill - Schedule changes on RTÉ Radio 1 - RTÉ and the arts (visual arts,

literature, music and drama) - RTÉ’s sports coverage - Access Services - Diversity - Corporate Responsibility - RTÉ Performing Groups - Complaints procedure - Political advertising - General Election - Role and Remit of the RTÉ

Authority.

• In November 2007, RTÉ held a public meeting in Athlone. Those present were invited to pose questions to a panel which included the Director-General and the MDs of RTÉ Television, RTÉ Radio, RTÉ News and Current Affairs and RTÉ Publishing. Topics raised included schedule changes, recent developments in Irish broadcasting and the future of RTÉ.

• Approximately 14,000 young people from all over Ireland participated in the making of in-house programmes from June 2006 to May 2007. During this period, RTÉ Television’s Young People’s Programmes filmed on location 132 times with 62 of these shoots taking place in Dublin and 70 shoots taking place outside of the capital. During the holiday period of July and August of 2006, approximately 1,700 young people took part in the making of programmes in RTÉ. This comprised of 1,200 youngsters from pre-school to young adults who visited RTÉ studios to participate in programmes such as Eye2Eye,Examtime@TheCafé and Bandstand,and 500 young contributors to reports and programmes that were filmed on location. In addition to this, 20 young adults between the ages of 16 to 20 took part in a week-long film training workshop run by RTÉ Young Peoples.

Meeting the needs of our audiences 1�

Developing talentAs well as the continuation of established competitions such as RTÉ Television’s You’reaStar and RTÉ Radio’sFrancisMacManusShortStoryCompetition,P.J.O’ConnorRadioDramaAwards and ActiveAgeTalentShowcase, new competitions aimed at uncovering hidden talents were launched.

Writing:• On RTÉ One, the Seoige&O’Shea

writing competition, DotheWriteThing, in conjunction with Poolbeg, proved hugely popular for aspiring short story writers. Renowned author Patricia Scanlan gave on-air writing classes over a period of ten weeks, providing viewers with tips on how to become a published short story writer. Viewers were invited to submit short stories for the competition each week with 14 winners being chosen to have their stories included in the DotheWriteThing book to be published by Poolbeg in September 2007.

• The TodaywithPatKennyshow on RTÉ Radio 1 launched a competition to find Ireland’s newest romantic writer in conjunction with Mills and Boon and the RTÉGuide. The competition ran over eight weeks with budding writers being invited to submit a romantic short story. The overall winner was Susan Carleton from Co. Cavan whose story HousewithaView was published in the RTÉGuide. Susan was interviewed on TodaywithPatKenny and she won a trip for two to London and a consultation with a Mills and Boon editor.

• RTÉ Radio 1’s TheTubridyShowteamed up with Gill & Macmillan to offer a publishing contract to a listener who has led a life less ordinary. Over the course of two weeks, almost two thousand entries were left on a dedicated telephone line with stories ranging from childhood experiences to unusual careers; from stories of despair to tales of hope and optimism with the overall winner being presented with a prestigious publishing contract. In 2008, Gill & Macmillan will publish Philip Bray’s bleak, despairing, sometimes humorous and often hopeful account of a life spent working with the Prison Service in Limerick Prison.

Performance: • The final of RTÉ Two’s Dustin’sDaily

NewsStarSearch took place in May 2007. After a rigorous audition process and several television performance heats, the winner was announced at a Grand Final and awarded the ‘Star Search’ title, a holiday voucher worth 13,000 and a trophy. The 2007/08 DenTalentSearch has now begun with budding stars from all over the country submitting DVDs, VHSs and CDs of their performances.

• The RTÉ2fm2moro2our was launched to enhance the already significant support RTÉ 2fm gives to new Irish music and to live music, and to discover and promote new Irish talent. Along with the RTÉ2fmStudioSessions, the tour gave emerging talented new bands the opportunity to be seen by thousands of fans all over Ireland in venues nationwide. RTÉ 2fm DJs Rick O’Shea, Jenny Huston, Cormac Battle and Dan Hegarty broadcast their shows from different locations. A local band was also invited to perform on the bill wherever the RTÉ2fm2moro2our visited.

• MoladhanCheoil(TheLyricBreakfast competition which celebrates music-making in primary and post-primary schools) proved to be a big event for RTÉ lyric fm this year with 32 schools receiving awards in the Primary School category and 36 schools being awarded in the Second Level School category.

• RTÉ Performing Groups continued its music commissioning policy with new works from Kevin Volans, Ronan Guilfoyle and John Kinsella featuring in the RTÉ National Symphony Orchestra’s 2007-2008 Subscription Season, while 2007 commissions by RTÉ lyric fm included works from Raymond Deane, John Feeley, Greg Caffrey, David Flynn, Paddy McCormack, Michael Fleming and Aurelio Cattaneo (for the Sligo New Music Festival).

Meeting the needs of our audiences16

Education/Outreach• When RTÉ commits to sponsoring

an activity, we seek to ensure the liaison will be of mutual benefit to the event and to RTÉ’s output. With a view to enhancing interaction with and service to young people in an educational and scientific context, RTÉ sponsored the Social and Behavioural Sciences category at the BTYoungScientistandTechnologyExhibition2007. Along with hosting a stand for the duration of the Exhibition, RTÉ gave students a chance to become a news reporter or a weather presenter for a day. Teachers and members of the public were also invited to enjoy the live broadcasts, chat to the presenters and enter competitions.

• In October 2006, the RTÉ National Symphony Orchestra continued its highly successful series of residencies with a visit to Co. Laois for four days of music-making and educational work.

• The RTÉTransitionYearScheme took place again in spring 2007. All second level schools in the country were invited to take part in a draw for places. RTÉ staff gave their time generously in what we believe was a meaningful and enjoyable learning experience for all involved, leaving the students with a favourable impression of RTÉ.

RTÉ in the CommunityCommunities make up our audiences and shape how we operate on a daily basis, both on a national and local level. The following case studies outline two ways in which RTÉ was active in the community over the past year. The first is an example of RTÉ being responsible to the community at large by promoting safety on our roads, while the second shows how RTÉ engaged with a specific community at the World and National Ploughing Championships 2006.

Meeting the needs of our audiences 17

Background to the Campaign:In 2006, 367 lives were lost on Irish roads. Although the second lowest number of deaths in 40 years, and a decrease on the number of lives lost the previous year, it nonetheless represented 367 deaths too many. This recent decrease has been mainly attributed to rigorous enforcement of road safety legislation by the Gardaí and an increase in public awareness. In an effort to support this encouraging trend, RTÉ decided to devise a Road Safety Campaign. This Campaign also provided RTÉ with an opportunity to expand its Corporate Responsibility activities towards its audiences whose lives are affected by road deaths on a daily basis, and devise an integrated, cross-platform campaign to highlight the issue of road safety.

As most Irish people agree that a change needs to be made where road safety is concerned, the issue is changing our behaviour rather than our attitude. RTÉ focused on second-level education as being the most appropriate way to deliver the message of road safety to its target audience at a level where attitudes are still being formed. Because road deaths are something that affect every member of every community in Ireland, RTÉ sought to engage with as general and wide an audience as possible, whilst also specifically targeting second-level students who are beginning to think about learning to drive.

The overall goal of the project was to create maximum awareness of the issue of road safety thus bringing about a reduction in the number of road deaths and collisions and saving lives.

The challenge was how to best use our resources in order to complement existing Road Safety activity provided by the Gardaí, the Road Safety Authority, Local Authorities and other road safety organisations.

Campaign elements: RTÉ News and Current Affairs spearheaded the campaign with complementary support from RTÉ Publishing and RTÉ Corporate. It was decided that the activity would be comprised of three primary strands:

(i) News Reports:At the end of each month, on the SixOneNews and the NineO’ClockNews on RTÉ One, there was a special feature highlighting the carnage on our roads. The team, headed by Chief News Correspondent Charlie Bird, looked at the reasons behind serious road collisions and conducted interviews with survivors, as well as with families and friends of the victims. The reports also included a roll-call of the names of those killed on our roads throughout the month in question. These special reports now make up the RTÉ News production RoadSafetyDVD:Deathsonourroadsin2006 for use in the classrooms of second-level schools.

(ii) Road Safety DVD: Deaths on our roads in 2006: A high proportion of young people were killed on our roads in 2006. In light of this, RTÉ believed that it was important that all young drivers be faced, in an appropriate way, with the harsh reality of the devastating consequences of road crashes. We therefore decided to bring a selection of the 2006 news reports together on one DVD for use in the classroom of second-level schools, perhaps as part of one of the Leaving Certificate or Transition Year Programmes.


CASE STUDY 1: RTÉ Road Safety Campaign

Meeting the needs of our audiences

In many cases, excessive speed and consumption of alcohol are contributory factors. Programmes such as the Transition Year Option (TYO) and the Leaving Certificate – particularly the Vocational Programme (LCVP) and the Applied (LCA) – offer schools an excellent opportunity to tackle the issue of road safety. A fundamental aim of these programmes is to promote maturity. This includes personal and social maturity by providing opportunities to develop communication skills, self-confidence, a sense of responsibility and more awareness of the world outside school. Safe driving is an ideal topic to achieve this aim and we hoped that this DVD would prove an effective communication tool in this regard. Students taking these programmes are usually 16+ years of age, when the prospect of driving is very attractive, and are on the threshold of being eligible for their first provisional licence.

RTÉ provided schools with a list of suggested ways the Road Safety DVD could be applied in their classrooms. These were purely indicative as it was clear that the classroom teacher was best placed to decide on desirable use. Unfortunately, all areas of the country provide case study material of direct relevance to the community which may be useful for project work etc. – clearly great sensitivity and discretion was important in the use of the material and so RTÉ recommended prior viewing of the DVD by teachers.

A copy of the DVD was sent to:

• All second-level schools in Ireland• Teacher Centres around

the country• Transition Year Support Centres• Youth Reach and Foróige centres

around the country• Road Safety Officers in each of

the County Councils• The Road Safety Authority• Garda Road Safety Unit.

The Steer Clear Driver Education Course and participants of RTÉ 2fm’s Transition Year Programme were also furnished with copies.

(iii) Dedicated Website:To complement the coverage on the SixOne and NineO’ClockNews, a dedicated website was created featuring the latest headlines, news stories, statistics, useful links and a bulletin board.

Results of the Campaign:RTÉ News and Current Affairs brought Road Safety to a wide general audience. By giving the feature a prime-time slot on both the SixOne and NineO’ClockNews, the potential for the message to be received, acknowledged and abided by was given maximum effect.

In addition to this, numerous copies of the DVD have been distributed to the public with continuing requests via RTÉ’s Information Office, as well as being available for viewing at www.rte.ie/news/features/roadsafety. The Road Safety section of RTÉ.ie has received over 235,100 hits since it went live at the beginning of 2006. The site continues to be updated regularly. A number of second and third-level students, teachers and lecturers also requested copies of the DVD to use in class-based projects on road safety and we also received copy requests from driving schools, lecturers and youth workers.

It is interesting to note that at this year’s YoungSocialInnovatorsAnnualShowcase, there were 10 projects on the issue of road safety by schools from various parts of Ireland who had received the RTÉ DVD.

Through this Road Safety Campaign, RTÉ has assisted in shaping the attitudes of their audience to road safety, particularly the younger demographic. Already this year, road deaths are lower for the same period last year which represents an encouraging trend. By building on its Corporate Responsibility commitments, RTÉ has successfully acted in the public interest by addressing a social issue and endeavouring to make a change.

Due to the nature of the project, it is impossible to accurately gauge the impact of RTÉ’s Road Safety Campaign. However, if it has resulted in even one less death on our roads then we believe it has been a success.

Road Safety DVDDeaths on our roads in 2006

Meeting the needs of our audiences 1�

CASE STUDY 2: RTÉ and the World and National Ploughing Championships 2006

Background:The National Ploughing Association (NPA) of Ireland has been running the National Ploughing Championships (NPC) since 1931 with 40 competitors. Today the NPC remains the same except the scale is much larger for the annual three-day event with over 300 competitors, 700 exhibitors and 220,000 visitors.

RTÉ’s affiliation as an exhibitor with the NPC began in 2002 when our presence consisted of a small marquee from which Radio and News and Current Affairs programming was broadcast.

In 2006, the NPA hosted the 53rd World Ploughing Championships and the 75th National Ploughing Contest in Tullow, Co. Carlow. To support the growth of the venture, RTÉ planned significant activities from the site resulting in over 30 hours broadcasting. It was one of the largest events involving outside broadcasts that RTÉ undertook in 2006, involving Television, Radio, Publishing and News and Current Affairs. Participation in the World and National Ploughing Championships 2006Part of RTÉ’s Mission is toenablenationalparticipationinmajorevents and also tonurtureandreflecttheculturalandregionaldiversityofallthepeopleofIreland. Our involvement with the World and National Ploughing Championships in 2006 was important because it embraces this mission. Our presence at the event demonstrated our commitment to audiences in farming communities and wider rural areas. As Ireland’s Public Service Broadcaster, it is important to connect with our audience both on and off air and our presence at the National and World Ploughing Championships was an example of how we fulfil this remit.

We realise the importance of maintaining close relationships with our audience in order to maximise the service we provide. We are a transparent organisation that is open to both feedback and change. Our presence ‘on the ground’ at this event fosters effective two way communication and provides a platform on which we can continue to build RTÉ brand awareness as well as the profile of the organisation and its output.

RTÉ activity at the World and National Ploughing Championships 2006RTÉ had a strong presence as an exhibitor at the event. It was vital that we met the needs of both our audience on site and our audience listening or watching at home. During the 2006 event we communicated with our audience in the following ways:

Broadcasting Activity • RTÉ TV broadcasts across a

range of strands including RTÉ News and Current Affairs, RTÉ Entertainment and RTÉ Young Peoples. For example, SixOneNews,Nationwide,TheAfternoonShow and reports for news2day all broadcast from the event. RTÉ Weather also broadcast live from the marquee twice daily and members of the public were invited to present a mock bulletin under the direction of the RTÉ Weather presenters via a competition in the RTÉGuide.

• RTÉ Radio broadcasts came from the RTÉ marquee as well as the RTÉ 2fm Roadcaster which was also on-site. Programmes broadcast last year included RTÉ’s Radio 1’s TheTubridyShow and TheRonanCollinsShow, RTÉ lyric fm’s LunchtimeChoice and RTÉ 2fm’s LarryGogan and NikkiHayes.



Other ActivityWe engaged in a number of other activities in the RTÉ Marquee to build brand awareness and foster understanding of who we are and what we do:

• Visitors were invited to see how a live broadcast works. They were also encouraged to participate in broadcasts and come to see the equipment used and how it works.

• RTÉ broadcasters welcomed the opportunity to meet members of the public, pose for photos and sign autographs. RTÉ representatives also met with members of the public and answered their queries.

• RTÉ merchandise was given to members of the public to thank them for their support and building RTÉ brand identity. Merchandise for the event was sourced with the needs of the audience attending in mind. It was very well received, in particular the RTÉ ponchos in the wet weather and the RTÉ draw string bags.

• RTÉ Publishing also had a strong presence running competitions and giveaways with the RTÉGuide.

• The RTÉ Weather Photo Exhibition was on display in the RTÉ Marquee throughout the event. This gave visitors the opportunity to appreciate the wealth of talent among the prize winners from the seasonal RTÉ Weather Photo Competition.

Results for RTÉRTÉ received several benefits from our involvement in the World and National Ploughing Championships 2006. It was a great opportunity for us to reach a whole section of the community who, by nature of their wide dispersion, are sometimes the most difficult to reach. Our presence created greater awareness and positive brand associations across a range of RTÉ outputs such as RTÉ Weather, RTÉ News and Current Affairs and RTÉ Entertainment. It also allowed us a unique opportunity to engage with this key audience and receive feedback from them. The experience was mutually beneficial for RTÉ and our audience. In particular, it gave them an opportunity to gain face-to-face understanding of who we are, what we do and how we do it.

Meeting the needs of our audiences 21

RTÉ aims to provide both a challenging and rewarding career for existing and future staff. RTÉ provides fulfilling roles and opportunities for staff to progress and realise their potential. RTÉ is an equal oppertunities employer and endeavours to handle all relationships with its staffwith understanding, courtesy and respect, recognising the individuality and dignity of each person

2006/07 ACTIVITIES • DignityandRespectintheWorkplace

workshops were held for all managers with responsibility for staff. A series of presentations set in the context of RTÉ’sPolicyonBullyingandHarassmentwas initiated for all other staff. The aim of these workshops and presentations was to give participants an opportunity to develop their awareness of, and sensitivity to, bullying and harassment and to allow them to contribute to the development of a working environment that is based on dignity and respect for all.

• RTÉ recruited and trained new staff to its panel of Designated Contact Persons (DCPs). The DCP service has been operating for a number of years now in support of RTÉ’sPolicyonHarassment,SexualHarassmentandBullying. DCPs use their expertise and training to provide a confidential first contact service to staff with a view to resolving issues referred to them.

• In line with our ongoing commitment to the health and wellbeing of all staff, a subsidised Health Screening Service was made available in spring 2007. A full heart check was provided by an established health screening company, which included an ECG, blood cholesterol measurement, blood pressure, height/weight risk factor analysis and lifestyle counselling. A number of additional tests were also

available for the first time, including subsidised smear tests and PSA tests. Other health services initiatives for staff in the past 12 months included a free flu vaccination and a Breast Cancer Awareness Talk presented by the Irish Cancer Society.

• A competition called GameOn was held to demonstrate RTÉ’s pride in its staff, who also take pride in being part of the Organisation. It was also linked to RTÉ’s Vision as pride is an essential element in delivering RTÉ’s Vision togrowthetrustofthepeopleofIrelandasitinforms,inspires,reflectsandenrichestheirlives. Four VIP tickets were given to each of the eight big-ticket games in the 2006 All-Ireland Championships in Croke Park. The competition ran for the last eight weeks of the Gaelic Games Championship and large numbers of staff members entered.

• The RTÉEmployeeSupportService provides an information, counselling and referral service for staff on site. The provision of the service is part of RTÉ’s overall strategy to provide a supportive work environment. The service is strictly confidential and disclosure of information to any third party is only with the explicit permission of the employee. During 2007 this service was increased and enhanced and it is now available to staff on a self-referral basis. A personal appointment can be made or if people prefer, either for reasons of efficiency or privacy, they can arrange to have a telephone consultation.

• Training workshops were organised to cascade the RTÉVision,Mission,Values throughout the Organisation. People managers were asked to reflect on the way in which the RTÉVision,Mission,Values are ‘lived’ in their departments and in their daily work. They were also coached in how best to communicate this to their teams in meaningful and practical ways. Each manager had to build RTÉ’s Values into at least two of their yearly objectives when preparing their annual Performance Development System (PDS).

• A number of LunchandLearn sessions have been held for managers to help develop their potential and maximise their contribution to RTÉ. Topics included Emotional Intelligence; Positive Psychology; and Career Development.

• To help increase the two-way

communication process in RTÉ, a quarterly-bulletin from the Director-General outlining Corporate news and highlights from the IBDs was issued to all staff. A series of informal breakfast meetings with colleagues from all parts of the organisation was also initiated.

• The RTÉStaffOneWorldFund, which channels some collective support to enhance living conditions for people in Third World areas through the funding of community based projects, held an information day in the RTÉ Canteen to encourage new staff members to contribute to the Fund.

RTÉ STAFF 2�

RTÉ Staff

CASE STUDY 1:Action Planning and the RTÉ Staff Opinion Survey

BackgroundRTÉ conducted its first Staff Opinion Survey in November 2005. The main objectives of the survey were to:

• Help the Organisation better understand the opinions of staff

• Identify areas for improvement and develop and implement action plans

• Improve upward communication and feedback.

The survey focused on the following themes:

• Job Satisfaction • Change Management • Leadership & Management • Organisational Identity • Internal Communication • Career & Personal

Development • Resources • Reward & Recognition • Training & Development • Performance Management • Work Environment & Culture.

Key Results One of the key positive results of the survey was the high score in the area of job satisfaction, where 88% of staff indicated pride in working in RTÉ. Responses also indicated a very strong culture of respect and support within work-groups and on the whole feedback on staff/manager relations was positive. The results also showed that the staff in RTÉ feels both prepared and ready for future changes. As expected there were some areas identified where improvements could be made – namely the areas of Training, some aspects of Management and Internal Communications.

Communication of resultsCommunication of the survey results took place throughout early 2006. Initial presentations of results were made to the RTÉ Executive Board and IBD management teams. Following this, staff were invited to a meeting within their IBDs where results were presented by IBD management. A summary newsletter outlining the key results for the Organisation was also issued by the Director-General.

Action PlanningBased on the results of the survey, it was agreed that an action plan would be developed by each IBD specific to their results and an overall plan would be developed for RTÉ. The action planning process involved focus groups with staff to generate ideas for improvement, focus groups with IBD management teams and meetings with Corporate HR. An action planning template was used and action plans for all areas were submitted to the Executive Board for approval in October 2006. Timeframes and responsibilities were assigned to the action plans. Following this, each IBD communicated their action plan to employees and the overall RTÉ action plan was communicated by the Director-General on Marconi.

26

The first progress report issued in April 2007 included an account of activities that had been undertaken in each IBD, for example:

• In the Corporate Centre, the head of Property and Services has commenced monthly informal lunches with small groups of employees in the department and in Technology, quarterly townhall meetings have started as well as weekly team meetings.

• A pilot of a Coaching and Feedback programme was completed in News and Current Affairs for correspondents and television reporters with plans to roll out the programme across the newsroom following the general elections. Senior members of the Newsroom underwent training with the BBC on giving feedback on television packages. Feedback from participants on the programme indicated that the process is an effective way of examining and improving the quality of the Newsroom output.

• The Television Newsletter was launched in January and seven issues have been published to date. There has been good feedback from staff and it has been discussed at both Corporate and Divisional Partnership where a very positive reaction was received.

• Personal Development Plans (PDPs) are now in place for all staff in Radio, including an e-learning pilot. The implementation plan is almost complete setting out individual objectives, costs and timeframe for delivery.

• An email distribution list for all of Publishing has been created. This is being used by HR to keep staff in Publishing informed of updates on Marconi, starters/leavers etc in the IBD.

• In Performing Groups, notice board facilities have been put in place for the RTÉ Concert Orchestra. Other areas have notice boards and pigeon holes.

• In RTÉNL a template form and a skills audit have been completed with a view to formulating Individual Learning Plans. Meetings have commenced with managers to review outcomes from the form and audit.

Regular communication with employees on the progress that is being made is integrated with communications wherever possible – at Organisational level, it is included in the quarterly DG Bulletin when appropriate - and at IBD level, it is included in newsletters or employee bulletins.

Follow-up surveyA follow-up survey is planned for October 2007 where progress will be measured against 2005 results and action plans will be updated based on the analysis of the results.

RTÉ Staff 27

RTÉ Staff

CASE STUDY 2:Staff Vision Awards

BackgroundThe RTÉStaffVisionAwards were launched in September 2005 following the publication of the RTÉVision,MissionandValues. Awareness of the awards was created through posters throughout RTÉ, Marconi and information distributed with payslips. The purpose of the awards is to encourage employees to use the elements of the vision, mission and values in their daily working lives and to keep the momentum going.

The awards recognise individuals and teams who embrace the RTÉVision,MissionandValues and deliver an exemplary piece of work or level of service, that is recognised as ‘going above and beyond the call of duty’. There are approximately five awards every year. All nominations are evaluated by an independent board. Winners receive a cash prize of the year in which they are nominated, for example those nominated this year won 12,007.

PromotionThe awards are promoted using posters on notice boards in all RTÉ locations. The posters go up one month before the closing date for the award and stay up for the duration. This gives people time to think about the award and submit a nomination. The posters are supported by Marconi. A note is posted in conjunction with the posters and a reminder notice is put up as the deadline approaches. Details of the winners are posted on Marconi to allow staff to see working examples of the RTÉVision,MissionandValues in action and possibly spark an idea for a nomination.

28

WinnersSince the launch of the awards, there have been 10 RTÉStaffVisionAwards across a range of IBDs:

• November 05: Don Mullane, an engineer with RTÉ lyric fm, won for his outstanding contribution at the National Ploughing Championships.

• December 05: the Young People’s Department in Television won for the re-launch of TheDen on RTÉ Two.

• January 06: Tony Lyons, Radio Programme Support OB, won for his creativity in developing an efficient and cost-effective solution for broadcasting TodaywithPatKenny from Sri Lanka.

• February 06: Nuala Carey, Derek Ryan and Mick Nalty of RTÉ Television were the winners for their initiative and voluntary work on the RTÉ Weather Photo Competition.

• March 06: Liam Wylie of RTÉ Television won for the development of a major online exhibition of the Golden Jubilee Anniversary of 1916 to coincide with the 90th Anniversary of the 1916 rising.

• Summer 06: Catherine Ní Ghuairim, Comhordaitheoir Nuachta in Baile na hAbhann, won for her extensive work in the production of Nuacht Pobail on the Iveragh peninsula in Kerry.

• Halloween 06: Gary Moran and Greg Allen of RTÉ Radio won for their coverage of the Ryder Cup on RTÉ Radio.

• Christmas 06: the Information Office team of RTÉ Communications won for their work in providing a valuable ‘listening ear’ to feedback from members of the public and ensuring that the information is made available to the relevant personnel within the Organisation.

• New Year 07: John Aylmer and Patrick O’Keeffe of Property and Services won for their maintenance of the grounds in Donnybrook come hail, rain or shine.

• Easter 07: Gerry McCann in the Belfast office won for making practical use of technology, delivering RTÉ huge cost savings.

• Summer 07: Cyril Ryan (RTÉ Galway), Séan Walsh (RTÉ Raidió na Gaeltachta), Niall Hogan (RTÉ Limerick), Ian Smith (RTÉ lyric fm) and Séamus Ó Márta (RTÉ Galway) for their work in replacing the RTÉ Raidió na Gaeltachta Ródaí.

The range of winners from all parts of the Organisation reflects the relevance of the vision, mission and values across RTÉ as a whole.

BenefitsAll Staff are encouraged to incorporate the RTÉVision,MissionandValues into their work and truly live the vision. The RTÉStaffVisionAwards acknowledge and reward employees who do this. Through this recognition, the awards promote awareness and reflect the relevance and importance of the RTÉVision,MissionandValues to each individual in the Organisation. They also encourage staff to recognise the work of their colleagues and increase general morale within the IBD where the winner works. The RTÉVision,MissionandValues contribute to a more positive future and working environment for all RTÉ staff.

RTÉ Staff 2�

RTÉ strives to be completely honest and fair in all its interactions, ensuring there are clear terms of business. RTÉ operates under a Code of Fair Trading which has been circulated to all our main business contacts. For further information please see the Information for Suppliers & Programme Makers section of the RTÉ website at: www.rte.ie/about/guidelines.html

2006/07 ACTIVITIESRTÉNLRTÉ Network Limited is participating in the Government’s two-year Digital Terrestrial Trial (DTT). There are now four multiplexes operating from Three Rock, Co. Dublin, and Clermont Carn, Co. Louth. These sites provide coverage in the Greater Dublin area and in the North East. A Digital Audio Broadcasting (DAB) trial is also underway at Three Rock and Clermont Carn carrying RTÉ’s radio services and a number of commercial services. The objective of the trial is to identify the issues associated with a transition from analogue to digital. RTÉNL is also participating in O2’s DVB-H mobile TV Trial providing facilities at Three Rock.

HDTVAs part of RTÉ's involvement in the Government's two-year DTT trial, the Organisation has been centrally involved with appropriate agencies in use of HDTV.

On 15 July 2007, the Minister for Communications, Energy & Natural Resources, launched the first live Irish broadcast of an event in HDTV. The Leinster GAA Football final was the first official HD broadcast of the DTT Pilot. HDTV is currently available to a limited degree on satellite, but this event was the first time a broadcast of HDTV was performed from a digital terrestrial network in Ireland. The HD trial was organised by the three terrestrial broadcasters, RTÉ, TV3 and TG4, as well as BT and CEDA, who worked closely together to develop a range of content that would suitably test the system and demonstrate the improvement in picture quality. In order to see the full impact of a high-definition picture, trial participants must have a special set top box connected to their TV and must also have a HDTV. The launch marks a significant new departure in Irish terrestrial broadcasting.

OUR BUSINESS INTERACTIONS ��

Digitalradio.ieRTÉ is a member of digitalradio.ie, a new industry group that has been set up to explore the development and promotion of digital radio in Ireland. Other members, who are all involved in the present trial, include: 98FM, Digital Audio Productions, FM104, Newstalk 106-108 FM, Phantom 105.2, Q102, SPIN 1038 and Today FM. This is the beginning of a collaborative effort by the radio sector to fully examine digital radio. The group will also be inviting all Irish radio broadcasters, including those outside the trial area, to join digitalradio.ie so that awareness of this exciting new technology is shared by all in the industry.

Independent producersRTÉ Television commissions independent programming across all genres. It is important that independent producers understand RTÉ’s programming requirements. RTÉ’s ProgrammeStandardsandGuidelines (see case study following) provides guidance in the ethical issues which arise in the making of programmes, while RTÉ’s TermsofTrade form the framework for negotiation with independent producers. These Terms of Trade and the Standard Development/ Commissioning/ Completion Funding Contracts are re-negotiated with the sector through the independent producer representative body, Screen Producers Ireland, every three to five years. The latest TermsofTrade are effective from 1 January 2006 and are due to expire on 31 December 2008.

Our Business Interactions��

CASE STUDY:RTÉ Programme Standards and Guidelines

Public confidence in the quality, accuracy and fairness of RTÉ output is vital. Whether watching TV, listening to Radio or accessing RTÉ.ie, the public must be confident that the material RTÉ makes available is of the highest standard possible. In order to assist this process, RTÉ published a new edition of its ProgrammeStandardsandGuidelines in 2007. This document is available to all programme makers - to those working in RTÉ and those in independent production companies commissioned by RTÉ to make programmes - to provide guidance in the ethical issues which arise in the making of programmes.

An example of where the RTÉProgrammeStandardsandGuidelines proved to be very useful in the last year was in the reporting of a siege. In August 2006 the Gardaí surrounded a house in the midlands. A man had refused to leave a house and said that he had a bomb. A stand-off developed with the house surrounded by Gardaí. The public were kept away from the house. News reporting in these circumstances has to balance the requirement that events are reported, if only to ensure the safety of the public who might be in the vicinity of the siege, and the need to ensure that any reporting does not make the ending of the siege more difficult. Lessons had been learnt from the reporting experiences of previous sieges and kidnappings, especially the possibility that people under siege may be listening to the radio or watching television.

Our Business Interactions ��

Our Business Interactions

RTÉ has in place a protocol on the Reporting of Sieges, Kidnappings etc. which is contained in the RTÉProgrammeStandardsandGuidelines. This provides advice to reporters and editors on how to respond to sieges. Advice includes the needs for close cooperation with the Gardaí, whether or not the people at the centre of a siege should be identified, the need for good internal communication within RTÉ in regard to what is reported and the centralising of editorial decision-making.

In this example, the man at the centre of the siege had attempted to get onto RTÉ airwaves to air his grievances. RTÉ producers were able to assess this request in light of advice being provided by the Gardaí and their experts. Expert advice was that the siege was more likely to be prolonged and made more difficult to end if the man at the centre was allowed to publicise his grievance. Taking this advice into account, RTÉ journalists were extremely careful in their reporting and the siege ended peacefully and quickly.

After the siege was over, all RTÉ personnel involved in the coverage of events contributed to an extensive internal review, requested by the Director-General, on how the siege was reported and what lessons could be learnt for future reporting of similar events. The overall assessment by RTÉ was that a very difficult issue had been professionally handled and the public had been kept adequately informed without jeopardising any of the attempts to bring the siege to a peaceful conclusion. Public confidence in the accuracy of RTÉ’s reporting was maintained. Research shows that when any major event takes place the public look to RTÉ for accurate information about the event. The handling of the Roscrea siege or stand-off was a good example of this.

Any member of the public can access the protocol in the RTÉ ProgrammeStandardsandGuidelines and then compare the advice in the protocol with the actual reporting of the event on RTÉ Radio, Television and Online.

www.rte.ie/about/programmeguidelines2007_english.pdf

www.rte.ie/about/programmeguidelines2007_irish.pdf

�6

RTÉ is accountable to the Oireachtas (acting for the people of Ireland) through the Minister for Communications, Marine and Natural Resources. The Government appoints the nine-member RTÉ Authority. For more on the RTÉ Authority’s responsibilities in Corporate Governance and Regulation please see our 2006 Corporate Responsibility Report at: www.rte.ie/about/cr_report_english.pdf and our 2006 Annual Report at: www.rte.ie/about/pdfs/rte_06_eng_annualreport.pdf

2006/07 ACTIVITIESStrategic Corporate PlanIn March 2006, RTÉ published a five-year StrategicCorporatePlan,2006-2010. It published a second iteration in June 2007 and is committed to producing the third before the end of 2008.

The plan is entitled PuttingTheAudienceFirst – a phrase which commits us to serving our audience, wherever they are, and is at the heart of RTÉ’s activities and strategy.

Our output is always of prime importance and it is noteworthy that the quality of it was recognised, nationally and internationally, over the past year. As well as quality, our output is about choice – in two languages, across all genres, on all platforms and for niche or generalist audiences. As a not-for-profit organisation offering premier free-to-air content, we believe this ethos sets us apart from commercial companies.

While central to all that we do, our audience is one of our stakeholders – the others being as defined in this Corporate Responsibility Report. One stakeholder group, Government and Regulators, are key in relation to new legislation and regulation (both Irish and European) which simultaneously attempt to keep pace with the market and directly impact on it (such as new TasteandDecency and separate SponsorshipCodes promulgated by the BCI).

DigitisationSatellite and triple-play digital cable offerings are growing their share of the Irish market and 2012 - the proposed date for analogue switch-off in Europe - looms larger and Ireland is relatively late in starting to deliver a digital terrestrial offering.

Viewers in the east of Ireland will begin to lose spillover free-to-air analogue services in 2009 when the UK begins its switch-off. As a contribution to Irish policy making in meeting this target date, RTÉ submitted a DTT Scenario document to Department of Communications, Marine and Natural Resources (DCMNR) in 2005, which outlined a plan for RTÉNL to rollout a six multiplex DTT platform. The Broadcasting(Amendment)Act2007 however mandates RTÉ to rollout one national multiplex and provides initially for the BCI to licence three national multiplexes. Significantly, the legislation provides neither for the co-ordination of this rollout nor for the necessary function of a platform operator to ensure a coherent launch programme and to maintain the centrality of free-to-air television to this new offering. This is an issue of priority for immediate negotiation and agreement with crucial stakeholders. Notwithstanding its concerns, RTÉ is actively planning for DTT in line with the legislation and is currently investigating potential partnerships, financing terms and the development of project plans which would allow a comprehensive offering, including free-to-air options to the audience.

GOVERNMENT AND REGULATORS ��

Consolidated Broadcasting LegislationRTÉ believes that the fragmented nature of current Irish broadcasting legislation is inhibiting RTÉ’s ability to invest resources in certain areas that would benefit its audience.

The Broadcasting(Amendment)Act2007, for example, mandates RTÉ to make a selection of its television programming, and that of TG4, available internationally to cater for the Irish Diaspora. The legislation is not specific on the method of distribution and does not identify additional funding to allow for this new activity. That said, RTÉ welcomes the opportunity to make its content available as widely as possible (within the restrictions of existing rights agreements) and will implement actions to achieve this new obligation. It should be noted that RTÉ already offers a considerable range of programming via RTÉ.ie, which is accessed worldwide.

Consolidated broadcasting legislation, therefore, is a key priority if our audience is to be best served. RTÉ welcomes the opportunity to work with the Government to deliver on this area.

E-consultation for the General Scheme for the Broadcasting Bill, 2006In 2006, the Joint Committee on Communications, Marine and Natural Resources was instructed by Dáil and Seanad Éireann to undertake a consultation exercise “throughtheinternetandsuchothermeansasitconsidersappropriate” on proposals for legislation in relation to broadcasting. The exercise, although the first of its kind in Ireland and therefore experimental, was intended to be a genuine consultation which would test the readiness of both the Oireachtas and interested parties in working more closely by using new technologies. This was an exercise which RTÉ was happy to support.

The public consultation began in early September 2006 and consisted of various project phases - the submitting of observations; the webcast of the Joint Committee's public hearings on the themes/issues/topics selected by the Joint Committee and an internet discussion forum. The Minister submitted proposals to the Joint Committee which were posted on the e-consultation website www.econsultation.ie. Once registered with the site, participants could access proposals, make comments and view other submissions. RTÉ played a major role in promoting the public consultation by displaying a link to the e-consultation site in a prominent position on the home page of the RTÉ website and on the AboutRTÉ page. Some 70% of all submissions / responses to the e-consultation process went through RTÉ.ie. As appropriate for a Public Service Broadcaster, RTÉ engaged comprehensively with each stage of the process and took part in the evaluation process of the e-consultation, assisting the team of independent researchers engaged by the Department.

The Communications, Marine and Natural Resources Joint Committee Report on the consultation of the Draft Scheme for the Department’s proposed Broadcasting Bill has now been published and RTÉ will continue to work with the appropriate authorities in the development of broadcasting legislation which will in part be shaped by the process.

Government and Regulators�0

RTÉ is committed to environmental protection and sustainability, to improving its environmental performance and to minimising any adverse impacts as a result of its activities.

2006/07 ACTIVITIESDuring 2006 several significant developments took place with regard to energy saving and waste management within RTÉ.

Energy SavingRTÉ engaged consultants to execute an Energy Audit of the Donnybrook Campus. RTÉ’s aim was simple: to increase our energy efficiency. With 32 acres and 11 buildings in Donnybrook, a considerable amount of information had to be gathered, collated and verified.

It was calculated that the campus as a whole uses approximately 31,000 units of energy in one year. This equates to 17,000 tonnes of CO2 which, to give the figures some context, is the equivalent of 3,400 domestic homes.

With these figures in mind, RTÉ set a target of a 10% reduction in carbon and a 10% reduction in our energy costs in 2007. With the rising cost of both natural gas and electricity the target of 10% was indeed an ambitious one to set. However, with Corporate support, RTÉ Property and Services implemented a reduction programme which commenced in January 2007.

The first step in the programme was to tender for the supply of electricity to RTÉ. This process resulted in a successful tender that will see an approximate 10% saving in costs and an even more exciting 60% saving in CO2 emissions. This is due to the fact that the new provider utilises both wind and wave generation technology in the provision of our electrical supply. RTÉ can proudly state that 97% of our electricity is now green energy.

In an effort to achieve an even greater reduction in our associated CO2 output, a number of efficiency projects were also applied to the use of natural gas on the campus, for example modernising the burners and adjusting their time schedules.

The next step will consist of inward investment to make our existing infrastructure more efficient. This ranges from complex process changes in our heating, cooling and electrical systems down to the simple replacement of light bulbs with the more efficient CFL lamps which are now seen in all DIY stores and homes throughout the country. The bulk of these changes will be completed by autumn 2007.

THE ENVIRONMENT ��

The Environment

Jan Feb March April May June July Aug Sept Oct Nov Dec

Recycled (Tonnes) 29.39 43.00 47.21 32.06 39.93 36.56 42.02 52.29 43.75 44.25 34.45 52.30

Disposal (Tonnes) 10.58 11.28 16.16 7.70 11.80 10.65 13.78 17.70 15.95 15.28 12.24 21.79

Recycling Rate 74% 79% 74% 81% 77% 77% 75% 75% 73% 74% 74% 71%

Disposal Rate 26% 21% 26% 19% 23% 23% 25% 25% 27% 26% 26% 29%

Waste ManagementRTÉ continues to promote, develop and implement waste prevention, reduction, re-use and recycling on-site in a systematic and cost effective manner. RTÉ has sustained a recycling rate of 75% for 2006. The table above details RTÉ’s general waste figures for 2006.

Bring SiteA BringSite has been made available to staff within RTÉ. The purpose of the site is to encourage the best use of RTÉ resources leading to a reduction in waste. Persons with spare items make them available to the rest of the Organisation and those seeking equipment can check a list for availability prior to purchase.

Reduction of compactor useRTÉ owns two 32 cubic yard general waste compactors. Recently we have been able to make one of these compactors totally redundant which gives testimony to significant reductions in waste to landfill by RTÉ operations.

Regional activityA study was undertaken of RTÉ’s regional studios/offices to identify opportunities to implement similar changes to those that have taken place on the Donnybrook site with regard to segregation of waste at source. The study targeted RTÉ offices where the volume of waste was significant and had potential for change. As a result of this study, the Cork and Limerick studios were converted to “binless” areas. There was no significant advantage to other locations changing over at this time as, for example, some locations had small numbers of staff and had established, effective methods of recycling already in place.

In RTÉ Raidió na Gaeltachta’s Casla studio, the installation of a woodchip boiler to replace the old electric storage heating has been commissioned. This will result in reduced costs and reduced carbon footprint in line with our aim to use greener solutions whenever the opportunity arises.

‘Closed Loop’ business modelIn 2007, RTÉ applied a ‘closed loop’ business model whereby a waste product from our operations came back to our business in some other format. RTÉ drew up an agreement with waste contractors Greenstar and with Plant Life, who maintain the plants in RTÉ, to implement a project where food waste from RTÉ’s restaurants is turned into compost for use in the grounds of RTÉ.

The project has contributed to RTÉ’s Corporate Responsibility activities by demonstrating a simple and sustainable way of managing waste. The project also optimises new business opportunities for RTÉ and external suppliers, as well as raising environmental awareness and encouraging better environmental performance among employees within the organisation.

The example which has been developed and applied by RTÉ has the potential to challenge us to apply new objectives to business arrangements and gear them towards a better environmental performance. The result is that more thought and direct accountability is taken for waste production, better resource management, high standards of Corporate Responsibility and environmental performance.

��

RTÉ’s General Waste Figures, 2006

The Environment

Incoming Service from Plant Life Ltd.(Organic Plant Maintenance)

Loop LinkBusiness Opprtunity for RTÉ between Greenstar and Plant Life

Outgoing Waste product to Greenstar (Food Waste)

‘Closed Loop’ Business Model

��

CASE STUDY: RTÉ’s ‘Reduce Reuse Recycle’ Challenge

As a public sector organisation operating in a greener more environmentally aware era, RTÉ is committed to and actively encourages ways to reduce waste in the workplace. Although there were several measures already in operation within RTÉ to honour our commitment to better waste management, and an Environmental Steering Group monitoring these activities, we felt that it was important to inform and motivate staff about our environmental responsibilities and to encourage them to play an active role in RTÉ’s commitment to its environmental policy.

RTÉ’s ‘ReduceReuseRecycle’Challenge was designed to harness the creativity of staff. Innovative ideas to reduce waste in RTÉ were invited from individuals or from a team/department. Each proposal had to be transparent and honest in its creativity, with particular emphasis placed on the overall impact it could have on reducing waste within the Organisation.

The ‘ReduceReuseRecycle’Challenge tied in with one of RTÉ’s core values –tobecreativeineverythingwedo. Staff responded immediately and positively to the competition which was launched with an email from the Director-General to all staff, a note on our intranet and a bookmark distributed with salary slips.

Entries were received from across the Organisation. Two 'big picture' ideas impressed in terms of their potential scope and impact; both were large-scale and mid to long-term projects:

• WaterPurificationSystem “ To replace the existing water

bottle delivery system with a purification system on-site, filtering mains tap water”

• Energy “ Build a wind turbine on site to

reduce RTÉ’s electricity bill and reliance on the national grid”.

The judging panel passed both of these ideas onto the appropriate authorities in RTÉ for further investigation with a strong recommendation that they be fully assessed; they both require an initial significant capital cost injection.

Two simpler ideas also stood out, both of which could be implemented quickly and at minimal cost, but which would have immediate positive results. They were:

• Have a sticker beside light switches and equipment with a reminder to switch off

• Make the double-sided printing option the default option on printers.

Both of these ideas show how one small step can be enough to reduce waste. The judges forwarded details of these suggestions to the appropriate people within RTÉ with a view to their implementation.

The new ideas generated by RTÉ’s‘ReduceReuseRecycle’Challenge will positively impact on resource usage and environmental performance in the future.

The Environment �7

Meeting the needs of our audiences. Most Corporate Responsibility reports identify customers and communities as two key stakeholders. In RTÉ’s case these two are combined into one group - our audiences who are at the core of all that we do, be it through programmes on television or radio, concerts by the Performing Groups, publishing via the RTÉ Guide, Aertel or Online. In all of these activities RTÉ must act responsibly and listen and respond to our audiences and the communities in which they live. Our responsibility is to all communities that make up Irish society – including those who are not commercially attractive.

�0

Looking Forward

Since the early 1990s, Ireland has been undergoing a period of dramatic demographic change. While emigration has been a constant and dominant theme in Irish history, Ireland is now a country of significant and growing net immigration.

As recorded in the most recent census in 2006, over 400,000 people (11% of Ireland’s population) is now classified as either dual or non-Irish in nationality. In the last five years alone, the numbers of EU (excluding UK) nationals living in Ireland has increased by over five fold from fewer than 30,000 in 2002 to over 160,000 in 2006. Over the same period the number of Asians and Africans has nearly doubled to 46,000 and 35,000 respectively. When these figures are added to the large numbers of Irish that have returned from extended periods abroad, it is clear that Ireland is rapidly becoming a more diverse and internationalised society.

In every part of Irish society we are now seeing new faces and new cultures; in our communities, in our schools, in the workplace, every time we go to a shop, or a restaurant. And while growing diversity represents welcome social, economic and cultural enrichment of all society, the scale and speed of this change is a challenge for a people and culture that has for so long been so immutable.

As Irish society continues to grow more diverse, the media plays both a decisive and responsible role in determining attitudes and levels of understanding between communities and cultures.

As Ireland’s Public Service Broadcaster, RTÉ has an obligation under the BroadcastingAuthority(Amendment)Act,1976,‘toberesponsivetotheinterestsandconcernsofthewholecommunity’and‘ensurethatprogrammesreflectthevariedelementswhichmakeupthecultureofthepeopleofthewholeislandofIreland’. Beyond the Act, RTÉ also has a responsibility as the primary broadcaster in Ireland to actively combat racism and racial discrimination. RTÉ’s Mission also commits it to reflecting cultural diversity in Ireland.

Over the past number of years RTÉ Radio and Television’s output has begun to reflect the growing diversity of cultures within Irish society and the need to bring the issues of migration, integration and social cohesion to Irish screens and airwaves.

More and more non-Irish nationals are now featuring on RTÉ news bulletins and current affairs programmes, dramas, documentaries and features.

On RTÉ Radio 1 for example, Spectrum investigates Ireland's response to its changing ethnic and cultural makeup. Through debate, comment and analysis of the international context, Spectrum explores how Ireland is coping with its new multiculturalism.

RTÉ AND INTERCULTURALISM�2

During 2006 and 2007, RTÉ Television broadcast the successful multicultural travel series NoPlaceLikeHome. Over the course of the two series, presenter Bob Kelly has met immigrants from places as far a field as Kenya, Cameroon, Poland, Pakistan and China. All the participants have been working here in Ireland and the programmes have offered a mainstream audience the chance to meet families of people who have settled here and are contributing to Irish society and the economy.

At a corporate level RTÉ has sponsored and promoted the Dun Laoghaire FestivalofWorldCultures since it began in 2000. Now a fixture on the calendar for world music lovers all over Ireland, each year RTÉ Television and Radio have broadcast shows from the festival. A vibrant mix of music inter-cut with stories of Ireland’s new ethnic communities, these programmes showcase the very real positive contribution that different cultures are bringing to Irish society.

Across the RTÉ group there are plans to introduce new intercultural programming during 2007/2008. There will be a particular emphasis on integrating non-Irish nationals and intercultural themes and viewpoints into mainstream programming.

In the spring of 2007- notwithstanding the growing diversity of RTÉ programming – but in recognition of the need to develop a more holistic and comprehensive approach, a commitment to interculturalism was adopted as corporate policy by the RTÉ Authority and Executive Board:

RTÉ will be inclusive and respectful of the cultural differences and richness that exist within the population of Ireland. It will provide the diversity of output necessary to present an understanding of the cultural and ethnic backgrounds of the country’s inhabitants, foster an understanding and appropriate valuing of different cultures and create a sense of cultural cohesion within our society. RTÉ recognises that its workforce must reflect the diversity of Irish society and will promote the involvement and employment of people from different ethnic and cultural backgrounds.

By the end of 2008, RTÉ will publish a comprehensive action plan on interculturalism. The plan will build on the commitment of management and programme makers to date and mainstream cultural diversity across three broad areas; RTÉ output, staff training and recruitment. It will set down clear goals and targets for each of these areas and be fully integrated into the ongoing strategic planning of RTÉ’s different business divisions.

Ultimately the challenge over time is not for RTÉ to produce more niche programming but rather more fully reflect the society and people we exist to serve, in all that we broadcast and in our staff profile.

Much like Ireland itself is changing; RTÉ must change, and change quickly.

RTÉ and Interculturalism ��

2007/08 OBJECTIVES

It is important that RTÉ’s Corporate Responsibility efforts be sustained and ongoing and for that reason we are setting measurable objectives for the coming year.

1. Meeting the needs of our Audiences:• Bring the RTÉGuide brand to

new audiences on the web, with an extensive, service-driven rteguide.ie website and through multimedia projects

• A pilot of aggregated Irish language material on the RTÉ website will be launched in Q4 2007

• Continue with RTÉ’s sponsorship of the BTYoungScientistandTechnologyExhibition and explore opportunities to sponsor one other event which would also help us reach younger audiences by Q4 2007

• Establish an Audience Reaction Panel for RTÉ in Q3 2007 which will provide a direct channel of communication from a representative sample of the Irish audience so that RTÉ can further connect with its viewers, listeners, news consumers and internet users

• Commencing in Q3 2007, RTÉ Access Services will deliver a programme of presentation skills for those qualified in ISL (Irish Sign Language) interpretation to signers and deaf associations.

For detail on RTÉ’s Programming Objectives over the coming months, our StatementofCommitmentstoourAudience can be downloaded in English and in Irish from http://www.rte.ie/about/statement.html

2. Staff:• Policies on Stress, Alcohol and

Substance Abuse to be published by Q4 2007

• Presentations set in the context of RTÉ’sPolicyonBullyingandHarassment to be rolled out to all RTÉ staff by end of 2007

• A follow-up staff survey in Q4 2007 which will be measured against the 2005 results

• A review, reinvigoration and implementation of the Partnership process in RTÉ by the end of 2007.

3. Our suppliers:• Set up a preferred supplier

register on Marconi, RTÉ’s intranet site, by Q1 2008. This facility will enable buyers to access preferred supplier/s by looking up the product/service category on an A–Z reference. This will ensure that buyers are aware of the preferred supplier/s before placing orders

• RTÉNL will introduce new efficient technologies for AM radio broadcasting that substantially reduce power consumption and simultaneously increase service diversity by Q1 2008.

4. Government and Regulators:• Prepare the second iteration of

the Strategic Corporate Plan, 2007-2011, and a summary for general distribution by Q3 2007

• DTT Mux 1 – In accordance with the direction stated in the Broadcasting(Amendment) Act 2007,RTÉ will submit plans to DCENR before end 2007 on its approach to developing DTT

• Publish policy on delivering content in converged market by the end of Q2 2008

• BCI Advertising Codes – RTÉ will make a submission regarding the BCI Children’sAdvertisingCodereview process during Q1 2008. This BCI Review will start by Q3 2007 and end in Q2 2008.

5. The Environment:• Staff awareness training and Energy

Awareness Days to begin in Q3 2007 consisting of themes based on the PowerofOne drive currently underway by the Department of Communications, Energy and Natural Resources (DCENR)

• Establish the feasibility of the winning suggestions from the ‘Reduce,Reuse,Recycle’Challenge by end of Q2 2008

• Following our 2006 energy audit, reduce our CO2 by 2,300 tonnes and our energy consumption by 4 million kWh by the end of Q4 2007

• Pursue an alternative to reduce the use of polystyrene in restaurant operations by the end of Q4 2007

• Partner the Dublin Transport Office in their campaign to encourage car users in the Greater Dublin Area to take personal responsibility for reducing congestion by promoting the campaign to RTÉ staff and implementing a workplace travel plan by Q2 2008.

2007/08 Objectives ��

FEEDBACK

If you have any queries, comments or suggestions in relation to the content in this Corporate Responsibility Report, please email [email protected]

Corporate Responsibility 2007 Audiences / Staff / Business Interactions / Government ... CR...

Documents

Transcript of Corporate Responsibility 2007 Audiences / Staff / Business Interactions / Government ... CR...